Nike is the world's largest supplier of athletic shoes and apparel. It employs over 44,000 people worldwide and had over $24 billion in revenue in 2012. Nike utilizes digital marketing strategies like their Nike+ social platform and FuelBand to interact with customers and gamify workouts. They run campaigns like "Fuel Your Team" and "The Chance" to further engage customers online. Nike is also shifting to a mobile-first approach to e-commerce to meet changing customer expectations.

1. NIKE

2. About Nike
• Nike, Inc. is an American multinational corporation that is engaged
in the design, development, manufacturing, and worldwide
marketing and sales of footwear, apparel, equipment, accessories,
and services. The company is headquartered
near Beaverton, Oregon, in the Portland metropolitan area.
• It is the world's largest supplier of athletic shoes and apparel and a
major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of
2012, it employed more than 44,000 people worldwide. In 2014 the
brand alone was valued at $19 billion, making it the most valuable
brand among sports businesses. As of 2017, the Nike brand is
valued at $29.6 billion. Nike ranked No. 89 in the 2018 Fortune
500 list of the largest United States corporations by total revenue.

3. Utilization of Digital
Marketing (1/3)
Fuel Your Team
• Nike ran this interactive campaign using its Nike+ social platform, which
now has more than six million members.
• Since 2010 Nike has developed a range of training products that are
digitally linked using the Nike+ FuelBand. Users can then accumulate
‘NikeFuel’ points and set themselves goals or compete against other users.
• Earlier this year it ran a campaign called ‘Fuel Your Team’ that allowed
users to show support for their favourite college basketball team by earning
them NikeFuel points.
• Again it’s another great example of Nike creating an interactive campaign
that involves fans, rather than simply barking marketing messages at them.

4. (2/3)
The Chance
• Another of Nike’s recurring campaigns is The Chance, which gives
youngsters around the world the chance to win a place in The Nike
Academy for a year.
• The campaign first ran for six months in 2010 through Nikefootball.com,
Facebook, Twitter and YouTube.
• Participants created more than 17,000 Facebook pages which reached
an additional 5.5 million fans. Furthermore, 2,000 user-generated videos
and 28,000 player posts were created and the brand received 3.4 million
YouTube views.
• The winners were given a full year attendance in the Academy, getting to
play against the reserve teams of Premier League and other clubs.

5. (3/3)
Times Square billboard
• In this mobile campaign Nike setup an interactive billboard in Times
Square that allowed people to text their own custom design for a
chance to win a pair of Nike IDs.
• To take part users had to dial the number displayed on the billboard
then use their phone’s keypad to customise the on-screen shoe.
• They were then sent a text message with a link to download a
wallpaper of your design or even buy it.
• The campaign ran back in 2009 when smartphone penetration was
far lower than today, however anyone could take part as it didn’t
need an app or software.

6. E-commerce
Shaping new retail models with the mobile-first approach
• This year, during The Next Web, we had an opportunity to see how this new
strategy is working for Nike and how the possible future of retail can look like.
• Thanks to the new strategy, the company’s direct-to-consumer sales grew
16% last year.
• With this model, Nike was able to turn any place into a digital pop-up shop.
This is probably the first mobile-first eCommerce app that makes people more
likely to leave the house and explore new places and situations.
• This way, Nike is able to gather very interesting data about their most
passionate clients that can be used to design dedicated products or engaging
experiences supporting brand identity.

7. • The next step could be to integrate these tools with other
channels and for example, allow users to buy a specific shoe only
after they complete a certain task in their running-app.
• More importantly, with their unique approach, Nike has changed
the way we think about engaging customers in eCommerce.
They proved that gamification and alternative points of sales
involve customers and effectively support product sales.
• We’re looking forward to the next brands taking this approach. In
the future, brands will be able to expand their retail channels with
the mobile-first approach to enter their customers’ environment.
The mobile-first approach is also great to introduce new products
and build customers’ loyalty and engagement.

8. Social Media
• With a total of 318 social media profiles catering to a multitude of products
and geolocations, Nike is one of the most followed brands online. Nike has
social media profiles on all major platforms such as Facebook, Twitter,
YouTube, Pinterest and LinkedIn. The brand diversified their online
presence by creating separate pages for its products catering to different
target audiences.
• The sportswear giant is a champion on social media with quite a few
reigning statistics to their name. Nike Football with 44 million fans is one of
the top ten most followed brand pages on Facebook, while the brand’s
primary Instagram account is the second most followed with 77 million
followers!
• We analyzed Nike’s primary social media profiles across Facebook, Twitter,
Instagram and YouTube for the period from January 01, 2017 to December
31, 2017. Here’s what we found out.

9. Campaigns
Nike’s most engaging posts were part of two major
campaigns they ran in 2017. Their ambitious ‘Breaking2’
project brought a huge amount of social media attention for
the brand. World-class marathon runners Eliud Kipchoge,
Lelisa Desisa and Zersenay Tadese attempted to run
26.219 miles in under two-hours, a feat that has never
been done before in the history of the sport. Regardless of
the outcome, the ultimate winner was Nike as the athletes
wore a customized version of Nike’s racing shoe for the
event.

10. Mentions
Nike’s partnerships with high profile celebrities is
reflected in the mentions they recieve on Twitter.
Nike’s top 10 influencer mentions include the likes
of Cristiano Ronaldo, Neymar Jr and Kevin Hart
who also are among the top 50 most
followed accounts in Twitter.

13. Customer reviews

15. Summary
• Nike is one of the best brands in the segment. They
have produced top quality products over the years and
have earned the reputation they have now. They were
able to attract the big names from every sport.
• But there are some customers who have had some
bad experiences with the quality and services provided
by the company.
• But this does not tarnish their image as they try to
apologize and compliment every customer that has
had issues with their products or services.