Nike aspires to serve the human potential through sports - as the company states, "We feel lucky to have a genuine, altruistic reason to be: the service of human potential. That's the great benefit of sports, and we're glad to be in the middle of it."2 Kotler (1974) states that, 'an individual's beliefs or conceptions about what is desirable, good or bad - forms the value system.' In today's competitive environment such a value system plays a crucial role not only in satisfying customer needs but in taking on the competition as well. A company can acquire competitive advantage on its rivals on account of marketing efforts, brand building, value creation, innovation, operational efficiencies etc. but more important is to sustain the leading edge. Value creation forms the core component for sustaining the competitive advantage. Mele and Colurci (2006) provide distinctive paradigms for value as such.