Although there were a lot of negative reactions like calls to boycott Nike products on social media , as the saying goes: all publicity is good publicity. Although Adidas was the official sponsor of the tournament, it was Nike who seemed to be everywhere. They sponsored 14 out of 24 teams so that more than half of all players were wearing that mighty swoosh. And when the United States beat Netherlands to retain Women's World Cup title, Nike was ready: Just a few seconds after the match ended, they released an ad celebrating the U.
The results? Over 5. Nike was born to inspire and motivate. You can't become the world's most successful brand by staying in the past and refusing to keep up with the times. Rappers are the new athletes when it comes to Nike advertising. It all started with the official Air Yeezy and Air Yeezy II sneaker collaboration between Kanye West whose nickname is Yeezy and Nike back in — the retailer's first full collaboration with someone other than an athlete.
Nike also put out a three-part Artist Series in which they collaborated with N. Combining sportswear with fashion, Nike develops products that become worldwide trendsetters.
And fashion is nothing without fashionistas. Without Hatfield and his game-changing designs, Nike would likely be a very different company today. Hatfield's newest design: the Nike React :. Another collaboration is between Nike and Virgil Abloh, an American fashion designer, artist and DJ who has been the artistic director of Louis Vuitton's men's wear collection since Until today. This is another example that Nike is no ordinary, corporate brand; they're willing to show off their personality and quirky tastes.
Because he's a big fan of the popular cartoon. From a marketing perspective, this is a genius way of broadening your target audience to kids and adults! Released on August 10, , this shoe was already sold out by the beginning of September. The first thing that catches your eye are the videos, which are everywhere — on the homepage, category pages, social media accounts, etc. The most impressive part is that videos replace many of the product photos so that you can see the product in action it's hard to see, but hit the white play button in the center below :.
In addition to the short video clips, Nike creates long-form video content. Their YouTube mini-series 7. Lily , who are night-and-day sisters, is a way to reach out to a younger female demographic — a core group of shoppers.
Rather than sell to these women, however, they've created a legitimate series with the help of Hollywood writer Jesse Andrews Me and Earl and the Dying Girl and director Tricia Brock Girls , The Walking Dead — and just happen to dress their actors in Nike gear. For static images, they use high-quality lifestyle photos on their website that are stunning.
Products are shot from various angles to show details, durability and quality. These options for customization are likely to attract new consumers, like me, previously indifferent to sportswear. Designed your sneakers? Save it on the website, share the link with your friends, or just post it on Facebook. Nike leverages the power of social media to make the shopping experience more immersive. Mentions on Instagram, for instance, are displayed on the website to provide new consumers with more info about the product:.
What was it that Nike did for the partnership? It brought the idea and developed it into a business. The company was actually selling just a small electronic chip that had to be inserted in the shoe preferably a special one, but even a regular shoe would do and a wireless connection device that had to be plugged to an iPod. All the rest calculation, storage, integration was done by the iPod. But it was Nike's product. It paved the way to a truly innovative future of the company.
In September , Nike introduced a running app to be used in the latest iPhones. The app used the phone's accelerometer and so there was no need of a chip in the shoe. Going miles ahead of its competitors with a user community of more than six million people, Nike products were not just dressing up the athletes but also coaching the masses who wanted to be like athletes. The whole evolution process has managed to change the concept of what a regular apparel seller is.
Through apps, Nike has come closer to its customers and can study them and communicate with them conveniently. In contrast, a regular apparel seller even after spending huge amounts on advertising can only expect to meet a customer in the store when the customer has already made a decision to go and shop there.
Thanks to its technology leap, Nike, it is said, was able to cut down on advertising expenses by 40 per cent without compromising on efficiency and results. Yes, it is back to shoes but with lots of electronics, including Nike Chip Skis. Nike's tech growth was also accompanied by social media initiatives. In , Nike created a Facebook account. Today, each Nike sub-brand has its own Facebook page, which runs product specific promotions and features events in a particular sporting activity.
It also provides information on the latest game of endorsed athletes. For example, a Facebook user who wants to know more about the latest basketball shoes or game can turn to Nike Basketball Facebook page. Nike pairing up with Apple Inc, another company known for its innovative products, was a way to bring into its fold the Facebook fans of the company. This helped the company to increase brand awareness and also reach out to customers who were still in two minds about choosing their brands.
The tie-up with Apple was Nike's realisation that most runners will use iPods or iPhones to listen to music while jogging. One of the company's latest products is Nike FuelBand, a wristband that calculates the amount of energy spent during a day. The band tracks the wrist movement, predicts the activity performed and the approximate amount of calories burned. However, the number of calories spent is not a robust index of energy used because calories burned by a person who weighs kg is not the same as the same amount of energy burned by a person who weighs 50 kg.
So, to create a platform where a group of people can compare their energy spent, Nike created a new index called Nike Fuel. The page on Facebook does not say much about the FuelBand. Instead it uses the social media site to motivate its users to get fit. On this page, every week Nike sets a new challenge for its followers. And it is here that Nike Fuel comes into play. Users can compare the Nike Fuel accumulated and comment on the challenge, motivate each other, share their difficulties and get suggestions on how to improve the general level of fitness.
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Zareen Islam. Add comment. Each Nike ad is designed to inspire—to tell us that we can do anything if we just try. Read next: It was a dark and stormy night… — 24 Examples of Storytelling in Marketing 1. Want to supercharge your word-of-mouth? Check out ReferralCandy. Try Free For 30 days. Use ReferralCandy to build your brand community and to engage with your customers.
Launch Your Referral Program. Case Studies marketing strategy sportswear. Zareen Islam Zareen is a writer with a background in law.
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