nike branding case study

Nike Branding Strategy and Marketing Case Study

Analysis and examples of nike’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

Back To The Branding Strategies Homepage

Brand Overview

Business type.

Physical Products

https://www.nike.com

Target Customer

Fashionable Athletic Wear Consumers

Primary Need ( Job To Be Done )

Dress in athletic clothing that balances high performance and style

Brand Visual Identity & Content

Primary brand colors, brand typefaces.

Nike Futura
Helvetica Neue

Hero Content

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Everyperson

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Self-Actualization

Design & Aesthetics

Brand Benefits

Confidence that clothing has been developed with deep expertise in athletics

Access to a blend of modern and throwback design aesthetics that are always fashionable

Feeling of self-actualization through a brand that inspires action and empowerment

Competition

Key competitors.

Adidas , Under Armour, Lululemon, New Balance, Puma, Converse, Allbirds

Get Help Growing Your Brand

Get a 10 page workbook on Purpose, Vision, and Values. Plus resources for Archetypes, Tone, Messaging, and more.

Check your email to confirm your address and receive your workbook!

Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

30 Comments
Published on Sep 20 2023

Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

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.

Digital Marketing Masters Program Certification Training

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.

Subscribe to our Newsletters

Explore program.

Apply for Free Consultation

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.

Popular Programs

Digital Marketing Masters Program

Live virtual training.

4.9 (859 + Ratings)
45k + Learners

Trending Now

Top Google Chrome Extensions for Online Marketers in 2024

11 Most Common Misconceptions About SEO in 2024

Guide to Banner Advertising for Google Ad Sense and Other Ad Networks

Brand Managers Guide 2024

Digital Marketing – Benefits, Types, Certifications and Jobs

Latest Digital Marketing Manager Interview Questions and Answers 2024

Career in Digital Marketing - A Complete Guide

SEO Optimization Tips for 2024

Career in Advertising - The Beginner's Guide

Affiliate Marketing - A Comprehensive Guide for Beginners

CPA Marketing Guide 2024

Search Engine Marketing - A Guide for Beginners

Top Digital Marketing Tools 2024

The future of Digital Marketing

Conversational Marketing - The Ultimate Guide 2024

Coca Cola Marketing Strategy - A Case Study

Tesla Marketing Strategy: Key Lessons to Learn

Digital Marketing Challenges & Solutions in 2024

SEO in Digital Marketing - How Does It Work?

How to Create a Social Media Marketing Strategy

Email Marketing for Beginners - Tips, Tools and Advantages

Colors for Marketing: Psychology of Colors for Your Brand

LinkedIn B2B Marketing Guide

What is PERT? How to use PERT in Project Management?

A Beginners guide to LinkedIn Marketing in 2024

Traditional Marketing vs Digital Marketing: How to Choose?

Types of Infographics - When and How to Use

Digital Economy - What is it and why is it important

What is Digital Leadership? A Brief Guide

Digital Marketing Tips for 2024

Online branding - Examples & Strategies

Amazon Marketing Strategy – A Brief Guide

Netflix marketing strategy- An overview on marketing tactics of Netflix

IKEA Marketing Strategy - An Inspiring Finding from the Case Studies

Discover Starbucks Marketing Strategy: The Success Secret

McDonalds marketing strategy: Inspiring Findings from a Case Study

What is Online Networking? How Can It Benefit Your Career Success?

Microsoft’s Market Success Strategy: A Case Study

Career Opportunities in Digital Marketing - A Complete Guide

Social Media Marketing Fundamentals for Business Growth

Crafting an Effective Social Media Strategy

Agile Management 59
AI and Machine Learning 27
Big Data 50
Business Management 25
Cloud Computing 37
Digital Marketing 50
IT Hardware and Networking 13
IT Security 79
IT Service Management 28
Microsoft Program 2
Programming Language 29
Project Management 124
Quality Management 53

QUICK LINKS

Terms & Conditions
Privacy Policy
Cookie Policy
Become an Instructor
Sprintzeal Reviews

SECURE PAYMENTS

Top Trending Courses

Enquire Now for Up to 30% Off!

WHO WILL BE FUNDING THE COURSE?

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

News & Analysis

Professional Exclusives
The News in Brief
Sustainability
Direct-to-Consumer
Global Markets
Fashion Week
Workplace & Talent
Entrepreneurship
Financial Markets
Newsletters
Case Studies
Masterclasses
Special Editions
The State of Fashion
Read Careers Advice
BoF Professional
BoF Careers
BoF Insights
Our Journalism
Work With Us
Read daily fashion news
Download special reports
Sign up for essential email briefings
Follow topics of interest
Receive event invitations
Create job alerts

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

Inside Nike's Radical Direct-to-Consumer Strategy Case Study

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.

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
John Donahoe
direct to consumer
athletic apparel

Adidas Prepares for Samba Slump

As the German sportswear giant taps surging demand for its Samba and Gazelle sneakers, it’s also taking steps to spread its bets ahead of peak interest.

Op-Ed | The Rise of the Unwasteful Brand

A profitable, multi-trillion dollar fashion industry populated with brands that generate minimal economic and environmental waste is within our reach, argues Lawrence Lenihan.

Fashion’s Stalled Self-Checkout Revolution

RFID technology has made self-checkout far more efficient than traditional scanning kiosks at retailers like Zara and Uniqlo, but the industry at large hesitates to fully embrace the innovation over concerns of theft and customer engagement.

Peloton CEO to Step Down as Company Cuts 15% of Jobs

The company has continued to struggle with growing “at scale” and issued a warning in February that revenue may not start increasing again until the fourth quarter.

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

Our newsletters may include 3rd-party advertising, by subscribing you agree to the Terms and Conditions & Privacy Policy .

Our Products

BoF Insights Opens in new window

The Business of Beauty Global Awards - Deadline 30 April 2024

Nike Marketing Strategy: How Nike became a market leader and you can "just do it" too!

Learn about nike's iconic marketing strategy and advertising campaigns. read how nike aces the 4ps of marketing mix - product, price, promotion & placement..

overview#goto" data-overview-topic-param="history">Revolutionary history
overview#goto" data-overview-topic-param="first">Nike's First Shoes
overview#goto" data-overview-topic-param="mix">Nike's Marketing Mix
overview#goto" data-overview-topic-param="strategy">Nike's Marketing Strategy
overview#goto" data-overview-topic-param="noteworthy">Noteworthy Marketing Campaigns
overview#goto" data-overview-topic-param="key">Key Takeaways

When you hear the word Nike, it’s impossible that you don’t see the Swoosh logo right in front of your eyes along with the words “Just Do It”. This is the result of Nike’s exemplary marketing and brand positioning since its inception in 1964. Today, Nike has established itself as the undisputed leader in the sportswear industry.

Being a consumer brand, Nike has managed to develop a competitive advantage of customer loyalty and strong brand recognition. What marketing strategy did Nike use to be the top-valued brand worth USD 176 billion in the sportswear industry? Let's find out!

Revolutionary history and innovation of the first Nike shoes

Inspiration and innovation are Nike’s deeply rooted core values. To understand this better, we need to know Nike’s history to understand why it is the way it is.

Foundation of Nike as a company

Nike Inc, previously known as Blue Ribbon Sports, was founded in the year 1964 by Bill Bowerman and Phil Knight. Nike is an American sportswear company headquartered in Oregon.

Fun Fact - Bill Bowerman was a track and field coach at the University of Oregon, and Phil Knight was his former student.

Source - Business insider

The jogging revolution

Jogging wasn’t mainstream in the early 1960s. It was believed to be only for athletes.

On a trip to New Zealand in 1962, Bill discovered jogging and its benefits. He published a pamphlet on jogging in 1966, which was then turned into a book the next year. Bill is credited for bringing the jogging craze which swept America in the late 1960s. Jogging was then seen as a means to maintain a healthy lifestyle.

First shoes by Nike – Waffle Trainer

Nike’s first retail outlet was opened in 1966. Once, while having breakfast, Bill looked at the waffle and said the top part would be perfect for the track field. He got the materials for making the shoe soles and poured them into the waffle iron. This is how Nike created its first shoe, Waffle Trainers. Nike launched them in 1973.

Where did Nike derive its name and logo from?

Blue Ribbon Sports was renamed Nike Inc in 1979 and went public in December 1980. Nike derived its name from the name of the Greek Winged Goddess of Victory. The logo represents the wings, symbolising motion and speed.

Nike’s first content marketing strategy

In Nike’s case, content marketing came before the product. The customer base was built before the idea of the product was even thought of. Which marketing strategy did Nike use in its initial days?

Customer awareness

In the 1960s, people were unaware of the benefits of jogging. Selling shoes in a market that didn’t know it needed them would have been a fool’s act. Nike sold shoes only when customer awareness was shifted from Unaware to Solution aware.

Existing pain point

Nike solved an existing problem which is ‘how to get fit’. It didn’t try to solve a non-existing pain point.

You must develop products keeping your customers in mind.

Benefit-centric marketing

Nike shoes were sold as a means to support a healthy and sporty lifestyle. It didn’t boast about its product features. It used a benefit-centric marketing plan instead of a product-centric one.

Sell products you believe in

Bill Bowerman invented shoes that were lighter and faster. This shows how passionate he was about them. Nike’s belief in providing the highest customer value originates from its founders themselves. Nike truly believes in its products. This reflects in Nike’s customer perception as well.

Nike Marketing Mix - The four P’s of marketing

Nike uses its marketing mix to determine the strategies to be applied to execute its marketing plan. Nike’s marketing mix focuses on high-quality sportswear sold through online or offline mediums at a premium price while using customer-centric promotion strategies.

Nike Product Strategy

Although Nike shoes are the MVP, it’s a sportswear brand. Nike's products range from sports shoes, clothes, backpacks, sports equipment, and accessories.

Nike has positioned itself as a leader in the sportswear industry. It focuses on high-quality products that are durable, visually appealing, and trendy.

Nike produces distinct shoes for different sports like running shoes, basketball shoes, tennis shoes and ice hockey skates. Air Jordan is the most valued Nike shoe brand. Modern technology and innovation are the core elements of the creation process of Nike products.

Nike’s Pricing Strategy

Nike charges a premium price for its product quality, the value it provides, and the intensive technology investment.

Nike's strategy consists of the below two pricing plans:

Value-based pricing strategy

In this pricing strategy , Nike analyses the consumer perception that is the maximum price the consumers are ready to pay for its products and charges value-based prices.

Premium pricing strategy

Nike charges premium prices to establish itself as a premium brand amongst its competitors. Premium branding is done by partnering with high-profile sports celebrities and sponsoring them as brand ambassadors as well as being a sponsor of sports events like being an Olympic sponsor. This establishes Nike as a brand with premium products.

Nike’s Distribution channels

Nike sells its products through online and offline mediums for higher market reach.

Retail stores

Nike uses retail stores to sell its products to a wider target market without spending extra costs on infrastructure. These are strategically located to be easily accessible to consumers. This includes local stores as well as shopping malls.

Online store

Nike’s online store website offers a wider range of choices along with the convenience of place and time. It offers an effortless and fun user experience through vibrant pictures, detailed filters, and smart product recommendations. Online store product prices are lower because other than delivery and manufacturing cost, there isn’t any added cost.

Nike-owned retail stores

Nike-owned retail outlets are called NikeTown. In these stores, only Nike athletic footwear, apparel, and accessories are sold. This allows them to control the sales process and provide customers with a brand-focused user experience. As of May 2022, Nike owns 1,046 retail stores all over the world.

Source - Nike Website

Nike Promotion Marketing Strategy

Nike uses a highly influential promotion marketing strategy to maintain a strong brand image and bring in maximum sales.

It uses every possible marketing trick in the book to amp up its reach like Banner Advertising, placing a sales team for personal selling through retail outlets and direct marketing via website, emails, and social media networks. Nike also spends a ton of money on sales promotions by offering discount codes. It's also heavy with its Public Relations activities and ads via digital marketing strategy to improve its brand value.

As of 2022, Nike's global ad spending amount to USD 3.22 billion alone, minting them USD 46 billion in revenues!

Nike's Marketing Strategy

Nike has adapted well to the ever-changing trends and dynamic technology without losing its core identity, brand message, and voice. Their approach is still consumer-centric and benefit-driven. Even in a fiercely competitive market, Nike manages to be the talk of the town with below methods:

Brand positioning

The Nike marketing strategy operates in a focused target market which is the sporting goods industry. Nike’s target audience is professional athletes, sportspersons, and people who want a healthy and sporty lifestyle.

Focused marketing helps the Nike company be at the top of the mind of its consumers. When people think of sportswear, they automatically think of Nike.

It uses a customer-centric approach. Instead of boasting about the product and its features, Nike focuses on their consumer’s pains and problems and how a Nike product can solve them. Few companies are doing it like Nike.

As a brand, you must define your ideal customers and serve only them. If your marketing message doesn’t target a specific group of people, or you are serving multiple vertical markets, you are writing your doom.

Your consumers don’t care about the brand-new features of your product. They care about how it can make their life easier. Don’t sell products, sell benefits.

Emotional storytelling

Nike is the ace of brand storytelling. Through Nike’s ‘Just Do It’ campaign, it tells stories to encourage and inspire people to achieve their fitness and sports goals.

Authentic stories build trust and a strong connection with the brand. Nike helps people to dream big and customers feel like they belong. This builds a strong community and unshakable consumer loyalty, which is rare to find in other brands.

Nike’s very first commercial shows a shirtless 80-year-old man running across the Golden Gate Bridge. He runs 17 miles every morning. The core message is, if an 80-year-old can do it, you can too!

Nike - Just Do It (1988) - Very first commercial

Nike’s Find Your Greatness campaign conveyed the message that greatness isn’t for a select few. It’s in every single one of us. This ad shows people from various parts of the world and ages overcoming their fears and achieving greatness.

Nike: Find Your Greatness

By taking inspiration from the Nike marketing strategy, you must use storytelling in your content marketing strategy. Take your potential customers on a Hero’s journey where they are the protagonist fighting their way through obstacles and achieving victory.

The Nike social media strategy

Nike’s consumers are the younger generation between the ages of 15 and 45.

The company depends on this data to find out on which social media platforms Nike users hang out and develops a marketing plan to provide value to them on those platforms.

Social media marketing channels help Nike improve its brand recognition and be at the top of its target customers’ minds.

Nike differentiates itself based on the value it provides instead of price or any other factor.

Nike’s social media content types include:

Sports celebrity endorsements

Nike collaborates with high-profile faces in the sports industry and uses emotional marketing and storytelling to celebrate their achievements and talk about their failures.

Endorsements by famous athletes like Michael Jordan, Kobe Bryant, Ronaldo, Serena Williams, LeBron James, and many more establishes Nike as a premium brand.

In this Instagram post, Olympian and gold medallist Simone talks about how becoming the first Black swimmer to win gold impacted the future of the next generation of Black swimmers.

https://www.instagram.com/p/ClboXHrrVMj/

Joining customer’s social conversations

Nike joins existing customers' conversations on social media where it is mentioned. This ensures direct communication with Nike customers. Nike’s audience feels heard and valued, further solidifying its relationship with its customers.

Twitter conversation between Nike and its customers

Source - Twitter

Affiliate marketing by influencers

Nike developed an affiliate marketing program through which influencers can earn commission by promoting the line of products Nike sells. This enables the brand to earn mentions across various social media channels in the form of product unboxing, reviews, or use case videos. Nike reaps the benefits of influencer marketing without spending extra costs on advertisements.

Nike’s Email marketing strategies

Email marketing is at the core of the Nike marketing strategy. Nike sends 3 - 4 emails every week to its customers to keep them engaged and eager for more.

The emails are automated responses to various touchpoints like signing up, leaving reviews, successful purchases, product delivery, and newsletters. Their email marketing strategy enables them to be in direct contact with their target consumers and stay consistently connected.

4. Ensuring a simple, fun, and hassle-free online shopping experience

Nike ensures a smooth user experience for online shopping through its strategic eCommerce marketing strategy

Nike website theme - bold, vibrant, and youthful

Nike uses youthful, fearless, bold, and athletic pictures on its website to align with its brand image. Nike positions itself as a sports brand that is unique, youthful, and vibrant.

Two women exercising in Nike sportswear and shoes

Source - Nike website

The detailed product filtering process

Customers can filter products on the basis of type, gender, price, colour, brand, sport, athletes, weather, and collaborator. This detailed filtering helps customers to find exactly what they want, fast!

Product recommendations

Nike's website recommends relevant products to the product the user is viewing. This makes the buying process easy, quick, and effortless for the buyer.

Nike membership

Nike membership provides members exclusive products, Nike by you customization, and special offers to its members.

5. High-quality, unique and innovative products

Nike puts its customers first. It collects data on its target customer behavior to optimize its products and services to meet its needs.

Nike uses advanced and innovative technology for constant improvement in its products.

One of the most innovative Nike products is HyperAdapt 1.0. A Shoe with adaptive lacing technology that laces itself when you put your heel in.

Source - Amazon Website

Noteworthy Nike Marketing Campaigns

Nike’s creative advertisements are at the centre of the Nike marketing strategy. They deliver impactful messages that stay with the viewer long after seeing them. Nike is well known for its campaign ‘Just Do It’ which encourages people to go after their dreams and just do it!

Ten of Nike’s most noteworthy advertising campaigns:

I am not a role model - Charles Barkley, 1993

Nike’s controversial ad sparked an uproar about whether athletes should be looked at as role models.

Nike "I Am Not a Role Model" commercial w/Charles Barkley - 1993

Hello World - Tiger Woods, 1996

This advertisement introduced Woods to the world when he was just starting his career in golf. Nike claimed Woods will be influential in the future, and its predictions came true.

Failure - Michael Jordan, 1997

In this Nike ad, Michael Jordan talks about his failures. This is a retrospective ad on his Basketball career.

Love me or hate me - Kobe Bryant, 2006

This ad was crucial because it was Nike’s first ad with Kobe Bryant after he was faced with sexual misconduct allegations. While others didn’t want anything to do with him, Nike stood their ground and supported him.

I feel pretty - Maria Sharapova, 2006

This ad was aimed at eliminating the “Pretty Girl” label Maria was given despite taking the tennis world by storm.

No excuses - Matt Scott, 2007

Matt Scott, an American wheelchair basketball player, points out excuses people use to not do something in this powerful ad.

Bottled Courage - Olympics, 2008

This Nike ad’s message is that the courage you are seeking on the outside is already within you.

Equality - 2017

Nike aimed at fighting the prejudice and discrimination against Black people with this ad.

What are girls made of? - 2017

This stunning Nike ad starts with the girl stating the general stereotypes about girls and then goes on to share that girls are made of iron, resilience, dreams, and dedication.

One day we won’t need this day - 2020

On International Women's Day in 2020, Nike honoured women’s achievements by featuring women athletes in its ad, hoping that someday we won’t need a day to celebrate women.

Key takeaways from the Nike Marketing strategy for entrepreneurs

Nike’s marketing strategy is a gold mine to learn from and grow your brand. These are the key takeaways you must apply to your brand to see exponential growth.

Identify what your target customers want from you

Nike identified its target customer’s need to become fit. It smartly positions itself as a brand that helps its customers reach their fitness and sports goals.

Identify your target customer’s problems, pains, concerns, fears, and doubts and help them overcome them. You can build brand authority by answering your target customer’s most prominent concerns. Provide them value instead of boasting about your product and being salesy.

Instead of putting all your focus on product features and competitor strategy, identify what your customers want from you and give them that.

Research the best medium to reach your customer

Determine your target customer, know where they hang out and how best you can reach them.

Don’t be on a platform just because everyone else is. If your target audience is below 25, they will be hanging out on Instagram way more than on Facebook. If you are on Facebook instead of Instagram, then you are doing it wrong. Create content with your audience in mind and share them on the right platform at the right time.

Bonus tip: Provide consistent value to stay on the top of your target audience’s mind.

Create customer-centric content

Whatever form of content you create - blog, social media posts, videos, white papers, they should all be customer-centric. That is, they must provide the best content to solve your customer’s problems.

If you provide high-quality content, then you’ll be seen as a market leader. Your content will be widely shared and spread.

The biggest key takeaway from the Nike marketing strategy is that your customer must be your hero and included in your brand image . Everything you create and share must be done keeping them in mind. If you're building a retail product, we would also recommend you read our marketing case study on Jockey which also uses similar product-focused marketing tricks.

popover#mouseOver mouseout->popover#mouseOut" data-popover-translate-x="-25%" , data-popover-translate-y="-220%"> Copy link
bottom-bar#toggleTagsSection"> popover#mouseOver mouseout->popover#mouseOut" data-popover-translate-x="-25%" , data-popover-translate-y="-220%"> Copy Link
bottom-bar#toggleTagsSection">

"Must read for every entrepreneur"

"The best part is it's written by real entrepreneurs"

"My favorite newsletter on the web"

You'll love these articles too!

Co-founder at Flexiple, buildd & Remote Tools ($3 million revenue, bootstrapped)

Breaking Down The Maruti Suzuki Marketing Strategy: How they became a brand that rules India's automobile market

Learn about Maruti Suzuki's iconic marketing strategy and advertising campaigns. Read how Maruti Suzuki's aces the 4Ps of marketing mix - Product, Price, Promotion & Placement.

Clinical Research | Data Analytics

Partner at Deloitte | Banking & Capital Markets | Cloud Strategy | FinOps Offering Leader | Board...

Co-founder & CEO at Flexiple ($3mn+ revenue, bootstrapped) & buildd.co | Helping Startup...

Swiggy Business Model: How the Company is Building a Brand That's Hard to Resist

Explore the innovative business strategies behind Swiggy's success, including the company's approach to building a strong brand and delivering unbeatable customer experiences. Learn how Swiggy is disrupting the food delivery industry and solidifying its place as a leader in the market.

Market Penetration Definition, Rate Calculation Examples and Strategies

Learn all you need to know about market penetration. Find the market penetration definition, how to calculate it, examples and strategies.

BE Mechatronics |

Hi! My name is Uche, a Nigerian and undergraduate degree student at Brigham Young University (...

MBA Knowledge Base

Business • Management • Technology

Home » Management Case Studies » Case Study of Nike: Building a Global Brand Image

Case Study of Nike: Building a Global Brand Image

Brand history.

The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the shoes manufactures in attempt to try out his ideas for running shoes. This however failed. In 1955 a track runner by the name of Phil Knight enrolled at Oregon. Phil was on the track team under Bill. Phil graduated from Oregon and acquired his MBA from Stanford University. Phil went on to write a paper that talked about how quality shoes could be made over in Japan and they would be cheaper. Phil called a company in Japan and became a distributor of Tiger shoes in the United States of America. Phil sent some pairs of shoes to his old track coach trying to get Bill to buy the shoes. Instead of buying these shoes Bill offered Phil a partnership to create better running shoes. In 1964 Bill and Phil shook hands and formed Blue Ribbon Sports. The companies’ first move was to order three hundred pairs of shoes from the company in Japan. While Bill examined these shoes and tried to make them better Phil was out selling the shoes. Bill had his track team at Oregon try out his new creations. This became the foundation of Nike. Due to the fact that Bill and Phil still had a full time job, they hired Jeff Johnson as their first full time employee. Jeff soon became a invaluable utility man for the company. In 1971 Jeff created brochures, marketing materials and even shot photos for a catalogue. The very first Blue Ribbon store was opened by Jeff. Meanwhile the relationship between Blue Ribbon and the company from Japan was starting to deteriorate. Bill and Phil made the jump to manufacturing and designing their own footwear. The trade marks swoosh which was introduced at this time. The Nike line of footwear was unveiled in 1972, during the U.S. Track and Field Trials. One pair of the shoes had a huge impression on a dozen multiple runners that wore the new shoes. These shoes incorporated a new style of soles that that had nubs on them that resembled the ridges of a waffle iron. These shoes were also a lot less heavier than most running shoes at the time. With the new image Nike started looking for athletes to wear, promote and elevate the new shoes. The first athlete they found was Steve Prefontaine. Prefontaine never lost a race that was over a mile in distance in his college career between 1969 and 1973. Prefontaine challenged Bill , Phil and their new company to stretch their talents. In turn Prefontaine became an ambassador for Blur Ribbon Sports and Nike. In 1975 Prefontaine died at the age of 24, but his spirit still lives on within Nike. Prefontaine became the “soul of Nike”. When 1980 hit Nike entered the stock market and became a publicly traded company. Once this happened many of the people that started the company moved on with their lives. This included Phil Knight who resigned from his president spot for over a year. In the mid-1980s Nike started to slip from top of its industry. This started to change when Michael Jordan released a new shoe through Nike. When this happened Nike’s bottom line got a boost. In 1988 the slogan that we all know today “Just do it” was introduced as a way for Nike to build on its momentum from their “Revolution” campaign. The Just do it campaign included three advertisements in which a young athlete by the name of Bo Jackson was involved in. By the end of the decade Nike was at the top of their industry once again. The 90’s brought a series of outreach for Nike. At this point in time Nike deepened their commitment into others sports such as soccer and golf. In 1995 Nike signed the whole World Cup wining Brazilian National Team. This also allowed Nike to create jerseys for the team. Nike also landed contracts with both the men’s and woman’s teams for the United States. The biggest thing that Nike was criticized for was when they signed a young golfer by the name of Eldick “Tiger” Woods for huge deal. All of the competition said this was a dumb idea till Tiger won the 1997 Masters by a record 12 strokes. In 2000 a new shoe was introduced. This shoe went by the name of the Nike Shox. This shoe combined more than 15 years of dedication and perseverance. Nike is still the industry leader in their markets and continues to grow more and more each year around the world. This company will have much more to offer in the future.

Brand Equity

Having and holding customers is likely to be a competitive battle which each brand tries all efforts to win. They compete for functional attributes, distinctive services or innovative technologies. So what are emotional and functional benefits which Nike provides for their customers?

Since Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed. The innovative technology is considered as one of the defining dimensions of Nike’s brand identity and corporate culture.

The simple driving concept has led to some impressive innovations which is considered as one of the defining dimensions of Nike’s brand identity and corporate culture. The first highlight was Air cushioning, using pressurized gas to cushion impact and new materials such as Urethane, that was used first with the Air Max running shoes. More recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and spring back adding more power to a runner’s stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match. Such innovative technology which Nike has used has gained the strong hold in consumers’ perceptions.

Clearly, functional benefit is the fundamental and classical features to communicate with customers. However, if Nike just provided high quality running shoes to enhance athletic performance, Nike would not be strong brands. Big brands need to be beyond the purely functional relationships. They should create a more strong emotional attachment with core consumers because emotional benefits add richness and depth to the brand and the experience of owning and using the brand. Nike offers emotional benefits which are “the exhilaration of athletic performance excellence; feeling engaged, active, and healthy; exhilaration from admiring professional and college athletes as they perform wearing “your brand” – when they win, you win too”.

Associated brand with the top athletes, Nike tells story of brands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record 10th scoring title and was selected as one of the 50 Greatest Players in American’s National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up. The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to transfer their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. “Just do it” – the tagline could sum up all the greatest values of brand which is.

“Just Do It” Campaign

Products are no longer just products, they move beyond the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references. Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. Fashion brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals.

Nike must have understood the recipe well. The “Just do It” campaign in the early 1990s would be a perfect example. Losing ground to archival Reebok which was quick initiative on designing “style”, “fashion” aerobics shoes in 1980s, Nike responded dramatically and forcefully by launching the “Just do it” campaign which was mainly focused on person wearing on products instead of product itself.

Purchasing an athlete-endorsed product is one means of symbolically and publicly demonstrating aspirations to be a part of the group and such behaviors are directly influenced by the extent to which a fan identifies with an athlete endorser. Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belonging and “hipness”. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group). “Just Do It” campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration – “if you are hip, you are probably wearing Nike”. But perhaps most importantly, it could create the desirable needs -“if you want to be hip, wear Nike” .

Brand Loyalty

Luring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to mind and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favorite shoe. The figure still remains stably despite of that “up” and “down” year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization .

It could be said that loyalty to the Nike brand is driven by many external and internal factors such as brands’ subjective and objective characteristics and loyalty building programs. One visible example of creating innovative method to capture the strong relationships with Nike users is that creating Joga.com, a social network site for foot ball fans. Launching quietly in the early 2006, the site became an instant hit, peaking at 7.5 million viewers when Nike showed Ronaldinho video clips. More than 1 million members from 140 countries signed up by mid July. In this site, fans can create their personal blogs, build communities around favorite teams or players, download video and organize pickup games. By enrolling consumers in building and shaping the content of the website, Nike pulled their loyal customers closer, nurtured deeper bonds of loyalty and advocacy.

Brand Awareness

Brand awareness is the first and crucial stage of consumer’s preference. It refers to the strength of a brand’s presence in the consumers’ mind. Nike has been successful in building awareness. The “Swoosh” symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title “The Swooshification of the World” on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things. True be told, the recognition of the ‘swoosh’ is extremely high.

As of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to.

How has Nike done to build brand awareness? Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand.

Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building. Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well – liked and respected by members of the brand’s target audience are chosen as endorsers to associate the Nike brand with the athlete’s celebrity image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement.

Case Study of Qantas Airlines: Business Model and Strategies
Case Study of Dyson: Competitive Advantage through Innovation
Case Study: Samsung's Innovation Strategy
Case Study: Google's Quest for Competitive Advantage
Case Study on Entrepreneurship: Bill Gates
Case Study on Ad Campaign for Bharti AirTel: "Express Yourself"
Case Study: A Phenomenon Called Steve Jobs
Case Study: Starbucks Social Media Marketing Strategy
Case Study of FedEx: Leveraging Information Technology to Grow Business
Case Study: The Decline and Fall of General Motors

Just Do It Right: Analyzing Nike’s Timeless Marketing Strategies

Just Do It Right: Analyzing Nike’s Timeless Marketing Strategies 9 min read

In the dynamic realm of sports and fashion, there exists a legendary brand that has left an unparalleled mark on the world – Nike. With its iconic “Swoosh” logo, Nike has become an emblem of passion, determination, and unrivaled athletic performance. For decades, this sportswear giant has been at the forefront of innovation, crafting top-notch products that not only elevate athletes’ abilities but also empower individuals from all walks of life.

Nike’s journey began in 1964, founded by Bill Bowerman and Phil Knight as “ Blue Ribbon Sports. ” From its humble origins as a distributor of Japanese-made running shoes, the brand swiftly evolved, adopting the name “Nike” in 1971, inspired by the Greek goddess of victory. Since then, Nike has been conquering the sports industry with its revolutionary designs, setting new standards in performance, comfort, and style.

What sets Nike apart is not just its cutting-edge products but also its unparalleled marketing prowess. The brand’s powerful ad campaigns and emotional storytelling have stirred hearts, inspiring people to overcome challenges and pursue greatness. The famous “Just Do It” slogan, launched in 1988, has become a universal call to action, encouraging us all to push beyond our limits and achieve our dreams.

As a beacon of innovation, Nike continually raises the bar, introducing groundbreaking technologies like Air Max, Zoom, and Flyknit. The brand’s unwavering commitment to excellence has made it the go-to choice for professional athletes and fitness enthusiasts around the globe.

Beyond its athletic achievements, Nike has deeply immersed itself in social causes, championing diversity, inclusion, and environmental sustainability. By partnering with influential figures, sports stars, and community initiatives, Nike demonstrates a genuine commitment to making a positive impact on the world.

Today, with a massive global following of athletes, celebrities, and loyal fans, Nike’s influence extends far beyond the sports arena. It has become a cultural icon, shaping trends and setting the stage for the future of sportswear.

Table of Contents

Marketing Strategies of Nike

Nike has become synonymous with innovation, athleticism, and cutting-edge designs. Its unparalleled success is not just a result of producing quality products; rather, it’s the outcome of meticulous marketing strategies that have captured the hearts and minds of consumers worldwide. Let’s delve into the key marketing strategies that have propelled Nike to the forefront of the sportswear industry.

Branding and Logo

Nike’s iconic “Swoosh” logo is one of the most recognizable symbols globally. Designed by Carolyn Davidson in 1971, the Swoosh embodies motion and speed, aligning perfectly with the brand’s essence. Nike’s consistent use of the logo across all its products, marketing campaigns, and advertising has helped establish a strong brand identity, fostering trust and loyalty among consumers.

Since day one, Phil Knight knew he wanted Nike to stand for something bigger than just a mere shoe company, aiming to make his brand synonymous with the ideals of Greek goddess of victory – “Victory” or “Nike”. He found success with his dream when Nike adopted its name after the Roman variant term for her. It now serves not simply as the moniker for a sportswear conglomerate but also means triumph embodied in the emblem itself, a slender representation of wingtips set amidst a bold shield with a tick on top that is meant to convey quickness above anything else in life whether personal or professional aspirations.

A common way to abbreviate the word would be the use of ‘swoosh’ to represent any instance describing motion similar to birds gliding through air currents. If there is a time you associate with victory personified best by the speedy wings of an insect or avian friend instead think of Nike first.

Emphasis on Athlete Endorsements

Nike places a significant focus on collaborating with high-profile athletes, such as Cristiano Ronaldo, LeBron James, and Serena Williams, who act as global ambassadors for their products. These top-tier athletes work closely with the brand on various creative projects, advertising campaigns, and charitable initiatives, enhancing Nike’s visibility to the public. Furthermore, the endorsement partnerships extend beyond the realm of athletics into areas like music and fashion, with notable artists like Pharrell Williams also joining forces with Nike.

By aligning themselves with influential figures known for pushing boundaries and inspiring people worldwide, Nike aims to foster a shared vision of the future in sports and pop culture. This approach leaves a lasting impact through powerful imagery, showcased globally. Captivating visuals portray remarkable plays on courts, fields, and tracks, while renowned photographers like Brent Salcido and Todd Rosiak capture defining moments in athletes’ careers. Such photography encapsulates the magic of Nike’s moments, evoking a desire for their apparel and equipment.

Nike offers a comprehensive range of products, from head to toe, as well as specialized footwear and equipment designed for various activities. Each design reflects significant moments in sports, connecting fans to their favorite sports on deeper levels. With unwavering commitment, Nike proudly stands behind all their endeavors, crafting vibrant content that highlights the achievements of legendary athletes, witnessed by billions of fans across the globe.

In every ad campaign, commercial clip, photo session, or promotional effort, Nike showcases its dedication through a wide array of world-class athletes who collectively inspire generations worldwide.

Just Do It Campaign

“ Just Do It “ campaign remains one of Nike’s most memorable marketing efforts. The slogan, created by ad agency Wieden+Kennedy , goes beyond promoting products. Instead, it aims to inspire and empower individuals to embrace their inner champions, take risks, and pursue their dreams – all while wearing Nike gear. This message of empowerment has resonated deeply with consumers, forging an emotional connection between them and the brand.

Nike’s iconic “Just Do It” campaign has a rich history dating back to 1988, showcasing multiple versions featuring renowned athletes like Maria Sharapova, Dwyane Wade, Kevin Durant, and many others. Each iteration tells compelling stories that emphasize the strength of human determination, urging individuals to persevere despite challenges. Notably, one rendition stars Colin Kaepernick, who returned to football after a hiatus marked by kneeling during the national anthem to protest social inequality issues.

Every chapter of this campaign features famous figures embarking on new ventures, serving as a reminder to viewers that they, too, possess capabilities akin to their admired heroes. The slogan has continued to evolve annually, maintaining its relevance by staying in tune with societal pulse and addressing current events through fresh and courageous perspectives—all wrapped up succinctly within those four powerful words: Just Do It.

Emotional Advertising

Nike advertisements are renowned for their heavy emphasis on inspiration and emotions, setting them apart from numerous other brands. Rather than directly promoting their products, Nike delivers a compelling message through impactful storylines.

This mastery of storytelling has been a defining characteristic of Nike’s marketing for years. Each advertisement evokes deep emotions, creating a desire that can only be fulfilled through the experience of using Nike products.

Campaigns like “ Find your greatness ” and “ Dream Crazier “ exemplify Nike’s approach. They challenge self-limiting beliefs imposed by society and encourage individuals to overcome obstacles. While others might say, “Can’t do it,” Nike’s resounding response is, “Just do it.”

Emotional branding forms the foundation of Nike’s marketing strategy, cleverly employing storytelling to inspire people to conquer their fears and take action, all while embracing Nike products.

A prime illustration of this strategy is the 2017 commercial titled “ What are girls made of? “ released on YouTube. The ad features a young girl singing on stage, initially conforming to stereotypical notions of what girls are made of, such as flowers, marmalades, and gossip. However, she breaks free from these conventions, boldly asserting that girls are made of power, punches, battle, pain, and anything they aspire to be. This empowering narrative exemplifies Nike’s commitment to using storytelling to inspire and uplift its audience.

Digital Marketing and Social Media

Nike excels not only in delivering consistent messaging through commercials and campaigns but also stands out as an exceptional social media brand. Boasting an impressive following of over 302 million on Instagram and 9.8 million on Twitter, Nike has cultivated an engaged audience with a unified voice and active participation across various platforms.

One of Nike’s strengths on social media lies in leveraging user-generated content (UGC ). UGC refers to content created by consumers and brand followers to express their opinions or feelings about the products or the brand itself. Nike frequently shares user-generated content on their profiles as part of their campaigns.

For instance, their “ Better for it ” campaign, aimed at empowering women, encouraged them to share their health and fitness goals using the hashtag #betterforit . This campaign featured a blend of stories from female ambassadors and customers worldwide, which Nike proudly shared across their platforms. The overarching theme was to motivate women to embrace new challenges, face them with confidence, and prioritize their physical well-being.

Moreover, Nike actively participates in customer conversations on social media . They understand the importance of listening to their customers, and they do so with genuine sincerity through their social media profiles. Nike engages with customers who mention the brand on Twitter and actively initiates conversations with them.

This customer-centric approach is integral to Nike’s brand philosophy, as it helps them establish authentic connections with their consumers and gather valuable feedback. By actively listening to their audience on social media, Nike gains insights that inform the creation of targeted campaigns and products, shaped directly by the conversations they have with their customers.

Sponsorships and Event Marketing

Nike’s strong bond with top-level athletes and its participation in various Olympic Games have earned it a reputation as a beloved brand among sports fans. They have built deep connections with legends from major leagues like NBA, NFL, and MLS, becoming household names among loyal followers who eagerly anticipate thrilling matchups each week.

In addition to star players, Nike’s influence extends to coaches, many of whom are former or current star athletes themselves. They bring their professional experience and winning leadership styles to mentor future prodigies, creating a continuous cycle of success among Nike’s brand ambassadors for generations to come.

Nike’s expansion into soccer, especially in Europe, is noteworthy due to the sport’s immense popularity and large fanbases. This move complements their existing support for American basketball and soccer teams, allowing them to reach an even broader range of consumers with similar interests and values.

Moreover, Nike’s annual “ NBA All-Star “ game tradition showcases league stars competing against each other in specially designed uniforms, which are cleverly merchandised for fans to purchase nationwide. This unique blending of branded artistry and competitive spirit unites players from different cultures, highlighting the unifying nature of sports worldwide.

Nike’s unrivaled success in the sportswear industry can be attributed to its mastery of marketing strategies that go beyond product promotion. By leveraging emotional connections, powerful branding, and innovative storytelling, Nike has transformed itself into more than just a brand; it has become a cultural icon. Through the combination of athlete endorsements, impactful advertising, and a strong digital presence, Nike has secured its position as a global leader, inspiring athletes and non-athletes alike to “Just Do It” and embrace the spirit of excellence and achievement.

Also Read: Unveiling Disney Marketing Strategies and Marketing Mix

To read more content like this, subscribe to our newsletter

A Deep Dive into the Marketing Strategies of Broadcom

Who are the top competitors and alternatives of tesla.

Terms and Conditions

Brought to you by:

By: Frank T. Rothaermel

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…

Length: 16 page(s)
Publication Date: Oct 26, 2019
Discipline: Strategy
Product #: MH0060-PDF-ENG

What's included:

Teaching Note
Educator Copy

$4.95 per student

degree granting course

$8.95 per student

non-degree granting course

Get access to this material, plus much more with a free Educator Account:

Access to world-famous HBS cases
Up to 60% off materials for your students
Resources for teaching online
Tips and reviews from other Educators

Already registered? Sign in

Student Registration
Non-Academic Registration
Included Materials

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.

Oct 26, 2019

Discipline:

McGraw-Hill Education

MH0060-PDF-ENG

We use cookies to understand how you use our site and to improve your experience, including personalizing content. Learn More . By continuing to use our site, you accept our use of cookies and revised Privacy Policy .

More From Forbes

How nike is using analytics to personalize their customer experience.

Share to Facebook
Share to Twitter
Share to Linkedin

When you think of sports apparel, the first brand that comes to mind is likely Nike. The company’s commitment to innovation and alignment with superstar athletes like Michael Jordan has made it an industry powerhouse for more than 30 years. That’s what makes it so interesting that a brand as well-known as Nike has shifted its business model in recent years.

For decades, Nike has operated with a retail-first model, where the vast majority of its revenue comes through wholesale. That hasn’t changed necessarily, as wholesale still represents the bulk of Nike’s sales, but Nike Direct — the company’s direct-to-consumer initiative — contributed $10 billion in sales during 2018. By 2020, that’s projected to increase to $16 billion.

Why is Nike having so much success going direct to the consumer, and how are they using analytics to deliver a better customer experience? What can other brands learn from Nike's approach? That’s what we’ll explore in this article.

Nike is hyper-focused on the customer.

Nike is using an app to deepen its relationship with customers. The app provides access to the Nike Plus rewards program, which offers exclusives and early access to new products. The differentiation starts with access to Nike experts for whatever sport you play. Need a new baseball glove? Let the experts recommend one for you. Nike also offers personalized workouts through the app, as well as priority access to its events.

Another piece of Nike’s direct-to-consumer efforts is its 30-day wear test for shoes. Now customers don’t have to worry if their shoes will fit when ordering them online.

On top of the wear test, customers can use the Nike Fit app to snap a picture of their feet using their phone and get the perfect shoe size for every style of Nike shoes. According to Nike , The app uses “computer vision, data science, machine learning, artificial intelligence, and recommendation algorithms” to measure “the full shape of both feet, offering the ability to know your truly perfect fit.” This sizing data is stored on your Nike Plus profile, so you know the right size wherever you’re shopping.

Nike is also leveraging its supply chain to get closer to personalization. Last month, Nike selected 28 designers in New York City to create new shoes. The “NYC By You” project leveraged Nike’s distribution channels to produce new designs in small quantities.

Nike has always been world-class at mass-producing each of its shoes. But once they master making one shoe one time, it’ll represent a new frontier for this industry-leading innovator.

Acquisitions have given Nike deeper insight.

Nike has been able to build out these capabilities in large part due to a key acquisition they made. Last year, Nike acquired a leading data analytics company called Zodiac. What Zodiac allows Nike to do is crunch together its data points from customers using the Nike app and other connected devices like Fitbits to know customer habits and predict purchasing decisions.

Using these analytical insights, Nike has improved its customer acquisition and retention by identifying which customers to target and knowing when to target them. If a customer usually buys shoes every six months and it’s been 12 months since the purchase, Nike will know to reach out and prompt that customer to resume their purchase cycle. Going on offense in this regard will help Nike reduce churn, cutting down a huge expense for the company.

As more startups disrupt various apparel industries, Nike is defending their turf by investing in data science to better understand the customer journey. Nike Direct is not just an app. It reflects the company’s mission to know its customers and offer them better products and services.

That’s where the idea originated to start a shoe subscription service for kids (once called EasyKicks, now called Nike Adventure Club). Everyone knows kids outgrow their shoes, but analytics show Nike how often kids need new shoes and when parents typically look to buy them. Kids tend to be brand agnostic, but by removing the headache of going out to buy new shoes, Nike has engendered serious customer loyalty amongst parents.

What can brands learn from Nike?

Nike never waits for competitors to come along and disrupt their business. They are constantly disrupting themselves, which is a great lesson for companies large and small. Innovation is happening too fast to sit still. You should always aim to reinvent certain parts of your business model. Nike is still looking to win with its product, but now it’s looking to differentiate its brand based on service and offer a superior customer experience than its competitors.

That’s not the only lesson we can take away from Nike’s efforts. Every company needs to be investing in not just data science, but the business-driven part that links the customer with the insights team. Customer preferences and tastes are always changing, which means you need data to stay on top of the changes. Be intentional about building a small, focused team that can foster that connectivity. That’s what Nike has done since launching Nike Direct in 2017: hiring hundreds of people to join its team and drive this initiative forward.

Investing in data science also means being unafraid to make acquisitions when necessary. Nike purchased Zodiac. Its competitor, Under Armour, purchased MyFitnessPal in 2015 and began a collaboration with IBM Watson in 2016. Both companies understand that buying businesses can help close the gap between them and their customers by leveraging customer data.

Finally, after you’ve invested in your team and built out the connective piece to them and your customers, use that data in every aspect of your decision making. Nike is a huge company with millions of moving pieces and they’re paving the way in this regard. Everything from using a smartphone camera to get people the perfect-sized shoe to timing the next shoe delivery for growing children of busy parents — Nike is leveraging customer data on all fronts.

Why? Because they know their future success depends on a strong connection between business and data.

Editorial Standards
Reprints & Permissions

Nike Marketing Case Study: How Do They Do It?

Written by 440 Industries
Experiential Branding , Fashion Business , Fashion Merchandise
September 23, 2021

Nike boasts of 1.15K stores in 170 countries and roughly 76.7k employees spread out across the globe. Better still, it scores some serious bragging points with annual revenue of 39.12 Billion USD. With a compound annual growth rate of 11% between 2011 and 2015, projections show that Nike will expand its revenue by 30,601 million over the next five years. The secret behind the impressive growth is the brand’s intelligent marketing approaches. Stick around to learn more about the genius Nike marketing strategy.

When it comes to footwear brands, Nike is a powerhouse that commands global respect. The brand’s slogan “Just do it” sets the standards for the company’s operations. Furthermore, the swoosh logo is a familiar scene on the feet of renowned athletes. Nike, a brand founded in 1967, was first known for its basketball shoes. However, it has expanded its product line over the years. Today, you can find Nike sports equipment, eyewear, digital devices , clothing, apparel, and socks, among other items. Generally speaking, Nike is at the peak of the game in the apparel industry .

Quick Facts About Nike

Before we check out the Nike marketing strategy, let’s first go through the impressive stats of the brand. Hopefully, this will help you understand why Nike is creating so much buzz and has remained the market’s dominant player despite having fierce competitors.

Nike was founded in 1967 by Phil Knight and Bill Bowerman
The name “Nike” stands for the Greek goddess (also known as the Winged Goddess) of strength, speed, and victory.
Nikes swoosh logo resembles the wing of the goddess
The brand enjoys a 27.4% market share in the athletic apparel scope in North America
Nike has for decades enjoyed an astounding 96% of the market share for basketball footwear (this has changed slightly in recent years)
Compared to other athlete footwear brands, including Puma and Adidas, Nike still rules in terms of overall annual sales
In the fiscal year 2019, Nike’s Air Jordan sneakers generated a whopping $3.14 billion
Nike’s website enjoys over 60M users monthly

Nike Marketing Strategy; Discover the Secret?

Even with a slow global economy, Nike’s sales keep increasing with each passing year. What’s the brand’s recipe for success?

Let’s diver deeper to understand the Nike marketing strategy:

Find Your Vision and Mission

Bill Bowerman, one of Nike’s founders, was a track and field coach. Naturally, he worked closely with athletes and understood most of the setbacks of having improper sporting footwear. Hence, he envisioned creating shoes that allowed athletes to move faster and soar higher in their profession. While Bill and Phil would have named their company whatever name that popped in their minds, they took a deep look into their vision. This allowed them to find a brand name and mission that told their story.

Generally, the brand’s aim, right from the beginning, was to make sportswear for sportspersons. As such, they wanted their brand name, mission, and vision to make people think about comfortable, lightweight, supportive, and durable footwear. Essentially, even the meaning of their brand name and logo tell a story and give consumers the illusion of training their bodies and minds. Nike’s “just do it” slogan sets the athlete’s mind to focus on overcoming all challenges while on the field.

Ensure Proper Product Positioning

The instant someone mentions “Nike,” the first thing that pops in your mind is athletic footwear. Well, this is all thanks to the genius Nike marketing strategy of ensuring proper product positioning. According to Bill, sticking to a specific niche ensures people can quickly relate to the brand and differentiate it from the competition. Don’t get me wrong; product positioning is easier said than done. It took implementing a multi-facet marketing strategy to achieve the correct product positioning for Nike.

Here are the four fundamental elements that went into the strategy:

The use of social media platforms and channels to connect the targeted audience
Multiple collaborations with athlete celebrities like Rafael Nadal, Tiger Woods , and Serena Williams
Consistent brand involvement in consumer’s conversations on social media platforms
Ongoing engagement of social media influencers to help promote the brand

Keep the Online Purchasing Process Dead Simple

According to Nike’s CEO Jon Donahoe, digital marketing is the future of retail. If you want to increase your sales on both land-based and e-commerce stores, it is imperative to invest in digital marketing. Moreover, make sure your online sales funnels are dead simple to follow. Nike’s online sales in 2020, right before the global pandemic, stood at over 50% of the brand’s overall revenue. The crisis has surged this percentage significantly. Hence, there is a greater need for entrepreneurs to spruce up their e-commerce marketing tactics.

Here are six tactics in the Nike marketing strategy that help the company to offer a smooth online shopping experience:

Professional Website Design

If you are reading this, then the chances are that you have peeped through Nike’s website. It has top-quality imagery for stunning visuals. Each page on the website contains vibrant pictures that make the athlete’s lifestyle seem incredibly appealing. Moreover, the brand’s marketing strategy involves leaving website visitors feeling that Nike’s products can keep them healthy and youthful.

Nike Marketing Strategy; Product Analytics

Nike thrives on making its consumers a priority. Customers dictate new product designs and marketing strategies based on their shopping behavior and reviews. For instance, through using practices such as trend analysis, Nike can compare business data over a specified time and note any patterns, trends, or consistent results. Consequently, the brand can develop a marketing strategy that responds to these trends and its business objectives.

Intuitive Product Recommendations

Through intuitive product recommendations, Nike can give its website visitors the best online buying experience. This is a big part of any e-commerce marketing strategy . Essentially, each picture you click recommends other related products automatically. This makes it dead simple for consumers to choose the right products to buy from a whole array of merchandise that suits their style and preferences.

Email Marketing

Even in the Nike marketing strategy, email marketing reigns supreme. By encouraging customers to sign up for your email list, you also benefit from a means to do follow-ups. Furthermore, email marketing simplifies the process of keeping your fan base engaged and in the know of upcoming merchandise.

Nike Marketing Strategy; Product Filtering

Another Nike marketing strategy that is worth mentioning is how the brand filters products. Simply put, consumers enjoy an easy means of sorting out products based on their needs. For instance, you can get a whole list of shoes based on aspects such as technology, material, color, size, model, and more. By including a product filtering feature in your e-commerce website, you can ensure visitors stay on your site for more extended periods. Ultimately, this increases their likelihood of purchasing something they fancy.

Customer Loyalty Reward Programs

It’s in human nature to feel attached to relationships where they feel valued. As such, a loyalty program helps to encourage buyers to remain loyal to the brand and make more purchases. Nike’s customer loyalty program had over 100 million subscribers in 2017. These subscribers made nearly three times more purchases than guest buyers on the brand’s website. Loyal fans of the brand were willing to spend a little more just to receive exclusive benefits such as priority access to exclusive products or early access to Nike sneaker launches.

Tips To Help You Implement the Nike Marketing Strategy into Your Business

You are probably wondering how you can implement the Nike marketing strategy into your business and help it thrive. Well, adding the above methods into your current marketing strategy is not easy, but it’s doable.

If you are eager to “just do it,” here are three tips that may get you started:

Nike Marketing Strategy; Identify Your Audience

There is always someone out there browsing the internet in search of what you can offer. With proper brand positioning , that someone will find you with the hopes of getting particular concerns addressed. Consequently, the right content should make handling your targeted audience’s specific pain points and problems more manageable.

The Nike marketing strategy targets athletes and people seeking to adopt new lifestyles and get in shape. Consequently, the brand identified its audience and positioned itself as a company that can help them meet their fitness goals by providing the proper footwear.

Find Out the Best Means to Reach Your Brand Fans

Where does your targeted audience hang out? Are they often on social networks, or are they more active on email? How can your brand go where your targeted audience is? These are just some of the questions you must ask yourself. Once you have your answer, you can now decide on the most effective content distribution tactics.

Create Content Designed To Address Your Fans Needs

As you can tell from the Nike marketing strategy, there are more than a few clever ways of finding your brand fans. It could be through social media channels, blogs, video platforms, or emails, just to mention a few. Irrespective of where your fans are based, you must deliver the right content to grasp their attention.

Great content should:

Entertain your audience
Answer their questions
Solve their problems

Just Do It!

There you have it, detailed information about the Nike marketing strategy. While this may seem like too much information to take in, it highlights the best marketing practices that could take your venture to the next level. The bottom line is that the best approach is to do more than just sell. Content is king , and the more it spreads, the better your chances of making top sales. You have to sell ideas, tell a touching story and ultimately gain a great and loyal following.

Was This Article Helpful?

You're never to cool to learn new things, here are sources for further research.

Please note: 440 Industries is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.

Fashion Marketing

Retail marketing, fashion entrepreneurship, fashion finance.

Diesel Case Study: Fashion Industry’s Sustainable Revolution

Explore the Diesel Case Study: fashion industry’s sustainable shift through cleaner engines, innovative campaigns, and Smart Rebels focus.

The OTB Group Case Study: Core Values and Growth Strategies

Discover The OTB Group Case Study, highlighting core values, growth strategies, sustainability efforts, and digital innovation in the fashion world.

Jil Sander Case Study: Fashion Legacy & Adaptations

Explore the Jill Sander Case Study, delving into her minimalist fashion legacy and how creative directors Lucie and Luke Meier adapt to market changes.

Marni Case Study: Bold Fashion and Diverse Collaborations

Explore the Marni Case Study, highlighting bold fashion, diverse collaborations, and innovative digital expansion in this captivating analysis.

440 Industries Disclaimer, Credits and acknowledgements. Privacy Policy

The Perks of Being Digital. Nikeland : A Case Study

Conference paper
Open Access
First Online: 09 August 2023
Cite this conference paper

You have full access to this open access conference paper

Erika Temperino ORCID: orcid.org/0009-0002-8005-6284 6

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Included in the following conference series:

International Conference on Fashion communication: between tradition and future digital developments

5821 Accesses

2 Altmetric

The increasing digitalization of consumer behavior and lives has created both opportunities and challenges for fashion brands seeking to engage with their audience. This paper aims to reflect on the perks of being digital for fashion companies, through the observation of Nikeland platform on Roblox as a case study for more general considerations. The paper begins by providing an overview of the current digital landscape and the increasingly marked need for brands to create a more engaging relationship with their customers. Two sections will be devoted to the case study, one for the description of the platform, resulting from a personal observation of this, and one for the critical discussion of the characteristics and advantages highlighted. In the conclusion section there will be a further discussion about the potential benefits derived from the use of a new digital business model and how, however, it is necessary to give priority to transparency and authenticity in this process towards users-customers.

You have full access to this open access chapter, Download conference paper PDF

Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers

A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy

Brands as Core Assets: Trends and Challenges of Branding in Fashion Business

Digitalization
Digital experience

1 Introduction

Fashion is a complex phenomenon that has always interested many scholars. Among these, one that played a significant role was the German sociologist and philosopher George Simmel, fascinated by fashion and its impact on society, whose reflections appear particularly remarkable and current. Fashion, according to Simmel, has for the modern individual the charm of beginning and end at the same time, the charm of new and the charm of caducity [ 1 ]. Given what Giacomo Leopardi wrote in his Operette Morali about the parallel between Fashion and death [ 2 ], one might argue that he could have found a solid substantiation of his ideas if he had had the opportunity to experience modern society. Inserted in the metropolis in which everything proceeds with a fast and chaotic movement, the modern human being is driven by the propensity for the new, transitory and changeable, favored by the intensification of the “nervous life”, produced by the rapid and uninterrupted alteration of external and inner impressions [ 3 ]. Within the modern metropolis – or liquid society , as Bauman defines it [ 4 ]- the short life of fashion is highly encouraged by the hyper-connection to the digital world, to which all individuals are now subjected daily.

From the moment the internet entered our homes and lives, the race toward the digitalization of life has never stopped. The accelerator was hit by the spread of Covid-19, which had a very strong impact on our lives – both psychologically and economically. The fashion industry is now facing a digital transformation, attracted by the potential of technology and the digital dimension, from how products are being produced to the communication between retailers and consumers and individuals’ shopping habits [ 5 ]. During the sanitary hazard period, as the in-person purchase was not allowed, the fashion companies needed to quickly find a new way to communicate and to promote their new releases, to adapt to the new demands of their audience, and to minimize losses due to the situation [ 6 ]. These circumstances showed how necessary it was to invest in the digital front, to find alternatives to the in-person shopping experience. Digital tools are the perfect allies for the fashion industry: through them, companies can quickly adapt their businesses and communication models to expand their reach and to keep feeding the vicious life and death-cycle of fashion products. Above all, digital tools can satisfy consumers’ hunger for more and more new products, offered at the speed of a simple click or scroll .

This paper aims to reflect on how the Fashion industry no longer uses technology as a simple medium to better promote its products in a way we already used to see. The small big and digital world that dwells in cyberspace, called Nikeland, will be investigated to demonstrate how the Nike brand has used users’ enthusiasm for Metaverse , creating one by collaborating with Roblox . The aim is to illustrate the perks of being digital for a company and how the combination of these tools and competent and creative professionals can be, nowadays, a trump card.

2 Methodology

This case study is based on the combination of direct observation of the Nikeland platform and Roblox homepage data and – due to the lack of specific existing literature – the critical reworking of studies and reflections of other authors who have devoted themselves to the observation of similar cases and contexts. As support of the §3.1 Case Study discussion will be used some conference proceedings of the previous FACTUM conferences and some studies about other platforms of virtual world games. The fashion world is very vast and its relationship with the videogames industry and online platforms are attracting more and more interest from the academic community.

3 Nikeland : Where Sport has No Rules

According to the Nike brand, anyone who owns a body is in itself an athlete and therefore a perfect customer of this brand whose mission has always been to bring inspiration and innovation to every athlete in the world [ 7 ]. The brand has constantly stood out for its interest in innovation and digital transformation considering tools such as Artificial intelligence (AI), e-commerce, in-store experiential technology and smartphone applications – i.e. Nike Training Club and Nike Run Club - as integral parts of their business and communication strategy [ 8 ]. Since January 2020, John Donahoe, who has become an expert in the field of digital commerce and technology, has become CEO of Nike [ 9 ], intending to pursue the mission of serving consumers better, offering them more and more engaging experiences, obviously giving priority to the digital future of the company. Shortly after the announcement of the ambitious Metaverse project by Meta’s CEO, Mark Zuckerberg, in November 2021 Nike and Roblox announced their partnership in creating a branded metaverse, called Nikeland [ 10 ] . Roblox is a famous platform, launched in 2006, that allows users to live many virtual experiences in specific digital spaces, within which they can play and socialize with other users. Nikeland is a part of this virtual universe, modeled after the company’s real-life headquarters in Oregon, in which users can wander around in a totally branded world -even clouds are marked with the famous swoosh - through their avatars, obviously dressed in Nike-branded clothes.

The place is divided into different locations – the lobby, Basketball area, Football field, Showroom, My Playground, etc. - and each of these allows different activities. The Lobby is the area where users can meet themselves, visiting the store and getting familiar with the game; The sports fields are intended for the game of reference sports even if with some modification to the traditional rules; The showroom is the area where subscribers can purchase Nike branded items and decorations for their personal spaces (My Playground). Thanks to a map members can move between all these various locations and enjoy the game. Exploring the Nike world and through competitions with or against other members, users can get many free items– like wearables to customize their avatar - or coins to buy them in the Showroom.

To enhance a connection between the virtual online world and the physical one, the Roblox engine uses smartphone accelerometers and augmented reality (AR) hardware to interpret a user’s movement during online play such as long jumps or running [ 11 ].

With this project, Nike wants to communicate that sports and play are part of an available and fun lifestyle for both the young and old generations, and it does so by offering these engaging experiences. The brand that in the past had successfully found ways to involve users creatively– e.g. allowing them to customize their sneakers with unusual designs – and physically – via the training apps – in this virtual space aims to involve them in both ways. Everything in Nikeland is possible, there are no rules nor physical logic – it’s possible to swim underwater for as long as the user wants – and there is no impediment to creativity: here users can do, be and dress as they prefer. Granted, only with Nike clothing.

3.1 Case Study Discussion

As we mentioned, Nike CEO John Donahoe has invested heavily in digital tools to communicate the brand’s mission and get closer to consumers. The Nikeland project has been one of the many attempts that have shown how the use of these tools can be beneficial for a brand. This first experience of the digital universe has registered over 31.5 million accesses to the platform [ 10 ] and has thus allowed the company to invoice a net income beyond $1.39 billion [ 12 ]. This high gain makes one believe that in the future the company will continue to offer more and more engaging and innovative experiences for its customers like this. The advantages of this experience – which is still provided free of charge – are numerous and quite lucrative and worthy of reflection. Some of these will be highlighted below.

The Nikeland platform combines the strengths of video games and social networks, creating a virtual space where users can socialize, compete and be creative, a great winning strategy that could represent an opportunity to grow brand awareness and test ideas for new designs [ 13 ]. The combination of competition and sociability has already been successfully used within the Nike app, where friends can train, maybe go on a run, and see them change positions in the rankings. The opportunity to socialize with others and have fun competing against them seems to be a great way to ensure that users use the platform in a fun way and especially for extended times.

The free access to the platform makes it possible to affirm a democratization of participation in sport: at Nikeland all limits are pulled down. There are no economic or geographical limits because users can connect simply from their homes and live unique experiences almost impossible to replicate in reality – such as playing with Lebron James during the NBA All-Star Week, training with their favorite teams or athletes, competing in famous sporting events, wearing clothes that in the real world would not be affordable or that would encourage others’ judgment, and so on. Accessibility and democratization of sports are one of the main values that the brand wants to convey.

The large space that the platform leaves to the users’ creativity is another element that guarantees a prolonged use of this game. In fact, subscribers can engage themselves in the invention of new games and the creation of new designs for the clothes and accessories they want to wear. The customization of the somatic traits and clothing style of their character – which is not a new idea because fashion has become part of the video games world for some time- allowed players to have fun creatively and to find a new way to express themselves: they wouldn’t have to create a character necessarily in their image and likeness, but they could use it as a medium of their personality and identity and dress it with the style they most prefer. The creation of the avatar as a citizen of a virtual world can represent the projection of a particular sphere of the player’s being, which in physical life fails to exhibit and represses. The alteration of identity becomes a means through which to reinvent oneself [ 14 ]. The player in the video game can temporarily adopts a specific imaginary lifestyle through the embodiment of the avatar [ 15 ].

The game became easily inclusive not only in terms of style and personality but also in physical terms because augmented reality allows to overcome the exclusion of physically fragile subjects and this allows them to feel part of something and make experiences that, otherwise, they would not have had the opportunity to try. By doing so, players can fully express their personalities and feel represented during the game. In this sense the company gains in terms of image, being perceived as inclusive by potential future consumers. The gain for the company, it goes without saying is both in terms of image and economic terms. The brand can earn through the collection of members’ data resulting from their activities on the platform: this data can be reused to get targeted advertising but can also be resold to third parties. Thanks to this data it’s possible to monitor the preferences and interests of the customers and understand how much they appreciate a given product and, based on this information, propose the product in physical and real form. Users have become what Toffler, in its The third wave [ 16 ], defined as prosumer , a consumer who is at the same time producer of the same products he consumes.

Has been created a synergic duo between the digital and the physical world, that now can communicate and share information to provide better experiences in both worlds. Proposing the experience under the guise of a game allows them to involve more and more and for a longer time the consumer but also to reach the younger consumer groups. The company knows how to get closer and closer to the youngest people, creating a relationship of trust with new possible customers and taking advantage of their familiarity with online games and the need to purchase virtual goods with real money to customize their appearance. Marketing opportunities with this platform are almost endless. Just think of the possibility of creating hybrid events, which take place simultaneously in both dimensions and there are no restrictions on anyone’s participation, no matter how far away the event is, everyone can participate from the comfort of their own home. The virtual world is so attractive for the total absence of rules dictated by logic because the only limit is represented by the human imagination. Nikeland is a perfect representation and extension of what Nike is like as a brand.

4 Conclusions

Through this paper, we have seen how the social context we inhabit is strongly influenced by technology, whose speed is reflected in many aspects of our daily lives. Due to the period of health hazards, which forced potential customers to stay at home and exclusively buy online, the major fashion companies have understood the need to invest even more in the digital sector. Undoubtedly, they creatively and boldly used both digital tools and consumers’ need for novelty. The digitalization and the push of the fashion industry towards the digital dimension have brought the need for the creation of new professional figures with the digital skill to take care of the new media platforms [ 17 ] with a creative and fashionable touch. Fashion companies have made their appearances on various screens and platforms, through collaborations with video games – such as Fortnite, The Sims, Animal Crossing [ 18 ], etc. – and social networks platforms – such as the famous Habbo and Second life [ 19 ]. The Zuckerberg Metaverse, as we know it up to now, is just a work in progress and ambitious project, but the audience seems to be excited about it. Many companies are already starting to use similar platforms, such as Roblox, to test the strengths of this new way of marketing and communicating their brand. As we have seen, the Nike brand has proved to be very far-sighted in the use of digital tools by collaborating with Roblox and creating its virtual world. The idea of creating a virtual space was obviously not new in the fashion field, which due to the spread of Covid-19 has found in these spaces a possible alternative to the crowded catwalks and fashion design events [ 20 ].

In Sect. 3.1 were mentioned the advantages that the brand has gained thanks to the creation of this experience. The brand has gained in terms of visibility around the world for the free access and novelty of the branded game – securing ads from the video game community on various platforms such as Twitch and Youtube – but also in terms of image communicating its values through the game itself. The possibility to socialize and play with others allowed the brand to implement a marketing strategy that reaches players in a less “aggressive” way. Within the game it’s possible to make a more consumer-friendly marketing strategy: the consumer is not interrupted during the game by advertising, since this becomes an integral part of the gaming experience. The promoted object can be proposed in three-dimensional form and can be an actual object of the game, such as an item of clothing or a piece of furniture of the avatar’s house. Above all, this project has shown how the use of these tools can bring brands and fashion to younger generations that identify the most with technology [ 21 ] and use these platforms on a daily basis – we have reason to believe that their usage will not decrease with the arrival of the official Metaverse of Meta. Gamification is used to provide brand co-creation and participation; consumers might feel they are part of the brand itself [ 22 ] and feel a sense of proximity with it [ 23 ].

The conversation between the brand and the consumer has been enriched thanks to technology and interactivity [ 24 ] and having the data on the preferences and needs of the users is a real game changer in fashion advertisement because it allows orienting not only sales and advertising but especially the production of the favorite products of the public.

We have briefly seen how the digital transformation is changing the way and the speed with which fashion is produced and consumed and how being digital can be beneficial to a fashion brand in general. It is no longer possible to conceive fashion adv only in a traditional way – with magazines, film, television and outdoor media [ 23 ]. It is mandatory to conceive consumers as an integral part of product creation and promotion. Digital strategies are numerous and often very lucrative on several fronts and not only from the simple consumer’s purchase. However, it will be necessary to ethically question the type of relationship that is being created between brands and costumers and how this can be exploited by the brands themselves. In order to be ethically correct, brands should be transparent about the use of personal data and users’ creations, essential for building trust and maintaining a positive reputation. Being transparent about how they use user data is not only an ethical obligation for brands but also helps users make educated decisions about their engagement with the brand itself. When brands take responsibility and consider the ethical implications of their actions, they foster responsible behavior, benefiting the user as well as the brand itself. Ultimately, transparency is the cornerstone of building a mutually beneficial and trustworthy relationship between brands and their users, making it essential for creating an ethical and sustainable business model.

Simmel, G.: La moda, Curcio, A. M. (a cura di), p. 40, Mimesis (2015)

Google Scholar

Leopardi, G.: Operette Morali, Ruffilli, P. (a cura di), pp. 89–94, Garzanti Editore (2011)

Simmel, G.: La metropoli e la vita dello spirito, Jedlowski, P. (a cura di), Armando Editore (2013)

Bauman, Z.: Modernità liquida, Editori Laterza (2011)

Nobile, T.H., Kalbaska, N., de Oliveira, R.A., Cantoni, L.: Digital fashion competences: a longitudinal study. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds.) Fashion Communication, pp. 17–28. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-81321-5_2

Chapter Google Scholar

Overby, S.: 9 Digital Transformation Truths That The Pandemic Rewrote (2021). https://enterprisersproject.com/article/2021/8/digital-transformation-9-truths-post-pandemic

Nike.com: Nike mission (2023). https://www.nike.com/help/a/nikeinc-mission

Marr, B.: The Amazing Ways Nike Is Using The Metaverse, Web3 And NFTs (2022). https://www.forbes.com/sites/bernardmarr/2022/06/01/the-amazing-ways-nike-is-using-the-metaverse-web3-and-nfts/?sh=7d7f337b56e9

Nike: Board member John Donahoe (2019). https://about.nike.com/en/newsroom/releases/board-member-john-donahoe-will-succeed-mark-parker-as-president-and-ceo-in-2020-parker-to-become-executive-chairman

Roblox: Nikeland homepage (2023). https://www.roblox.com/games/7462526249/NIKELAND

Greener, R.: Nike Roblox Debut Nikeland Metaverse (2021). https://www.xrtoday.com/mixed-reality/nike-roblox-debut-nikeland-metaverse/

Parker, C.: (2022). https://www.thetimes.co.uk/article/millions-visit-nikeland-as-brands-fashion-a-future-in-the-metaverse-sb2lzrghx

Hollensesn, S., Kotler, P., Opresnik, M.O.: Metaverse- the new marketing universe . J. Bus. Strategy (2022). https://doi.org/10.1108/JBS-01-2022-0014

Menduni, E., Nencioni, G., Pannozzo, M.: Social Network. Facebook, Twitter, Youtube e gli altri: relazioni sociali, estetica, emozioni, pp. 71–72, Mondadori Education (2011)

Makryniotis, T.: Fashion and costume design in electronic entertainment – bridging the gap between character and fashion design. Fash. Pract. 10 (1), 99–118 (2018). https://doi.org/10.1080/17569370.2017.1412595

Article Google Scholar

Toffler, A.: La terza ondata, Sperling&Kupfer (1989)

Varra, L.: Becoming digital: the need to redesign competences and skills in the fashion industry. In: Ozuem, W., Ranfagni, S. (eds.) The Art of Digital Marketing for Fashion and Luxury Brands, pp. 299–343. Palgrave Macmillan, Cham (2021). https://doi.org/10.1007/978-3-030-70324-0_13

Reay, E., Wanick, V.: Skins in the game: fashion branding and commercial video games. In: Bazaki, E., Wanick, V. (eds) Reinventing Fashion Retailing. Palgrave Studies in Practice: Global Fashion Brand Management, pp. 73–90. Palgrave Macmillan, Cham (2023). https://doi.org/10.1007/978-3-031-11185-3_5

Gerosa, M.: Second Life, Meltemi (2007)

Wanick, V., Stallwood, J.: Brand storytelling, gamification and social media marketing in the “metaverse”: a case study of the Ralph Lauren winter escape. In: Bazaki, E., Wanick, V. (eds) Reinventing Fashion Retailing. Palgrave Studies in Practice: Global Fashion Brand Management, pp. 35–54. Palgrave Macmillan, Cham (2023). https://doi.org/10.1007/978-3-031-11185-3_3

Fondevila-Gascón, J.F., Bernal, P.M., SanMiguel, P., Sádaba, T., Pérez-Bou, S.: Millennials and fashion: branding and positioning through digital interactions. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds.) Fashion Communication, pp. 117–128. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-81321-5_10

Kim, S.J., et al.: The role of fashion in the characters of online games. J. Glob. Fash. Market. 3 (2), 81–88 (2012). https://doi.org/10.1080/20932685.2012.10593110

Velar, M.: Luxury fashion storytelling: branding performance on Instagram. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds.) Fashion Communication, pp. 309–320. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-81321-5_23

Sánchez-Blanco, C., del Río Pérez, J., Torregrosa, M., Sanjurjo, E.L.: Advertising format evolution in fashion brands’ communication: contagious case study 2010–2020. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds.) Fashion Communication, pp. 103–115. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-81321-5_9

Download references

Author information

Authors and affiliations.

Department of Civilizations and Forms of Knowledge, University of Pisa, Pisa, Italy

Erika Temperino

You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Erika Temperino .

Editor information

Editors and affiliations.

Gdańsk University of Technology, Gdansk, Poland

Nadzeya Sabatini

ISEM Fashion Business School, University of Navarra, Madrid, Spain

Teresa Sádaba

Department of Civilization and Forms of Knowledge, University of Pisa, Pisa, Italy

Alessandro Tosi

University of Pisa, Pisa, Italy

Veronica Neri

Institute of Communication Technologies, Università della Svizzera italiana, Lugano, Switzerland

Lorenzo Cantoni

Rights and permissions

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License ( http://creativecommons.org/licenses/by/4.0/ ), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

The images or other third party material in this chapter are included in the chapter's Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the chapter's Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder.

Reprints and permissions

Copyright information

About this paper

Cite this paper.

Temperino, E. (2023). The Perks of Being Digital. Nikeland : A Case Study. In: Sabatini, N., Sádaba, T., Tosi, A., Neri, V., Cantoni, L. (eds) Fashion Communication in the Digital Age. FACTUM 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-38541-4_9

Download citation

DOI : https://doi.org/10.1007/978-3-031-38541-4_9

Published : 09 August 2023

Publisher Name : Springer, Cham

Print ISBN : 978-3-031-38540-7

Online ISBN : 978-3-031-38541-4

eBook Packages : Business and Management Business and Management (R0)

Share this paper

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

Publish with us

Policies and ethics

Find a journal
Track your research

Subscribe to get the latest concepts delivered to your inbox.

May 14, 2018

Wrapping Your Mind Around Brand Architecture – A Nike Case Study

Updated: Jan 2

It’s alright to be Goliath, but always act like David. ―Phil Knight

Building a brand is a complex and challenging endeavor, but managing a brand's structure and continuity with multiple sub-brands can be even more daunting.

That's where understanding brand architecture comes in. At its core, brand architecture refers to the relationship between a parent brand and its sub-brands, and how each sub-brand fits into the overall brand strategy.

In today's highly competitive business landscape, it's not enough to simply have a strong parent brand. To achieve sustained success, companies must develop a brand architecture strategy that supports the parent brand's macro vision while also differentiating each sub-brand and targeting specific customer segments.

Nike, one of the world's most recognizable brands, is a perfect example of effective brand architecture. Their vision statement, "To bring inspiration and innovation to every athlete in the world," serves as the ultimate macro brand mission.

By examining Nike's sub-brands, such as Nike SB, Jordan, Nike Free, Nike Golf, Converse, Hurley, and NikeLab, we can see how each sub-brand has a unique identity that resonates with its core customer while still supporting the parent brand's overall vision.

Through this article, we will dive deeper into Nike's brand architecture and explore how the company's sub-brands differ from one another while still contributing to the overarching brand strategy. We'll also discuss the history, target audiences, product offerings, brand partnerships, market performance, innovation, global reach, brand loyalty, and the future outlook for each sub-brand within Nike's vast portfolio (including a look into the cultural phenomena surrounding the Air Force 1).

Wall Street Zen: NIKE Inc Statistics & Facts

Nike: the parent brand.

Nike, Inc. is a global giant in the athletic footwear, apparel, and equipment industry. Founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, the company officially became Nike, Inc. in 1971. From its humble beginnings, Nike has evolved into a household name and an emblem of sporting excellence.

Brand Identity

Nike's brand identity is built on a foundation of inspiration and innovation. Its mission is to bring these qualities to every athlete in the world, emphasizing that everyone, no matter their skill level, is an athlete. This inclusive approach has been a driving force behind the brand's global appeal.

Brand Strategy

Nike's brand strategy revolves around delivering cutting-edge performance products, leveraging athlete endorsements, and continuously innovating in design and technology. This approach has enabled Nike to maintain its leadership position and strong brand recognition for decades.

Nike Sub-Brands: A Comprehensive Analysis

Brand architecture: nike sb.

Nike SB is a sub-brand of Nike that was launched in 2002, and it stands for Skateboarding.

Nike SB is a great example of how a brand can effectively segment its products to cater to different consumers' needs.

With a unique vibe that distinguishes it from the other sub-brands such as Air Jordan and Nike Free. Free-living and alternative. It embodies the culture of west coast skateboard life and the youth that support it.

The brand has everything from footwear, clothing, a signature line, accessories and even a kids line that speaks to the skateboard culture.

Nike SB has a loyal following that identifies with its free-living and alternative lifestyle. They even have their social media platforms that feature athletes within this arena , the fashion, and the culture that skateboarding has come to embody.

What ties Nike SB back to its parent brand is the dynamic nature of its content that shouts innovation.

Despite the brand targeting a different market segment, it still transmits that same Nike energy.

This approach allows Nike to diversify its offerings while maintaining a consistent brand image across its sub-brands. By doing so, Nike can appeal to different consumer groups without diluting its brand equity.

BRAND ARCHITECTURE: JORDAN BRAND

The Jordan brand is an iconic name that is synonymous with high-fashion athleisure and performance apparel.

This brand has evolved over the years, starting with a gamble taken by Sunny Vicaro in the 1980s when he allocated Nike's entire $2 million endorsement budget on the back of Michael Jordan.

As we all know, Michael Jordan is a legendary figure and one of the most influential athletes in the world. He has built a brand that is renowned for its quality, style, and performance.

The Jordan products are not just clothing or shoes, they are considered art within their circles and attract top athletes and music producers.

Unlike Nike SB, the Jordan brand has a more sophisticated and upscale appeal, attracting consumers who appreciate high-end fashion and sportswear. But despite the difference in the target audience, the brand continues to produce innovative products that appeal to both the fashion-conscious and performance-driven.

Nike has done such a good job with their branding that many customers that identify with more than one of its sub-brands likely feel a higher level of affinity towards the brand as a whole.

The success of the Jordan brand is a testament to this strategy, as it has become one of the world's most valuable brands.

Michael Jordan has earned over $1 billion from his endorsement deals with Nike.

BRAND ARCHITECTURE: NIKE FREE

Within Nike’s overall brand architecture, they also have the Nike Free brand.

Aimed towards the runners of the world, this brand and product line focuses on a very different segment than Nike SB or Jordan.

With a spirit built around natural movement and how it relates to running and training, the campaigns they run focus on freedom and functionality for athletes.

The Nike Free mission is “Nike’s mission to create shoes that place an athlete closer to the ground, more in tune with one’s body and innate physical abilities.”

As you can tell, there is more of a focus on performance and training in the Nike Free universe.

However, you will see a strong influence of Nike Free in the Nike Run Club.

Nike is supplied by 122 footwear factories located in 12 countries.

Nike's commitment to performance is reflected in the design and production of their footwear. The company is supplied by 122 footwear factories located in 12 countries, each dedicated to delivering high-quality products that meet the needs of athletes worldwide.

Nike Free is no exception, with shoes that are designed to provide the support, comfort, and natural movement needed for runners to perform at their best.

Whether you're a professional athlete, an aspiring runner, or someone who values comfort and performance in their athletic footwear, Nike Free offers a unique brand experience that is focused on delivering innovative products designed to meet the needs of runners worldwide.

BRAND ARCHITECTURE: NIKELAB

Another sub-brand that is important to understand in Nike’s brand architecture is NikeLab. NikeLab is an exclusive brand that focuses on innovation and design.

It is a collaboration between Nike and leading designers, stylists, and artists from around the world, who work together to create limited-edition products that are available in select locations around the world.

NikeLab products are designed with premium materials and are often handcrafted to ensure the highest level of quality.

The brand is known for its unique and experimental designs, often exploring new ways to incorporate technology into fashion and performance wear.

NikeLab has collaborated with a range of designers and artists, including Riccardo Tisci, Virgil Abloh, and Jun Takahashi.

One of their most successful collaborations was with the Italian luxury fashion brand Stone Island, which resulted in a collection of highly sought-after garments that incorporated advanced fabrics and construction techniques.

NikeLab products are not widely available, and the brand maintains an air of exclusivity around its releases. This approach has helped to create a strong following among sneaker enthusiasts and fashion-forward consumers who value limited edition products and cutting-edge design.

BRAND ARCHITECTURE: NIKE GOLF

Established in 1998, Nike Golf initially aimed to cater to golf enthusiasts by offering golf clubs, golf balls, footwear, and apparel designed to enhance performance on the golf course.

Nike Golf's initial offerings included clubs, golf balls, footwear, and apparel, combining style and performance for golfers at various skill levels.

Similar to other Nike sub-brands, Nike Golf partnered with top professional golfers to showcase its commitment to excellence in the sport. Most notably the GOAT himself, Tiger Woods.

Nike Golf introduced groundbreaking golf technology, such as the Vapor Fly driver and RZN golf balls, demonstrating its dedication to advancing the game.

However, Nike Golf later shifted its focus solely to golf apparel and footwear, aligning more closely with its core strengths in sports apparel and ensuring a consistent brand image. Today, it continues to offer stylish, high-performance golfing options for enthusiasts worldwide.

BRAND ARCHITECTURE: CONVERSE

Converse, acquired by Nike in 2003, has a rich heritage in sneaker culture, dating back to 1908. It's known for iconic designs like the Chuck Taylor All Star.

Converse appeals to a broad audience, spanning generations. Its classic sneakers are worn by individuals of all ages, from teenagers to adults. Converse offers a wide range of sneakers, apparel, and accessories, with a focus on classic and timeless designs.

Converse holds a special place in pop culture, symbolizing rebellion, self-expression, and artistic creativity. While Converse maintains its classic appeal, it has also adapted to modern trends, collaborating with artists and designers to create unique collections.

BRAND ARCHITECTURE: HURLEY

Hurley, acquired by Nike in 2002, is deeply rooted in surf and skate culture. It was founded by Bob Hurley, a passionate surfer and entrepreneur.

Hurley's target audience includes surfers, skaters, and those who embrace the surf and skate lifestyle. It caters to individuals who value both performance and style.

Product Range: Hurley offers a range of surfwear, swimwear, apparel, and accessories designed for active lifestyles.

Like other Nike sub-brands, Hurley collaborates with athletes and influencers who embody the brand's ethos.

Hurley has taken steps toward sustainability, launching products like Phantom Boardshorts made from recycled materials.

Air Force 1: Cultural Icon of Sneaker Fashion

No comprehensive study of Nike's brand architecture would be complete without mentioning the Air Force 1. This iconic sneaker, first introduced in 1982, has transcended its role as athletic footwear to become a cultural phenomenon.

The Air Force 1, often referred to simply as the AF1, is known for its timeless design and versatility. It has found a place in the wardrobes of athletes, musicians, streetwear enthusiasts, and fashion icons alike.

The sneaker's sleek silhouette and distinctive features have made it a canvas for countless collaborations and customizations, further solidifying its status as a cultural icon.

In urban and streetwear culture, the Air Force 1 holds a special place. It has been featured in songs, films, and art, becoming a symbol of self-expression and style.

Nike has continuously reinvented the Air Force 1, releasing new colorways, materials, and limited-edition versions to keep it fresh and appealing to a diverse audience.

Shop Nike Air Force 1's on Amazon

Global Expansion Strategies

Nike's global expansion strategies vary by sub-brand, reflecting the distinct needs and preferences of different markets. While some sub-brands have a more widespread international presence, others maintain exclusivity in select locations.

Innovation at the Heart of Nike's Brand Architecture

Innovation has been a cornerstone of Nike's brand strategy from its inception. This commitment to pushing the boundaries of design, technology, and sustainability extends to all its sub-brands.

Technological Advancements

Nike has been at the forefront of technological advancements in athletic apparel and footwear. Across its sub-brands, it has introduced groundbreaking technologies like Nike Air, Flyknit, React, and Dri-FIT, enhancing comfort, performance, and style.

Sustainable Initiatives

Nike has also prioritized sustainability across its brand architecture. Sub-brands like Nike Free and Hurley have launched products made from recycled materials, contributing to environmental conservation.

Emerging Technologies

Innovation extends beyond products to emerging technologies. Nike has embraced digital platforms, augmented reality, and data analytics to enhance the consumer experience and personalize product recommendations.

Brand Loyalty and Community Engagement

Nike's sub-brands foster brand loyalty through various initiatives, including loyalty programs, brand communities, and events. These efforts create a sense of belonging among consumers and enhance their connection to the brand.

Loyalty Programs

NikePlus, the brand's loyalty program, offers members exclusive access to products, early releases, and personalized recommendations. It incentivizes repeat purchases and engagement with the Nike ecosystem.

Brand Communities

Each sub-brand cultivates its own community of enthusiasts. Whether it's skateboarders embracing Nike SB, runners joining the Nike Run Club, or sneaker collectors following NikeLab collaborations, these communities strengthen brand loyalty.

Events and Collaborations

Nike regularly hosts events and collaborations that bring consumers closer to the brand. These include product launches, athlete meet-and-greets, and special releases that create excitement and engagement.

The Future Outlook for Nike's Brand Architecture

As Nike continues to evolve in a rapidly changing global landscape, several trends and developments are shaping the future of its brand architecture.

Sustainable Innovation

Sustainability will remain a key focus, with Nike striving to reduce its environmental footprint and create products that align with consumer values.

Digital Transformation

Nike will further embrace digital channels, leveraging data and technology to enhance the consumer experience and drive online sales.

Inclusivity and Diversity

The brand will continue to champion inclusivity and diversity, recognizing that the world of sports and athletics is rich with diverse talents and stories.

Emerging Markets

Nike will explore opportunities in emerging markets, targeting regions where there is potential for growth and market expansion.

Collaboration and Partnership

Collaborations with high-profile designers, athletes, and influencers will remain a core strategy, driving interest and innovation.

We've explored the rich history, diverse sub-brands, target audiences, product offerings, and innovative strategies that have propelled Nike to the forefront of the global athletic apparel and footwear industry.

Each sub-brand within the Nike family contributes to the brand's overarching mission of bringing inspiration and innovation to every athlete in the world.

As Nike continues to innovate, adapt, and expand its brand architecture, one thing remains constant: its commitment to excellence and its status as a symbol of athletic prowess and style. Whether you're a skateboarder looking for the perfect deck, a runner seeking natural movement, a golfer aiming for excellence, a fashion-forward individual embracing iconic sneakers, or a sneaker collector

Subscribe for the latest insights delivered to your inbox

Don't miss out on the latest insights about people, brands, and concepts in the world of marketing! Stay ahead of the game and gain valuable knowledge that will help you take your marketing strategies to the next level.

Join our community of like-minded professionals today!

About JaxonLabs

At JaxonLabs, we do what it takes to help our clients succeed because we believe in them. Our goal is to generate meaningful intelligence, strategy and brand assets that businesses leverage to create ROI.

We work with B2B and B2C companies across the spectrum. Contact us now to discuss your brand strategy

Brand Development
Corporate Branding

Brand Innovation Mastered: Your Future Strategic Blueprint

Mastering Business Systems: A Strategic Guide for Enhancing Brand, Operations, Marketing, Finance, and Technology

The Power of Corporate Retreats: Building Teams, Shaping Leaders, and Defining Culture

The Importance of Professional Product Photography in the Digital Age: A JAXONLABS and Lone Ace Media Collaboration

Unleashing AI to Enhance Content Management in Small and Medium-sized Businesses

JaxonLabs Climbs Game-Changer Ranks on Clutch

Elevating Brand Value Through Website Redesign: A Case Study on Edmonton Excavation Services

Dec 4, 2023

Innovative Web Initiatives to Propel Your Small and Medium-sized Enterprise

Nov 28, 2023

The Ultimate Guide to Branding for Small Businesses: A Roadmap to Success

Oct 31, 2023

4 Factors to Consider When Hiring an SEO Consultant in Edmonton

May 5, 2023

Marketing Research

40 case studies in branding.

[Apple: Innovation and Design as Brand Identity]

[Nike: Building a Global Brand Through Storytelling and Innovation]

[Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability]

[Amazon: Transforming Retail and Beyond]

[Zoom: Connecting the World Through Video Communications]

[Beyond Meat: A Plant-Based Revolution]

[TikTok: A Dance with Global Success]

[Coca-Cola: Quenching the World’s Thirst for Over a Century]

[Netflix: Redefining the Future of Entertainment]

[Airbnb: Disrupting the Hospitality Industry]

[Starbucks: Brewing Success Through Innovation and Responsibility]

[The Walt Disney Company: A Kingdom of Creativity and Innovation]

[McDonald’s: Serving Success with a Side of Innovation]

[Dove (Unilever): Crafting Beauty and Confidence]

[IKEA: A Symphony of Design, Affordability, and Sustainability]

[LEGO: Building Blocks of Innovation and Success]

[Slack: Revolutionizing Workplace Communication]

[Patagonia: A Case Study in Sustainable Business Practices]

[Spotify: Transitioning from music sales to subscription streaming]

[Warby Parker: Disrupting the traditional eyewear market with an online-first approach]

[Allbirds: A Case Study in Sustainable Footwear Innovation]

40.1 Apple : Innovation and Design as Brand Identity

Introduction:

Apple Inc., known for its revolutionary technology and design, has built its brand on innovation and a unique user experience. What began as a garage startup in 1976 has become one of the world’s most valuable companies. Let’s explore how Apple achieved this success.

Background:

Founding and Early Years: Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple started as a computer manufacturer. The launch of the Apple I computer in 1976 marked the company’s debut, and the subsequent Apple II became a significant success.

Rise to Prominence: With the introduction of the Macintosh in 1984, Apple emphasized graphical user interface, leading the way in user-friendly computing. The iPod, iPhone, iPad, and MacBook line have since become iconic products.

Product Development: Regularly updating products to include the latest technology.
Software Ecosystem: Creating a seamless software environment that ties different Apple products together.
Aesthetic Appeal: Sleek and modern design across all products.
User Experience: Emphasizing intuitive interfaces.
Apple Ecosystem: The interoperability of products encourages customers to stay within the Apple brand.
Customer Service: Apple’s customer support, including the Genius Bar in Apple Stores, provides personalized service.
Store Design: Apple Stores are known for their minimalist design and layout.
In-Store Experience: Offering hands-on experience with products and one-on-one customer service.
High Pricing Strategy: Apple’s premium pricing limits accessibility for many consumers.
Dependence on Key Products: A significant reliance on the iPhone, which generates a large portion of revenue.
Manufacturing Practices: Criticisms regarding working conditions in factories.
Environmental Concerns: Issues related to recycling and waste management.
Cultural Impact and Legacy:

Apple’s marketing has not only sold products but also shaped culture.

Think Different Campaign: This campaign emphasized Apple’s image as a company for creative and unconventional thinkers.

Influence on Music Industry: With the iPod and iTunes, Apple changed how people buy and listen to music.

Smartphone Revolution: The iPhone transformed mobile communication.

Conclusion:

Apple’s brand is more than just a logo; it’s a symbol of innovation, quality, and a unique customer experience. By consistently focusing on design and innovation, Apple has maintained a strong brand identity that resonates with consumers globally. Its success offers essential insights into how a focus on innovation, design, and customer experience can build a powerful and enduring brand. The company’s challenges and criticisms also provide a nuanced understanding of the complexities of operating at the forefront of technology.

Further Exploration:

Apple’s Advertising: Analyzing various Apple advertising campaigns over the years.

Competitor Analysis: Understanding how Apple’s branding strategies compare with competitors like Samsung, Google, and Microsoft.

Future Outlook: Speculating on Apple’s future in an ever-changing technology landscape.

This extended case study provides a comprehensive view of Apple’s branding, suitable for students who want to delve deeply into branding’s multifaceted nature. It includes various aspects of branding, marketing, challenges, and impact, allowing for a rich understanding of how a brand can shape not only a company’s success but also influence broader culture and industry trends.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
Customization: Allowing consumers to personalize products through the NIKEiD platform.
Nike Run Clubs: Building a community around the brand through running clubs and apps.
Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
Market Competition: Competition from brands like Adidas and Under Armour.
Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
Labor Practices: Historical criticisms regarding factory working conditions.
Sustainability Challenges: Managing environmental impacts across the supply chain.

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

40.3 Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability

Tesla, Inc. is not just a car manufacturer; it’s a technology company with a mission to accelerate the world’s transition to sustainable energy. Founded by a group of engineers, including Elon Musk, who became the public face of the company, Tesla has become a symbol of innovation and environmental responsibility. This case study explores how Tesla achieved this status.

Founding and Early Years: Founded in 2003 by Martin Eberhard and Marc Tarpenning, and later joined by Elon Musk, JB Straubel, and Ian Wright, Tesla started with a vision to create electric cars that didn’t compromise on performance.
Road to Success: The launch of the Tesla Roadster in 2008 proved that electric cars could be both stylish and powerful. Subsequent models, including the Model S, Model X, Model 3, and Model Y, diversified the product line.
Autopilot: Developing self-driving technology.
Battery Technology: Pioneering advancements in battery efficiency and lifespan.
Clean Energy Products: Including solar panels and the Powerwall for energy storage.
Sustainable Manufacturing: Efforts to minimize environmental impact in production.
Online Sales: Bypassing traditional dealerships, selling directly to consumers online.
Customer Experience: Creating unique showrooms and offering test drives.
Elon Musk’s Twitter Presence: Utilizing social media to promote and defend the brand.
Product Launches: Hosting grand events to unveil new products.
Production Challenges: Meeting demand and managing quality control.
Market Competition: Growing competition from traditional automakers entering the EV market.
Labor Practices: Controversies related to factory conditions.
Autopilot Safety Concerns: Debates over the safety of Tesla’s self-driving technology.

Changing Automotive Industry: Pushing the entire automotive industry towards electric vehicles.

Energy Conversation: Shaping dialogues about renewable energy and climate change.

Stock Market Phenomenon: Tesla’s unique position in the stock market as a technology/automotive company.

Tesla’s brand represents a fusion of technology, sustainability, and luxury. Through innovative products, a focus on environmental responsibility, and disruptive sales models, Tesla has not only built a successful brand but has also changed the landscape of the automotive industry. Analyzing Tesla’s strategies, challenges, and impacts provides valuable insights into how a brand can be a catalyst for industry-wide change.

Comparative Analysis: Understanding how Tesla’s branding strategies differ from traditional automotive brands.

Future of Mobility: Speculating on the future of electric vehicles, autonomous driving, and Tesla’s role in shaping that future.

Global Expansion: Exploring Tesla’s efforts to expand into various global markets, such as China and Europe.

40.4 Amazon: Transforming Retail and Beyond

Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and quickly expanded into a vast e-commerce platform that sells virtually everything. Beyond retail, Amazon has also entered cloud computing, entertainment, and even healthcare. This case study will explore Amazon’s diverse business activities and how they’ve contributed to its colossal success.

Early Years: Started in a garage, focusing on books, before expanding into other categories.
Global Expansion: Rapid growth into international markets and diversified product offerings.
Customer Experience: One-click ordering, personalized recommendations, and fast shipping.
Amazon Prime: Subscription model offering free shipping, video streaming, and more.
Amazon Marketplace: Allowing third-party sellers to reach Amazon’s vast customer base.
Amazon Web Services (AWS): A leading provider of cloud computing services.
Voice Technology: Introduction of Alexa and Echo smart speakers.
Amazon Studios: Producing and distributing original content.
Twitch Acquisition: Engaging the gaming community.
Whole Foods Acquisition: Entering the brick-and-mortar retail space.
Amazon Pharmacy: Expanding into the healthcare sector.
Market Power: Criticisms related to monopolistic practices.
Tax Practices: Scrutiny over tax strategies and contributions.
Working Conditions: Concerns over conditions in warehouses and treatment of employees.
Environmental Impact: Criticisms related to packaging and carbon footprint.
Changing Retail Landscape: Influencing consumer expectations and competitors’ strategies.
Innovation Leader: Setting standards in technology, logistics, and customer service.

Amazon’s success story is a testament to innovation, diversification, and relentless focus on customer experience. By continuously expanding into new areas, Amazon has not only transformed retail but also various other industries. Examining Amazon’s strategies, challenges, and cultural impact provides a deep understanding of modern business dynamics and the role of branding in shaping industry landscapes.

Competitive Analysis: Understanding Amazon’s position among global tech giants.

Future Projections: Exploring potential new markets and technologies for Amazon.

Regulatory Landscape: Analyzing potential legal and regulatory challenges.

This extensive case study offers students a multifaceted exploration of one of the world’s most impactful brands. From e-commerce to entertainment, Amazon’s influence is felt across multiple sectors. Understanding its success and challenges provides insights into innovation, strategy, ethics, and the complex dynamics of modern business environments.

40.5 Zoom: Connecting the World Through Video Communications

Zoom Video Communications, known simply as Zoom, played a pivotal role in connecting people during a time of global upheaval. Founded by Eric Yuan in 2011, Zoom quickly rose to prominence as a leading platform for video conferencing, webinars, and collaboration. This case study explores Zoom’s exponential growth, the strategies that propelled it, and the challenges it faced along the way.

Founding Vision: Eric Yuan, a former Cisco executive, founded Zoom with a mission to make video communication frictionless and reliable.
Early Growth: Despite entering a competitive market, Zoom differentiated itself through ease of use and robust performance.
Ease of Use: Simple interface, quick setup, and no user account required for joining meetings.
Quality and Reliability: Consistent video and audio quality across various devices and internet connections.
Business and Enterprise Solutions: Offering scalable solutions for organizations of all sizes.
Education Sector: Customized features for virtual classrooms and administrative meetings.
Healthcare Integration: Compliance with healthcare regulations for telemedicine use.
Localization: Tailoring offerings to different regions and languages.
Strategic Partnerships: Collaborating with hardware vendors and integrators for seamless user experience.
Free Access for Schools: Providing free access to educational institutions during lockdowns.
Scaling Infrastructure: Rapidly expanding server capacity to handle surging demand.
Security Enhancements: Addressing early security concerns with significant updates and transparency.
“Zoombombing” Incidents: Unwanted intrusions into meetings raised questions about security.
Data Privacy Concerns: Scrutiny over encryption and data handling practices.
Competing Platforms: Navigating competition from established players like Microsoft and new entrants like Google.
Sustaining Growth: Challenges in maintaining growth rates as restrictions lift and in-person meetings resume.
Changing Work Culture: Enabling remote work, hybrid models, and global collaboration.
Social Connections: Facilitating social interactions, virtual family gatherings, and online events.
Redefining Communication: Setting new standards for video communication and online engagement.

Zoom’s journey is a compelling study in understanding customer needs, agile adaptation, and effective scaling. From a startup competing against tech giants to becoming a household name, Zoom’s story offers valuable lessons in innovation, strategic planning, crisis management, and ethical considerations. Analyzing Zoom’s branding, growth strategies, challenges, and cultural impact provides rich insights into the dynamics of technology-driven market disruption and the responsibilities that come with rapid success.

Competitive Landscape Analysis: Understanding Zoom’s position in a fast-evolving market.

Ethical and Regulatory Considerations: Analyzing Zoom’s response to security and privacy concerns.

Long-term Strategy and Sustainability: Evaluating Zoom’s plans to sustain growth and diversify offerings.

40.6 Beyond Meat: A Plant-Based Revolution

Beyond Meat has become a synonym for the plant-based food movement, leading the way in creating meat alternatives that cater to a growing global demand for sustainable and ethical eating. This case study explores the company’s journey, its innovative products, market strategies, and the broader impact on the food industry.

Founding Vision: Established by Ethan Brown in 2009, Beyond Meat aimed to address environmental, health, and ethical concerns related to animal agriculture.
Product Innovation: The development of plant-based meat substitutes that mimic the taste, texture, and appearance of traditional meat.
Not Just for Vegetarians: Positioning products to appeal to meat-eaters looking to reduce meat consumption.
Retail and Food Service Partnerships: Collaborations with supermarkets, fast-food chains, and restaurants.
Celebrity Endorsements: Engaging well-known advocates of plant-based diets, such as Bill Gates and Leonardo DiCaprio.
Sustainability Messaging: Emphasizing the environmental and health benefits of plant-based foods.
Adaptation to Local Tastes: Developing products tailored to various global markets and cuisines.
Regulatory Compliance: Navigating complex food regulations in different countries.
Rising Competitors: Facing competition from both traditional food companies and new entrants in the plant-based sector.
Product Differentiation: Striving to stand out in an increasingly crowded market.
Taste and Texture Expectations: Meeting consumer expectations for flavors and textures similar to traditional meat.
Price Barriers: Addressing price competitiveness with animal-based products.
Transparency in Ingredients: Providing clear information about ingredients and processing methods.
Life Cycle Analysis: Assessing the full environmental impact of products, from production to consumption.
Changing Consumer Habits: Influencing a shift in dietary preferences towards plant-based options.
Industry Collaboration: Collaborations with traditional meat producers and food service providers.
Impact on Animal Agriculture: Contributing to debates about the sustainability and ethics of conventional meat production.

Beyond Meat’s story represents a transformative moment in the food industry, reflecting a broader cultural shift towards sustainability and conscious consumption. By analyzing Beyond Meat’s product innovation, market strategies, challenges, and cultural impact, students can gain insights into how a company can both lead and adapt to changing consumer values and industry dynamics. This case encourages critical thinking about innovation, branding, competition, ethics, and the interplay between business and societal needs.

Comparative Analysis with Competitors: Examining strategies and approaches of other players in the plant-based food market.

Consumer Behavior Study: Investigating consumer attitudes towards plant-based alternatives.

Sustainability Assessment: Conducting a comprehensive analysis of the sustainability aspects of plant-based foods.

40.7 TikTok: A Dance with Global Success

TikTok, a social media app developed by Chinese tech company ByteDance, has quickly become a sensation, particularly among younger users. This case study examines TikTok’s rapid growth, innovative content delivery, competition, and the complex regulatory landscape it navigates.

Launch and Growth: TikTok was launched in 2016 and merged with Musical.ly in 2018 to expand its reach in the U.S. market.
Algorithm Magic: TikTok’s unique algorithm offers personalized content, leading to higher engagement and user retention.
Short Video Format: Users create engaging 15-second videos with a wide array of editing tools.
Personalized Feed: The “For You Page” algorithm provides a customized content feed, enhancing user experience.
Hashtag Challenges: Promoting user-generated content through viral challenges.
Collaborations and Duets: Enabling collaboration between users to foster community.
Music and Dance Focus: Strong emphasis on music and dance-related content.
Influencer Partnerships: Collaborating with youth influencers to drive adoption.
Local Content Adaptation: Encouraging content that resonates with local cultures and trends.
Strategic Advertising: Utilizing in-app advertising and partnerships with brands.
Data Security Issues: Ongoing debates over data privacy and national security.
Regulatory Scrutiny: Challenges related to compliance with international regulations.
Competing for Attention: A battle with platforms like Instagram, Snapchat, and YouTube.
Intellectual Property Concerns: Issues related to copyright and content ownership.
Democratizing Content Creation: Empowering individuals to become content creators.
Cultural Influence: Fostering global cultural exchange and trends.

TikTok’s story is a fascinating example of how a social media platform can become a global phenomenon through innovative technology, strategic targeting, community engagement, and adaptability to local cultures. This case allows students to explore various aspects of social media business, including algorithms, user engagement, competition, regulation, and cultural impact.

Algorithm Analysis: Delve into how TikTok’s algorithm works and compare it with other platforms.

Regulatory Compliance Study: Investigate TikTok’s compliance with different countries’ regulatory frameworks.

Cultural Impact Research: Explore how TikTok influences and reflects cultural trends across the globe.

40.8 Coca-Cola: Quenching the World’s Thirst for Over a Century

Coca-Cola, founded in 1886, has grown to become one of the world’s leading beverage companies. This case study explores Coca-Cola’s brand legacy, marketing innovations, product diversity, sustainability initiatives, and the challenges and opportunities in an ever-changing global beverage market.

Founding and Early Years: From a pharmacy concoction to a global brand.
Iconic Advertising Campaigns: A look at some of Coca-Cola’s most memorable marketing efforts.
Logo and Packaging: The evolution of Coca-Cola’s iconic logo and bottle design.
Sponsorships and Partnerships: Coca-Cola’s association with sports events, entertainment, and charities.
Local Market Adaptation: Customizing products and campaigns to fit regional tastes and cultures.
Digital Engagement: Leveraging social media and technology for customer engagement.
Beverage Portfolio: Introduction to Coca-Cola’s diverse product line, including soft drinks, water, and juices.
Health-Conscious Offerings: Response to changing consumer preferences towards healthier options.
Water Stewardship: Initiatives to reduce water usage and support community water projects.
Recycling and Packaging: Commitment to reducing plastic waste through recycling and innovative packaging.
Market Competition: An overview of competitors like PepsiCo and changing consumer tastes.
Health and Regulatory Scrutiny: Challenges related to sugar content and obesity concerns.
Emerging Markets: Strategies and challenges in entering and thriving in new markets.
Economic Sensitivities: How global economic fluctuations affect sales and operations.

Coca-Cola’s story offers an inspiring journey into the world of branding, marketing, innovation, and corporate responsibility. The brand’s ability to adapt, innovate, and remain socially responsible provides valuable insights for anyone interested in business, marketing, and sustainability.

Marketing Analysis: Investigate how Coca-Cola has maintained its brand appeal over time.

Sustainability Evaluation: Examine Coca-Cola’s efforts in promoting environmental stewardship.

Global Business Study: Analyze Coca-Cola’s strategies in adapting to different cultures and markets.

This student version of the Coca-Cola case study serves as an engaging educational resource for courses related to business, marketing, branding, sustainability, and global commerce. Through exploration, discussion, and critical analysis, students can uncover the multifaceted dynamics that have shaped Coca-Cola’s success and its continued relevance in today’s competitive and evolving marketplace. It invites learners to reflect on the power of branding, the importance of innovation, the challenges of global expansion, and the growing significance of corporate social responsibility in modern business.

40.9 Netflix: Redefining the Future of Entertainment

Netflix, founded in 1997, has transformed from a DVD rental service to a global streaming giant. With over 200 million subscribers worldwide, Netflix has redefined the way people consume entertainment. This case study explores Netflix’s growth, innovation, content strategy, and the challenges it faces in a competitive market.

Founding and Early Growth: From a mail-order DVD service to streaming pioneer.
Subscription Model: Introduction of the subscription model that revolutionized content consumption.
Streaming Technology: Development of cutting-edge streaming technology to deliver content seamlessly.
Personalized Recommendations: Utilization of algorithms to tailor content suggestions to individual viewers.
Original Content Creation: Investment in exclusive shows and movies to differentiate from competitors.
Content Licensing: Acquiring rights to popular shows and movies to broaden the content library.
Localization Strategy: Adapting content to suit diverse cultural tastes and regulatory requirements.
Emerging Markets Growth: Expanding into developing regions with unique pricing and content strategies.
Streaming Wars: Competition with other streaming platforms like Amazon Prime, Disney+, and HBO Max.
Regulatory and Legal Hurdles: Navigating complex international laws and content regulations.
Content Piracy Concerns: Efforts to combat unauthorized sharing and illegal streaming of content.

Netflix’s story is a testament to innovation, adaptability, and the power of a customer-centric approach. The lessons drawn from Netflix’s success and ongoing challenges provide valuable insights for those interested in technology, media, marketing, and global business strategy.

Technology Analysis: Investigate how Netflix’s technological advancements have shaped its success.

Content Strategy Evaluation: Examine how Netflix’s original content creation has redefined the entertainment industry.

Global Business Study: Analyze Netflix’s strategies for entering and thriving in diverse global markets.

40.10 Airbnb: Disrupting the Hospitality Industry

Airbnb, established in 2008, has emerged as a disruptive force in the global hospitality industry. This platform connects hosts and travelers, providing unique accommodations and experiences. This case study examines Airbnb’s innovation, growth, and the challenges it faces, providing comprehensive insights for students interested in entrepreneurship, technology, law, and global business.

Founding Story: How an idea to rent air mattresses turned into a revolutionary business concept.
Peer-to-Peer Model: Airbnb’s model of connecting hosts with travelers and its impact on traditional lodging.
Platform Design: Exploration of the user-friendly design, including search functionality, booking process, and communication between hosts and guests.
Trust and Community Building: Methods of establishing trust through reviews, verification processes, host education, community guidelines, and conflict resolution.
Revenue Model: Understanding Airbnb’s commission-based revenue model, pricing strategies, and value proposition for hosts and guests.
Global Growth Strategy: Airbnb’s rapid expansion into various cities and countries, including marketing strategies, partnerships, and local engagement.
Experiences and Diversification: Introduction of Airbnb Experiences, business travel accommodations, and other extensions of the platform.
Challenges in Scaling: Examination of the obstacles faced during rapid growth, including maintaining quality, customer support, and local adaptation.
Local Regulations and Compliance: Encounters with legal issues, zoning laws, city ordinances, and ongoing battles with regulators and the traditional hotel industry.
Impact on Housing Markets: Exploration of criticisms and studies on Airbnb’s effect on local housing prices, availability, gentrification, and neighborhood dynamics.
Safety and Liability Concerns: Analysis of safety measures, insurance policies, host responsibilities, and incidents that have raised concerns.
Sustainable Travel Initiatives: Airbnb’s efforts to promote eco-friendly travel practices, partnerships with local communities, and support for responsible hosting.
Community Outreach and Disaster Response: Airbnb’s involvement in community development and providing emergency accommodations during natural disasters or crises.
Brand Identity and Positioning: Examination of Airbnb’s brand evolution, advertising campaigns, social media presence, and efforts to differentiate itself from competitors.
Customer Segmentation and Personalization: Strategies for targeting different customer segments and personalizing the user experience through algorithms and data analysis.

Airbnb’s transformation of the hospitality industry offers an in-depth look into technology-driven disruption, entrepreneurial innovation, community engagement, legal complexities, and social impact. The multifaceted nature of Airbnb’s journey provides a rich context for exploring diverse business concepts.

Further Exploration and Assignments:

Platform Analysis Project: Students analyze Airbnb’s platform functionality, user experience, and technological innovations.

Regulatory Environment Study: Research and debates on the legal and ethical aspects of Airbnb’s operations in different regions.

Global Strategy Simulation: Group exercise to plan Airbnb’s entry into a new market, considering cultural, legal, and market dynamics.

Social Impact Assessment: Critical evaluation of Airbnb’s social responsibility efforts, community impact, and sustainability initiatives.

40.11 Starbucks: Brewing Success Through Innovation and Responsibility

Starbucks, founded in 1971 in Seattle, Washington, has become a global coffee icon, known for its premium quality coffee, unique store ambiance, and commitment to social responsibility. This case study examines Starbucks’ journey from a single store to an international chain, focusing on its strategic decisions, marketing practices, innovations, and challenges.

Founding and Early Years: How Starbucks transformed from a single store selling quality coffee beans into a global coffeehouse chain.
Mission and Vision: An examination of Starbucks’ commitment to inspiring and nurturing the human spirit, one cup at a time.
Retail Innovation: An exploration of Starbucks’ unique store designs, customer experience, and the introduction of the “third place” concept.
Product Diversification: Starbucks’ expansion into various products, including specialty beverages, food, packaged products, and even non-coffee items.
Global Expansion: Strategies and challenges in entering new markets across different continents.
Brand Building and Positioning: How Starbucks built a strong brand that emphasizes quality, community, and ethical sourcing.
Loyalty Programs: The impact and success of Starbucks’ rewards program in enhancing customer loyalty and retention.
Digital Engagement: Utilizing mobile apps, social media, and digital marketing to engage customers.
Ethical Sourcing: Commitment to sourcing ethically produced coffee through fair trade practices and farmer support.
Environmental Initiatives: Efforts in reducing waste, conserving energy, and promoting reusable products.
Community Engagement: Investing in local communities through education, volunteerism, and support for local causes.
Market Saturation: The challenge of maintaining growth amid increasing competition and market saturation.
Cultural Sensitivity: Navigating cultural differences in global markets and occasional backlashes.
Economic Factors: Responding to economic downturns and changes in consumer spending habits.
Mobile Ordering: Implementing mobile ordering and payment systems to enhance convenience.
Data Analytics: Leveraging data to personalize marketing and enhance customer experiences.
Partnerships with Technology Companies: Collaborations to expand reach and offer new products.

Starbucks’ story offers valuable insights into brand building, global expansion, innovation, social responsibility, and resilience in the face of challenges. Its journey from a single store to a global chain showcases the importance of strategic decision-making, adaptability, and commitment to core values.

Supply Chain Analysis: Investigate Starbucks’ complex supply chain and its approach to ensuring quality and ethical practices.

Competitive Landscape Study: Analyze Starbucks’ competitive positioning and the dynamics of the coffeehouse industry.

Crisis Management Review: Examine Starbucks’ response to various challenges and crises over the years.

40.12 The Walt Disney Company: A Kingdom of Creativity and Innovation

The Walt Disney Company, founded in 1923 by Walt and Roy O. Disney, has grown from a small animation studio to a global entertainment conglomerate. This case study delves into Disney’s storied history, business diversification, technological leadership, and strategies that have made it a symbol of creativity and imagination.

Founding and Early Success: The birth of Mickey Mouse, the creation of the first synchronized sound and full-color cartoons, and the groundbreaking “Snow White and the Seven Dwarfs.”
Expanding the Magic Kingdom: Disney’s foray into theme parks, beginning with Disneyland in 1955 and followed by a global expansion.
Diversification: Exploration of Disney’s diversification into various entertainment sectors, including movies, television, theme parks, merchandise, and media networks.
Content Creation and Distribution: Examination of Disney’s strategies in producing and distributing content through various channels, including streaming services like Disney+.
Global Expansion: Analysis of Disney’s strategies to enter and thrive in international markets, including China and Europe.
Brand Building: How Disney built a universally loved brand based on storytelling, characters, and immersive experiences.
Synergy: Understanding how Disney leverages its characters and stories across multiple business segments.
Digital Engagement: Exploration of Disney’s digital marketing efforts, social media presence, and engagement with younger audiences.
Revolutionizing Animation: Disney’s pioneering role in animation technology, including the introduction of CGI.
Immersive Experiences: The integration of technology in theme parks for personalized and interactive experiences.
Strategic Acquisitions: Insight into Disney’s acquisitions, including Pixar, Marvel, Lucasfilm, and 21st Century Fox.
Collaborations and Partnerships: Exploration of Disney’s collaborations with other companies to enhance its product offerings and reach.
Corporate Social Responsibility (CSR): Disney’s efforts in environmental conservation, community support, and ethical sourcing.
Content and Cultural Sensitivity: Balancing storytelling with cultural respect and inclusiveness.
Market Saturation and Competition: Navigating an increasingly competitive media and entertainment landscape.
Regulatory and Legal Challenges: Adhering to varying regulations across global markets.
Pandemic Response: Adaptation and response to the COVID-19 pandemic’s impact on various business segments.

The Walt Disney Company’s journey offers a captivating exploration of creativity, innovation, strategic thinking, and adaptability. From pioneering animation to building global theme parks, launching streaming services, and acquiring leading entertainment brands, Disney’s story is a rich lesson in entrepreneurship, marketing, technology, and global business strategies.

Leadership Analysis: Investigate Disney’s leadership strategies and the role of key leaders in shaping the company.

Competitive Landscape Study: Analyze Disney’s competitive positioning and the dynamics of the entertainment industry.

Crisis Management Review: Examine Disney’s response to various challenges, including economic downturns and unexpected crises.

40.13 McDonald’s: Serving Success with a Side of Innovation

McDonald’s is more than just a fast-food chain; it’s a global phenomenon that has shaped the way people eat around the world. Founded in 1940 by Richard and Maurice McDonald, the company has since evolved into a multi-billion-dollar giant with thousands of locations worldwide. This case study examines the key ingredients behind McDonald’s success.

Founding and Early Growth: A look at McDonald’s beginnings, from a single drive-in to the creation of the Speedee Service System, a precursor to the modern fast-food restaurant.
Global Expansion: How McDonald’s turned the Golden Arches into an international symbol, adapting to various cultures and tastes.
Franchising: Exploration of McDonald’s franchising model and how it fueled the company’s rapid growth.
Menu Innovation: How McDonald’s constantly innovates its menu to meet consumer demands and local preferences.
Supply Chain Management: Examination of McDonald’s logistical prowess in sourcing and distributing ingredients across the globe.
Sustainability Efforts: An insight into McDonald’s initiatives to reduce environmental impact and promote sustainable practices.
Iconic Branding: Understanding how the Golden Arches and characters like Ronald McDonald became global icons.
Advertising and Promotions: A review of memorable ad campaigns and marketing strategies that resonate with various demographics.
Customer Experience: How McDonald’s focuses on customer satisfaction through services like McDelivery and the recent digital transformation.
Digital Ordering and Mobile Apps: Exploration of McDonald’s embrace of technology to enhance customer convenience.
Smart Restaurants: How technology is changing the in-store experience, from kiosks to AI-powered drive-thrus.
Health Concerns: Analysis of criticisms regarding the nutritional content of McDonald’s food and the company’s response.
Labor Practices: Discussion of challenges related to employee wages, benefits, and working conditions.
Competitive Landscape: Examination of the fast-food market competition and how McDonald’s maintains its edge.
Adaptation to Changing Consumer Preferences: The shift towards healthier options and how McDonald’s is responding.
Investments in Technology: Future technological innovations that may shape the McDonald’s experience.
Sustainability Goals: Long-term objectives in minimizing environmental impact and promoting social responsibility.

McDonald’s journey offers a multifaceted case study in entrepreneurship, innovation, marketing, global expansion, and adaptability. From flipping burgers in a single location to flipping the script on fast food worldwide, the company continues to evolve, facing new challenges and seizing opportunities.

40.14 Dove (Unilever): Crafting Beauty and Confidence

Dove, a personal care brand owned by Unilever, has become synonymous with beauty and self-esteem through its innovative products and socially conscious campaigns. This case study invites you to explore Dove’s journey and its commitment to promoting a more inclusive and positive depiction of beauty.

Dove’s Inception: A look at the brand’s origins in 1957 with the launch of the Dove Beauty Bar.
Product Portfolio: Overview of Dove’s wide range of personal care products, including body wash, hair care, and skincare.
The “Real Beauty” Campaign: Examination of Dove’s groundbreaking campaign that challenged conventional beauty standards.
Customer Engagement: Insights into Dove’s interaction with customers through social media, events, and community outreach.
Global Expansion: Strategies behind Dove’s growth into various international markets and adaptation to different cultures.
Research and Development: A look at how Dove constantly innovates its product line through scientific research and consumer insights.
Sustainability Initiatives: Understanding Dove’s efforts in reducing environmental impact and promoting ethical sourcing.
Promoting Self-Esteem: Analysis of Dove’s initiatives to enhance self-esteem, particularly among young women, through education and advertising.
Partnerships and Collaborations: How Dove collaborates with NGOs, influencers, and other stakeholders to amplify social messages.
Market Competition: Assessment of the competitive landscape and how Dove differentiates itself.
Advertising Backlash: Discussion of certain advertising missteps and how the brand managed the fallout.
Trend Adaptation: Exploration of how Dove aligns with emerging beauty and wellness trends.
Technology Integration: How Dove leverages technology, including AI and data analytics, for product development and personalized experiences.
Sustainability Goals: Examination of Dove’s long-term commitment to environmental sustainability and ethical practices.

Dove’s journey presents an engaging case study that goes beyond products and marketing to encompass social values, consumer connection, innovation, and global reach. The brand’s commitment to challenging beauty norms and promoting self-esteem has set it apart in a crowded market.

40.15 IKEA: A Symphony of Design, Affordability, and Sustainability

Founding and Mission: Founded in Sweden in 1943 by Ingvar Kamprad, IKEA’s mission is to “create a better everyday life for many people.” It emphasizes affordability, design, and functionality.
Overview of Offerings: IKEA offers a wide range of home furnishings, including furniture, kitchen appliances, decor, and accessories.
Global Presence: With over 400 stores in 50 countries, IKEA has become a global leader in the home furnishing industry.
Product Design and Development: IKEA’s products are known for minimalist design, functionality, and ease of assembly. Collaboration with designers worldwide keeps its offerings fresh and innovative.
Supply Chain and Manufacturing: A well-integrated supply chain with close relationships to over 1,000 suppliers allows IKEA to maintain low costs while ensuring quality and sustainability.
Retail Experience: The IKEA in-store experience is distinctive with showrooms, self-service warehouses, and in-store restaurants offering Swedish cuisine.
Pricing Strategy: IKEA’s cost-conscious approach means designing products from the price tag up, ensuring affordability without compromising on quality.
Digitalization and E-commerce: With a strong online presence, IKEA provides customers with online shopping options, planning tools, and virtual product previews.
Advertising Campaigns: IKEA uses creative and often humorous advertising to appeal to a broad customer base, focusing on life improvement and solutions.
Online Engagement: Digital catalogs, apps, and social media keep IKEA’s audience engaged and provide valuable customer insights.
In-store Promotions: Seasonal displays and in-store events promote new products and encourage customer interaction.
Brand Identity and Values: IKEA’s brand emphasizes sustainability, inclusiveness, and accessibility.
Environmental Practices: Commitment to sustainable sourcing, waste reduction, and energy efficiency are core to IKEA’s operations.
Renewable Energy Projects: IKEA invests in wind and solar energy, aiming to produce as much renewable energy as it consumes in its operations by 2030.
Social Responsibility: The IKEA Foundation supports initiatives related to children’s education, refugee support, and climate change.
Sustainable Product Lines: IKEA offers products that promote sustainable living, from energy-efficient appliances to recycled materials.
Cultural Adaptation: IKEA adapts its product lines and marketing to reflect local tastes, customs, and living conditions.
Market Entry Strategies: IKEA studies each market carefully, adapting its store format and product selection to local needs.
Challenges in Different Markets: Navigating regulations, cultural differences, and local competition has posed challenges in some markets.
Competition and Market Pressures: IKEA faces competition from both traditional furniture stores and online platforms.
Cultural Missteps: Some global marketing campaigns have been criticized for insensitivity to local cultures.
Quality Concerns: IKEA’s emphasis on low cost has sometimes led to perceived quality issues.
Emerging Markets: Expansion into new markets like India and South America presents opportunities and challenges.
Technological Innovations: IKEA is exploring augmented reality, artificial intelligence, and smart home technologies.
Sustainability Goals: Commitment to further sustainability through its entire value chain.
Collaborations and Partnerships: IKEA’s collaboration with designers, tech companies, and even other retailers fuels innovation.

IKEA’s unique blend of design, affordability, sustainability, and global reach has made it a standout brand in the home furnishing industry. The company’s multifaceted approach offers a rich study of modern retail, branding, international business, and corporate responsibility. The complexities and successes of IKEA’s model provide invaluable insights and inspiration for students across various disciplines.

40.16 LEGO: Building Blocks of Innovation and Success

Founding and History: LEGO was founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. The LEGO brick, as we know it today, was launched in 1958.
Product Portfolio: Beyond the iconic bricks, LEGO’s products include themed sets, video games, movies, and educational tools.
Mission and Values: LEGO’s mission is to “Inspire and develop the builders of tomorrow” through creative play and learning.
Innovation in Design: LEGO constantly innovates its product line, incorporating new themes and licensed partnerships (e.g., Star Wars, Marvel).
Quality and Precision: The manufacturing process emphasizes precision and quality, ensuring compatibility across generations of LEGO bricks.
Digital Expansion: LEGO has embraced digital gaming and augmented reality experiences, extending the brand into the digital realm.
Brand Building: LEGO’s brand revolves around creativity, imagination, learning, and fun.
Advertising and Promotion: Utilizing various channels, LEGO engages customers through inventive advertising campaigns and social media.
Community Engagement: LEGO Ideas invites fans to submit and vote on new product ideas. The LEGO community is actively engaged in product development, events, and online forums.
Retail Experience: LEGO stores offer hands-on experiences with play areas, workshops, and exclusive products.
Online Shopping: The online store provides an extensive product selection, customization options, and exclusive membership benefits.
Global Distribution: LEGO products are available in more than 140 countries through various retail channels.
LEGO Education: Through LEGO Education, the company offers learning solutions that encourage hands-on, playful learning in schools.
Charitable Activities: The LEGO Foundation supports children’s development and learning through various global initiatives.
Environmental Sustainability: LEGO is committed to reducing its environmental impact, including the goal to produce all products and packaging with sustainable materials by 2030.
Market Pressures: Facing competition from both traditional toys and digital games, LEGO has had to continuously innovate and adapt.
Intellectual Property Issues: LEGO has faced legal challenges around patents and copyrights, particularly concerning the design of its bricks.
Economic Fluctuations: Economic downturns and shifts in consumer behavior have influenced LEGO’s sales and growth strategies.
Adaptation to Local Markets: LEGO tailors its marketing and product strategies to different cultures and consumer preferences.
Challenges in Emerging Markets: Entering new markets such as China has presented both opportunities and challenges, including issues related to counterfeiting.
Technological Innovation: LEGO continues to explore new technologies, such as 3D printing and artificial intelligence.
Collaborations and Licensing: Partnerships with entertainment franchises and designers fuel creativity and market reach.
Focus on Adult Fans: LEGO has been expanding its appeal to adult fans through complex sets and themes that cater to various interests.

LEGO’s journey from a small carpentry shop to a global brand is a study in innovation, adaptability, community engagement, and brand stewardship. Its commitment to quality, creativity, and social responsibility offers a multifaceted case study with insights into product development, marketing, sustainability, global business strategy, and more. The story of LEGO inspires aspiring entrepreneurs, marketers, designers, and leaders to think creatively and act with purpose and integrity.

40.17 Slack: Revolutionizing Workplace Communication

Founding and Background: Launched in 2013 by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov, Slack has quickly become one of the leading tools for team communication.
Business Model: Slack offers a freemium model where basic features are free, with paid plans for more functionality.
Key Features: Slack provides channels, direct messaging, file sharing, integrations with other tools, and more to enhance team communication.
Innovation and Updates: Continual updates and feature enhancements have kept Slack at the forefront of workplace communication tools.
User-Centric Design: Slack’s interface is designed for ease of use and collaboration, reducing email overload.
Target Audience: Primarily targeting businesses, both small and large, Slack has also found usage in communities and other groups.
Growth Strategies: Referral programs, partnerships, and effective content marketing have contributed to Slack’s rapid adoption.
Customer Engagement: Slack has utilized community engagement, feedback, and customer support to foster loyalty and improve its product.
Competitors: Major competitors include Microsoft Teams, Zoom, and others offering communication and collaboration tools.
Differentiation: Slack’s integrations, customization, and user experience have been key differentiators.
Security Concerns: As with many digital platforms, security and privacy have been challenges, and Slack has implemented measures to ensure data protection.
Freemium to Premium: The free version attracts users, while additional features and support drive customers to paid plans.
Enterprise Solutions: Slack’s Enterprise Grid offers solutions tailored to large organizations, including advanced security and administrative features.
Localization and Cultural Adaptation: Slack has localized its product for various markets and cultures to drive global adoption.
Challenges in Emerging Markets: Issues such as local compliance, competition, and connectivity can present challenges in various regions.
Pandemic Response: The shift to remote work during the COVID-19 pandemic led to a surge in Slack usage, adapting to new work patterns.
Long-term Trends: Remote and hybrid work trends may shape Slack’s future development and market positioning.
Strategic Acquisitions: Acquiring companies like Rimeto added capabilities to Slack’s portfolio.
Partnerships: Collaborations with companies like Google, Salesforce, and others have extended Slack’s functionality.
Salesforce Acquisition: The pending acquisition by Salesforce as of the cut-off knowledge date may significantly shape Slack’s future direction.
Continued Innovation: Slack continues to explore new features, integrations, and market opportunities.

Slack’s story offers insights into the fast-paced world of technology startups, product development, global expansion, and market competition. Its response to changing work patterns and its strategic acquisitions and partnerships make it a rich subject for study. The lessons from Slack’s journey are relevant to aspiring entrepreneurs, product managers, marketers, and others interested in technology, innovation, and the future of work.

40.18 Patagonia: A Case Study in Sustainable Business Practices

Background: Patagonia, founded in 1973 by Yvon Chouinard, is an outdoor clothing and gear retailer known for its commitment to environmental sustainability.
Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Innovation: Patagonia has been a leader in developing sustainable fabrics and materials.
Quality & Durability: Emphasizing long-lasting products to reduce consumerism.
Recycling & Repairing: Offering repair services and encouraging recycling of products through programs like “Worn Wear.”
Transparency: Publicly sharing supply chain information and environmental impacts.
Activism Marketing: Taking strong stances on environmental and social issues.
Community Engagement: Collaborating with NGOs and community organizations.
Supply Chain: Focusing on ethical production, fair labor practices, and organic materials.
Environmental Activism: Regularly donating to environmental causes and supporting conservation efforts.
B Corp Certification: Patagonia is a certified B Corporation, aligning profit with purpose.
Profit vs. Purpose: Balancing strong financial growth with a commitment to environmental and social responsibility.
Investing in Sustainability: Reinvesting profits in sustainable initiatives and environmental causes.
Market Competition: Navigating a competitive market while maintaining ethical standards.
Scale and Growth: Balancing growth and scalability with sustainability commitments.
Greenwashing Accusations: Managing perceptions and criticisms related to authenticity and impact.
International Expansion: Adapting sustainable practices across diverse markets and cultures.
Global Partnerships: Collaborating with global organizations to expand environmental initiatives.
Employee Engagement: Fostering a workplace culture that aligns with company values.
Leadership and Governance: Maintaining leadership that embodies the brand’s ethos.
Influencing Other Brands: Patagonia’s practices have influenced other companies to consider sustainability.
Industry Collaboration: Working with competitors on common goals such as responsible sourcing.
Adaptation to Climate Change: Developing strategies to mitigate and adapt to the impacts of climate change.
New Market Opportunities: Exploring new product lines and markets while adhering to core values.

Patagonia serves as a compelling example of a company that has successfully integrated sustainability, ethical considerations, and environmental activism into every aspect of its business. From innovative product development to bold marketing strategies and influential industry leadership, Patagonia’s case study offers valuable insights for those interested in business ethics, environmental stewardship, social entrepreneurship, and innovative brand management. The brand’s ongoing challenges and successes provide rich material for analysis and reflection on the future of sustainable business practices.

40.19 Spotify: Transitioning from music sales to subscription streaming

Background: Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon, transformed the way people access and enjoy music.
Mission: “To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
Streaming Model: Spotify’s on-demand streaming model allows users to access millions of songs and podcasts.
Algorithm & Personalization: The use of algorithms to create personalized playlists and recommendations.
Freemium Model: Free, ad-supported tier alongside premium subscriptions.
Revenue Streams: Subscriptions, advertising, and partnerships.
User Engagement: Innovative playlists like “Discover Weekly” engage users.
Collaborations: Partnerships with artists, labels, and other brands.
International Reach: Spotify has expanded to numerous countries, adapting to various markets and regulations.
Localized Content: Offering content that resonates with local cultures and tastes.
Market Competitors: Facing competitors like Apple Music, Amazon Music, and YouTube Music.
Royalty Disputes: Navigating complex relationships with labels, artists, and rights holders.
Environmental Footprint: Efforts to reduce carbon footprint and promote sustainable practices.
Supporting Artists: Initiatives to support emerging artists and creatives.
New Features: Continual innovation in features and user experience.
Podcasts and Original Content: Investing in podcasts and original content to diversify offerings.
Technology Investments: Exploring technologies like AI to enhance user experience.
Changing Consumer Behavior: Transforming the way people consume and interact with music.
Influence on the Music Industry: Affecting record labels, artists, and music distribution.

Spotify’s rise as a leading music streaming platform offers a multifaceted case study encompassing technology innovation, marketing strategies, global expansion, and industry impact. From navigating complex licensing agreements to crafting personalized user experiences, Spotify’s journey provides valuable insights into digital transformation, competitive strategy, customer engagement, and the future of entertainment. It serves as a valuable example for understanding modern business dynamics in the digital age, including the ongoing challenges and opportunities of operating in a rapidly evolving industry.

40.20 Warby Parker: Disrupting the traditional eyewear market with an online-first approach

Background: Founded in 2010, Warby Parker aimed to offer designer eyewear at a fraction of the price through a direct-to-consumer model.
Mission: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
Design: In-house design leading to unique and affordable eyewear.
Home Try-On: A free program allowing customers to try on glasses at home before purchasing.
Direct-to-Consumer: Selling directly to customers through e-commerce and physical stores, cutting out intermediaries.
Social Responsibility: “Buy a Pair, Give a Pair” program donates glasses to those in need.
Digital Marketing: Effective use of social media and content marketing.
Community Engagement: Building brand loyalty through community events and collaborations.
Physical Stores: Combining e-commerce with brick-and-mortar stores for an omnichannel experience.
International Growth: Expanding to Canada and other markets, adapting to local regulations and preferences.
Traditional Competitors: Competition with traditional eyewear brands and retailers.
Copycat Brands: Managing competition from similar direct-to-consumer eyewear startups.
Environmentally Conscious Manufacturing: Commitment to using sustainable materials.
Carbon Neutrality: Efforts to reduce and offset carbon emissions.
Virtual Try-On: Use of augmented reality for virtual try-ons via mobile app.
Telehealth Services: Offering eye exams and prescriptions through telehealth technology.
Disrupting Traditional Retail: Changing the way people shop for glasses.
Promoting Social Responsibility: Encouraging other brands to adopt socially responsible practices.

Warby Parker’s innovative approach to eyewear retail has not only disrupted traditional industry practices but also set new standards in customer experience, social responsibility, and sustainability. Through its unique business model, commitment to social causes, and use of technology, Warby Parker has carved out a unique position in the market. The case study of Warby Parker offers valuable insights into how innovative thinking, customer-centric approaches, and ethical business practices can create a strong brand identity and successful business in today’s competitive retail landscape. It’s an exemplary story for understanding modern entrepreneurship, retail strategies, marketing, and social entrepreneurship.

40.21 Allbirds: A Case Study in Sustainable Footwear Innovation

Background: Allbirds, founded in 2016 by Tim Brown and Joey Zwillinger, aimed to create comfortable and sustainable footwear.
Mission: “To tread lighter on the planet while making better things people love to wear.”
Sustainable Materials: Allbirds uses renewable materials like merino wool and eucalyptus fiber.
Comfort and Design: Combining sustainable materials with comfortable and aesthetically appealing design.
Direct-to-Consumer: Selling directly to customers to reduce costs and improve accessibility.
Ethical Sourcing: Ensuring the ethical treatment of animals and workers in the supply chain.
Storytelling: Emphasizing the brand’s commitment to sustainability and innovative materials.
Word-of-Mouth: Leveraging satisfied customers as brand advocates.
International Presence: Expanding into international markets while staying true to the brand’s values.
Localized Initiatives: Tailoring products and marketing to suit local preferences.
Market Competitors: Competing with established footwear brands and other sustainable startups.
Scale and Sustainability: Balancing growth with maintaining eco-friendly practices.
Carbon Footprint: Measuring and reducing the brand’s carbon footprint.
Circular Economy: Exploring ways to make footwear more recyclable and sustainable.
Transparency: Sharing information about the supply chain and material sources.
Community Engagement: Partnering with organizations for social and environmental causes.
Research and Development: Continuing to innovate with new materials and product lines.
Market Expansion: Exploring new markets and consumer segments.
Changing Consumer Behavior: Influencing the way consumers think about sustainable products.
Inspiring Competitors: Encouraging other brands to prioritize sustainability.

Allbirds’ unique approach to footwear production, blending innovation, comfort, and sustainability, has positioned it as a leader in the sustainable fashion movement. The Allbirds case study provides a valuable window into the world of sustainable business, marketing, and product innovation. By exploring Allbirds’ strategies and challenges, students can gain insights into how a commitment to ethical practices, environmental consciousness, and customer satisfaction can drive success in today’s competitive market. The case offers lessons for those interested in entrepreneurship, sustainable business practices, and ethical consumerism.

Featured Articles

The Power of a Strong Brand Identity: Definition, Importance, and Key Elements

Brand Personality: Definition, Examples, and How to Define Yours

Personal Branding: Why It Matters

Expert interviews.

Green Design: An Introduction by Sustainable Designer Emma Fanning

Luxury Branding: An Introduction by Philippe Mihailovich

Interview With Ken Segall – the Ad Man Who Placed the ‘i’ in iMac

thebrandingjournal

Receive our Monthly Newsletter

By checking this box, you confirm that you have read and are agreeing to our terms of use regarding the storage of the data submitted through this form.

Branding Fundamentals: Who Are the Top 4 Scholars You Should Start Reading First?

Businessman looking at different directions

What Happens if There’s No Established Branding for Your Business

3 Simple Steps to Boost Your Personal Brand

Elevating Brand Imagery: Lessons from the Detailed Illustrations of the Paris 2024 Olympics Posters

When it comes to understanding branding and marketing concepts, academic authors are wise choices. Their research and expertise offer a theoretical foundation that can benefit both university students and marketing experts.

However, with many branding scholars to choose from, identifying the top ones can be a challenge. So, where should you start exactly?

Our recommendation is to begin with the works of Philip Kotler, David Aaker, Jean-Noël Kapferer , and Kevin Lane Keller . By diving into their writings, you’ll build a strong foundation in branding theory.

While many other scholars and thought leaders have shaped the world’s understanding of branding, starting with these four is a solid start. They are also our top go-to sources to inform our branding concepts articles and have influenced the structure of our brand-building course .

Table of Contents

Philip Kotler: The Father of Modern Marketing

Philip Kotler is famous worldwide as the “father of modern marketing.” He’s been teaching at the Kellogg School of Management at Northwestern University for over 50 years. Kotler’s book, Marketing Management, is the most widely used textbook in marketing worldwide.

Publications

Kotler authored 90 books and over 150 articles (the complete list is available here ), notably on various marketing topics such as Principles of Marketing, Marketing for Hospitality and Tourism, and Strategic Marketing for Nonprofit Organizations.
He expanded the marketing field to encompass non-profits and governments, pioneered social marketing, introduced “demarketing,” and developed concepts like “prosumers” and “societal marketing.”
Kotler’s recent works, including publications like Confronting Capitalism, Democracy in Decline, and Brand Activism, critique capitalism and advocate for economic justice.
As a consultant, he has worked with major companies like IBM and Ford and has lectured at numerous international events.

Kotler has mainly influenced marketing as a whole by providing insights into strategic marketing, consumer marketing, business marketing, professional services marketing, and digital marketing, which in turn affects branding and brand management strategies.

However, he has also contributed to branding-specific topics, especially those related to B2B brand management, place branding, social purpose, and brand activism.

Main resources for brand strategists

Our first recommendation is to start with his book Marketing Management (later co-authored with Kevin Lane Keller), which is a must-read and the foundation of his work.

Then, it can be interesting to explore his branding-specific books, some of which are co-authored with other experts, including:

B2B Brand Management (2006)
Ingredient Branding: Making the Invisible Visible (2019)
Brand Activism: From Purpose to Action (2018)
Place Branding and Public Diplomacy (2023)

Academic papers

In terms of articles, his recent work on a more ethical approach to branding is also interesting. Some examples include:

Branding: From Purpose to Beneficence
Risking the Brand: When Companies Value Profits Before People – with Christian Sarkar
The Social Purpose of Business: Brand Activism as a CEO Imperative – with Christian Sarkar
How to Become a Brand Activist – with Christian Sarkar

David Aaker: The Father of Modern Branding

If Philip Kotler is acknowledged as the “father of modern marketing,” then David Aaker is esteemed as the “father of modern branding.” His studies and ideas have had a significant impact on the field of marketing, but most specifically on strategic branding.

David Aaker is actively involved in advising on branding, holds the position of Professor Emeritus at the Haas School of Business, UC Berkeley, and is highly regarded as a speaker and influential thinker. He imparts his insights at global conferences and gatherings, both as a LinkedIn Influencer and through The Prophet’s blog. Aaker is a renowned expert in branding and has been honored with multiple awards for his lifelong commitment to the areas of marketing and brand strategy.

In his 1991 book “Managing Brand Equity”, David Aaker introduced the Brand Equity Brand equity represents the value of a brand. It is the difference between the value of a branded product and the value of that product without that brand name attached to it. Model. This model urged marketing leaders to prioritize the development of their brand’s value over time, emphasizing the importance of strategic measures like brand equity. By shifting the focus from immediate sales figures to long-term brand strength, companies can lay the groundwork for sustained profitability and success in the competitive market.

David Aaker has published over 100 articles and 18 books on marketing theory, but most specifically on brand strategy. His most famous books are Building Strong Brands, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Uncommon Growth in the Digital Age, and From Fargo to the World of Brands.

He is most famous for developing Aaker’s Brand Equity Model and contributing to the fields of brand strategy, marketing, brand building, brand identity, managing brand equity, creating signature stories, and higher-purpose programs.

Our go-to book from David Aaker is Building Strong Brands (first edited in 1996 and re-edited recently), and we highly recommend it to anyone interested in brand-building. Other highly relevant branding-related books are:

Managing Brand Equity: Capitalizing on the Value of a Brand Name (1991)
B rand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (2004)
Brand Relevance: Making Competitors Irrelevant (2010)
Aaker on Branding: 20 Principles That Drive Success (2014)
Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (2020)
The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society (2022)

Some of his most recent papers published in scientific journals include the though-provoking piece Branding: too often overlooked in disruptive innovation and social purpose arenas (2023), Winning against a dominant brand (2020) and What are Your Signature Stories (2016) with Jennifer Aaker.

You can also read his blog posts on The Prophet and on LinkedIn .

Jean-Noël Kapferer: A Reference In Brand Identity and Strategic Brand Management

Jean-Noël Kapferer, a renowned expert in brand management, is known for his advanced work on brand identity, strategic brand management, brand portfolios, brand architectures, and, most recently, prestige and luxury management.

He earned his Ph.D. from Kellogg Business School at Northwestern University in the USA. Holding the Pernod-Ricard Chair on the Management of Prestige Brands, he teaches Luxury Management in China, Korea, and Japan. He also teaches at HEC Paris and mentors doctoral students.

As a consultant to top international corporations and a sought-after speaker at global conferences, he shares his insights on brand strategy and management across major cities such as New York, Beijing, and Tokyo.

Kapferer has authored over a hundred articles published in prestigious journals worldwide and fifteen influential books on brand management and communication. His top books are “Strategic Brand Management” ( now in its fourth edition, 2008), “Re-inventing the Brand ” (2001), “The Luxury Strategy” (2009) and “Rumours” (1991).

He was recognized for his work on brand identity and strategic brand management and received the 2004 American Marketing Association Award for his impactful article on “Local versus multinational brand strategy.”

Kapferer is also famous for his Brand Identity Prism, a well-known marketing model consisting of a hexagonal prism representing the six key elements of brand identity.

Jean-Noël Kapferer’s book The New Strategic Brand Management: Advanced Insights and Strategic Thinking (2012) is a must-have on any brand strategist’s bookshelf. This book is the most structured and complete approach we’ve found when it comes to understanding what branding is and how to create and manage brands. Like the other books in this list, the content is very theoretical but also very useful when it comes to understanding the complete loop of strategic branding.

He also quite recently participated in the book The Future of Branding (2016), written by a wide list of branding experts. His most recent work, however, is focused on luxury strategy.

The list of scientific articles is also long, but some of his most recent branding-specific pieces include: Do brand personality scales really measure brand personality ? (2003), The post-global brand (2005), Is there really no hope for local brands? (2002). He also wrote several articles about brands and branding in French. The full list of publications is available here .

Kevin Lane Keller: One of the Most Heavily Cited of All Marketing Academics

Kevin Lane Keller, is a widely quoted and known marketing expert in the academic field. Two of his books are some of the most widely used in business schools worldwide.

His main areas of expertise are marketing management, branding, brand equity, brand management; integrated marketing communications, and advertising.

He is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College and holds degrees from Cornell, Duke, and Carnegie-Mellon universities. He has advised top brands like Accenture, Disney, Nike, and Samsung.

Keller is highly cited with over 120 published papers and is renowned for his textbooks on brand and marketing management.

His most prominent achievement is the creation of the widely acclaimed book “Strategic Brand Management” (1998, 2002, 2008, and 2012), a renowned resource on brand management. Furthermore, Philip Kotler handpicked Keller as his co-author for the latest edition of the leading textbook “Marketing Management.”

Keller’s research findings have been featured in distinguished publications such as the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research.

Kevin Lane Keller’s most valuable resource for brand strategists is his best-selling book, Strategic Brand Management , co-written with Vanitha Swaminathan. This book is considered his main work on branding and is an essential read for anyone interested in the subject. Another branding-related book is Best Practice Cases in Branding .

Additionally, Keller is an active researcher who publishes marketing and branding-related papers yearly. His most recent articles related to brand strategy are listed below:

Looking forward, looking back: developing a narrative of the past, present and future of a brand (2023)
The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration (2021)
The past, present, and future of brand research (2020)
Building a multi-category brand: when should distant brand extensions be introduced? (2018)
Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture (2017).

We have reached the end of our list. We sincerely hope that you have found it useful. If you appreciate this type of resource, kindly let us know in the comments below, and we will create a more comprehensive list of scholars in the branding field.

Philip Kotler. (2014). Philip Kotler . [online] Available at: https://www.pkotler.org/bio.
Business Transformation Consultants | Prophet. (n.d.). David Aaker: Vice Chairman | Prophet . [online] Available at: https://prophet.com/author/david-aaker/.
HEC Paris. (2016). Jean-Noel KAPFERER, Emeritus Professor | HEC Paris . [online] Available at: https://www.hec.edu/en/faculty-research/faculty-directory/faculty-member/kapferer-jean-noel.
www.tuck.dartmouth.edu. (n.d.). Kevin Lane Keller . [online] Available at: https://www.tuck.dartmouth.edu/faculty/faculty-directory/kevin-lane-keller.

Receive Monthly Updates – Join Our Inner Circle

From Abstract to Tangible: Why Sustainable Brands Should Embrace Hierophanic Marketing

The Power of Mascots in Elevating Brand Narratives

Why Brands Need to Embrace Hyper-Personalization to Stay Relevant

How to Humanize An EdTech Brand: Insights from EdTutor’s Case Study

Nike settles trademark case against BAPE over shoe designs

Medium Text

A woman walks past a closed store of Nike in Saint Petersburg

Company Nike Inc Follow
Company NOWHERE Co., Ltd. Follow

Reporting by Blake Brittain in Washington

Our Standards: The Thomson Reuters Trust Principles. New Tab , opens new tab

Thomson Reuters

Blake Brittain reports on intellectual property law, including patents, trademarks, copyrights and trade secrets, for Reuters Legal. He has previously written for Bloomberg Law and Thomson Reuters Practical Law and practiced as an attorney.

Industry Insight Chevron

Mike Scarcella, David Thomas

Karen Sloan

Henry Engler

Diana Novak Jones

Order Status
Shipping & Delivery
Order Cancellation
Size Charts
Promotions & Discounts
Product Advice
Send Us Feedback

Popular Search Terms

Air Force 1

Top Suggestions

2025 and Beyond

Move to zero.

In the race against climate change we’re creating solutions that are better for all athletes* and the planet. We’ve set bold, science-based targets.

descriptions off , selected
undefined settings , opens undefined settings dialog
captions and subtitles off , selected

This is a modal window.

Beginning of dialog window. Escape will cancel and close the window.

End of dialog window.

Scaling Ideas at NIKE is the Game-Changer

In the race against climate change we’re creating solutions that are better for all athletes* and the planet. We’re scaling sustainable innovations throughout our whole business to reduce NIKE's environmental impact. We’ve set bold, science-based targets. And we’re optimistic—our successes and failures over the past 30 years are inspiring the solutions and resolve to create a future in which we all and this beautiful blue ball thrive.

Putting Progress in Perspective

NIKE has the climate impact of a global city. That’s a significant role for a company to play and it motivates us to look at everything we do, because small adjustments lead to big changes. Most people understand NIKE is big. But we thought it would be worthwhile to give that idea more context. NIKE is about 75,400 employees; upwards of 1 million employees in our owned and supplier facilities; over 1,500 physical spaces; and we emitted 11,706,664 metric tons CO2e in FY20. If we were a city, we’d have roughly the population and carbon footprint of Amsterdam, Netherlands.

Materials & Design

Currently, 78% of all NIKE, Jordan, and Converse products contain some recycled material. We’re working to increase that number because adjusting materials, which are about 70% of our total carbon footprint, is one of our biggest opportunities to reduce our impact. Take recycled polyester. This now foundational fabric begins as recycled plastic bottles. They are cleaned, shredded into flakes, converted into pellets, and spun into new, high-quality yarn that delivers peak performance while reducing carbon emissions by up to 30% compared to virgin polyester. One of our most popular product lines, the Tempo Short, is made from at least 75% recycled polyester. Most options come in at 100%. To date, this single product is responsible for pulling 112 million plastic bottles out of landfills and waterways.

Supply Chain

Sustainable materials matter that much more if our manufacturing is done responsibly. Our end-to-end approach looks at carbon, energy, waste, chemistry and water across the entire product lifecycle, ultimately making choices that improve conditions for teams and locations worldwide. Creating products takes energy. And today, that process also makes waste. But there is a growing truth of waste: trash is treasure. One of our greatest inventions is Nike Air. It’s also one of our most sustainable innovations. We’re able to reuse more than 90% of the waste from Air manufacturing, often turning it into new Air bags. This ensures all Nike Air soles are made with at least 50% recycled material. Small changes pave the way to achieve big aims. Since our last Impact Report, we’ve made single digit centimeter adjustments across product manufacturing meaning more than 3.5 million kg of waste was prevented. At scale, these adjustments and innovations are our path to achieving our aims of 100% of the waste from our extended supply chain diverted from landfills and at least 80% recycled back into NIKE products and other goods. We aren’t there yet, but just like our athletes constantly working to be better than they were before, progress is an every day goal.

Completing the Circle

The last phase of a product’s life—getting it to athletes* and, eventually, back from them—is the most challenging sustainability puzzle. Customized goods and next-day delivery are norms. What to do with a well-loved or defective product is blurry. And no one likes receiving a crunched package. So we’re re-thinking it all with ingenuity, science and grit. We’ve set a 2025 goal to donate, refurbish, or recycle 10X more used or defective product than we do today. To achieve this, we’re making it easier for people to return their used product back to us. Active in stores throughout the USA and Europe, we’re scaling Reuse-A-Shoe to stores in Greater China and re-energizing our operations. We’re hosting up-cycling workshops and providing relevant content like the Nike Circular Design Guide to consumers. Recently, we rolled out Nike Refurbished in select North America stores. We’re also hosting up-cycling workshops and providing relevant content like repair & care videos (that will go live this summer) to help extend the life of products. We’re just getting started with some of these services, but our aim is the same as with anything we do. To serve all the planet’s athletes with inspiration and innovation.

A Team Effort

When it comes to re-writing our planet’s future, our aim is to change industry standards along with our products and processes. Because we know that the faster we can collectively do more for the environment, the better it will be for generations to come. We’re also creating ways for each athlete* to take part. Look for the sunburst when shopping NIKE products. Tune in to Talking Trash for discussion and ideas from the NIKE community. Take note of brands’ accountability to larger sustainability agreements like G7 Fashion Pact, Transform to Net Zero and UNFCCC Fashion Industry Charter for Climate Action . Keep an eye out for Membership resources, like Repair & Care videos going live this summer and local store programming.

Impact Report

Take a look at Nike’s long term sustainability goals and how we’re measuring up so far.

Cosmic Unity: Behind The Design

Discover how a basketball shoe designed with at least 25% recycled material by weight, is the next step in Nike's vision of a zero waste future.

Climate and Sport Study

We’ve partnered with Climate Impact Lab to show the connection between a stable climate and athletic performance.

Circular Design Guide

Rethink every process. Reuse every item. Designing for the future starts here. Check it out.

When you see this symbol, you see one small step in our journey to Move to Zero.

Originally published: June 22, 2021

12 Ways to Make Your Running Shoes Last Longer

Maximum Mileage: 12 Easy Ways to Extend the Life of Your Running Shoes

How to Clean Your Running Shoes — and Tread More Lightly on the Planet

Nike’s Reverse Logistics Mission To Save Millions of Shoes

Rescue Mission: How Reverse Logistics Can Save Millions of Shoes

Special Delivery: How One Box Cuts Packaging in Half

Analyze This: How Data Fuels Design

Do Not Sell My Personal Info

How A Full-Funnel SEO & PR Strategy Can Drive Leads & Sales

Unlock the power of full-funnel SEO and PR integration. Learn how to influence audience behavior and achieve top search engine rankings.

Diverse customer segments funneled into revenue streams through full-funnel SEO.

Integrating digital PR & SEO with a full-funnel strategy both influences audience behavior and top-three rankings in search engines.

In my recent webinar with Search Engine Journal about how to earn links with digital PR , I didn’t have time to dive into the importance of the audience journey and a full-funnel strategy. This article is to remedy that.

Have you found that ranking in search engines is more difficult lately? Or maybe your link building isn’t driving the top 3 ranking it used to.

Google representatives have been actively discussing the decrease in the importance of links in Google’s algorithm.

What does this mean?

This doesn’t seem to mean links don’t work, but that links and brand mentions in the context of the audience’s journey are factors that help to break into the top 3 positions of Google – and, I believe, eventually, how you’ll make it into SGE or other high-visibility areas of search.

A full-funnel PR and SEO strategy is a method for building links and brand mentions in the context of the audience’s journey online, creating an off-page user experience.

Here’s a quick snapshot of the key takeaways you’ll find throughout this article:

Audience Journey Insight: Your audience interacts with diverse content across platforms long before they search, influencing their perception and decision-making.
Case Study: Lectric eBikes showcased how aligning content with the customer journey and securing authoritative links and mentions can significantly boost SEO performance, brand trust, and, ultimately, sales.
Strategy Blueprint: This guide offers a structured approach for businesses to navigate digital marketing complexities efficiently, guiding the audience from awareness to conversion.
Integration of Digital PR and SEO: Combining digital PR and SEO creates a cohesive journey that guides the audience from awareness to decision-making, influencing audience behavior and search engine rankings.
Digital PR for SEO: Digital PR links and brand mentions are in the context of the audience journey and are needed to rank in the top three positions in search.

Off-Page Audience Experience With The Brand Matters

Google recommends being helpful to the audience and demonstrating Experience, Expertise, Authority, and trust ( E-E-A-T ) in a category to rank highly.

Your audiences are constantly looking for a solution that solves their problem or creates an opportunity, and for trusted sources to guide them through the decision-making process.

They may become aware of this problem or the solutions long before they even reach the search engines.

The chart below illustrates the sites that receive the most visits vs. those that send the most referral traffic.

This data indicates that search engines will drive the most traffic to sites, but any given audience spends a significant amount of time engaging on other platforms, digesting content about various topics.

Social and News sites get 20% and 12% of the shares of visits, respectively, while search engines drive over 70% of total traffic.

If the audience is using several touchpoints to learn about a given product or solution, wouldn’t Google use these to determine which company is a helpful source and what its E-E-A-T is for those topics?

I had my digital PR data team at PureLinq gather data for sites that ranked in Google for a seed set of cybersecurity keywords.

We then identified all of the keywords that those sites ranked in the top three positions. From that, we gathered data about the count of brand mentions and brand search volume for each domain.

The chart below shows the number of brand mentions (x-axis), U.S. search volume for brand keywords (y-axis), and the count of keywords in the top three (bubble size). Larger bubbles mean a higher count of keywords ranked in the top three.

This data set is only for cybersecurity brands.

As brand mentions increase, the bubbles grow in size, showing that a larger number of brand mentions correlates with a higher count in the top three rankings.

Brand mentions seem to influence ranking. I know there are a large number of confounding variables in this analysis. However, the idea that Google can use these measures to identify E-E-A-T is believable.

How does this play out in the real world? To understand more, I looked at Lectric eBike.

Case Study: Lectric eBike Full Funnel PR & SEO

This case study demonstrates the power of integrating digital PR with SEO to create a cohesive and effective full-funnel marketing strategy.

The key to success was the strategic alignment of content across all stages of the customer journey, ensuring that each piece contributed to building awareness, trust, and, finally, decision-making confidence.

By securing authoritative links and mentions, Lectric eBikes not only improved its SEO performance but also established itself as a trusted brand in the eyes of consumers and search engines alike.

The rise in organic visibility and brand searches directly contributed to the overall increase in website traffic and, ultimately, sales.

This case underscores the importance of a holistic approach to digital marketing, where PR and SEO work hand in hand to guide the customer journey from awareness to conversion.

Maximum Organic Visibility

At the time of this analysis, Lectric was ranked in position 1 for “ebike” and 3 for “ebikes.”

As a result of the non-brand and brand visibility, the website went from <40,000 estimated clicks per month to over 200,000 in just about 2 years – and it still seems to be growing.

How They Did It

Lectric integrated digital PR and SEO together with a full-funnel PR & SEO strategy.

Late in 2022, Lectric began to secure more media links & brand mentions.

At first glance, you might think that the growth in backlinks was the major factor in the organic traffic growth.

The famous Ahrefs chart shows a strong correlation between the number of referring domains and organic traffic growth.

However, this chart causes much confusion since it doesn’t tell the full story.

Note : Semrush and Ahrefs have very different traffic estimates lately. However, any traffic estimate will be inherently inaccurate. They estimate these based on position, average monthly search volume, and estimated clickthrough rate (CTR) using Google’s keyword planner data. They all calculate CTR differently.

A little more digging with Ahref’s content explorer and BuzzSumo shows that the site saw growth in brand mentions starting in mid-2022, around the same time the organic traffic began to grow.

Lectric gained much of the organic traffic improvement by focusing on creating content for each stage of the audience journey.

The brand generated links and brand mentions based on the audience’s needs and wants, driving brand search volume.

Lectric eBikes secured media coverage on environmental and technology news platforms and podcasts. This effort placed the brand in front of a broad audience, emphasizing its commitment to eco-friendliness and innovation.

Placements gained during this stage aimed to educate the audience on the environmental benefits of e-bikes, leveraging unique data and expert commentary to secure media coverage.

Consumers are drawn to sustainable transportation, seeing e-bikes as a way to align with environmental values. ( Rv Lifestyle )
The unique, self-funded growth story of Lectric eBikes appeals to those seeking reliable and ethically operated companies. ( The Verge )
Insights from the CEO of Lectric eBikes highlight the enjoyment and utility of e-bikes, broadening the appeal to a wider audience. ( Autonocast )

These placements generated topically relevant and authoritative links and brand mentions related to the company and individual expertise.

Expert commentary and unique data appeal to journalists. Lectric could have used PR outreach to pitch Lectric’s sales data and CEO commentary to obtain media coverage.

I almost exclusively use unique data and expert commentary to secure media coverage in digital PR. This is a very effective technique.

Consideration

The company obtained mentions in articles that discussed market success, customer satisfaction, and endorsements from reputable sources. This helped build trust and positioned Lectric eBikes as a reliable choice.

Coverage included comparative discussions on pricing and quality, showing how Lectric stands out from competitors. This was crucial for audiences evaluating their options.

Lectric eBikes’ market success and customer satisfaction offer social proof, encouraging new customers to consider an e-bike. ( Electrek article )
Gaining trust from the audience by applying for awards from trusted sources (Arizona Tech Council).
Media coverage and expert commentary discussing how they focus on a lower price over incentive programs ( Axios )
Securing links and mentions in articles that evaluate options for e-bikes ( Earth911 )

Digital PR Insight

The Axios article is a great example of a technique I use in data campaigns. Find data about specific states or cities that relate to your niche. Then, use that data to pitch media about a given topic.

The website’s content was tailored to answer final questions and overcome objections. This included detailed product comparisons, reviews, and clear, transparent pricing information.

By this stage, Lectric eBikes focused on ranking for both non-brand and brand-specific keywords, facilitating easy access for users ready to make a purchase decision.

The audience is actively searching Lectric by name as a result of the digital PR.

Lectic’s site has comparison, reviews, and showroom information easily accessible in the main navigation.

It also has clear pricing and product options.

Pro tip: Brand search for a company or product seems to have an impact on a site’s ability to rank in the top three for non-brand keywords .

If you’re unfamiliar with the audience journey, here’s an overview.

What Is Full-Funnel PR & SEO?

It’s the stages of the audience journey.

A full-funnel strategy means that you create content for each stage in the audience’s journey and at the touchpoints where they are going for that type of information.

The audience journey has several stages:

Awareness Stage: The customer becomes aware of a need, opportunity, or problem and starts looking for solutions.
Consideration Stage: The customer evaluates different options and solutions to address their need or problem.
Decision Stage: The customer decides on the best solution and buys or takes action.

A full-funnel strategy creates content for each stage of the audience journey.

Using e-bikes as an example:

Situation: Consumers want to have less of a carbon footprint, and e-bikes are an option.
Awareness: Provide graphics showing the amount of carbon an e-bike produces compared to a car.
Considerations: Show how your e-bike compares to others in terms of carbon footprint.
Decision: Provide information about pricing and maybe carbon savings during the checkout process.

It’s Wherever The Audience Is

The audience journey has touchpoints they use to learn or gather insights at different stages.

For example:

Awareness Stage: The audience reads news sites, so you use digital PR to pitch unique data to journalists who cover environmental issues.
Consideration Stage: The audience searches Google for [e-bikes with lowest carbon footprint], so you rank articles with data showing how your e-bike has the lowest carbon footprint.
Decision Stage: The audience will search your e-bike’s brand name and purchase intent keywords, so you should focus on ranking your e-commerce pages for brand and non-brand keywords.

Targeting each stage of the audience’s journey can create topically relevant links at key touchpoints.

Designing A Full-Funnel Strategy

Designing a strategy means laying out a structured roadmap for businesses to effectively guide their target audience from awareness to decision-making.

I’m a big fan of templates that simplify processes. I created this React Workbook as part of my Digital PR for SEO Mini MBA course. You can use it to create an audience journey map, identify assets, and create an integrated PR and SEO strategy. Screenshots are below.

Create An Audience Journey Map

Start by mapping your audience’s journey, identifying key stages, touchpoints, and content needs. This will serve as the foundation for your strategy.

Understand and visualize the path your audience takes from first becoming aware of a need or problem to making a purchase decision.

The screenshot below is of an audience journey map template I created to make the process of mapping the audience journey more actionable.

Create Owned Assets For Each Stage

Develop a variety of unique assets and resources tailored to each stage of the audience journey, designed to engage, inform, and convert your target audience. These assets should be useful for both digital PR and SEO.

Instead of creating endless blog articles, create assets that are linkable and shareable.

Expert commentary: Leverage internal experts and the C-suite to provide commentary on trends in the media.
Unique data: Research unique data and insights into trends or data about the company’s growth.
Expert resources: Have internal experts identify resources that are helpful to the audience.
Guides: Create easy-to-use guides that help your audience accomplish something at a stage in their journey

In my webinar with SEJ , I gave the example of how my digital PR team earned links by analyzing publicly available data in manufacturing around the outsourcing of manufacturing overseas due to increasing labor costs in the US.

This idea was a result of recent media trends discussing the idea that US manufacturing may be in a recession. We did this for a CFO consultancy that worked with manufacturing companies.

Thus, these assets can show your overall expertise in a given category.

With assets in hand, start an integrated digital PR and SEO program.

Implement Integrated Digital PR And SEO

Launch a coordinated digital PR and SEO campaign that leverages external media coverage (links and brand mentions) and optimized online content to improve organic search visibility and drive targeted traffic to your website.

I use this integrated topic tour canvas to simplify the planning process.

Digital PR tactics: Pitch story ideas, unique data, and expert commentary to journalists and influencers to secure media mentions and backlinks.
SEO integration: Align your digital PR efforts with SEO by targeting keywords and phrases that have high search volumes and are relevant to the content being pitched. Use the media coverage and backlinks obtained through digital PR to enhance your website’s E-E-A-T and ranking.
Cross-channel promotion : Amplify the reach of your media coverage and owned content through social media, email marketing, and other digital channels, ensuring that your target audience sees your brand across multiple touchpoints.
Use digital PR strategies instead of traditional link building as it builds your E-E-A-T (Experience, Expertise, Authority, and Trust) and the associated ranking factors.
Have a technical expert or leadership contribute to on-site content and digital PR.

Leveraging Digital PR and SEO Builds A Powerful Online Presence

Implementing this full-funnel strategy requires ongoing collaboration between your PR, SEO, and content teams to ensure all efforts are aligned and focused on guiding the audience toward conversion.

By systematically mapping the audience journey, creating engaging content for each stage, and leveraging both digital PR and SEO, businesses can build a powerful online presence by ranking in the top three and driving brand search.

More resources:

Why Brands Should Prioritize Bottom Of Funnel Keywords In SEO
How To Use SEO To Target Your Audience Throughout The Funnel
The Dark Side Of Link Building

Featured Image: eamesBot/Shutterstock

Kevin is the Founder & Head of Digital PR Strategy at PureLinq, a provider of digital PR for SEO services. After ...

Subscribe To Our Newsletter.

Conquer your day with daily search marketing news.

IMAGES

Nike Case Study
Nike Case Study (Building a Global Brand Image)
😝 Nike case study solution. MBA HBR : Nike (A) Case Study Solution
NIKE Case Study Presentation on Behance
Nike case study
Brand Managment: Nike; Building A Global Brand Case Analysis

VIDEO

Nike vs Adidas Case Study Pro
How Nike Made " JUST DO IT " STICK! #truestory
"KulDim" branding
Nike Ad
How Watcher almost made a terrible decision, and the importance of a community.
Wisevest UI/UX & Branding Case Study (Motion Design)

COMMENTS

Nike Branding Strategy and Marketing Case Study
Hands-on Brand Strategy Help. Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process. Analysis of Nike's brand strategy, identity, positioning, key messages, tone of voice, brand archetypes, benefits, competitors, and content.
(PDF) Nike-A Case Study Just Do It
Abstract. Nike has gone 35% digital and is planning to reach 50% by 2025. It has shown immense growth and is expected to close year 2022 with over 50-billion-dollar revenue. Strategically Nike is ...
Nike Marketing Strategy
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.
Case study: How Nike became one of the greatest-marketed ...
Exhibit 2: Comparison between Nike's marketing expenses and UnderArmour's sales to illustrate Nike's divergent strategy. Nike's case study is dedicated to every direct-to-consumer brand ...
Case Study
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.
Nike Marketing Strategy: How Nike became a market leader and ...
Value-based pricing strategy. In this pricing strategy, Nike analyses the consumer perception that is the maximum price the consumers are ready to pay for its products and charges value-based prices. Premium pricing strategy. Nike charges premium prices to establish itself as a premium brand amongst its competitors.
Case Study
Explore this interesting case study of how Nike find a purpose by having a brand mantra that suits its products and culture. google.com, pub-5741029471643991, DIRECT, f08c47fec0942fa0 Skip To Content. ... Nike's brand mantra has even affected product development. Over the years, Nike has expanded its brand meaning from "running shoes" to ...
The Power of Branding: A Look at Nike Iconic Brand Campaigns
Here are a few of Nike's most memorable campaigns: "Just Do It" (1988) The "Just Do It" campaign is one of Nike's most iconic and long-running brand campaigns, first introduced in 1988. The slogan was created by Dan Wieden, co-founder of the Wieden+Kennedy advertising agency, who was inspired by the last words of convicted murderer ...
Nike's Brand Philosophy: A case study
Published Mar 28, 2023. Nike is an example of a company that is highly conscious of its consumer-facing image. Consumers associate Nike with a wide range of things, including its creative product ...
Case Study of Nike: Building a Global Brand Image
Brand History. The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as ...
Just Do It Right: Analyzing Nike's Timeless Marketing Strategies
Just Do It Right: Analyzing Nike's Timeless Marketing Strategies 9 min read. In the dynamic realm of sports and fashion, there exists a legendary brand that has left an unparalleled mark on the world - Nike. With its iconic "Swoosh" logo, Nike has become an emblem of passion, determination, and unrivaled athletic performance.
The brand analysis of Nike based on its emotional branding and
Nike is a sport s brand found ed by Bill Bowerman and Phil Knight in the year 1964 and the. company is headquartered in Beaverton, Oregon, USA. The company specializes in athletic wear, in cluding ...
Nike, Inc.
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 ...
How Nike Is Using Analytics To Personalize Their Customer ...
Nike also offers personalized workouts through the app, as well as priority access to its events. Another piece of Nike's direct-to-consumer efforts is its 30-day wear test for shoes. Now ...
Nike Marketing Case Study: How Do They Do It?
Better still, it scores some serious bragging points with annual revenue of 39.12 Billion USD. With a compound annual growth rate of 11% between 2011 and 2015, projections show that Nike will expand its revenue by 30,601 million over the next five years. The secret behind the impressive growth is the brand's intelligent marketing approaches.
Brand Management Internationalization: Case Study of Nike
As a case study, Nike is a well-known global brand that has managed its international brand image through effective brand management strategies. Nike's success in international markets is due to its ability to balance standardization and adaptation in its brand management approach. Nike has also successfully leveraged cultural differences ...
(PDF) Analysis of Nikes Brand Marketing Strategy
Content Marketing. A technique known as content marketing is the creation of material in a number of forms, including. as blogs, flims, and social media postings, in order to increase awareness ...
The Perks of Being Digital. Nikeland : A Case Study
Granted, only with Nike clothing. 3.1 Case Study Discussion. As we mentioned, Nike CEO John Donahoe has invested heavily in digital tools to communicate the brand's mission and get closer to consumers. The Nikeland project has been one of the many attempts that have shown how the use of these tools can be beneficial for a brand.
Brand Influencing Customers Buying Behaviors: A Case Study on Nike
This research has focused on Nike and its strategies that are helping the organization to influence buying behavior of its consumers. For this purpose, this research has collected data from two credible websites. After collecting data from these two websites, it was found that Nike's activities to influence buying behavior of its consumers ...
[PDF] A Case Study on Nike's Branding Strategy in Terms of Green
: The research paper discusses a case study on Nike's green branding strategy, reviewing the foundational elements of the strategy, both implicit (brand essence and spirit) and explicit (texture and feel). With an overview of each element, the research paper explores Nike's green orientation and the alignment of the brand's actions with its core values. The paper begins by introducing two ...
Wrapping Your Mind Around Brand Architecture
BRAND ARCHITECTURE: NIKE SB. Nike SB is a sub-brand of Nike that was launched in 2002, and it stands for Skateboarding. Nike SB is a great example of how a brand can effectively segment its products to cater to different consumers' needs. With a unique vibe that distinguishes it from the other sub-brands such as Air Jordan and Nike Free.
Chapter 40 Case Studies in Branding
40.2 Nike: Building a Global Brand Through Storytelling and Innovation. Introduction: Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike's rise to ...
Branding Fundamentals: Who Are the Top 4 Scholars You Should Start
Branding Case Studies; Branding Checklist; Branding Concepts; Branding Courses; The Branding Club; Featured Articles. ... Disney, Nike, and Samsung. Publications. Keller is highly cited with over 120 published papers and is renowned for his textbooks on brand and marketing management.
From Sweatshops to Sustainability: The Case Study of Nike, Inc
Monday, October 29, 2018. 2. I. Introduction. The case study of Nike, Inc is critical to understand the serious and major transformation. a corporation underwent to sustainability and a circular ...
Nike settles trademark case against BAPE over shoe designs
The case is Nike Inc v. USAPE LLC, U.S. District Court for the Southern District of New York, No. 1:23-cv-00660. For Nike: Michael Sebba, Christopher Renk, Michael Harris and Aaron Bowling of ...
2025 Sustainability Targets. Nike.com
Join Us. Originally published: June 22, 2021. We're scaling sustainable innovations throughout our whole business to reduce Nike's environmental impact. We've set bold, science-based targets, and we're optimistic—our successes and failures over the past 30 years are inspiring the solutions and resolve to create a future in which we ...
How A Full-Funnel SEO & PR Strategy Can Drive Leads & Sales
Case Study: Lectric eBikes showcased how aligning content with the customer journey and securing authoritative links and mentions can significantly boost SEO performance, brand trust, and ...

Nike Branding Strategy and Marketing Case Study

Brand Overview

Target Customer

Primary Need ( Job To Be Done )

Brand Visual Identity & Content

Hero Content

Hero Content Type

Brand Positioning ( Elements of Value )

Aspirational

Brand Benefits

Competition

Get Help Growing Your Brand

Check your email to confirm your address and receive your workbook!

Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

Table of Contents

Final Results

Subscribe to our Newsletters

Apply for Free Consultation

Popular Programs

Digital Marketing Masters Program

Trending Now

Top SEO Topics and Concepts – Role of SEO, Google, and AI with SEO

Career in Digital Marketing - A Complete Guide

Affiliate Marketing - A Comprehensive Guide for Beginners

Search Engine Marketing - A Guide for Beginners

Coca Cola Marketing Strategy - A Case Study

McDonalds marketing strategy: Inspiring Findings from a Case Study

Trending Posts

QUICK LINKS

SECURE PAYMENTS

Top Trending Courses

Enquire Now for Up to 30% Off!

The Business of Fashion

News & Analysis

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

Adidas Prepares for Samba Slump

Op-Ed | The Rise of the Unwasteful Brand

Fashion’s Stalled Self-Checkout Revolution

Peloton CEO to Step Down as Company Cuts 15% of Jobs

Subscribe to the BoF Daily Digest

Our Products

Nike Marketing Strategy: How Nike became a market leader and you can "just do it" too!

Revolutionary history and innovation of the first Nike shoes

Nike Marketing Mix - The four P’s of marketing

Nike Product Strategy

Nike’s Pricing Strategy

Nike’s Distribution channels

Nike Promotion Marketing Strategy

Nike's Marketing Strategy

Brand positioning

Emotional storytelling

The Nike social media strategy

4. Ensuring a simple, fun, and hassle-free online shopping experience

5. High-quality, unique and innovative products

Noteworthy Nike Marketing Campaigns

Key takeaways from the Nike Marketing strategy for entrepreneurs

You'll love these articles too!

Breaking Down The Maruti Suzuki Marketing Strategy: How they became a brand that rules India's automobile market

Swiggy Business Model: How the Company is Building a Brand That's Hard to Resist

Market Penetration Definition, Rate Calculation Examples and Strategies

Case Study of Nike: Building a Global Brand Image

Brand Equity

“Just Do It” Campaign

Brand Loyalty

Brand Awareness

Related Posts:

Leave a Reply Cancel reply

Just Do It Right: Analyzing Nike’s Timeless Marketing Strategies

Just Do It Right: Analyzing Nike’s Timeless Marketing Strategies 9 min read

Marketing Strategies of Nike

Branding and Logo

Emphasis on Athlete Endorsements

Just Do It Campaign

Emotional Advertising

Digital Marketing and Social Media

Sponsorships and Event Marketing

Leave a Reply Cancel reply

Related Posts

A Deep Dive into the Marketing Strategies of Broadcom

More From Forbes