In this episode, we welcome Tobie Hatfield, Senior Director of Athlete* Innovation at Nike, to explore how innovation, inclusivity, and performance intersect.
Key Takeaways:
- Athlete Innovation Philosophy– Nike’s motto “if you have a body, you are an athlete” shapes product design to serve all people authentically, not tokenistically.
- Voice of the Athlete– True innovation comes from deep observation and collaboration with the market, uncovering needs even athletes themselves can’t articulate.
- Fail Forward & Prototype Fast– Early iterations often involve modifying existing shoes, embracing failure as a necessary step toward breakthrough performance.
- Innovation as a Team Sport– Creativity and risk-taking thrive when engineers, designers, and scientists work together to solve high-order needs.
Guest Bio:
Tobie Hatfield is Senior Director of Athlete* Innovation at Nike, where for over 35 years he has helped lead product innovations that redefine performance and inclusivity. Originally an athlete and coach, Tobie brings a unique perspective rooted in curiosity, empathy, and a belief that innovation is for everyone. His work continues to inspire how Nike translates the voice of the athlete into world-class products.
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