The Nike Oregon Project, founded in 2001, was an elite distance-running training program funded by Nike and coached by Alberto Salazar, a former marathon champion. The program produced Olympic champions including Mo Farah and Galen Rupp, and was a showcase for Nike's commitment to elite athletics.
But in 2019, the US Anti-Doping Agency (USADA) banned Salazar for four years for orchestrating a doping program that included testosterone infusions, L-carnitine IVs beyond permitted limits, and tampering with the doping control process. Nike CEO Mark Parker was also implicated in emails discussing the program's methods.
Nike shut down the Oregon Project immediately after Salazar's ban. The case illustrated how a corporate sponsor's investment in winning can create a culture where the pressure to perform overrides ethical boundaries, and how a brand's association with a disgraced coach can damage its reputation even when the brand claims ignorance.
Nike shut the Oregon Project after Salazar's 4-year ban, but its win-at-all-costs culture had normalized the doping that damaged the brand.
Salazar orchestrated a doping program including testosterone infusions and IV violations.
Nike funded the program and its CEO was implicated in emails about the methods.
The pressure to produce Olympic champions created a culture where doping was normalized.
Nike shut down the Oregon Project after Salazar's 4-year ban.
When a corporation funds a program whose only metric is winning, the program will find ways to win — including ways the corporation would publicly condemn. The money creates the pressure.
Salazar was banned for 4 years (later upheld by CAS). Nike shut down the Oregon Project and distanced itself from Salazar. Mo Farah denied knowledge of doping. The case prompted broader scrutiny of corporate-funded elite sports programs.
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