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Case Study: Nike & Colin Kaepernick “Just Do It” Campaign

Case Study: Nike’s 30th Anniversary “Just Do It Campaign” With Colin Kaepernick

Brian Urvater and Courtney Vandegrift 

Comm 473: PR Campaigns

Professor Renea Nichols

September 28, 2021

When Nike released the 30th anniversary “Just Do It” campaign, Nike’s brand leadership team members were taking a calculated risk. They knew full well how Kaepernick’s high profile protest might rub some of its consumer base the wrong way, yet they moved forward with it anyway In 2018, Nike launched a new ad campaign that was based on a strong political conflict capable of tearing apart the United States. The nation was polarized as a result of increased racism, police brutality, and social injustice. In the midst of an era labeled as the Black Lives Matter movement, where african americans felt oppressed and helpless due to the violent attacks against black communities across the country, Nike drew a great deal of attention with their new campaign strategy that showed support for black communities, athletes, and civil liberties proponents. The ad featured professional football player and civil rights activist Colin Kaepernick, best known for taking a knee during an NFL game’s national anthem to protest social injustice and police brutality. The advertisement image began with a quote that stated “Believe in something. Even if it means sacrificing everything.” Since Nike is a sports gear and apparel company, their products fit well into this campaign strategy because it highlights a celebrity athlete that is known worldwide. Their main objectives were to bring headline attention to the campaign by highlighting athletes that were pushing boundaries in society in some way.

This case study’s purpose is to research the public relations methods used in the 30th anniversary of the “Just Do It” Nike social media campaign featuring prominent NFL figure Colin Kaepernick. With input from former NFL player and founder of Go Big Recruiting Ross Tucker, this paper reflects the communications strategies used by Nike’s PR department to send a specific message to their target audience and influence their perception and brand loyalty. By taking a stand for a controversial social figure during a time of political disarray, Nike took a risk to convey their brand as a platform that brings attention to important social and political matters. Since the launch of the campaign in 2018, Nike has continued to represent themselves as an organization that supports local communities and athletes. By bringing more thought to important social issues such as systemic racism and police brutality, their objective is to use sports as a platform to accelerate social movements and reflect their brand as an organization in favor of activism and reform. Their message to consumers is strong and impactful, showing consumers that it is more than just sports, but also about making the world a better place by giving athletes a platform to discuss social problems and encouraging young athletes to take a stand for their own values and beliefs.

Communication Plan

Situation Analysis:

Nike is a retail organization that provides high quality athletic products that are used by professional sports organizations and aspiring athletes around the world. The light weight material of their clothing and the superiority of their sports products have made Nike the most prominent sports brand in the world. The company has partnerships with several professional leagues including NCAA, NBA, MLB, and NFL. In terms of distributing products, Nike has over 1,000 factories and over a million employees, which makes for a fast, efficient distribution process that translates to major financial success. The company brands itself well with a globally recognizable swoosh logo and a short, confident slogan known as “Just Do It,” which represents their mission to inspire athletes to pursue their wildest hopes and dreams. Nike not only uses famous athletes to endorse their products and engage with their sports-devoted audience, but the organization also pays close attention to social trends and issues that are impacting the United States. By using social responsibility to advance their agenda, the organization increases their popularity and widespread attention, and ultimately influences brand loyalty among consumers. Additionally, the use of controversial social justice campaigns has proven to be beneficial to Nike’s reputation of goodwill because it can lead to national headlines and widespread media attention that helps guide public opinion in the area of social awareness.

The organization depends on the United States market for revenue more than any other country. 40% of Nike’s revenue comes from North America, which leaves the company exposed to factors that can negatively impact the business. It presents a high risk when a company focuses on a single market because public relations and marketing campaigns can backfire if that specific market does not agree with the ideas presented by the organization’s campaign. Accordingly, this specific case study reviews a high risk social media tactic during a time of social dispute in the United States. With Nike’s growing competition, it is important for them to discover new strategies of engaging the public and grabbing the attention of their audience in which they simultaneously represent the values and beliefs of their brand.

In 2016, world renown San Francisco 49ers quarterback Colin Kaepernick took a stand against social injustice and police brutality by kneeling during the national anthem before a nationally televised game. This act led to public backlash from angry consumers over the idea that a high profile figure disrespected the U.S. flag in front of thousands of people. However, this performance of social activism came at a time of mass hysteria during BLM movements, where the nation was polarized due to increased rates of police cruelty and inequity among black communities. Young black athletes around the country were determined to fight for their civil rights and protect their liberties. In their pursuit to support athletes and black communities, Nike supported social justice activism by launching a social media campaign that focused on the controversial behavior of the NFL star. The organization’s goal was to convey the bigger picture of sports by incorporating the concept that athletics can be used as a platform to bring attention to important social and political issues. At the same time, Nike hoped to encourage consumers to follow their largest dreams and stand up for what they believe in. This multifaceted technique was a unique way of expressing the organization’s core standards and values. In a time of social dispute, Nike aimed to gain massive media attention through the campaign by developing a high risk social media strategy that would get people talking about sports and its relationship to real world issues.

Following his idea to kneel during the national anthem, an outbreak of disapproval for Colin Kaepernick surged throughout the nation. A poll during the 2016 season named Kaepernick the most disliked player in the league, with 37% of caucasians saying they “disliked him a lot,” and 42% of African Americans saying they “liked him a lot.” However, according to survey research conducted by YouGov to determine how Nike customers feel about Colin Kaepernick, 46% of responses revealed a positive outlook on the NFL star while 23% see him in a negative light. This reveals that a majority of Nike customers support social activism and the push for reform in the area of racial inequality and police cruelty. Therefore, by creating a social media campaign around Colin Kaepernick and social activism, Nike hoped to strategically reach their target audience and influence public opinion about their brand. However, other research states that 53% of Americans object to the idea of kneeling during the national anthem because they consider it to be disrespectful to the flag and the country as a whole. There was a high risk in launching a marketing campaign that was created from these statistics, but Nike is a company that thrives on taking risks with the public because they want their organization to be unique and stand out among others.

According to the Washington Post, the decision to use Colin Kaepernick as the main figure in their ad campaign was popular among young Americans. Cindy Boren from the Washington Post stated that “a Quinnipiac University poll showed voters approved of Nike’s decision to feature Kaepernick in its latest ad campaign, 49 percent to 37 percent.” The poll also determined that there was a large age gap among people who agreed and disagreed, “with those 18 to 34 approving of Nike’s decision by a 67-21 margin, while voters 65 and older disapproved of the decision, 46 to 39 percent.” Overall, the 30th anniversary of the “Just Do It” campaign was creative in the sense that it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales.

On the political side of the research that went into this campaign, there was a strong disconnect between opinions of whether kneeling during the national anthem was considered to be morally acceptable. According to a NY Post article, in a poll of 1,570 Americans, “Democrats strongly favored the right to protest, at 77%. Only 20% of Republicans, and 20% of self-described Trump voters, said yes. Along racial lines, 77% of blacks, 57% of Hispanics and 47% of whites answered positively.”

Nike also collected data about the overall reactions of consumers to brand’s voices about social issues and controversial topics. In a poll conducted by Sprout Social, 1,000 American consumers were asked if “people want brands to take stands on important issues.” 66% of consumers responded that “it is important for brands to take public stands on social and political issues.” This information was important to Nike’s decision to launch this campaign because it conveys what consumers are looking for in a brand. Many consumers, especially younger people, look for brands that they can personally connect with from an ethical standpoint. Furthermore, a 2017 survey from Edelman found that “the majority of millennials (60%) are belief-driven buyers” that trust a company based on the company’s brand identity and social/political beliefs. 53% of Millennials pay attention to how companies that they purchase goods and services from act with political and social matters. Moreover, 80% of teens, which is a huge target audience for Nike, support the Black Lives Matter movement. Looking at this research from an economic standpoint, younger generations are crucial for Nike to engage with through tactics such as these. According to a Forbes article by Jules Schroeder, “Millennials have $200 billion in buying power and Gen Z has $143 billion in direct buying power”, which is an area Nike wanted to take full advantage of with this campaign strategy. Nike’s decision to take a public stand on a social issue and promote Kaepernick in order to gather more attention and connect with their audience on a deeper level was a thoroughly researched public relations strategy. 

Nike aimed to create a strategic communications plan that highlighted social and political issues that were impacting athletes and communities around the country. More specifically, the campaign intended to support the revolution against social injustice in black communities due to implications of racism through police brutality and racial profiling. In order to accurately display their support for social movements occurring throughout the U.S., Nike centered their campaign strategy around Colin Kaepernick, whose decision to kneel during the national anthem to protest against racism and social injustice conveyed his will to sacrifice his career for the greater good. However, his actions on the field also sparked mass amounts of controversy throughout the country. 

One objective for this strategy was to raise awareness about an important issue. Nike describes themselves as an organization committed to addressing systematic racism and supporting local communities. They thrive on showing their support for social movements and using their platform to address underlying societal issues. By combining the sports world with the need to raise awareness about important topics, the campaign strategy targets a wide array of people. Not only did Nike desire to catch the eye of black communities, athletes, and sports fans by promoting a controversial social problem through a large, sport-based platform, but the organization also aimed to target millennials and Gen Z-ers in hopes of positive responses in a harsh political climate. Additionally, Nike planned to gain widespread media attention that would advertise the goodwill of the brand and appeal to younger, more prosocial generations. Additionally, the attention gathered from the campaign would boost brand loyalty and social media engagement. Although it involved high risk, the 30th anniversary of the “Just Do It” campaign was something that yielded extreme success.

Another objective included exemplifying the organization’s mission statement. As expressed by the founder of Kaye Media Partners Karen Mcfarlane, “Nike’s mission is to bring inspiration and innovation to every athlete in the world. Colin Kaepernick, through his advocacy, conviction, and talent on and off the field, exemplifies those values in the strongest of terms.” By launching a strategy that uses a prominent athlete who is known for social activism in the campaign, it will raise awareness for the issue and positively impact the social credibility of Nike. Additionally, by utilizing a notable person who gained national attention for sparking a controversial issue, Nike aimed to earn massive media attention that would engage their audience in order to promote the ethics and goodwill of the brand. This strategy brings attention to social concerns and connects the activism for these issues to Nike’s brand. Furthermore, this campaign tactic gives athletes a platform to speak out about their views on social issues, thereby impacting a large target audience of sports fans, young athletes, social activists, and black communities. Through this campaign strategy, Nike conveys that their organization stands by its athletes through political chaos and controversy, which sends a clear message about the brand’s identity to the target audience about what kind of company Nike intends to be known as. This communications plan proves that the company is principled and loyal to its publics, and is willing to fight for social justice despite the risks involved.

Execution: 

To execute this plan, Nike made the decision to partner with notable NFL quarterback Colin Kaepernick. The campaign, launched in Fall 2018, includes a close up image of Kaepernick with the quote, “Believe in something. Even if it means sacrificing everything,” across the picture. The famous Nike swoosh logo and slogan is printed on the bottom. This poster was distributed through social media platforms and on billboards. The campaign was first announced through Kaepernick’s social media accounts, which increased the amount of initial views and shares. In addition to social media shares, the image was also printed on billboards in prominent locations such as Times Square.

The poster is paired with a full advertisement called “Nike Dream Crazy” that features young and experienced athletes and encourages viewers to follow their dreams despite any roadblocks that may hinder their success. The narrator of the commercial says, “because calling a dream crazy is not an insult, it’s a compliment.” Not only does the ad stimulate viewers to push for their biggest goals, but it also addresses the idea that it’s bigger than sports; it’s about making a difference in society and the world. The ad expresses this message by featuring pro athletes such as Lebron James and Colin Kaepernick. A video of all star NBA player Lebron James speaking out at a rally is accompanied by the narrator saying “don’t become the best basketball player on the planet, be bigger than basketball.” This message encourages the audience to take a stand against social issues just as Lebron James and Colin Kaepernick have. 

The audience is able to see Nike as a company that protects social equity and works for the benefit of communities. The commercial tries to spread the message that sports are not just for entertainment, but they are a platform for spreading valuable messages and ideas that can positively impact society. Another theme is also presented in the commercial that reinforces the idea that people should work for their dreams no matter what barriers they have to break through. This message is presented with the stories of athletes like Shaquem Griffin, who plays in the NFL with only one hand, and Serena Williams, who grew up in Compton and later became one of the most talented athletes in the world. Overall, the creative aspect of this campaign sends two messages to publics: It’s bigger than sports, and anything is possible if you put your mind to it. As per PR and customer service expert Anna Cachares and digital marketing specialist Beth Kramer, “Nike released the Nike Dream Crazy ad featuring Kaepernick on YouTube, which has over 2.6 million views. It is worth noting that Nike launched these ads on social media, not on traditional channels, which suggests that they are targeting younger generations (Millennials and Gen Z).”

In addition to the graphic and advertisement that Nike launched in the fall of 2018, Nike also began selling merchandise that symbolizes Kaepernick’s impact. For the four year anniversary of Kaepernick taking a knee during the national anthem, Nike created an all black jersey with the number 7. The number 7 is representative of Kaepernick’s jersey when he took a  knee playing for the San Francisco 49ers.  “Through his continuous commitment, the number 7 jersey has become an iconic symbol for progress and positive change” (Nike). This jersey sold out on the Nike website. “True to each other.
 True to the movement.
 True to 7,” (Nike). Selling merchandise that goes along with the social activism campaign also adds to the execution of the overall strategy because it further emphasizes the brand’s dedication to their cause. Nike is able to make extra profit off the campaign’s theme by selling custom jerseys that symbolize working towards progressive social movements and change.

Analysis and Evaluation:

This case study introduces the idea that Nike’s PR department is willing to abide by a “high risk, high reward” policy. The fact that research showed a split between public opinion of the Colin Kaepernick crisis in relation to the Black Lives Matter movement conveys that Nike is a brand focused on supporting high profile figures that are willing to push for social reform. In Nike’s “Black Community Commitment” page on their website, they reference that addressing systematic racism and encouraging action and reform is a top priority of the company. The brand identity Nike creates through supporting a controversial figure’s social advocacy is  a great method of engaging their younger audience. Nike uses sports as a way to bring people together in unifying fashion to bring attention to important social issues and 

spark change. Their use of innovative social media strategies not only increases their reputation of being a brand of goodwill and ethics, but it also grabs massive amounts of attention from media and consumers. By using Colin Kaepernick as a main figure to promote social activism in the area of racism and police brutality, the organization was able to make national headlines and promote their brand as an inspiring, community-driven company that is focused on using sports to make a change in the world. Former NFL player and entrepreneur Ross Tucker agrees that it is a lot more common in recent years for athletes to have a cause and stand up for issues that are important to them, and brands are beginning to take advantage of this factor because large audiences are likely to be “receptive and supportive to that.” A large company like Nike is able to take risks with controversial issues to gain media attention because they have a wide array of publics. However, In Tucker’s case, he tends to stay neutral with political statements because he does not want to “turn off” one side of his audience as a result of conflicting viewpoints. With their big 

following, Nike has developed a strategy of using risky PR tactics to promote the goodwill of their brand, which is something that other smaller companies are unable to do in today’s political climate.

The poster image was successful in generating attention and presence on social media, and the video ad was successful in spreading important messages and influencing public opinion. According to Scharninghausen in the business wire press release, the single best thing about the ad as per 48% of viewers was the theme and message. In the first 24 hours of the campaign’s launch, Nike brought in $43 million worth of earned media, and their brand mentions increased 135% with over 2 million mentions (Cachares & Kramer).  In addition, “Advertisin g analytics company Ace Metrix says that the Nike Kaepernick ad is “less polarizing than social media suggests.” Just 13% of consumers reported that they were less likely to buy from Nike after viewing the Dream Crazy Kaepernick ad. This dropped to 10% among Millennials and 6% to Gen Z.” 

Overall, the 30th anniversary of the “Just Do It” campaign was created because it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales. In this case study, Nike proved that by supporting communities and athletes affected by social issues in the United States through unique social media marketing campaigns, and by tactically using prominent figures, target audiences can be successfully reached, ultimately having a positive impact on a brand’s social and economic success.

Current Information: ( https://about.nike.com/ )

The number 7 jersey being sold on the Nike website symbolizes the progress Kaepernick has contributed to the Black and Brown communities. This all black jersey is created and sold for the anniversary of Kaepernick’s impact.  The corporate website offers insight into Nike’s mission and goals. “Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainable, by building a creative and diverse global team and by making a positive impact in communities where we live and work.” This current information ties into the case study topic because it provides information about Nike’s determination to make a difference in society by positively impacting communities in times of social despair. On the corporate website, there are four subcategories that describe the values of Nike as an organization, which ultimately support the campaign strategy for the 30th anniversary of the “Just Do It” slogan. The first category is “innovation,” where the company states that “to make big leaps, we take big risks,” which is true to the Coin Kaepernick issue because Nike supported an individual who was extremely controversial at the time for his activism for social justice. Next, the website refers to the team at Nike, where they describe their team of workers as “empowered, diverse, and inclusive,” ultimately representing the brand as a team that is united by sports. This is a feature that was represented in the Colin Kaepernick advertisement and currently persists as a main theme of Nike to encourage diversity and harmony despite cultural or racial backgrounds. Additionally, the website offers a look into “social and community impact,” where the company describes their belief that the power of sports can help change the world for the better. This concept was expressed with emphasis in the Kaepernick campaign, and is still a main theme of the organization that they continue to work towards today. Finally, Nike references “sustainable business innovation” on the corporate website to highlight a “sustainable future” in sports where athletes are able to thrive on a healthy, fair playing field and simultaneously use the power of team sport to improve social issues and positively impact the world. 

Current Impact:

Nike’s legacy from the 30th anniversary of the “Just Do It” campaign continues to live on and have an impact on society today. In a 2019 New York Times article titled “Colin Kaepernick ‘Dream Crazy’ Ad Wins Nike an Emmy,” Nike’s ad campaign conveys its creative nature as the advertisement was awarded an E mmy for being an outstanding and creative commercial. The idea of including a social aspect that relates to sports not only attracts young viewers and sports fans to the brand, but it also engages an audience of politically interested publics. People interested in politics and social activism now see Colin Kaepernick as the face of the NFL for his actions on the field, and they are more impacted by Nike for their brand values and support of a controversial athletic figure (Junge Welt, 2021).

The organization continues to support athletes that stand up for social movements and systematic racism, leading to a return of support from activist athletes. According to a 2021 Huffpost article, “longtime Collingwood sponsor Emirates condemned racism and said it was behind the club “proactively adopting changes as per the recommendations identified in their report.” In a statement.” As a result of media success with Colin Kaepernick and the will to work towards a better future for the world, Nike continues to use the same PR strategy to promote their brand and connect with their target audience that supports defending social movements. Nike expressed that the company st ood “against racism and discrimination in any form,” and that it believed “in the power of sport to create an equal playing field for all”. Current articles illustrate the idea that Nike’s media success in a harsh political climate during their 2018 campaign suggests that the same social media tactics can be effective in encouraging brand loyalty among consumers: “Since Nike is known for large-scale advocacy campaigns to drive social change through sport, most notably with US footballer Colin Kaepernick, one expert said the brand could see its partnership with Collingwood as an opportunity rather than a PR nightmare (Williams, 2021).” Their new campaign with Collingwood will accomplish the same goals because it has potential for controversy while also articulating the company’s focus on fixing social issues and resolving systematic racism around the world.

Nike also continues to push for the advancement of social movements by spending money on lobbying efforts. Years down the road, the company still pushes the idea of being viewed as a social activism organization by lobbying on topics such as physical education grants, taxes and climate change, as well as the “Uyghur Forced Labor Prevention Act.” Nike is an organization that has been heavily criticized in the past for their use of sweatshops and child labor in developing countries. “‘In the first three quarters of 2020, Nike spent $920,000 on in-house lobbying of Congress and other federal agencies,’” the New York Times reports” (Lowe 2020). In order to convey to the public that the company holds  good intentions and stands against unfair labor, they donate large sums of money to lobbying efforts. These issues have stemmed directly from the Kaepernick “Just Do It” campaign as Nike continues to adhere to the public by supporting social movements and the theme of making the world a better place.

Nike also continues to push their campaign with Kaepernick by c ommemorating anniversaries of his call to action with the kneeling protest. Four years after the social activism outbreak, Nike still pushes the campaign by selling special all black #7 Colin Kaepernick jerseys to increase profits and build off the highly su ccessful campaign. The company is able to continue their successful campaign by showing constant support for the activist athlete, commemorating him by holding special anniversaries that honor his stand against systemic racism and social issues related to the BLM movement. According to a recent article by Aaron Colen on Blaze Media, Kaepernick released a statement on social media about the bigger picture of sports and football, which is an idea that Nike forms around their brand through this campaign: “Four years ago, I took a knee to protest against systemic racism and social injustice,” Kaepernick wrote on social media. “It was that day that the number on my jersey would come to represent something greater than football, somethin g greater than me. Since then, the number 7 jersey has been a symbol for advancing the liberation and well-being of Black & Brown communities. Thank you for staying True.” People seem to resonate with the idea of buying Kaepernick apparel to support a social movement; “Nike released just two products related to Kaepernick, both of which were produced in seemingly low volumes and quickly sold out. They have been out of stock  for months, and consumers searching ‘Colin Kaepernick’ on Nike’s website are encouraged to sign up to be notified about ‘future Colin Kaepernick products,’” as per a NY Times article. Nike is able to profit off these continuous social media campaigns because the connection to Colin Kaepernick went viral online and had an emotional conne ction with many viewers. 

Despite all of the reactions from consumers, Nike did not put out any news releases for this campaign. The company communicated to their audiences and launched the cam paign primarily through social media and on billboards. On September 3, 2018 Colin Kaepernick posted a tweet of the Nike image he was featured i n. Nike retweeted this image and then launched the video advertisement a few days later. The only comment about the case came from Gino Fisanotti, North America’s vice president of brand for Nike. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” (Nike features NFL’s Kaepernick among athletes in ‘Just Do It’ campaign). Nike reported to ESPN about the partnership, and that business was the first one to spread the news.

Although Nike did not make many public statements, multiple media agencies and businesses made a comment about the campaign. The National Football League (NFL) issued a statement in support of the campaign just one day after the launch.‘“The National Football League believes in dialogue, understanding and unity,” NFL executive vice president of communications and public affairs Jocelyn Moore said Tuesday in a statement. “We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities . The social justice issues that Colin and other professional athletes have raised deserve our attention and action,” (NFL, 2018). This statement came to a surprise to some, since Kaepernick has been in a collusion case with the NFL since 2017.

Other media outlets covered the issue emphasizing the losses Nike was facing, and not on the issue Nike was taking a stance on. News outlets talked about how consumers were boycotting the brand. The Business Insider featured an article that talked about the hashtag, #Justburnit, which trended on social media with images of people destroying their Nike merchandise. This response toward the campaign showed a side of anger and opposed the collaboration.

This case study of Nike’s partnership with Colin Kaepernick provides a lot of insight in the field of public relations. Public relations professionals can learn from Nike’s strategies in this case to implement a strategic communications plan that engages their own audience in a meaningful way. Nike took a calculated risk when partnering with a public figure known for his polarizing beliefs. However, with Nike’s plan, they were able to create a campaign that drew in the attention of others. Their campaign provided the company an opportunity to use their platform to make a difference in society. Touching upon societal issues can be difficult, but when done appropriately they have a great impact. In addition to how Nike executed their plan, public relations professionals can take away how to use multiple platforms to get a message across to their audience. Nike utilized social media to spread their campaign as well as billboards in standout locations to grab the attention of others.

Another corporation who had a similar case to Nike was Pepsi. P epsi’s “Live for Now – Moments”  campaign. This campaign was a video designed to come across as an advertisement that promotes diversity, unification, and touch on the issue of police brutality, similar to Nike. They also featured a public figure, Kenall Jenner to grab their audience’s attention. However, the advertisement was poorly executed and outraged many viewers due to the insensitivity in the short film. The advertisement shows a diverse crowd of people coming together to protest. The crowd is then joined by celebrity Kendall Jenner, who leaves her photoshoot to join the protest and hand one of the police officers a pepsi. After he takes a sip, everyone who engaged in the protest celebrates. The execution of this advertisement made the issues of racial inequality and police brutality a simple fix. Pepsi released a statement apologizing for the advertisement and explaining that their intended message was not relayed appropriately. This advertisement was taken off air almost immediately.

Another campaign that was successful in getting their message across to viewers was Airbnb. Airbnb created a campaign in response to President’s Trump  closing the Ame rican borders to refugees in 2018. The advertisement aired during the Superbowl and was highly favored by the audience. The campaign was called “We Accept” and showed pictures of a bunch of different people of different nationalities. The quote on the advertisement read We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” Similar to Nike, Airbnb used their platform to address racial inequalities in society and bring attention to this issue. Although they did not use a celebrity, their timing of the advertisement got a huge amount of attention.

I believe that the tactics Nike used in this campaign were exclusive to their organization because it is difficult for a brand to side with a political viewpoint without losing a large chunk of their viewers. In a polarized political climate, organizations must be wary of the consequences of taki ng a side that part of their audience will not agree with. However, a company as big as Nike researched how people felt about Colin Kaepernick’s actions in order to determine the best strategies to implement into the campaign. Since they adhered to their young target audience and took a risk that conveys their brand identity and represents Nike as a brand of goodwill that supports social movements and activism, I think their PR department successfully accomplished their goals and objectives. I think their use of a prominent social activist figure in sports was a perfect way to display their brand identity and engage the most people possible. They were able to clearly get their message across to viewers that people should express their beliefs and fight for their values, even if it means losing everything you have worked for. After all, this idea of standing up for your own principles is the whole premise of the “Just Do It” slogan. Therefore, as a public relations professional, it is clear to me that their strategy of showing how people can “just do it” in a way that represents sports and social activism simultaneously was a remarkable way of gaining media attention and support from consumers.

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Nfl. (2018, September 4). NFL: Issues raised by KAE PERNICK deserve attention . NFL.com. Retrieved September 28, 2021, from https://www.nfl.com/news/nfl-issues-raised-by-kaepernick-deserve-attention-0ap3000000958222

Nike cashes in on Kaepernick and anthem kneeling with jersey celebrating the anniversary of the protests. (2021). Retrieved 27 September 2021, from https://www.theblaze.com/news/nike-commemorates-four-year-anniversary-of-national-anthem-kneeling-with-special-edition-colin-kaepernick-jersey

Nike’s Support For ‘Systemically Racist’ Collingwood A Critical Global Test For Both Brands. (2021). Retrieved 27 September 2021, from https://www.huffpost.com /archive/au/entry/nike-collingwood-lumumba-kaepernick_au_6025c91ec5b6591becd79cc1

Nike uses Kaepernick and BLM to distract you from their support of Islamophobic genocide. (2021). Retrieved 27 September 2021, from https://www.msn.com/en-us/news/world/nike-uses-kaepernick-and-blm-to-distract-you-from-their-support-of-islamophobic-genocide/ar-BB1bt97T

Stillman, J. (2021). Here’s the Data That Proves Nike’s Colin Kaepernick Ad Is Seriously Smart Marketing. Retrieved 28 September 2021, from https://www.inc.com/jessica-stillman/heres-data-that-proves-nikes-colin-kaepernick-ad-is-seriously-smart-marketing.html

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Case Study | Inside Nike’s Radical Direct-to-Consumer Strategy

• Chantal Fernandez

In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share price hit an all-time high.

Like other retailers, Nike had been forced to close most of its network of more than 900 stores across the world, as had its key wholesale partners like Nordstrom and Foot Locker.

But the American sportswear giant’s performance during the pandemic, when its online sales spiked, signalled to many that Nike had the competency to prosper long term, in a future that will be increasingly defined by e-commerce and digital brand connections.

It was a validation of a strategy that Nike prioritised three years ago, dubbing it “Consumer Direct Offense,” but the seeds of the approach go back almost a decade.

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Above all, Nike is a marketing company. It doesn’t just sell sneakers; it sells the brand aspiration that imbues those sneakers with meaning. But to achieve the reach required to scale its business, Nike’s distribution strategy had long-relied on third-party retailers to sell its products, even if the consumer experience offered by those partners diluted its brand.

But in a future increasingly defined by e-commerce, fast-moving trends and, above all, the rising power of branding to drive consumer preference when competitors are just a click away, Nike realised that in order to thrive, it needed to take control of its distribution to better manage its brand and deepen its connection with consumers.

It was definitely architecting a new retail, and a bold, retail vision for Nike.

Such an evolution is easier said than done, especially for a business as large as Nike in a category as competitive as sportswear. But by radically cutting back on its wholesale distribution and raising the bar for brand experience with the third-party partners that remained; expanding its focus on content, community and customisation to keep customers close; investing in its data analytics and logistics capabilities; and rethinking the role of the store as a brand stage, Nike drove a veritable direct-to-consumer revolution.

When the pandemic hit, these shifts went into overdrive.

“It was definitely architecting a new retail, and a bold, retail vision for Nike,” said Heidi O’Neill, Nike’s president of consumer and marketplace, and one of the most prominent executives leading the brand’s new strategy in recent years. “But it started with our consumer, and we knew that consumers wanted a more direct relationship with us today.”

In this case study, BoF breaks down Nike’s pioneering direct-to consumer strategy and how it has worked to the brand’s advantage, propelling its share price to new heights during the global crisis of 2020.

Click below to read the case study now.

• Mark Parker
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• direct to consumer
• athletic apparel

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The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.

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Global Sourcing at Nike

• Format: Print
• | Language: English
• | Pages: 31

About The Authors

Nien-he Hsieh

Michael W. Toffel

Related work.

• June 2019 (Revised January 2023)
• Faculty Research
• Global Sourcing at Nike  By: Nien-he Hsieh, Michael W. Toffel and Olivia Hull
• Global Sourcing at Nike  By: Nien-hê Hsieh, Michael W. Toffel and Olivia Hull

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Nike's Strategy to Improve Conditions in its Global Supply Chain – A Case Study

Nike’s approach to managing supplier responsibility has greatly evolved since the 1990s, when the media uncovered claims of child labor, underpaid workers, and poor working conditions in several Asian countries. This report explores how Nike’s approach to improving social and environmental conditions in its global supply chain has evolved through integrated management of sustainability and innovation, increased supplier incentives, and systems innovations intended to prevent problems before they arise.

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Global Sourcing at Nike

By: Nien-he Hsieh, Michael W. Toffel, Olivia Hull

This case explores the evolution of Nike's global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers' factories. When the case opens in July 2018,…

• Length: 31 page(s)
• Publication Date: Mar 7, 2019
• Discipline: Business Ethics
• Product #: 619008-PDF-ENG

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The Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only).

This case explores the evolution of Nike's global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers' factories. When the case opens in July 2018, Vice President of Sourcing Amanda Tucker and her colleagues in Nike's Global Sourcing and Manufacturing division were focusing on three key supply chain challenges: sourcing from suppliers that meet compliance standards, challenging and encouraging suppliers to improve capabilities, and being responsive to consumer demand across the world.

Mar 7, 2019 (Revised: Jun 11, 2019)

Discipline:

Business Ethics

Geographies:

Asia, Central America and Caribbean, Oregon

Industries:

Sports apparel

Harvard Business School

619008-PDF-ENG

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Sustainability

Nike Considered: Getting Traction on Sustainability

Rebecca M. Henderson

Richard M. Locke

Christopher Lyddy

Jan 21, 2019

In 2008, Hannah Jones, Nike’s new VP of Corporate Responsibility, wanted the company to be a leader in creating sustainable footwear, and subsequently developed a strategy for working with the product units to do so. Questions remained about whether Nike was on the right track and if the company was doing enough in the sustainability arena.

Learning Objective

To explore the role of an index tool as a vehicle for making products more sustainable.

Appropriate for the Following Course(s)

sustainability, strategy

Nike Considered: Getting Traction on Sustainability 

THERE IS NO TEACHING NOTE FOR THIS CASE STUDY.

Strategy & Execution

Nike, Inc. ^ MH0060

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Product Description

Publication Date: October 26, 2019

The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case focuses on the challenges Donahoe faces as he attempts to drive Nike to the goal of $50 billion in annual revenues by 2021. The case focuses on Nike's competition, the convergence of technology with apparel and footwear, as well as the company's corporate social responsibility issues. Donahoe has to address internal as well as external challenges. Donahoe was appointed CEO at a time when the Oregon sports and apparel company faces a number of controversies, including when Nike-sponsored athletes were caught up in scandals; the ban of Alberto Salazar, Nike's top running coach amid doping allegations; as well as continued concerns about Nike's workplace culture after an internal employee survey leaked describing the company as run by a boys club that is hostile towards women. Nike faces tough competition in all of its market, as well as along the value chain. Rapid advances in mobile technology and the development of the Internet of Things (IoT) could fundamentally change the industry. Nike is also moving further into ecommerce to offset the "Amazon effect." The fast-growing Chinese market, moreover, may provide an avenue for needed future growth.

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Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

• 14 Comments
• Published on Sep 20 2023

Table of Contents

Nike marketing strategy: top effective findings from case studies, history of nike, goals and objectives - nike marketing strategy, nike’s target audience, nike marketing strategy: challenges, solutions, and its approaches, how nike’s marketing strategy evolved, how to apply the nike’s marketing strategy to your brand, growth and market reach, what to take.

Nike has taken an image of an athleisure company and an American multinational corporation, but, the brand has taken way the world with inspiration, emotion, diversity, and unity with its simple marketing campaigns.

The core purpose of Nike marketing strategy is to keep moving the world forward. Over the years, it has launched and introduced various stylish and sustainable services from remembering the Swoosh, and the tagline ” Just Do It” which does not only come into our mind.

Enlisting the action of Nike's marketing strategies is remarkable. What makes it so special to get the products?

There are multiple reasons why people buy Nike products in this case study explained, but, one absolutely convincing means is that it is more than a brand that builds communities, planet protection, and makes sports accessible beyond diverse horizons. We have also discussed the top Nike Marketing Strategies that you can learn in 2024.

Purpose of the Article

The main aim of this article by Sprintzeal caters to information as social proof from various case studies about a process, product, or service that can resolve marketing issues.

Known as one of the largest athletic apparel companies,  Nike (Nike, Inc.)  is an American multinational association that deals with the design, development, manufacture, and global marketing and sales of footwear, accessories, apparel, equipment, and services. Began with a mission to, “bring inspiration and innovation to every athlete” in the world It is based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, and Jordan brands, and many more. 

It was founded by Bill Bowerman and his former student Phil Knight in 1964.

Nike plans to build a 3.2 million square foot expansion to its World Headquarters in Beaverton.

The Nike brand strategy focuses on bringing the culture of the invention to today’s athletes while solving issues for the upcoming generation.

Nike has acquired and sold several footwear and apparel companies over the years. It has also acquired Starter, Zodiac, Celect, and Datalogue and purchased RTFKT Studios.

It was founded in 1964 by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight as Blue Ribbon Sports. The brand was rebranded in the 60s, their company was relaunched as Nike in 1971.

In 1972, Blue Ribbon sports which later became Nike unveils "Moon Shoes

In 1974, the Waffle Trainer was patented, featuring Bill's famous Waffle outsole.

In 1982, introduced the Air Force 1 basketball shoe.

In 1994, Nike signs LeBron James

In 2000, launched Nike Shox in the market.

In 2008, introduced the Flyware shoe and signs Derek Jeter

In 2018, introduced React Element 87. Nike launched a new "Just do it" ad campaign featuring Colin Kaepernick.

In 2020, Nike Air-max 97G "Peace and love" was introduced. It also reveals uniforms for the 2020 Tokyo Olympics.

The main priorities and objectives of Nike marketing strategy,

• It includes promoting diversity, equity, and inclusion.
• Innovations that create sustainable materials and approaches to tackle environmental impact.
• Towards advancing a transparent and responsible supply chain.
• To build community by investing in organizations that pay efforts on economic empowerment, education, and equality.
• Uplifts unity with the current generation through sport and encourages an active lifestyle to reach their potential future.

To truly understand the effectiveness of Nike's marketing strategy, it's crucial to dissect the various segments within their vast target audience. Nike's ability to connect with different consumer groups is a central theme in this Nike marketing strategy case study. Let's delve deeper into these segments:

Athletes, Professionals, and Enthusiasts: Nike casts a wide net, catering to athletes at all levels, from elite professionals to passionate enthusiasts. Their product range is meticulously designed to enhance athletic performance, making Nike the preferred choice for athletes worldwide.

Running Enthusiasts: Nike's dominance in the running domain is unparalleled. They offer an extensive selection of running shoes, apparel, and accessories tailored to the specific needs of runners, whether they're seasoned marathoners or occasional joggers.

Sports Enthusiasts: Beyond athletes, Nike appeals to anyone with a fervent passion for sports. Their marketing efforts invite individuals to adopt the mindset of an athlete, whether they actively engage in sports or simply lead an active lifestyle.

Women in Sports: Recognizing the growing influence of women in sports, Nike has dedicated a significant portion of their marketing efforts to empower female athletes and sports enthusiasts.

Young Athletes: Nike understands the importance of cultivating brand loyalty from a young age. Their marketing strategies are crafted to inspire and engage young athletes, nurturing a lifelong connection to the brand.

Sustainability Advocates: In recent years, Nike has expanded its reach to consumers who prioritize sustainability and ethical practices. Their marketing seamlessly integrates these values, resonating with the environmentally conscious audience.

This diverse and inclusive approach to their target audience has been a pivotal factor in the success of Nike's marketing strategy. It showcases their ability to resonate with a wide range of consumers, from professional athletes to environmentally conscious individuals.

Striving to create more eco-friendly materials as possible, bioplastic for their sneakers is used as a replacement for plastic, leather, and other materials.

Well known for the fact that Nike promotes its products through sponsorship agreements with influencing athletes, professional teams, and athletic teams.

- High level competition of Nike with Adidas and Reebok and other companies with the closely similar product line and common target markets. 

- Limited exports of Nike products due to legal restrictions can be one reason for fewer sales or revenues.

- The economic and political situation of those countries manufacturing Nike products is also one main challenge.

- Being a global brand, controversies are sensitive to the company image.

Hence, these is some of the reasons why strategies are relevant for Nike.

The questions still arise, why do people go after Nike products even if several brands apply the same approach? Does Nike market segmentation do it differently?

With being able to pull effective  Nike marketing plan  guidelines over past years; the other part also had faced consequences and drove up on solutions-making with,

1) Advertising

One of the key parts of the  Nike advertising strategy  is advertising through television ads and other social media forms with affiliate marketing.

In 1982, Nike aired its first three national television ads during the broadcast of the New York Marathon.

2) New Media Marketing

Having to understand the importance of having different mediums along with display advertising, content marketing, and social media promotions, boosts Nike global marketing strategy in the right direction.

Nike is risk-taker, with the way to early application of internet marketing, email management technologies, narrowcast communication technologies, and broadcast to build multimedia marketing campaigns.

3) Emotional Branding

How undeniable that Nike always puts powerful emotions through the brand! The advertisement seldomly briefs on its products and services.

A few of the best ads and commercials from Nike quotes for motivation, inspiration, and greatness can be:

“We gave up giving up”,

“All you have to do is pick up your feet.”

“My better is better than your better.”

“Don’t believe you have to be like anybody to be somebody.”

The building of the right emotions by Nike effortlessly comes through curated content and narrative that again narrates a story; a tale of inspiration applicable to anyone to combat their challenges and meet their victory.

Instead, Nike emotional branding has been impactive followed as an effective strategy in the world of marketing at present. It inturns invokes emotions related to success, morale, victory, and self-improvement which makes it a powerful product.

4) Nike Target Market Segmentation

One thing marketers should learn from  nike segmentation targeting and positioning 

is understanding their customer.

And, Nike focuses very well on their main target markets for their product and services i.e., athletes, runners, and sports enthusiasts.

In the running years, it enlarges strategies to lead precise market segments for runners, women, and young athletes. 

An observation is taken into action to create that meets the custom interests as per customer requirements.

5) Convey a Story

To have been accompanied by a global audience, another marketing strategy applies by conveying the story in simple and effective points rather than using descriptive or jargon with their brand voice.

In this way, they connect and try to encourage the masses to chase their dreams and “Just do it”.

An instance as shown in the above image; another excellent technique is their tagline which builds an emotional marketing story that relates to anyone to catch their dream and build customer loyalty,

6) Newsworthiness

This brand strategy uses newsworthiness to impact and appeal to a story. In most cases, it uses recent events or happenings about what people need or want to know.

It is also tricky to decide what stories to cover, but Nike evaluates and continues with newsworthy stories before the release to avoid controversies or false information.

This pattern could be applied based on events that impact your readers all over the world

7) Invest in Customer Loyalty

In Nike, it associates with diverse masses apart from the target audience. Does it have good customer loyalty? Yes. 

With less loyal customers, the challenge to come up with anticipatory decisions and effectively plan your finances can be scary.

One of the reasons the brand is irresistible globally till current which is less surprising is sole because of customer loyalty. The precise, well-executed product and service not only attract new customers but retain customers with good profit margins.

- Nike is releasing “No Finish Line,” a new book that celebrates and figures Nike’s 50 years of game-changing design and innovation in the favor of athletes and sports. It lay down a design vision for the next 50 years.

- It applies measures to create a better future by investing in active and inclusive communities. Nike Community Impact Fund (NCIF), an employee-led and neighborhood-focused approach 

in aid of local community organizations globally for a positive, effective, and making a play for all the kids.

- Nike made about 35% digital and aims to achieve 50% by 2025.

One of the best ephemeral approaches is that a part of Nike’s success goes to influencing and inspirational athletes such as Michael Jordan, Mia Hamm, Roger Federer, Tiger Woods, Kobe Bryant, Lebron James, and many others.

To truly appreciate the efficacy of Nike's marketing strategy, it's essential to trace the evolutionary path it has taken over the years. This retrospective analysis of Nike's marketing strategy is integral to our Nike marketing strategy case study. Here is a comprehensive exploration of the evolution of Nike's marketing approach:

The Early Years: Nike's origins can be traced back to its predecessor, Blue Ribbon Sports, which primarily served as a distributor of Japanese running shoes. During this nascent phase, Nike's strategy was firmly rooted in performance and innovation.

The Birth of Nike: In 1971, Nike emerged as a distinct entity, drawing inspiration from the Greek goddess of victory. This marked the inception of Nike's emphasis on empowerment and achievement, an approach that would become central to their branding.

Celebrities Take Center Stage: The 1980s heralded a new era for Nike, marked by the strategic use of celebrity endorsements, most notably with basketball icon Michael Jordan. These high-profile endorsements solidified a deep emotional connection between Nike and consumers.

The "Just Do It" Era: In 1988, Nike introduced its iconic "Just Do It" slogan, encapsulating the ethos of personal determination and resilience. Swiftly, it became synonymous with the brand's identity and mission.

Digital Transformation: Nike was an early adopter of digital marketing, recognizing the potential of the internet and social media. They harnessed these platforms to engage consumers through multimedia campaigns and create a digital presence that mirrored their innovative spirit.

Emotional Branding: Nike's pivot towards emotional branding represented a pivotal moment in their marketing evolution. Rather than simply showcasing products, they focused on evoking powerful emotions, such as success, motivation, and self-improvement. This shift solidified Nike as a potent and influential brand.

Sustainability and Inclusivity: In recent years, Nike has demonstrated a commitment to sustainability and inclusivity, both in their products and marketing. They aim to create eco-friendly products and promote social responsibility, aligning with the evolving values of today's consumers.

This journey of evolution highlights Nike's remarkable adaptability and capacity to align their strategy with changing consumer landscapes. From their roots in performance and innovation to their current focus on emotional branding, sustainability, and inclusivity, Nike's marketing strategy has continued to resonate with a diverse and ever-changing audience.

To harness the power of Nike's potent marketing strategy for your own brand, it's essential to follow a well-defined blueprint. This section of our Nike marketing strategy case study provides a step-by-step guide on how to apply Nike's principles to your brand effectively:

Know Your Audience Inside Out: Much like Nike, start by conducting thorough market research to understand your target audience's specific needs, preferences, and aspirations. Tailor your products and marketing strategies accordingly.

Forge an Emotional Connection: Take a page from Nike's playbook and aim to create profound emotional connections with your audience. Share compelling stories that resonate with your brand's mission and values, inspiring and motivating your customers.

Embrace the Digital Realm: Leverage the expansive digital landscape, including social media, content marketing, and multimedia campaigns, to amplify your brand's reach. Follow Nike's lead in utilizing these platforms effectively to engage and captivate your audience.

Champion Sustainability and Social Responsibility: If your brand aligns with sustainability and social causes, make them integral to your strategy. Showcase your commitment to positive change through sustainable practices and support for relevant social issues.

Consistency is Key: Maintain a consistent brand image and message across all marketing channels. This consistency not only reinforces your brand identity but also leaves a lasting impression on your audience.

Prioritize Innovation: Continuous innovation should be at the heart of your strategy, much like Nike's dedication to pushing the boundaries. Innovate your products and marketing strategies to stay relevant and capture the full attention of your audience.

Leverage Influencers and Celebrities: Collaborate with influencers or celebrities whose values align seamlessly with your brand's mission. This partnership can help expand your reach and enhance your brand's credibility, similar to Nike's successful partnerships with iconic athletes.

By following these steps, you can effectively incorporate the power of Nike's marketing strategy into your own brand. Building a successful brand, as exemplified in this Nike marketing strategy case study, requires a strategic approach, unwavering dedication, and a profound understanding of your audience's aspirations and needs.

Don't Wait, Just Do It

In the ever-changing field of marketing, the key to success is action. Much like Nike urges you to take action; we encourage you to propel your digital marketing career forward by enrolling in Sprintzeal's Digital Marketing Course. Don’t let your hesitation cost you your opportunities.

Equip yourself with the skills, knowledge, and confidence excel in the digital marketing domain. We curate and design our courseware to ensure you're well-prepared for the dynamic world of digital marketing. So, why delay? Enroll now , and allow us to help you make your career in digital marketing.

As per  Wikipedia , During the Q1 of 2020, the company's online sales have grown by 36%. While the net income in mil. is $6,046 and revenue is $46,710 in 2022. 

As per the Forbes report, Nike's Financial Summary for 2022, the revenue is $46.9 billion with assets of $38.6 billion and profits of $6.1 billion.

The following image gives a glance at the percentage growth with the approaches.

Image Source:  Nike

Final Results

During the article study, we also found that problems may occur subsequently with changes made to the distribution, marketing, and management strategies of Nike.

Companies can refer to Nike's marketing strategy to influence the four Ps i.e, price, product, promotion, and place. New features may expand the changes to higher growth of the product and might develop a new market.

Source 1:  Nike-A Case Study Just Do It

Source 2:  Nike Marketing Case Study

Source 3:  An Investment Analysis Case Study: Nike - NYU Stern

Research Details

This article emphasizes curated study from three case studies apart from Nike’s official website.

Therefore, all the effective strategies are presented for information and education means for readers in response to the current marketing issues along with the given references in this article.

Winning the market is one technique that Nike has been doing so well since its implementation till date. What’s even interesting is having to market its products under its various brands and subsidiaries.

The subsidiaries like Nike+, Nike Golf, Nike Blazers, Nike Pro, Air Jordan, Air Max, and other brands like  Hurley Int., Jordan, and Converse.

In the field of such marketing, digital marketing plays a dominant role. To pursue a career in digital marketing training, choosing from a globally recognized ATO (An accredited training organization) from  Sprintzeal  accelerates your career of interest.

To explore more courses, consider visiting  Sprintzeal’s all courses  and earn a certification to level up your career.

For details or queries in your field,  Click Here  or  chat with our experts , and our course experts will get to you.

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Nchumbeni Yanthan

Nchumbeni is a content writer who creates easy-to-read educational blogs, articles, varying client request, and social media content helping millions of learners meet their career goals.

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