Nike:

Customer Knowledge &

Technological Innovation
David Urista

OGL 365: Leadership, Technological Innovation

& Development

Dr. Emeka

11.26.2020
Introduction

• “Just Do It”- Nike, an quote that defines; courage, risks,

diversity, and much more
• BRS(Blue Ribbon Sports)name before NIKE
• An organization created to innovate as well create
performance enhancing shoes and apparel
 Customer Knowledge

• NIKE began as a company which targeted

teenagers and adults in their 20’s
• NIKE main goal was to create a running
shoe that lasted for runners
• NIKE realized their shoes were also being
used as a casual sportwear shoe
Television & Athletes

• The athletes NIKE sponsors are viewed as rebels and

diverse
• NIKE due to being an early company heavily favored
their athletes to WIN in major competitions which were
seen via Television or other outlets such as, magazines,
newspapers, and photos.
• A risk that favored the company due to targeting the
best professional athletes
Marketing

• NIKES first tool of advertising was using their best

athletes to win in the world stage to gain exposure
• NIKE using platforms such as the World Cup helped
create a dominance presence in Football
• NIKE has created technology to compete in the fitness
World
• NIKE has evolved by creating successful applications
for phones
• NIKE has made a strong presence with online sales and
has seen their stock rise due to their success
World Cup Soccer
• NIKE in 2006 advertised their famous
commercial “JOGA BONITO”
• A campaign based off a highly
favored Brazil National Team
• The campaign was a success
and
a failure due to customers wanting
more interaction
• In 2010 South Africa World Cup
Nike decided to take a different approach
• Nike decided to become interactive
by using Facebook
• Fans were able to create
slogans of their favorite players,
the one with most interactions
were going to have their slogan
displayed on a billboard
Technology

• Nike decided to join the fitness industry

Competition:
• Nike+ Fuel Band
• Nike+ Watch

• Nike partnered up with Apple to begin

the Nike+ line with their shoes using a
sensor and an iPod
• Each product had very little success
but led to positive outcomes regarding
software
 Applications
• With having issues and little success
on hardware NIKE decided to use software
Instead
• NIKE decided to make apps such as:
NIKE, NRC, and NTC
• Each platform having a different use
NIKE for their online store, NRC for their
running customers, NTC for those who enjoy
cross fit
• With NIKE deciding to go Digital they
have done very well in their last Quarter
Sales due to going digital
 Conclusion
• NIKE began its success by learning how customer knowledge
would benefit how to help their marketing
• The athlete’s success and culture helped create a brand
which a younger customer group enjoyed
• Marketing that helped success was their
athletes, world events, technology, and software
• NIKE has created success with creating
digital platforms which has led success to their
online retail
 References
• Ahmed, Rizwan & Brohi, Hina & Bhutto, Arslan & Prithiani, Joti & Khubchandani, Rabel & Kumar, Sumit & Abbas, Zaheer. (2016). Strategic Marketing Plan of Nike.
10.13140/RG.2.1.1558.3122.
• Bhatti, Waheed Akbar & Khan, M. & Ahmed, Abrar & Hussain, Nazim & ur Rehman, Kashif. (2011). Sustaining Competitive Advantage Through Effective Knowledge
Management. African journal of business management. 5. 3297-3301.
• Knight, P. H., & Butz, N. L. (2016). Shoe dog: a memoir by the creator of Nike. Unabridged. New York, NY: Audioworks, an imprint of Simon & Schuster Audio.
• Pontin, Jason (2013). "Can Technology Solve Our Big Problems?" Available at https://www.ted.com/talks/ason_pontin_can_technology_solve_our_big_problems
• Serrat O. (2017) Knowledge as Culture. In: Knowledge Solutions. Springer, Singapore. https://doi.org/10.1007/978-981-10-0983-9_58
• Silva, P. A., Holden, K., & Nii, A. (2014). Smartphones, Smart Seniors, But Not-So-Smart Apps: A Heuristic Evaluation of Fitness Apps. Foundations of Augmented Cognition.
Advancing Human Performance and Decision-Making through Adaptive Systems Lecture Notes in Computer Science, 347-358. Doi:10.1007/978-3-319-07527-3_33
• Stonehouse, G., & Minocha, S. (2008). Strategic processes @ Nike—making and doing knowledge management. Knowledge and Process Management, 15(1), 24-31.
Doi:10.1002/kpm.296
• Villasanta, A. (2020, October 19). Nike Stock Price Soars As Online Sales Jump 82% During Coronavirus Pandemic. Retrieved November 17, 2020, from
https://www.ibtimes.com/nike-stock-price-soars-online-sales-jump-82-during-coronavirus-pandemic-3050287
• Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading digital: Turning technology into business transformation. Boston, Massachusettes: Harvard Business Review Press.
• Willigan, G. (2014, August 01). High-Performance Marketing: An Interview with Nike’s Phil Knight. Retrieved November 17, 2020, from https://hbr.org/1992/07/high-
performance-marketing-an-interview-with-nikes-phil-knight
 References: Images & Media
(IMAGES AND MEDIA ARE NOT MINE, I DO NOT CLAIM IMAGES OR MEDIA AS MY OWN WORK)

• Daily Mercury. (2019, February 25). Serena blows minds in defiant Nike ad., from https://www.dailymercury.com.au/news/nike-sets-tongues-wagging-with-emotional-just-do-i/3656511/

• Fuchs, I. (2018, June 11). Nike+ Run Club is the best running app [Cult of Mac Essential iOS App 23]. Retrieved December, from https://www.cultofmac.com/554101/nike-run-club-review-best-running-app/

• McKinnon, T. (2020, January 14). How Nike is Using Mobile Apps to Significantly Increase Sales. Retrieved December, from https://www.indigo9digital.com/blog/how-nike-is-turning-your-smart-phone-into-a-
digital-shopping-assistant

• Morales, F. (2016, November 16). Customer Solutions key priorities: Execution, creation and transformation: BBVA. Retrieved December, from
https://www.bbva.com/en/customer-solutions-key-priorities-execution-creation-transformation/

• NIKE. (n.d.). Nike. Just Do It. Retrieved December, from https://www.nike.com/

• NIKE. (n.d.). Nike SNKRS App. Retrieved December, from https://www.nike.com/snkrs-app

• NIKE. (2014, December 29). New Nike+ Training Club App Update Inspires Athletes for the New Year. Retrieved December, from https://news.nike.com/news/new-nike-training-club-app-update-inspires-
athletes-for-the-new-year

• NIKE. (2015, June 01). 40 Years of Prefontaine. Retrieved December, from https://news.nike.com/news/40-years-of-Prefontaine

• NIKE. (2017, July 03). Lock In, Let Loose in New Nike Football Colorway. Retrieved December, from https://news.nike.com/news/lock-in-let-loose-in-new-nike-football-colorway

• NIKE JOGA BONITO, (2009, April 17) . NIKE Joga Bonito- Brazil (Full Version). https://www.youtube.com/watch?v=xFp7btucv58

• O'Brien, M. (2020, October 16). Inside the Perfect Personalization of the Nike App - All Six of Them. Retrieved December, from https://www.sailthru.com/marketing-blog/nike-app-personalization/

• Sneakhype. (2019, January 29). Retrieved December, from https://sneakhype.com/more/sports/2019/01/nikes-original-blue-ribbon-sports-reopens-in-santa-monica.html

• Stack, K. (2017, June 03). Nike's High-Tech Wristband Fuels Your Workout. Retrieved December, from https://www.wired.com/2012/01/nike-fuelband/