Building One with Tomer Cohen: Episode Summary

Episode Title: Building Nike with Jason Mayden: Designing the Jordan Brand through Emotional Connection
Release Date: January 14, 2025
Host: Tomer Cohen, Chief Product Officer of LinkedIn
Guest: Jason Mayden, Chief Design Officer of the Jordan Brand at Nike

Introduction

In the second season of Building One, host Tomer Cohen engages in a profound conversation with Jason Mayden, Nike's Chief Design Officer for the Jordan Brand. The episode delves into Jason's unique journey from his upbringing in Chicago to his ascent within Nike, his design philosophy centered on emotional connectivity, and the invaluable lessons he's learned from collaborating with the legendary Michael Jordan. This summary captures the essence of their dialogue, highlighting key discussions, insights, and inspirational moments.

Early Life and Path to Nike

Jason Mayden's story is one of passion, perseverance, and creativity. Growing up on the south side of Chicago, Jason's fascination with design blossomed early, largely influenced by his admiration for Batman and Michael Jordan.

[03:15] Jason Mayden: "The honest answer is I didn't know design was even the potential path for me because I didn't have the lexicon of industrialized creativity... it made me feel like I had a purpose."

Jason's determination led him to an internship at Nike during his college years—a pivotal moment that set the stage for his future at the company. His initial interaction with Nike's customer service, sparked by his meticulous decoding of Nike's advertising phone numbers, exemplifies his unwavering commitment.

[07:00] Jason Mayden: "I wanted to work there, design shoes like it was a dream. I have to be there."

Through relentless effort, Jason transformed his childhood dream into reality, eventually ascending to a senior leadership position and authoring books aimed at fostering creativity in both adults and children.

Design Philosophy: Emotional Connectivity

Central to Jason's approach in designing for the Jordan Brand is the emphasis on emotional connectivity. He believes that beyond features and performance, the true essence of a product lies in how it makes individuals feel about themselves.

[22:40] Jason Mayden: "You have to first focus on emotion. How do you want people to feel? Not feel the product, but feel about themselves in the context of your brand."

Jason likens this philosophy to a sports team's strategy, where product quality serves as a defense, and emotional connection drives engagement and loyalty. By prioritizing how the brand makes consumers feel, Jason ensures that the Jordan Brand remains a cultural touchstone rather than just a performance-driven label.

Leadership Style: Cultivating a Collaborative Culture

Jason's leadership transcends traditional hierarchical structures. He champions a collaborative environment where every supporting function—from janitors to legal teams—is viewed as an integral part of the creative process. By inviting diverse perspectives into staff meetings and repositioning supporting roles as intellectual property defenders, Jason fosters a sense of ownership and belonging across the organization.

[17:11] Jason Mayden: "Nothing great is done alone. The power of the team... character is what keeps you in the room."

This inclusive approach not only enhances creativity but also ensures that all team members feel valued and connected to the brand's mission.

Embracing Neurodivergence

Jason openly discusses his neurodivergence, identifying as being on the autism spectrum. Initially met with misunderstanding and stigma, he reframed his neurodivergence as a superpower that enhances his ability to process information and connect disparate ideas.

[12:54] Jason Mayden: "I learned different, and that's okay. And I think it's my superpower because I process information faster than my peers."

This self-acceptance has propelled Jason to excel in his field, demonstrating the importance of embracing one's unique neurological makeup to foster innovation and leadership.

Lessons from Michael Jordan

Collaborating with Michael Jordan has been a cornerstone of Jason's career. He highlights Jordan's insatiable drive, continuous learning, and the ability to evolve beyond past accomplishments as pivotal lessons.

[34:32] Jason Mayden: "What I'm learning from him in this stage of my life is how to succeed and how to age gracefully and how to be okay with your accomplishments."

Jason's role as the "gadget guy" for Jordan underscores the mutual respect and synergy between them, illustrating how mentorship and collaboration can lead to sustained excellence.

Future of Design and Nike

Looking ahead, Jason anticipates significant shifts in the design and manufacturing landscape, driven by technology and democratization of resources. He envisions a future where manufacturing becomes decentralized, and the lines between brands and consumers blur, fostering community-driven creation.

[35:52] Jason Mayden: "Brands will have to now look at themselves as not selling to a consumer, but building with a consumer."

Jason also emphasizes the potential of blockchain for protecting intellectual property and fostering transparent design processes, anticipating a more inclusive and collaborative industry.

Key Takeaways

1. Emotional Connectivity: Prioritizing how products make consumers feel ensures lasting brand loyalty beyond mere functionality.
2. Inclusive Leadership: Viewing all team members as integral to the creative process fosters a collaborative and innovative environment.
3. Embracing Neurodivergence: Recognizing and leveraging unique neurological traits can enhance creativity and problem-solving.
4. Continuous Learning: Drawing inspiration from mentors like Michael Jordan underscores the importance of evolving and adapting.
5. Future-Oriented Design: Anticipating technological and societal shifts prepares brands to remain relevant and community-focused.

Conclusion

Jason Mayden's journey with Nike's Jordan Brand exemplifies the fusion of passion, creativity, and inclusive leadership. By focusing on emotional connections and embracing diverse perspectives, he not only elevates product design but also inspires a new generation of creators to believe in their potential. This episode of Building One serves as a testament to the power of self-belief, resilience, and the relentless pursuit of excellence.

Notable Quotes:

• Jason Mayden [03:15]: "I didn't know design was even the potential path for me because I didn't have the lexicon of industrialized creativity."
• Jason Mayden [17:11]: "Nothing great is done alone. The power of the team... character is what keeps you in the room."
• Jason Mayden [22:40]: "You have to first focus on emotion. How do you want people to feel?"
• Jason Mayden [12:54]: "I learned different, and that's okay. And I think it's my superpower because I process information faster than my peers."
• Jason Mayden [34:32]: "What I'm learning from him in this stage of my life is how to succeed and how to age gracefully and how to be okay with your accomplishments."
• Jason Mayden [35:52]: "Brands will have to now look at themselves as not selling to a consumer, but building with a consumer."

Final Thoughts:

Jason Mayden's insights into design, leadership, and personal growth offer valuable lessons for aspiring product leaders and creatives. His emphasis on emotional connectivity, inclusive collaboration, and embracing one's unique traits underscores a progressive approach to building iconic brands that resonate deeply with their audience.