🏆From Nike to Duke: How Rachel Baker is Shaping the Future of College Basketball

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From Retail Floors to the Nike Front Office

Rachel’s path to Duke was not traditional. She started on the retail floor at Nike, where she took pride in building genuine relationships with everyone who walked through the door. That curiosity and work ethic eventually caught the eye of a mentor in the Nike Sales Department. “I volunteered every week for free for two years,” Rachel said. “That helped me absorb knowledge, gain experience, and eventually land an interview that led to 11 years with the company.”

That blend of effort and education became a constant theme in her journey. “The power of persistence and lifelong learning shaped my career. I kept showing up, stayed curious, and put myself in a position to be ready when the right opportunity came.”

Turning Obstacles into Open Doors

Rachel is quick to point to mindset as a key to her growth. “I focused on developing a growth mindset and shifted my perspective to see obstacles as opportunities for learning,” she said. “I also sought out mentors who provided guidance and motivation when needed.”

At Duke, she brings that same approach to the athletes she works with. Her goal is not just to help them win now, but to prepare them to thrive long after their college careers are over.

What It Takes to Stand Out

Rachel narrows it down to two priorities for anyone looking to build a career in sports: relationships and growth. “This industry is all about who you know and being able to make connections,” she said. “You’ve got to build a strong network and be proactive about reaching out to people you admire. But you also have to stay sharp. You need to keep learning, stay up-to-date with what is happening in the industry, and invest in your own development.”

When it comes to hiring or mentoring, Rachel looks for two key traits. “I value individuals who are willing to put in the work to achieve their goals, even when it means doing more than what is expected. I also look for people who bring fresh ideas and think critically about how we can grow.”

Making Your Own Luck

At a school that has won five national championships, made 11 title game appearances, and made 17 Final Four trips, Rachel understands what excellence looks like. But for her, success is about more than wins and trophies. It is about helping young athletes understand their value and step confidently into their future.

Rachel believes that opportunities come to those who are ready for them. “You have to put yourself out there and take risks. You can make your own luck by showing up consistently and staying ready,” she said.

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