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 Introduction
Nike The world’s largest athletic apparel company, Nike is best known for its footwear,
apparel, and equipment. Founded in 1964 as Blue Ribbon Sports, the company became Nike
in 1971 after the Greek goddess of victory. One of the most valuable brands among sports
businesses, Nike employs over 76,000 people worldwide. It sells its apparel through the Nike
brand and its Jordan Brand and Converse subsidiaries.

The company sponsors top athletes and sports teams around the world, including LeBron
James, Serena Williams, Rafael Nadal, and Alex Morgan. In 2021 the company announced
plans to begin refurbishing returned sneakers to sell at a lower price as part of an attempt to
reduce consumer waste and combat climate change. The company’s world headquarters are
situated near Beaverton, Oregon, in the Portland metropolitan area (USA). It is a major
producer of sports equipment and one of the world’s largest suppliers of athletic shoes and
apparel. The brand alone was valued as $19 billion (€17,5 billion), making it the most
valuable brand among sports businesses. The word Nike means, the Greek goddess of
victory.
History- NIKE was founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil
Knight. Blue Ribbon Sportswas engaged in the distribution of Tiger shoes, a product of
Japan-based Onitsuka Tiger, in the westernUS. The founders turned their agreement into a
partnership in 1966. The company was incorporated in1967 as BRS, a successor to the Blue
Ribbon Sports partnership. In 1968, BRS opened its first westretail store in Eugene, Oregon.

The company's Swoosh trademark and the NIKE brand name were created in 1971. In the
same year, thecompany introduced its first apparel product, NIKE T-shirt. In 1972, the
company's agreement withOnitsuka Tiger ended. BRS launched NIKE line of footwear for
athletes during 1972. The companyestablished its first US track and field training club for
athletes in 1977. The company changed its namefrom BRS to NIKE in 1978.

NIKE signed a deal with tennis player John McEnroe, as its brand ambassador, in 1978 and
engineeredits first air-sole footwear cushioning unit (durable bags filled with pressurized gas)
with former NASAemployee Frank Rudy. The company completed its initial public offering
(IPO) of Class B common stock in 1980. NIKE launched its 'Just Do It' ad campaign and
acquired Cole Haan, men's and women's footwear,accessories and outerwear brand, in 1988.
During 2006, the company launched Untold Truth, a collection of urban sportswear. In the
same year,NIKE and Google jointly launched Joga.com, an online community for football.
The company introduced a new footwear brand for women called Tailwind (produced by its
subsidiaryExeter Brand Group) across three Payless stores in Manhattan and Brooklyn in
2007. In the same year,NIKE teamed up with Foot Locker, a US-based athletic apparel and
footwear company, to open nearly 50House of Hoops by Foot Locker stores in the US.

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 Company profile
NIKE is primarily engaged in the design, development, and worldwide marketing and selling
of athletic footwear, apparel, equipment, accessories, and services. The company sells its
products through NIKE-owned retail stores, as well as through various independent
distributors and licensees, in virtually all countries across the world. The company also offers
its products through its website: nike.com.

The company operates through six business segments, classified based on geographical
presence: North America, Western Europe, emerging markets, Greater China, Central, and
Eastern Europe, and Japan. Each of these geographic segments operates primarily in one
industry: the design, marketing, licensing, and selling of athletic footwear, apparel, and
equipment.

NIKE offers its products across four categories: footwear, apparel, equipment, and others.
The company manufactures and sells footwear for specific athletic use such as running,
training, basketball, l, and soccer. NIKE's footwear products are also designed for kids, as
well as other athletic and recreational uses such as cricket, lacrosse, tennis, volleyball,
wrestling, walking, and outdoor activities.
The company also manufactures and sells various products for casual and leisure use. NIKE
sells sports apparel for most of the sports and fitness activities for which it offers footwear.
The company also markets apparel with licensed college and professional team and league
logos.

The company sells a wide range of performance equipment and accessories under the NIKE
brand name, designed for sports activities. These include bags, socks, sports balls, eyewear,
timepieces, digital devices, bats, gloves, protective equipment, golf clubs, and other sports
equipment. The company also sells a range of plastic products to other manufacturers through
its wholly-owned subsidiary, NIKE IHM.

Wholly-owned subsidiaries of NIKE include Converse and Hurley International. Converse

designs distribute and licenses casual sneakers, apparel, and accessories under the Converse,
Chuck Taylor, AllStar, One Star, Star Chevron, and Jack Purcell trademarks. Hurley
International designs and distributes a line of action sports and youth lifestyle apparel and
accessories under the Hurley trademark.

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 Products
Athletic and casual footwear,
Sports apparel,
Equipment and accessories,
Bags, Socks,
Sport balls,
Eyewear,
Timepieces,
Digital devices,
Bats,
Gloves,
Protective equipment,
Golf clubs,
Other sports equipment etc.

NIKE, Inc.
Major Products & Services – NIKE,
Converse,
Chuck Taylor,
All Star,
One Star,
Star Chevron,
Jack Purcell,
Hurley, Jordan

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 Nike Brand Strategy

For the past 29 years, the catchphrase "Just Do It" has become ingrained in the collective
consciousness. It appeals to everyone on a general level and leaves room for everyone to
develop their own interpretation. It establishes a connection between the brand and its
customers. It is practical and addresses you specifically. This idiom made its way from the
fitness industry to daily life and became a personal motto for navigating whatever challenges
life may present. Nike played a great game.

Nike is fully aware of the daily battles people have with their laziness. They therefore employ
this emotive marketing strategy to encourage patron loyalty. Simply told, Nike is a huge
success today because they identified an universal emotional feature shared by all individuals
and used it to win their devotion. Nike has also produced a number of advertising that
highlight the empowerment of women, which has also been a huge hit. Once more, they were
going after the women's emotional side.

They emphasise the purpose of their company, which is to inspire athletes all around the
world with inspirational tales. They just say "deliver inspiration and innovation to every
athlete" in their commercials.

Everyone can relate to the advertising because Nike's marketing strategy is centered on
inclusivity and takes athletes from all backgrounds, ethnicities, genders, and ages into
account.

Nike doesn't prioritise any particular sport. Instead, they emphasise numerous sports and
sportsmen from throughout the world. Everyone is included in their advertisements, from a
12-year-old student to a 50-year-old mother, to persuade the public that Nike is the footwear
of choice.

Nike works with a variety of athletes and celebrities to provide the best possible results for
their advertising. Its marketing plan includes supporting aspiring athletes as well. The

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company helps athletes who compete for collegiate sports teams, sports organisations, or
sports leagues. For optimum exposure, the company has also collaborated with well-known
athletes. Among them are Kobe Bryant, the late Kobe Bryant, Maria Sharapova, Rafael
Nadal, Neymar Jr., LeBron James, Derek Jeter, and Tiger Woods.

Another major brand strategy that Nike has employed is its focus on sustainability and social
responsibility. The company has committed to using sustainable materials in its products,
reducing its carbon footprint, and promoting fair labor practices. In addition, Nike has also
launched a number of initiatives to support and empower underprivileged communities and
individuals through sports.

Customer profile

The Nike target market is global, and the Nike age range is extensive, from early adolescence
to middle age. The company has a significant emphasis on marketing to athletes and sports
lovers, but in recent years, Nike has broadened its strategy to target a number of particular
market segments, including women, young athletes, and runners.

Nike users range widely in age, often from 15 to 45 years old. Nike reaches out to middle-
aged customers with disposable cash and cultivates relationships with younger audiences to
assure future growth and create devoted brand supporters.

Although the company caters to both male and female customers, it continues to spend
heavily in its women's brand, which focuses on leggings, sports bras, and "athleisure."

Nike, which is known as the preferred footwear and apparel brand for teens in the US in
2019, also heavily pursues the youth market.

The premium brand image and high price points of Nike products reflect the fact that the
company's target market is typically from the higher-income socioeconomic category. The
typical Nike consumer is an avid sports fan who values living an active, healthy lifestyle.

Besides the sporty behavioural traits of the Nike audience, they are also image-conscious and
tech savvy, looking to be ahead of the trends and up-to-date with the latest in fitness fashion
and footwear technology.

In addition to their affinity for sports, Nike's audience members are also fashion-conscious,
tech-savvy, and eager to keep up with the latest developments in footwear and fitness apparel.

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 Nike’s Social Media Strategy

Nike is one of the most popular brands on social media, with a total of 318 social media
profiles that cater to a variety of goods and geolocations. All of the main social media
networks, including Facebook, Twitter, YouTube, Pinterest, and LinkedIn, have Nike
profiles. The company diversified their online presence by designing several product sites for
various target markets.

Nike's use of social media is a powerful adversary. Nike's strategy for social media is
changing; on Facebook, it now gives priority to advertisers over public content. The brand
has spent more money recently on targeted advertisements than on open content.

By adding more than 500k fans in 2020 and 2021, Nike boasts having over 34 million
Facebook fans. In 2017 and 2018, the brand posted about 60 times, and promoted more than
half of them. Since September 2018, there have been no images posted by the company. Nike
posted 16 images and 42 videos in terms of content. The most effective content for the brand
is always Nike Videos.

Twitter

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Since 2017, Nike has gained more than 1.6 million new followers, boosting its total to 8.4
million. The company tweeted more than 36.5K times, or an average of 16 tweets each day
(including retweets and replies).
The one-minute video of the United States women's national soccer team winning the 2019
FIFA Women's World Cup was Nike's most interesting tweet, however it has since been
removed by Nike for an unspecified reason.

The number of Twitter mentions that Nike's partnerships with prominent celebrities receive is
indicative of their success. Cristiano Ronaldo, Neymar Jr., and many more athletes who rank
in the top 50 Twitter accounts most followed are frequently mentioned by Nike.

Campaigns: In 2018, Nike unveiled the "Dream Crazy" campaign, which featured a number
of commercials with Serena Williams, LeBron James, and former NFL player Colin
Kaepernick, among other athletes. The athletes who were the subject of the advertisement
defied all odds and challenges to achieve their goals.

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96.8% of Nike's tweets are replies to client questions, demonstrating the brand's major usage
of Twitter for customer service. Nike typically responded within 10 hours. Nike responds
most frequently between 12 AM and 1 PM, whereas brand mentions peak between 11 AM
and 2 PM. Tuesdays and Saturdays had the most brand responses.

Additionally, Nike has a distinct Twitter account called @NikeSupport that is just used for
customer support. The @NikeSupport average reply time (ART) is 6 hours.

Youtube

Nike has almost 1.6 million subscribers, 700K more than in the previous five years. It's
interesting to observe that Nike posts more frequently on YouTube (less frequently than
Twitter) compared to their other social media accounts, with the company having uploaded
298 videos.

Nike uses a YouTube strategy that emphasises putting their items front and centre. Behind-
the-scenes videos describing the creation of Nike's products are a part of their video
marketing strategy. Nike is an expert at choosing goosebumps-inducing videos! The most
popular Nike video, "YOU CANT STOP US," which highlighted female athletes at pivotal
points in their games, has had over 59 million views.

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 Instagram

On Instagram, Nike is the undisputed benchmark for success. With almost 32.3 million
followers, the company's Instagram account ranked 19th in terms of followers in 2016. They
came in second place as a brand that "does social media" well in a 2015 IAB UK survey.

With 139.7 million followers, Nike has overtaken National Geographic as the second most
popular brand. The #nike hashtag is now the seventh most popular brand hashtag. The only
brand to crack the top 20 list outside of Instagram and National Geographic is the sports
juggernaut, which is also the 19th most followed Instagram account.

Over the previous five years, the brand's fan base increased by 35.8%, adding more than 90
million new admirers. Nike published 182 times throughout that time, 62% of which were
videos. Nike does not appear to have a consistent posting pattern, as shown in the chart
below, which shows the brand's frequency of posting.

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 Visual Merchandising

Visual merchandising is an important aspect of retailing, as it can greatly influence the way
customers perceive a brand and its products. For Nike, visual merchandising is used to create
an immersive and engaging shopping experience that showcases the brand's products and
values in a compelling way.

One key element of Nike's visual merchandising is the use of minimalistic and modern design
elements. Nike stores often feature sleek, clean lines, and a neutral color palette, with pops of
the brand's signature colours (black, white, and neon) used for emphasis. This creates a sense
of sophistication and premium quality that aligns with Nike's image as a high-performance
athletic brand.

Nike also places a strong emphasis on product displays in its stores. The brand's products are
prominently featured and arranged in a way that makes them easy for customers to view and
try on. Product displays often incorporate a mix of mannequins, digital displays and textiles
to create a dynamic representation of the brand.

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Another key element of Nike's visual merchandising is the use of experiential design. Nike
stores are designed to create an immersive shopping experience that evokes the brand's core
values of innovation, inspiration, and performance. This can include interactive displays,
such as virtual reality experiences, and other interactive technology-enabled experiences.

Additionally, The Nike’s Visual Merchandising team work closely with the brand marketing
team to ensure all campaigns, products and collections are brought to life in a way that is
consistent with the brand's overall message and aesthetic. They also take part in training
employees to ensure they can communicate effectively with customers and drive sales.

All in all, Nike's visual merchandising strategy is a key part of the brand's overall marketing
efforts, and helps to create an engaging and immersive shopping experience that reinforces
the brand's values and positioning in the minds of customers.

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 Conclusion

In the present day, Nike, Inc. is a multinational corporation with a comprehensive

arrangement of products, brand heritage, well-defined missions, effective advertisement
campaigns, and positive views shared between consumers, their families, and friends. The
company defines its goal as unconceivable motivation, passion for sport and innovations, and
enthusiasm to do all possible things to expand every person's potential. Global trends
substantively influence people's behavior, especially in the sphere of consumption and
service. There's a good reason Nike has been around for as long as it has, while other brands
in the same space still need to match its success. With a combination of savvy marketing,
innovative technology, and an inability to remain still for too long, Nike is a powerhouse of
digital marketing, and the effortless way it has pivoted to not only the direct-to-customer
market but also its digital expansion should give us all pause for thought.

Nike, Inc. has achieved superior performance through competitive positioning and value
creation. This has been achieved through advertising, brand name recognition, product
innovation, and striving to be competitive despite stiff competition.
Nike employs many strategies and techniques, such as strategic management tools and
models, product differentiation, and proper distribution channels. Many consumers have
realized the uniqueness of their products and recognize them through the trade name 'Just Do
it' and Swoosh Logo. They have maintained customers because of their high-quality products
and unique marketing strategies. In general, due to climate change caused by human
activities, customers started to consider the product's materials and the sustainability of
manufacturing. As a response, Nike focuses on the sustainability of products and
manufacturing to satisfy consumers and minimize environmental crises.

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 References
https://www.academia.edu/29391734/Nike_company_overview
https://en.wikipedia.org/wiki/Nike,_Inc.

https://www.edrawmind.com/article/nike-market-segmentation-targeting-and-
positioning.html
https://www.start.io/blog/nike-target-market-analysis/
https://brand24.com/blog/nike-social-media-strategy/
https://blog.unmetric.com/nike-social-media
https://www.thekeepitsimple.com/nike-brand-strategy/
https://penji.co/nike-brand-strategy/

https://econsultancy.com/how-nike-s-merchandising-strategy-can-help-retailers-of-all-
types/
https://coschedule.com/blog/nike-marketing-strategy

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