|（Department of Physical Education，Shanghai University of Finance and Econornics，Shanghai 200433，China）
Abstract: An enterprise will not succeed without featured enterprise culture. The author studied the features of en-terprise culture of Nike, a worldwide famous sports brand, and revealed that the features of Nike culture mainly show in the following aspects: valuing investment in “future”, maintaining constant innovation, emphasizing people orientated operation, and focusing on enterprise featured culture. These features have provided a good reference for cultural construction of sports article enterprises in China.
Key words: sports industry；enterprise culture；Nike