Nike is the largest apparel company in the world. It has a market presence in shoes, sportswear and sports equipment. (AP)

In a front of a large crowd of prospective and current Southern Methodist University sport management and applied physiology majors and minors, Brad Wilkins delivered an enthralling lecture on the role of science in business on Thursday evening in Vester Hughes Auditorium.

 A senior physiologist at Nike, Wilkins is the science lead for the digital sports department and is responsible for implementing scientific methods into the development of products ranging from apparel to shoes.

“In some ways I got lucky to end up at Nike,” Wilkins said. “But once I got started, I was really motivated by how science affected business especially in sports.”

Wilkins specifically works in the science lab on Nike’s campus in Oregon, where he spends countless amounts of hours studying human performance and possible enhancement through sensory technologies.

 One project Wilkins specifically pointed out was the Nike Ice Vest. Data showed that by using the vest in a 30 minute warm-up, runners’ times were 13 seconds faster in five mile runs.
Wilkins and his team then determined that by pre-cooling, the Ice Vest could control how fast runners could run.

It made sense from a science standpoint, but the business aspect was another story.

“You have to look at return on investment,” Wilkins said. “It cost a lot of money to make those and we weren’t sure if we could sell it to the masses.”

Although it never hit the market, Wilkins added that he had to pitch ways on how the product could be more affordable and why it would sell.

He explained that the key to being both a good scientist and businessman is the ability to be a ‘storyteller.’

“It is imperative to be a good storyteller,” Wilkins said. “You have to convince officials that your ideas are good. It’s all about how you present what you do. After all, stories are at the intersection of science and business.”

Randall Joyner, a sport management major, is interested in sports apparel design and dreams of one day working at Nike. Joyner, who is also linebacker for the SMU football team, recently started his own line of apparel called Ducere and hopes to implement Wilkins’ strategies into his business.

“I learned science is important to the industry of sports apparel,” Joyner said. “I’m really going to do some research on how it can help me as I continue to get out there in the sports world.”

While the Ice Vest wasn’t truly a success, Wilkins has worked on quite a few booming products including the Nike Fuel Band, which is designed to connect with consumers and promote physical activity.

SMU freshman Russell Palmer isn’t sure what he wants to major in yet but Wilkins role in the development of the fuel band has him considering sport management as a possible major.

“I think it’s a great concept,” Palmer said. “Overall, his presentation gave me more of an idea of what I want to do. It was really helpful and now, I will definitely consider a career in this field.”

Wilkins received his Doctoral degree from the University of Oregon.

He then trained as a postdoctoral fellow at the Mayo Clinic, in the Integrative Physiology Laboratory.

In 2008, Wilkins joined the Nike Sport Research Laboratory.
Following his presentation, new applied physiology and sport management majors were honored, and Wilkins left them with one piece advice as they prepare to enter a similar career path.

“Find a good mentor or even many,” he said. “These are people that will help you succeed. But don’t forget to have a passion for what you do.”