Nike began in 1964 as Blue Ribbon Sports and was renamed in 1978 after the Greek goddess of victory. Headquartered in Oregon, Nike generates over $34 billion annually selling products in 190 countries. Nike focuses on direct-to-consumer strategies through their apps and digital services like NikeRunClub and SNKRS which has over 100 million members. The sneaker market was estimated at $50 billion in 2018 and Nike works over a year and a half to bring new sneaker designs to market using consumer insights and new technologies. Nike promotes sneaker culture through innovative campaigns on their SNKRS app.

1. By-
Deepanshu Bhatia
Pratyush Singh
Aman Gupta
Dipthartha Dey
Karan Bhardwaj

2. Company Overview
 Begin in 1964 by Phil Knight as Blue Ribbon
Sports.
 Renamed “NIKE” in 1978, after Greek goddess
of victory.
 Headquartered in Beaverton, Oregon.
 President, chairman, CEO : Mark Parker.
 Products are diversified in 190 countries and 6
continents.
 Revenue generated $34 Billion in 2017

3. Nike’s Brands

4. Nike’s focus on ‘Going Direct’
 Nike’s Consumer Direct Offence.
 Executives focusing attention on certain markets and redesigning
product lines.
 “The goal is to better serve the consumer personality, but at scale,
in a way that leverages the power of digital”, said by Sussman.
 Today Nike have more than 100 million membership.
Benefits of NikePlus extended to retail
locations.

5. Nike’s focus on ‘Going Direct’
 They focused on digital services and generated four
apps – Nike app, Nike Run Club, Nike Training club
and SNKRS app.

6. History of Sneakers
 First Sneakers are made in the early
19th century and raised in 20th century
 Start with athletic shoes in 1915 and in
1917 the came with the iconic shoe
“Converse All Star” it was changed the
name in “Chuck Taylor All Star” in 1922.
• They debut with Air Jordan in 1984
which made a sales of $100
million.

7. Market of Sneakers in 2018
 The global market for athletic footwear was
estimated $50 Billion in 2018.
 During 2016 -2017 sales increased by 10%.
 In 2017 Nike collaborate with Virgil Abloh
(designer).
 Staggeringly high prices : Air Yeezy II retailed
for $250 and sold for $90000.

8. Nike’s process for bringing sneakers in
Marketplace:
 It took around one and a half year according to Reham Habib (VP).
 It was a blend of art and science.
Gathers consumers insights, market data
etc.
Planned the right product at right place
at right time.
Create bridge between product-creation
and design team at Marketplace.

9.  Competitors Entrance
 Bathing Ape
 Supra
 Visvim
 Android Homme
 Women Brands-Christian Louboutin
 Pierre Hardy
 Jimmy Choo
 Sports Apparel- Puma
 Street Brands- Sneakers
 Luxury- Gucci, Balenciaga
 Major competitor- Adidas

10. Nike’s process for bringing sneakers in
Marketplace: Three Buckets
• Exploring unique concepts and
construction.EXPLORE
• Invested more to sell more LeBorn
16s overall.INVEST
• Try to satisfy a large share of
demand by using new technologies.SCALE

11. S23NYC and the SNKRS app
 It is the result of acquisition with Virgin Mega.
 Mobile platform to engage crowd while they are
waiting for an event or product launch.
 Faris and his team created Megaline feature that
used for gamification.
 Sussman named as Chief Digital Officer in August
2016.
 Lot of passion for SNKRS app and new vision was
customer value proposition.

12. Season 1
SNKRS stash
Gesture
unlock

13. Season 1
SNKRS cam SNKRS Shock drop

14. Season 2
 Faris hoped further to develop the SNKRS app.
 SNKRS stash evolved into Stash Squad. Players in the
ground of one location can give access to other
locations.
 Another goal was to apply existing and new features
to a range of Campaigns.
 Focused on two main events in summer 2k18 –
I. The art of champions campaign.
II. The campaign for Kendrick Lamar’s tour

15. The art of champions campaign
 S23NYC led the digital launch for Nike
Basketball’s Art of Champions initiative.
 In 2015, Nike had signed an eight years
partnership with NBA, reportedly worth
around $1 billion.
 Nike get the opportunity to make the
uniform and on-court products and also to
put Nike’s logo on all official merchandise.

16. Conclusion
 Nike sold sports goods and generated big amount of revenue.
 Nike had also advertised on major events.
 They adopted new technologies.
 They introduced many app promote their products.
 Nike tied with many famous persons like sportsman, designers etc.
 They promote themselves globally like China, North America.
 They gave their best in both MarketPlace and MarketSpace.

17. • Introducing innovative campaigns
and increasing their reach.
• Keep adding news features to the
SNKRS app and bring more traffic.
• Creating a new sneaker culture
whereby a group (based on
nationality, tastes, choice of music
etc.) can sport sneakers according to
their preferences.
The way
Forward