This former University of the Philippines Fighting Maroon playmaker holds a position many can only dream of. Her job combines passion for sport and work for a brand that inspires her.
I have observed that there are only two types of successful employees: the truly intelligent and those who have tremendous courage and resilience due to the nature of their work. “
Jino L. Ferrer Country Manager Nike Philippines Inc.
If there is anyone who knows the valuable role the Philippines plays in the international sports branding arena, it would be Jino L. Ferrer, National Director, Nike Philippines Inc. He says, âGiven As we are the only market in South East Asia and India where basketball is the main and most dominant sport, the country has been a priority market for Nike since basketball has been one of the strongest categories for Nike / Jordan, and above all because it offers the most innovative and inspiring products for global and local athletes in sport.
Former University of the Philippines playmaker Diliman Fighting Maroon, who has worked for Nike for more than a decade since October 2021, admits he’s in a job many can only dream of. âHaving grown up as an athlete (in basketball as well as in football), I always wanted to do a job that was closely linked to my passion. Nike has always been the brand that inspired me every time I saw their television and billboard advertisements.
âSo it was really a natural transition for me to deal with having graduated for a sports brand that had always been a part of my youth. I put a lot of preparation, persistence and patience into getting to where I am today, starting with the usual job for a local sports brand that I used to support in college as my ‘first step’ into the sports industry. I am trained, I have accumulated experience and I have invested in many relationships leading to a connection with Nike PH. âFor four years, he laid the groundwork until opening a position in the company which, according to him, “corresponded to my profile and my experience … I applied, I overwrote the interview and the rest is history”.
DISCIPLINE LIFE Ferrer (top photo, third from right, seated) with sports reporters at a 2018 event and the new Nike store in Glorietta 2, Makati City. PHOTOS CONTRIBUTED BY NIKE PHILIPPINES
Being imbued with the tireless mindset of an athlete, Ferrer adds, is certainly a valuable asset in a company’s journey. âThis kind of discipline has always given me an advantage over other candidates. At Nike, I’ve observed that there are only two types of successful employees – the really smart and the brave. and tremendous resilience due to the nature of their work, where day-to-day challenges are commonplace. “
When asked to shortlist a few notable work influencers who played a significant role in his rise in business, Ferrer grows reluctant, but says, “I’ve been fortunate to have some really good mentors throughout. my Nike background. It wouldn’t really make sense to provide names as they weren’t public figures or household names. Most, if not all, were also athletes with the same passion for the sport and belief that it made you a better person.As an athlete, you become a positive influence in your community as you are given opportunities, learnings and experiences to help you be successful in life.
âIn my family my father, Dr Delfin Ferrer, was the natural athlete, but it was my brother, Dr Miko Ferrer, who taught me the concept of ‘win, not give’. If you want something, you better work hard for it, always. “
Citing memorable marketing campaigns under his watch of over 10 years with Nike is also proving equally difficult for Ferrer to highlight – he’s so proud of each one. He says: “I think the most obvious are the previous visits from NBA athletes of Lebron James and the late Kobe Bryant, where we gave the crazy Filipino basketball fans the opportunity to get to know and engage their heroes. on a personal level.
âHaving the opportunity to interact with the two athletes in real life, but more importantly, allowing athletes and fans to feel an emotional connection – a feeling one will never forget in a lifetime – offered a truly unique experience.
Another program I would like to talk about would be the recent campaign we ran in partnership with a local non-government office Girls Got Game PH (GGG). The initiative saw Nike partner with them to use sport as a platform. -form to create meaningful change in young girls, ages 11 to 14, teaching them the values ââof sport. “
Nike’s latest campaign, Play New, invites people to experience the sport in unique ways, for example, by creating a series of inspiring online activities to empower more young Filipino women and help them play for their future.
Regarding the drastic changes that Covid-19 has brought about in sports marketing activities, Ferrer comments: âIt has changed the purchasing habits of consumers a lot. Besides the fact that consumers are now reluctant to enter stores to buy products, the fear of contracting the Covid-19 virus has created this digital / e-commerce boom.
âBuyers now expect all brands to provide this online and offline experience, giving them options to buy online or offline with a very seamless and efficient shopping experience and, of course, the best customer and after-sales service. “
I have been fortunate to have great mentors throughout my Nike journey. It wouldn’t really make sense to provide names because they weren’t public figures or household names. Most, if not all, were also athletes with a common passion for the sport and the belief that it makes you a better person. As an athlete, you become a positive influence in your community by providing yourself with opportunities, learnings and experiences to help you in life.
I truly believe that sport has the power to move the world forward. Driven by my passion for sport, I want to continue to empower every athlete to âuse sportâ to elevate human potential and create a better world.
First paid job
PBL semi-pro basketball player (now called PBA D-league)
I wake up around 5:30 am to 6:00 am and meditate before breakfast and exercise. Before the pandemic I did 70.3 Ironman races so my usual training / workout was swimming, road biking, and long runs between 10k and 15k on weekends.
I think I have the unique talent of making normal or common things like clothes a little more special by adding a few personal touches through customization, cycling or modification to make them unique to my style or style. my personal aesthetic.
Time spent on social media
Probably two hours a day because it’s part of my job to learn about trends and what’s going on with the Gen Z age group.