This document summarizes digital marketing strategies for several major sportswear brands. It analyzes their performance on various social media and digital platforms. The top brands like Nike and Adidas attract the most website traffic and social media followers. They invest heavily in campaigns promoting female and minority athletes to increase representation and engagement. Reebok and New Balance lag in website performance but run campaigns celebrating strong women and personal goals. Overall the document evaluates the digital strategies of brands in the large sportswear industry.

1. DIGITAL MARKETING
IN
SportsWear Industry
Submitted By:
Nikita Anupama 19DM126
Prakhar Kishore 19DM134
Pulkita Vyas 19DM147
Shagun Singh 19DM189
Shamli Sharma 19DM190
Shubhda Sharma 19DM212

2. DIGITAL MARKETING IN INDIA
Digital marketing is the marketing of products or services
using digital technologies, mainly on the Internet, but also including mobile
phones, display advertising and any other digital medium.

3. SportsWear Industry
• Sportswear or activewear is clothing, including footwear, worn
for sport or physical exercise.
• The global sports industry is huge, estimated to be around $1.3 trillion.
• The sports apparel market was valued at $167.7 billion in 2018 and is estimated
to reach $248.1 billion by 2026.
• Social media is providing invaluable to sportswear brands keen to drive
engagement with their fans and customers
• Mobile is becoming important channel for sports wear brand to connect and
sell directly to customer.

4. Companies Selected

5. Nike Adidas Reebok PUMA
New
Balance Decathlon
PERFORMANCE 24 24 15 24 14 22
MOBILE 30 30 30 30 30 30
SEO 20 25 20 15 25 20
SECURITY 10 10 10 10 10 10
TOTAL 84 89 75 79 79 62
WEBSITE ANALYSIS
• Reebok & New balance are lagging behind in Performance.
• Overall website analysis of Adidas is way better than others
which is closely followed by Nike.

6. Nike Adidas Reebok PUMA
New
Balance
Decathal
on
Total Visits
97.50M 30.28M 4.93M 13.67M 3.78M 1.38M
Average Visit Duration
00:03:57 00:04:14
00:04:10
5 00:05:00 00:03:37 00:02:49
Pages Per Visit
4.91 6.33 6.02 6.82 5.72 4.61
Bounce rate
44.91% 48.98% 49.56% 43.30 46.57% 56.51%
Analysis of Traffic on
Website
Decathalon is having the highest Bounce Rate.

7. DIRECT EMAIL REFFERAL SOCIAL SEARCH DISPLAY ADS
Nike 44.18% 1.05% 2.01% 3.52% 43.89% 5.34%
Adidas 47.33% 1.79% 4.62% 3.72% 37.01% 5.58%
Reebok 38.74% 1.91% 5.89% 2.29% 29.13% 22.04%
Puma 30.93% 2.59% 3.81% 3.45% 48.23% 10.99%
New Balance 30.42% 2.47% 2.59% 2.33% 55.41% 6.78%
Decathalon 44.45% 12.96% 8.66% 2.81% 30.36% 0.76%
Sources of Traffic on Website
• Most of the Traffic is attracted by Search & Direct.
• Email gives least traffic to all the websites, except for Decathalon.
• Amongst all Decathalon is showing different trends.

8. SOCIAL MEDIA
IMPORTANCE of Social Media in the marketing :
• Improved brand awareness
• Cost-effective
• Engagement with broad pool of customers
• Improved brand loyalty
• Healthier customer satisfaction
• Marketplace awareness
• Increased traffic
• Enhanced SEO rankings

9. PARTICULARS Nike Adidas Reebok Puma
New
Balance Decathalon
Followers or Likes on Page 33.6M 36.9M 9.9M 20.4M 8.1M 12K
Growth Rate 0.088% 0.14% 82% 0.043% 0.020% 0.010%
Ad value 0 Euro 12K Euro 0 Euro 0 Euro 0 Euro 0 Euro
Engagement 0% 0.0047% 0% 0% 0% 0%
Post Interaction 0% 0.13% 0% 0% 0% 0%
Average post per day 0% 0.04 0% 0% 0% 0%
Page Performance Index 2.0% 2.0% 20% 1.0% 2.0% 1.0%
FACEBOOK

10. PARTICULARS
Nike Adidas Reebok Puma
New
Balance Decathalon
Total No. Of Followers 99.8M 25.3M 2.4M 10.9M 4.1M 180K
Growth Rate 2.2% 0.63% 0.70% 0.79% 25% 0.20%
No. Of Posts 760 756 2553 2770 147 577
Average Likes 1113734 280294 13464 92774 264343 1880
Engagement 0.080% 0.16% 0.23% 0.88% 0.029% 0.22%
INSTAGRAM

11. PARTICULARS Nike Adidas Reebok Puma
New
Balance Decathalon
Total No. Of subscribers 1.3M 1.4M 156K 514k 50.8K 8.58K
No. Of videos 241 88 448 356 85 13
Views/video 429K 174K 16K 164k
Highly
Variable
Highly
Variable
Channel Views 219.7M 63.7M 64.1M 243M 33.4M 8.2M
Average Likes 9.3K 8.6K 667 1.4k Na 520
Average Dislikes 465 96 44 21 Na 40
YOUTUBE

12. TWITTER
PARTICULARS
Nike Adidas Reebok Puma New Balance Decathalon
Followers 8.1M 3.73M 725k 1.6M 252k 129.4K
Tweets 36.5k 13.7K 36.6k 70.1k 18.3k 10.7K
Tweet
Interaction 0.14 0.15% 0.0068% 0.015% 0.36% 0.007%
Tweets/Day 1.5 0.07 3.8 6.4 0.2 0.04
Likes 6907 8448 14.7k 6117 6523 7068
Average Weekly
Growth 0.13% 0.12% -0.0038% 0.041% 0.10% 0.09%

13. LinkedIn
PARTICULARS
Nike Adidas Reebok Puma New Balance Decathalon
FOLLOWERS 2.9M 1.4M 204K 425k 178k 332K
Growth rate 3.3% 2.6% 2.2% 2.2% Na Na
Engagement 0.083% 0.11% 0.066 0.041% 0.090% 0.045%
Status Update
Per Day 0.3 0.7 0.6 0.4 0.4 0.3

14. She breaks barriers
• This is Adidas’s commitment to remove the barriers standing between girls
and sport.
• Teamed up by adidas and impact hub.
• Launched in India for Mother’s Day , Showcasing three powerful and leading
national icons: Sprinter Hima Das, Heptathlete Swapna Barman & Boxer
Nikhat Zareen.
• Struggle stories of Star Female athletes were shared in Change In Play a
broadcast ( part of initiative) , to increase the visibility of role models for
women & girls in sport.

15. Propah lady
• Campaigns started in 2019
• Main focus to break Stereotype and living to their own choice
• With four women in different fields : Mary Kom, Sara Ali Khan , Anjali
Lamba, Dutee Chand.
• It has got 20.5M views across digital and social media
• 1st week more than 9000 stories was shared on Instagram.
• Has its own Shopping page.

16. Dream Crazy
• On the 30th anniversary of its “JUST DO IT” slogan.
• DREAM CRAZY focuses on a collection of stories that show athletes who
are household names .
• It provides inspiration to everyone who has crazy dreams and goals that
may seem impossible.
• Nike chose Colin Kaepernick, the NFL free agent quarterback whose
kneeling during the national anthem in protest of police shootings of
unarmed black men ignited a national controversy, as one of the faces of
the campaign.

17. • This campaign of Reebok celebrates strong women who have made
positive changes to the world in unique ways.
• The campaign features athletes and artists, including: actress Gal
Gadot, Danai Gurira, Gigi Hadid, Ariana Grande, Nathalie Emmanuel
and Katrin Davidsdottir.
• Each woman tells their personal story of overcoming barriers in order
to become their best self.
Be More Human

18. PlayFor
• Launched by Decathlon on the National Sports day.
• Brings out the joy of playing. It stresses on the fact that playing isn’t just
about winning.
• Sports has the power to bring smiles to people’s faces.
• The campaign video features Decathlon’s own team members.

19. My Future Self
• Boston-based shoemaker New Balance is inspiring people this year
with a campaign that highlights several high-profile athletes.
• The campaign features videos and letters the athletes apparently
penned to themselves highlighting the goals, the drive and the values
that they embody to be the best.
• The campaign also has a social media element on Instagram, Facebook,
Twitter and Snapchat with a hashtag of #MyFutureSelf.

20. Thank You