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The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case…

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  • Publication Date: Oct 26, 2019
  • Discipline: Strategy
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The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case focuses on the challenges Donahoe faces as he attempts to drive Nike to the goal of $50 billion in annual revenues by 2021. The case focuses on Nike's competition, the convergence of technology with apparel and footwear, as well as the company's corporate social responsibility issues. Donahoe has to address internal as well as external challenges. Donahoe was appointed CEO at a time when the Oregon sports and apparel company faces a number of controversies, including when Nike-sponsored athletes were caught up in scandals; the ban of Alberto Salazar, Nike's top running coach amid doping allegations; as well as continued concerns about Nike's workplace culture after an internal employee survey leaked describing the company as run by a boys club that is hostile towards women. Nike faces tough competition in all of its market, as well as along the value chain. Rapid advances in mobile technology and the development of the Internet of Things (IoT) could fundamentally change the industry. Nike is also moving further into ecommerce to offset the "Amazon effect." The fast-growing Chinese market, moreover, may provide an avenue for needed future growth.

Oct 26, 2019

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Publication Date: October 26, 2019

Source: McGraw-Hill Education

The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case focuses on the challenges Donahoe faces as he attempts to drive Nike to the goal of $50 billion in annual revenues by 2021. The case focuses on Nike's competition, the convergence of technology with apparel and footwear, as well as the company's corporate social responsibility issues. Donahoe has to address internal as well as external challenges. Donahoe was appointed CEO at a time when the Oregon sports and apparel company faces a number of controversies, including when Nike-sponsored athletes were caught up in scandals; the ban of Alberto Salazar, Nike's top running coach amid doping allegations; as well as continued concerns about Nike's workplace culture after an internal employee survey leaked describing the company as run by a boys club that is hostile towards women. Nike faces tough competition in all of its market, as well as along the value chain. Rapid advances in mobile technology and the development of the Internet of Things (IoT) could fundamentally change the industry. Nike is also moving further into ecommerce to offset the "Amazon effect." The fast-growing Chinese market, moreover, may provide an avenue for needed future growth.

nike case study 2019

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Brand Activism: Nike and Colin Kaepernick

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Case Study | Inside Nike’s Radical Direct-to-Consumer Strategy

Inside Nike's Radical Direct-to-Consumer Strategy Case Study

  • Chantal Fernandez

In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share price hit an all-time high.

Like other retailers, Nike had been forced to close most of its network of more than 900 stores across the world, as had its key wholesale partners like Nordstrom and Foot Locker.

But the American sportswear giant’s performance during the pandemic, when its online sales spiked, signalled to many that Nike had the competency to prosper long term, in a future that will be increasingly defined by e-commerce and digital brand connections.

It was a validation of a strategy that Nike prioritised three years ago, dubbing it “Consumer Direct Offense,” but the seeds of the approach go back almost a decade.

Above all, Nike is a marketing company. It doesn’t just sell sneakers; it sells the brand aspiration that imbues those sneakers with meaning. But to achieve the reach required to scale its business, Nike’s distribution strategy had long-relied on third-party retailers to sell its products, even if the consumer experience offered by those partners diluted its brand.

But in a future increasingly defined by e-commerce, fast-moving trends and, above all, the rising power of branding to drive consumer preference when competitors are just a click away, Nike realised that in order to thrive, it needed to take control of its distribution to better manage its brand and deepen its connection with consumers.

It was definitely architecting a new retail, and a bold, retail vision for Nike.

Such an evolution is easier said than done, especially for a business as large as Nike in a category as competitive as sportswear. But by radically cutting back on its wholesale distribution and raising the bar for brand experience with the third-party partners that remained; expanding its focus on content, community and customisation to keep customers close; investing in its data analytics and logistics capabilities; and rethinking the role of the store as a brand stage, Nike drove a veritable direct-to-consumer revolution.

When the pandemic hit, these shifts went into overdrive.

“It was definitely architecting a new retail, and a bold, retail vision for Nike,” said Heidi O’Neill, Nike’s president of consumer and marketplace, and one of the most prominent executives leading the brand’s new strategy in recent years. “But it started with our consumer, and we knew that consumers wanted a more direct relationship with us today.”

In this case study, BoF breaks down Nike’s pioneering direct-to consumer strategy and how it has worked to the brand’s advantage, propelling its share price to new heights during the global crisis of 2020.

Click below to read the case study now.

  • Mark Parker
  • John Donahoe
  • direct to consumer
  • athletic apparel

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Master Nike Marketing

Just Do It: What We Can Learn from Nike’s $39B Marketing Strategy

With over 1.15K stores globally, 76.7K employees, and $39.12 billion in yearly revenue,  it’s safe to say that Nike is at the top of the game right now.

What is it like to be the largest sneaker maker who keeps sales surging as the global economy slows? I’ve spent three wonderful days rambling around Nike’s website and discovered that it is chock-full of emotions, real people, and true-to-life experiences inside. The site also boasts:

  • High-quality images
  • Full-screen background videos that send chills down your spine
  • Emotions and people expressing them openly
  • Social values
  • And, oh, the swoosh!

All that (and, I believe, a lot more!) makes Nike’s marketing strategy so madly effective.

Let’s take a closer look at the tactics that Nike uses to build brand awareness and expand globally.

nike case study 2019

We can count on them to bring new ideas to the table consistently

Nike’s Strategy: Overview, Stats & Facts

Everyone knows Nike. Even your granny does. But hardly anyone understands how mighty it is compared to other global brands out there, like Adidas, for instance.

So before we start digging into Nike’s digital marketing strategy and tactics, let me share some stats with you:

  • Founded by Phil Knight and Bill Bowerman 55 years ago, Nike is now the world’s most valuable apparel brand  in the world.
  • Nike’s brand name is not just a senseless sequence of letters. It is named after the Greek goddess of victory , speed and strength, also known as Winged Goddess. Nike’s swoosh resembles a wing.
  • Nike has the largest market share in the athletic apparel industry in North America (around 27.4%  and, until recently, had a whopping 96% of the market for basketball footwear), and continues to outpace the competition when it comes to sales :

Nike sales

  • Nike’s Air Jordan brand of basketball sneakers generated over $3.14 billion in the fiscal year ending May 2019, up 10% from the previous year.
  • Nike’s designers are not afraid of being bold  – as evidenced by their “green grass” golf shoes that hit the market in January 2019:

pasted image 0 64

  • Their SEO strategy is also up to the mark. SEMRush shows that close to 60M users land on Nike’s site monthly, spending around 7 minutes there and browsing almost 5 pages.

Nike monthly website visitors per SEMrush

  • Nike’s annual revenue keeps growing year after year. Some analysts predict that Nike’s revenue will grow by nearly 25% through the fiscal year 2021 to $45.4 billion:

Nike revenue

Impressive stats, right? Now let’s see what strategies Nike uses to create so much buzz around their brand and continue growing amid stiff competition.

Related Content:  What Amazon’s Marketing Strategy Can Teach SMB Owners

Nike’s Influencer Marketing Strategy

What distinguishes Nike from other shoe brands is that it taps into the power of influencer marketing the smart way.

Nike’s audience is versatile. It consists of rockers and rappers, artists and thinkers, entrepreneurs, athletes and other individuals  – and not just professionals, but regular people, too. So to speak to their target audience in the same language, Nike’s ad campaigns uses a voice to which their consumers are likely to respond.

There’s even a “sneakerhead” movement, of which Nike products are collectors’ items! A sneakerhead is someone “who collects, trades, or admires sneakers as a hobby. A sneakerhead may also be highly experienced in distinguishing between real and replica sneakers.”

Controversial Colin Kaepernick Ad Campaign

It’s been almost a year since Nike made Colin Kaepernick one of the faces of its ad campaigns. The ex-NFL quarterback, best known for his quiet protest against police brutality towards African Americans by kneeling during the National Anthem, posted an image of himself with a quote and the #JustDoIt hashtag:

pasted image 0 59

The results were amazing. Nike saw a 1,400% surge in social media activity and earned $6 billion in sales. Although there were a lot of negative reactions (like calls to boycott Nike products on social media), as the saying goes: all publicity is good publicity.

Women’s World Cup Sponsorship

Back in July 2019, Nike turned the most-watched women’s football match of all time into a vast marketing opportunity. Although Adidas was the official sponsor of the tournament, it was Nike who seemed to be everywhere.

They sponsored 14 out of 24 teams so that more than half of all players were wearing that mighty swoosh. And when the United States beat Netherlands 2-0 to retain Women’s World Cup title, Nike was ready: Just a few seconds after the match ended, they released an ad celebrating the U.S. women’s team :

The results? Over 5.3 million views on the @nikewomen Instagram profile, almost 5 million views on YouTube, and more than 22.5 million views and 97K retweets on Twitter. And, yeah, jersey sales were 500% up in 2019  compared to the 2015 World Cup.

Partnerships with Athletes: Justin Gallegos and Serena Williams

Nike was born to inspire and motivate. That’s what they did back in October 2018 when they signed a three-year contract with Justin Gallegos , the first-ever pro athlete with cerebral palsy, thus getting lots of attention with users praising the brand:

Half a year after that, they released Dream Crazier, a video narrated by Serena Williams , an American tennis player who inspires women to not be afraid of expressing emotions, mastering “men-only” sports or being “too good”:

You can’t become the world’s most successful brand by staying in the past and refusing to keep up with the times.

Collaborations with Rap & Hip Hop Musicians

Rappers are the new athletes when it comes to Nike advertising.  It all started with the official Air Yeezy and Air Yeezy II sneaker collaboration between Kanye West (whose nickname is Yeezy ) and Nike back in 2009 — the retailer’s first full collaboration with someone other than an athlete. Released in three colors, this sought-after sneaker model reflects West’s unique style :  

kanye-west-mystery-nikes-5

Nike also put out a three-part Artist Series in which they collaborated with N.E.R.D (Pharrell Williams, Chad Hugo and Shay) and released their limited-edition Dunk High ‘Pharrell’ sneakers with a brain logo on the heel. (The other two additions to the series were NYC graffiti artist ESPO and actress Halle Berry.) They issued just 1,050 pairs of these sneakers (which now go for about $700!).

dunk-high-pharrell

Now Travis Scott is on stage, too, with Nike Air Force 1 Low ‘Cactus Jack’ , constructed of suede, canvas and leather panels marked with abstract patterns:

Travis Scott x Nike Air Force 1 Low Cactus Jack

Nike also partners with up-and-coming rap musicians and other local influencers, who all contribute greatly to Nike’s brand awareness.

Partnerships with Fashion Designers

Combining sportswear with fashion, Nike develops products that become worldwide trendsetters. And fashion is nothing without fashionistas. With that in mind, Nike partners with such designers as Virgil Abloh and Tinker Hatfield.

Tinker Hatfield , one of the world’s most renowned sneaker designers, joined Nike 38 years ago and is now Nike’s VP of Design and Special Projects. He has designed many of Nike’s classic sneakers, including the Air Jordan III-XV, the Nike Air Max 1 and the Nike Air Safari, and the success of these shoes are because he wasn’t afraid of “ pushing the boundaries of technology and contemporary sneaker design…. Without Hatfield and his game-changing designs, Nike would likely be a very different company today.”

Hatfield’s newest design: the Nike React (2019) :

nike-react-2019-tinker-hatfield-release

Another collaboration is between Nike and Virgil Abloh, an American fashion designer, artist and DJ who has been the artistic director of Louis Vuitton’s men’s wear collection since 2018.

He designed a collection for Nike called “ The Ten ” in which he re-designed a variety of the company’s best-selling shoes. Highsnobiety readers voted Abloh’s Nike Air Jordan 1 “Chicago” design the best sneaker of 2017.

virgil-abloh-nike-the-ten-release

Quirky Influencer Campaigns by Nike

Have you seen Nike’s SpongeBob SquarePants Sneakers (released in August 2019)? I haven’t. Until today.

Nike’s Sponge Bob Square Pants Sneakers

This is another example that Nike is no ordinary, corporate brand; they’re willing to show off their personality and quirky tastes. NBA star Kyrie Irving teamed up with Nike and Nickelodeon to produce a SpongeBob SquarePants-themed collection of sneakers and apparel. Why? Because he’s a big fan of the popular cartoon. From a marketing perspective, this is a genius way of broadening your target audience to kids (and adults!) who are not specifically sports fans.

Released on August 10, 2019, this shoe was already sold out by the beginning of September. 

Dive Deeper: How to Grow Your Business With Influencer Marketing and Brand Partnerships

User-Friendly Interface of Nike’s Online Store

Okay, enough with Nike’s collaborations and partnerships for now. Let’s take a look at Nike’s website to see how their intuitive layout and user-friendly navigation creates a pleasurable experience.

The first thing that catches your eye are the videos, which are everywhere — on the homepage, category pages, social media accounts, etc. The most impressive part is that videos replace many of the product photos so that you can see the product in action (it’s hard to see, but hit the white play button in the center below):

Long-Form Video Content

In addition to the short video clips, Nike creates long-form video content. Their YouTube mini-series (7.4 IMDb user rating) called Margot Vs. Lily , who are night-and-day sisters, is a way to reach out to a younger female demographic  – a core group of shoppers.

Rather than sell to these women, however, they’ve created a legitimate series with the help of Hollywood writer Jesse Andrews ( Me and Earl and the Dying Girl ) and director Tricia Brock ( Girls , The Walking Dead )  – and just happen to dress their actors in Nike gear.

Professional Lifestyle Photos

For static images, they use high-quality lifestyle photos on their website that are stunning. Products are shot from various angles to show details, durability and quality.

pasted image 0 67

Dive Deeper: Overlooked SEO: Optimizing Images and Video For Search

Personalization

I’ve never even thought of getting a new pair of sneakers for myself until I saw Nike’s Psyched by You collection (a collaboration with International Girl Crew) that lets choose your tongue logo, swoosh, laces, base, and so on. These options for customization are likely to attract new consumers, like me, previously indifferent to sportswear.

pasted image 0 68

Dive Deeper: 3 Ways to Personalize the Customer Journey Experience

Easy Social Sharing

Nike’s website also offers various social sharing options that require minimal effort . Designed your sneakers? Awesome. Save it on the website, share the link with your friends, or just post it on Facebook.

pasted image 0 75

Nike leverages the power of social media to make the shopping experience more immersive. Mentions on Instagram, for instance, are displayed on the website to provide new consumers with more info about the product:

pasted image 0 57

Dive Deeper: 13 Best Super Bowl Ads of all Time: What Your Business Can Learn from Them

Nike Puts Their Customers First

Nike stays laser-focused on their users, making sure that their customer journey is as smooth as it can possibly be. They get into the mind of their most impatient shoppers and navigate them towards checkout at the speed of light. And they create a pleasurable browsing experience for those who like to take it slow.

Here are the things that are great about Nike’s UX strategy:

Location and Language

Nike detects the location and language of each and every user who lands on their website, thus making the user experience more native and personalized. They even consider cultural preferences. For example, they show yoga-related clothing for users from Thailand:

pasted image 0 61

The Brazilian version of Nike’s site is full of bold and eye-catching color combinations, like this “Hyperflora” collection inspired by Mexican flowers and fantastic gardens:

pasted image 0 70

And to connect with women in India, Nike recorded “ Da Da Ding ,” a powerful song and a video clip by rapper Gizzle and producer Gener8ion featuring top female Indian athletes:

Read the full case study on how to inspire the athlete within every woman  on MMA.

Dive Deeper: Geotargeting: How to Find the Right Customers for Your Brand

Audience Research

Nike invests a lot in audience research. They identify the channels where potential users spend most of their time and then go after them where they are, rather than force them to come to where Nike is. This is how they discovered the trend of Millennials watching web series on YouTube and launched their own 8-episode series ( Margot Vs. Lily ).

Masterfully using the storytelling technique , Nike knows how to capitalize on trends to get tremendous results.

Customer Service

Social media isn’t a monologue for Nike; it’s a conversation. The company maintains separate accounts for its subsidiary brands and uses them to chat with users and answer questions all over the world.

In March 2019, a potential consumer sent a picture of Patrick Reed, asking about the shoes he was wearing .

pasted image 0 65

And you know what? Nike’s support team responded to him right away and provided a link to the shoes on their site to make it easy for the querent.

pasted image 0 56

Inclusive, not Exclusive

Nike offers military and student discounts, so that their clothes more accessible for service members and young adults putting themselves through college.

Dive Deeper: 9 Ways to Deliver the Best Digital Experience to Your Customers

Nike Establishes an Emotional Connection with Its Customers

Have you ever felt the connection that Nike creates through their commercials? If not, take a look at this “Find Your Greatness” campaign, which features all sorts of people doing great things  – not because they were born with a gift, but because they worked hard to overcome their fears, challenges or physical obstacles.

When you are watching commercials like these, you can relate to the regular people you see, feel what they feel and connect with them on an emotional level. With that in mind, I dare say that Nike is one of the most efficient emotional branding examples in today’s marketing world.

Check out episode #463 of Marketing School , in which Eric and Neil talk about the things that make a brand — including Nike — special.

Dive Deeper: 7 Examples of Storytelling Content You Can Use in Your Marketing Campaigns

Nike Masterfully Attracts New Customers with Perks and Bonuses

Browsing Nike’s products online, I was surprised to see that some of the items are not available for sale. In a world where every brand tries to sell their products or services in every way, format and media possible, here’s something that you cannot buy.

I’m talking about the Nike Plus Account that gives you immediate access to music, guided meditation, fitness classes  – and exclusive products:

pasted image 0 71

Ahh, that’s another marketing trick, you’ll say. Exactly. And it works. People always want what they can’t have, and if they have to sign up to be a member of an exclusive group, they’ll usually do it.

Creating an Unforgettable Retail Experience

Nike’s marketing strategy is not limited to the online world. They offer their customers a memorable in-store experience, too. Finding a physical Nike store near you is a breeze. You can do it both through Nike’s official website and their mobile app.

pasted image 0 73

Need a hand choosing a sports outfit? Nike offers a “Shop with a Stylist” feature, the perfect way to make the most out of your store visit. Professional stylists are ready to give you personalized recommendations tailored to your unique needs. They know everything about sports and are often athletes themselves and, of course, know Nike’s products inside and out.

pasted image 0 54

Nike is loyal to its affiliates. They offer an 11% commission rate , a 30-day cookie period, gifts to their partners, and a lot of other perks that you may like as an online merchant.

The sneaker giant has a fantastic retail app that allows you to:

  • browse and reserve items that are available at the nearest Nike shop immediately
  • scan barcodes to discover available sizes and colors
  • request a try-on and directly connect to a Nike assistant to get your perfect size
  • receive notifications when your products are ready for pick-up

Nike App At Retail

Not only that, but Nike uses Augmented Reality (AR) in its app to measure your feet with “perfect accuracy” and then suggest the perfect shoes for you. By using your smartphone camera, the app collects “13 data points, mapping your foot morphology for both feet within a matter of seconds.”

pasted image 0 72

Learn More: What These Disney Marketing Strategies Can Teach Marketers

Over to You

Having grown from a small shoe manufacturer to the world’s most valuable apparel brand, Nike dominates the footwear market for good reason. They infuse authentic human emotions in their story, collaborate with celebrities and regular folks in order to connect with their audience, put their customers first, and make shopping online or in person personalized and easy.

That’s why Nike has over 1.15K stores worldwide, 76K employees, and earn $39 billion in yearly revenue. If you want to get to the top of your industry, follow this marketing template. Just do it. (You know I had to say that!)

Check out our video How Nike Does Marketing: A Bold Strategy to Rank #1 on Google in which Eric Siu shares his insight into Nike’s website and takes a look at digital marketing examples from SEO, Content Marketing, CRO and general marketing perspectives (and see some of the tools that Eric uses to evaluate a business model):

nike case study 2019

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nike case study 2019

Talkin' Baseball

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nike case study 2019

Case Study: Nike & Colin Kaepernick “Just Do It” Campaign

Case Study: Nike’s 30th Anniversary “Just Do It Campaign” With Colin Kaepernick

Brian Urvater and Courtney Vandegrift 

Comm 473: PR Campaigns

Professor Renea Nichols

September 28, 2021

nike case study 2019

When Nike released the 30th anniversary “Just Do It” campaign, Nike’s brand leadership team members were taking a calculated risk. They knew full well how Kaepernick’s high profile protest might rub some of its consumer base the wrong way, yet they moved forward with it anyway In 2018, Nike launched a new ad campaign that was based on a strong political conflict capable of tearing apart the United States. The nation was polarized as a result of increased racism, police brutality, and social injustice. In the midst of an era labeled as the Black Lives Matter movement, where african americans felt oppressed and helpless due to the violent attacks against black communities across the country, Nike drew a great deal of attention with their new campaign strategy that showed support for black communities, athletes, and civil liberties proponents. The ad featured professional football player and civil rights activist Colin Kaepernick, best known for taking a knee during an NFL game’s national anthem to protest social injustice and police brutality. The advertisement image began with a quote that stated “Believe in something. Even if it means sacrificing everything.” Since Nike is a sports gear and apparel company, their products fit well into this campaign strategy because it highlights a celebrity athlete that is known worldwide. Their main objectives were to bring headline attention to the campaign by highlighting athletes that were pushing boundaries in society in some way.

This case study’s purpose is to research the public relations methods used in the 30th anniversary of the “Just Do It” Nike social media campaign featuring prominent NFL figure Colin Kaepernick. With input from former NFL player and founder of Go Big Recruiting Ross Tucker, this paper reflects the communications strategies used by Nike’s PR department to send a specific message to their target audience and influence their perception and brand loyalty. By taking a stand for a controversial social figure during a time of political disarray, Nike took a risk to convey their brand as a platform that brings attention to important social and political matters. Since the launch of the campaign in 2018, Nike has continued to represent themselves as an organization that supports local communities and athletes. By bringing more thought to important social issues such as systemic racism and police brutality, their objective is to use sports as a platform to accelerate social movements and reflect their brand as an organization in favor of activism and reform. Their message to consumers is strong and impactful, showing consumers that it is more than just sports, but also about making the world a better place by giving athletes a platform to discuss social problems and encouraging young athletes to take a stand for their own values and beliefs.

Communication Plan

Situation Analysis:

Nike is a retail organization that provides high quality athletic products that are used by professional sports organizations and aspiring athletes around the world. The light weight material of their clothing and the superiority of their sports products have made Nike the most prominent sports brand in the world. The company has partnerships with several professional leagues including NCAA, NBA, MLB, and NFL. In terms of distributing products, Nike has over 1,000 factories and over a million employees, which makes for a fast, efficient distribution process that translates to major financial success. The company brands itself well with a globally recognizable swoosh logo and a short, confident slogan known as “Just Do It,” which represents their mission to inspire athletes to pursue their wildest hopes and dreams. Nike not only uses famous athletes to endorse their products and engage with their sports-devoted audience, but the organization also pays close attention to social trends and issues that are impacting the United States. By using social responsibility to advance their agenda, the organization increases their popularity and widespread attention, and ultimately influences brand loyalty among consumers. Additionally, the use of controversial social justice campaigns has proven to be beneficial to Nike’s reputation of goodwill because it can lead to national headlines and widespread media attention that helps guide public opinion in the area of social awareness.

The organization depends on the United States market for revenue more than any other country. 40% of Nike’s revenue comes from North America, which leaves the company exposed to factors that can negatively impact the business. It presents a high risk when a company focuses on a single market because public relations and marketing campaigns can backfire if that specific market does not agree with the ideas presented by the organization’s campaign. Accordingly, this specific case study reviews a high risk social media tactic during a time of social dispute in the United States. With Nike’s growing competition, it is important for them to discover new strategies of engaging the public and grabbing the attention of their audience in which they simultaneously represent the values and beliefs of their brand.

In 2016, world renown San Francisco 49ers quarterback Colin Kaepernick took a stand against social injustice and police brutality by kneeling during the national anthem before a nationally televised game. This act led to public backlash from angry consumers over the idea that a high profile figure disrespected the U.S. flag in front of thousands of people. However, this performance of social activism came at a time of mass hysteria during BLM movements, where the nation was polarized due to increased rates of police cruelty and inequity among black communities. Young black athletes around the country were determined to fight for their civil rights and protect their liberties. In their pursuit to support athletes and black communities, Nike supported social justice activism by launching a social media campaign that focused on the controversial behavior of the NFL star. The organization’s goal was to convey the bigger picture of sports by incorporating the concept that athletics can be used as a platform to bring attention to important social and political issues. At the same time, Nike hoped to encourage consumers to follow their largest dreams and stand up for what they believe in. This multifaceted technique was a unique way of expressing the organization’s core standards and values. In a time of social dispute, Nike aimed to gain massive media attention through the campaign by developing a high risk social media strategy that would get people talking about sports and its relationship to real world issues.

Following his idea to kneel during the national anthem, an outbreak of disapproval for Colin Kaepernick surged throughout the nation. A poll during the 2016 season named Kaepernick the most disliked player in the league, with 37% of caucasians saying they “disliked him a lot,” and 42% of African Americans saying they “liked him a lot.” However, according to survey research conducted by YouGov to determine how Nike customers feel about Colin Kaepernick, 46% of responses revealed a positive outlook on the NFL star while 23% see him in a negative light. This reveals that a majority of Nike customers support social activism and the push for reform in the area of racial inequality and police cruelty. Therefore, by creating a social media campaign around Colin Kaepernick and social activism, Nike hoped to strategically reach their target audience and influence public opinion about their brand. However, other research states that 53% of Americans object to the idea of kneeling during the national anthem because they consider it to be disrespectful to the flag and the country as a whole. There was a high risk in launching a marketing campaign that was created from these statistics, but Nike is a company that thrives on taking risks with the public because they want their organization to be unique and stand out among others.

According to the Washington Post, the decision to use Colin Kaepernick as the main figure in their ad campaign was popular among young Americans. Cindy Boren from the Washington Post stated that “a Quinnipiac University poll showed voters approved of Nike’s decision to feature Kaepernick in its latest ad campaign, 49 percent to 37 percent.” The poll also determined that there was a large age gap among people who agreed and disagreed, “with those 18 to 34 approving of Nike’s decision by a 67-21 margin, while voters 65 and older disapproved of the decision, 46 to 39 percent.” Overall, the 30th anniversary of the “Just Do It” campaign was creative in the sense that it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales.

On the political side of the research that went into this campaign, there was a strong disconnect between opinions of whether kneeling during the national anthem was considered to be morally acceptable. According to a NY Post article, in a poll of 1,570 Americans, “Democrats strongly favored the right to protest, at 77%. Only 20% of Republicans, and 20% of self-described Trump voters, said yes. Along racial lines, 77% of blacks, 57% of Hispanics and 47% of whites answered positively.”

Nike also collected data about the overall reactions of consumers to brand’s voices about social issues and controversial topics. In a poll conducted by Sprout Social, 1,000 American consumers were asked if “people want brands to take stands on important issues.” 66% of consumers responded that “it is important for brands to take public stands on social and political issues.” This information was important to Nike’s decision to launch this campaign because it conveys what consumers are looking for in a brand. Many consumers, especially younger people, look for brands that they can personally connect with from an ethical standpoint. Furthermore, a 2017 survey from Edelman found that “the majority of millennials (60%) are belief-driven buyers” that trust a company based on the company’s brand identity and social/political beliefs. 53% of Millennials pay attention to how companies that they purchase goods and services from act with political and social matters. Moreover, 80% of teens, which is a huge target audience for Nike, support the Black Lives Matter movement. Looking at this research from an economic standpoint, younger generations are crucial for Nike to engage with through tactics such as these. According to a Forbes article by Jules Schroeder, “Millennials have $200 billion in buying power and Gen Z has $143 billion in direct buying power”, which is an area Nike wanted to take full advantage of with this campaign strategy. Nike’s decision to take a public stand on a social issue and promote Kaepernick in order to gather more attention and connect with their audience on a deeper level was a thoroughly researched public relations strategy. 

Nike aimed to create a strategic communications plan that highlighted social and political issues that were impacting athletes and communities around the country. More specifically, the campaign intended to support the revolution against social injustice in black communities due to implications of racism through police brutality and racial profiling. In order to accurately display their support for social movements occurring throughout the U.S., Nike centered their campaign strategy around Colin Kaepernick, whose decision to kneel during the national anthem to protest against racism and social injustice conveyed his will to sacrifice his career for the greater good. However, his actions on the field also sparked mass amounts of controversy throughout the country. 

One objective for this strategy was to raise awareness about an important issue. Nike describes themselves as an organization committed to addressing systematic racism and supporting local communities. They thrive on showing their support for social movements and using their platform to address underlying societal issues. By combining the sports world with the need to raise awareness about important topics, the campaign strategy targets a wide array of people. Not only did Nike desire to catch the eye of black communities, athletes, and sports fans by promoting a controversial social problem through a large, sport-based platform, but the organization also aimed to target millennials and Gen Z-ers in hopes of positive responses in a harsh political climate. Additionally, Nike planned to gain widespread media attention that would advertise the goodwill of the brand and appeal to younger, more prosocial generations. Additionally, the attention gathered from the campaign would boost brand loyalty and social media engagement. Although it involved high risk, the 30th anniversary of the “Just Do It” campaign was something that yielded extreme success.

Another objective included exemplifying the organization’s mission statement. As expressed by the founder of Kaye Media Partners Karen Mcfarlane, “Nike’s mission is to bring inspiration and innovation to every athlete in the world. Colin Kaepernick, through his advocacy, conviction, and talent on and off the field, exemplifies those values in the strongest of terms.” By launching a strategy that uses a prominent athlete who is known for social activism in the campaign, it will raise awareness for the issue and positively impact the social credibility of Nike. Additionally, by utilizing a notable person who gained national attention for sparking a controversial issue, Nike aimed to earn massive media attention that would engage their audience in order to promote the ethics and goodwill of the brand. This strategy brings attention to social concerns and connects the activism for these issues to Nike’s brand. Furthermore, this campaign tactic gives athletes a platform to speak out about their views on social issues, thereby impacting a large target audience of sports fans, young athletes, social activists, and black communities. Through this campaign strategy, Nike conveys that their organization stands by its athletes through political chaos and controversy, which sends a clear message about the brand’s identity to the target audience about what kind of company Nike intends to be known as. This communications plan proves that the company is principled and loyal to its publics, and is willing to fight for social justice despite the risks involved.

Execution: 

To execute this plan, Nike made the decision to partner with notable NFL quarterback Colin Kaepernick. The campaign, launched in Fall 2018, includes a close up image of Kaepernick with the quote, “Believe in something. Even if it means sacrificing everything,” across the picture. The famous Nike swoosh logo and slogan is printed on the bottom. This poster was distributed through social media platforms and on billboards. The campaign was first announced through Kaepernick’s social media accounts, which increased the amount of initial views and shares. In addition to social media shares, the image was also printed on billboards in prominent locations such as Times Square.

The poster is paired with a full advertisement called “Nike Dream Crazy” that features young and experienced athletes and encourages viewers to follow their dreams despite any roadblocks that may hinder their success. The narrator of the commercial says, “because calling a dream crazy is not an insult, it’s a compliment.” Not only does the ad stimulate viewers to push for their biggest goals, but it also addresses the idea that it’s bigger than sports; it’s about making a difference in society and the world. The ad expresses this message by featuring pro athletes such as Lebron James and Colin Kaepernick. A video of all star NBA player Lebron James speaking out at a rally is accompanied by the narrator saying “don’t become the best basketball player on the planet, be bigger than basketball.” This message encourages the audience to take a stand against social issues just as Lebron James and Colin Kaepernick have. 

The audience is able to see Nike as a company that protects social equity and works for the benefit of communities. The commercial tries to spread the message that sports are not just for entertainment, but they are a platform for spreading valuable messages and ideas that can positively impact society. Another theme is also presented in the commercial that reinforces the idea that people should work for their dreams no matter what barriers they have to break through. This message is presented with the stories of athletes like Shaquem Griffin, who plays in the NFL with only one hand, and Serena Williams, who grew up in Compton and later became one of the most talented athletes in the world. Overall, the creative aspect of this campaign sends two messages to publics: It’s bigger than sports, and anything is possible if you put your mind to it. As per PR and customer service expert Anna Cachares and digital marketing specialist Beth Kramer, “Nike released the Nike Dream Crazy ad featuring Kaepernick on YouTube, which has over 2.6 million views. It is worth noting that Nike launched these ads on social media, not on traditional channels, which suggests that they are targeting younger generations (Millennials and Gen Z).”

In addition to the graphic and advertisement that Nike launched in the fall of 2018, Nike also began selling merchandise that symbolizes Kaepernick’s impact. For the four year anniversary of Kaepernick taking a knee during the national anthem, Nike created an all black jersey with the number 7. The number 7 is representative of Kaepernick’s jersey when he took a  knee playing for the San Francisco 49ers.  “Through his continuous commitment, the number 7 jersey has become an iconic symbol for progress and positive change” (Nike). This jersey sold out on the Nike website. “True to each other.
 True to the movement.
 True to 7,” (Nike). Selling merchandise that goes along with the social activism campaign also adds to the execution of the overall strategy because it further emphasizes the brand’s dedication to their cause. Nike is able to make extra profit off the campaign’s theme by selling custom jerseys that symbolize working towards progressive social movements and change.

nike case study 2019

Analysis and Evaluation:

This case study introduces the idea that Nike’s PR department is willing to abide by a “high risk, high reward” policy. The fact that research showed a split between public opinion of the Colin Kaepernick crisis in relation to the Black Lives Matter movement conveys that Nike is a brand focused on supporting high profile figures that are willing to push for social reform. In Nike’s “Black Community Commitment” page on their website, they reference that addressing systematic racism and encouraging action and reform is a top priority of the company. The brand identity Nike creates through supporting a controversial figure’s social advocacy is  a great method of engaging their younger audience. Nike uses sports as a way to bring people together in unifying fashion to bring attention to important social issues and 

spark change. Their use of innovative social media strategies not only increases their reputation of being a brand of goodwill and ethics, but it also grabs massive amounts of attention from media and consumers. By using Colin Kaepernick as a main figure to promote social activism in the area of racism and police brutality, the organization was able to make national headlines and promote their brand as an inspiring, community-driven company that is focused on using sports to make a change in the world. Former NFL player and entrepreneur Ross Tucker agrees that it is a lot more common in recent years for athletes to have a cause and stand up for issues that are important to them, and brands are beginning to take advantage of this factor because large audiences are likely to be “receptive and supportive to that.” A large company like Nike is able to take risks with controversial issues to gain media attention because they have a wide array of publics. However, In Tucker’s case, he tends to stay neutral with political statements because he does not want to “turn off” one side of his audience as a result of conflicting viewpoints. With their big 

following, Nike has developed a strategy of using risky PR tactics to promote the goodwill of their brand, which is something that other smaller companies are unable to do in today’s political climate.

The poster image was successful in generating attention and presence on social media, and the video ad was successful in spreading important messages and influencing public opinion. According to Scharninghausen in the business wire press release, the single best thing about the ad as per 48% of viewers was the theme and message. In the first 24 hours of the campaign’s launch, Nike brought in $43 million worth of earned media, and their brand mentions increased 135% with over 2 million mentions (Cachares & Kramer).  In addition, “Advertisin g analytics company Ace Metrix says that the Nike Kaepernick ad is “less polarizing than social media suggests.” Just 13% of consumers reported that they were less likely to buy from Nike after viewing the Dream Crazy Kaepernick ad. This dropped to 10% among Millennials and 6% to Gen Z.” 

Overall, the 30th anniversary of the “Just Do It” campaign was created because it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales. In this case study, Nike proved that by supporting communities and athletes affected by social issues in the United States through unique social media marketing campaigns, and by tactically using prominent figures, target audiences can be successfully reached, ultimately having a positive impact on a brand’s social and economic success.

Current Information: ( https://about.nike.com/ )

The number 7 jersey being sold on the Nike website symbolizes the progress Kaepernick has contributed to the Black and Brown communities. This all black jersey is created and sold for the anniversary of Kaepernick’s impact.  The corporate website offers insight into Nike’s mission and goals. “Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainable, by building a creative and diverse global team and by making a positive impact in communities where we live and work.” This current information ties into the case study topic because it provides information about Nike’s determination to make a difference in society by positively impacting communities in times of social despair. On the corporate website, there are four subcategories that describe the values of Nike as an organization, which ultimately support the campaign strategy for the 30th anniversary of the “Just Do It” slogan. The first category is “innovation,” where the company states that “to make big leaps, we take big risks,” which is true to the Coin Kaepernick issue because Nike supported an individual who was extremely controversial at the time for his activism for social justice. Next, the website refers to the team at Nike, where they describe their team of workers as “empowered, diverse, and inclusive,” ultimately representing the brand as a team that is united by sports. This is a feature that was represented in the Colin Kaepernick advertisement and currently persists as a main theme of Nike to encourage diversity and harmony despite cultural or racial backgrounds. Additionally, the website offers a look into “social and community impact,” where the company describes their belief that the power of sports can help change the world for the better. This concept was expressed with emphasis in the Kaepernick campaign, and is still a main theme of the organization that they continue to work towards today. Finally, Nike references “sustainable business innovation” on the corporate website to highlight a “sustainable future” in sports where athletes are able to thrive on a healthy, fair playing field and simultaneously use the power of team sport to improve social issues and positively impact the world. 

Current Impact:

Nike’s legacy from the 30th anniversary of the “Just Do It” campaign continues to live on and have an impact on society today. In a 2019 New York Times article titled “Colin Kaepernick ‘Dream Crazy’ Ad Wins Nike an Emmy,” Nike’s ad campaign conveys its creative nature as the advertisement was awarded an E mmy for being an outstanding and creative commercial. The idea of including a social aspect that relates to sports not only attracts young viewers and sports fans to the brand, but it also engages an audience of politically interested publics. People interested in politics and social activism now see Colin Kaepernick as the face of the NFL for his actions on the field, and they are more impacted by Nike for their brand values and support of a controversial athletic figure (Junge Welt, 2021).

The organization continues to support athletes that stand up for social movements and systematic racism, leading to a return of support from activist athletes. According to a 2021 Huffpost article, “longtime Collingwood sponsor Emirates condemned racism and said it was behind the club “proactively adopting changes as per the recommendations identified in their report.” In a statement.” As a result of media success with Colin Kaepernick and the will to work towards a better future for the world, Nike continues to use the same PR strategy to promote their brand and connect with their target audience that supports defending social movements. Nike expressed that the company st ood “against racism and discrimination in any form,” and that it believed “in the power of sport to create an equal playing field for all”. Current articles illustrate the idea that Nike’s media success in a harsh political climate during their 2018 campaign suggests that the same social media tactics can be effective in encouraging brand loyalty among consumers: “Since Nike is known for large-scale advocacy campaigns to drive social change through sport, most notably with US footballer Colin Kaepernick, one expert said the brand could see its partnership with Collingwood as an opportunity rather than a PR nightmare (Williams, 2021).” Their new campaign with Collingwood will accomplish the same goals because it has potential for controversy while also articulating the company’s focus on fixing social issues and resolving systematic racism around the world.

Nike also continues to push for the advancement of social movements by spending money on lobbying efforts. Years down the road, the company still pushes the idea of being viewed as a social activism organization by lobbying on topics such as physical education grants, taxes and climate change, as well as the “Uyghur Forced Labor Prevention Act.” Nike is an organization that has been heavily criticized in the past for their use of sweatshops and child labor in developing countries. “‘In the first three quarters of 2020, Nike spent $920,000 on in-house lobbying of Congress and other federal agencies,’” the New York Times reports” (Lowe 2020). In order to convey to the public that the company holds  good intentions and stands against unfair labor, they donate large sums of money to lobbying efforts. These issues have stemmed directly from the Kaepernick “Just Do It” campaign as Nike continues to adhere to the public by supporting social movements and the theme of making the world a better place.

Nike also continues to push their campaign with Kaepernick by c ommemorating anniversaries of his call to action with the kneeling protest. Four years after the social activism outbreak, Nike still pushes the campaign by selling special all black #7 Colin Kaepernick jerseys to increase profits and build off the highly su ccessful campaign. The company is able to continue their successful campaign by showing constant support for the activist athlete, commemorating him by holding special anniversaries that honor his stand against systemic racism and social issues related to the BLM movement. According to a recent article by Aaron Colen on Blaze Media, Kaepernick released a statement on social media about the bigger picture of sports and football, which is an idea that Nike forms around their brand through this campaign: “Four years ago, I took a knee to protest against systemic racism and social injustice,” Kaepernick wrote on social media. “It was that day that the number on my jersey would come to represent something greater than football, somethin g greater than me. Since then, the number 7 jersey has been a symbol for advancing the liberation and well-being of Black & Brown communities. Thank you for staying True.” People seem to resonate with the idea of buying Kaepernick apparel to support a social movement; “Nike released just two products related to Kaepernick, both of which were produced in seemingly low volumes and quickly sold out. They have been out of stock  for months, and consumers searching ‘Colin Kaepernick’ on Nike’s website are encouraged to sign up to be notified about ‘future Colin Kaepernick products,’” as per a NY Times article. Nike is able to profit off these continuous social media campaigns because the connection to Colin Kaepernick went viral online and had an emotional conne ction with many viewers. 

nike case study 2019

Despite all of the reactions from consumers, Nike did not put out any news releases for this campaign. The company communicated to their audiences and launched the cam paign primarily through social media and on billboards. On September 3, 2018 Colin Kaepernick posted a tweet of the Nike image he was featured i n. Nike retweeted this image and then launched the video advertisement a few days later. The only comment about the case came from Gino Fisanotti, North America’s vice president of brand for Nike. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” (Nike features NFL’s Kaepernick among athletes in ‘Just Do It’ campaign). Nike reported to ESPN about the partnership, and that business was the first one to spread the news.

Although Nike did not make many public statements, multiple media agencies and businesses made a comment about the campaign. The National Football League (NFL) issued a statement in support of the campaign just one day after the launch.‘“The National Football League believes in dialogue, understanding and unity,” NFL executive vice president of communications and public affairs Jocelyn Moore said Tuesday in a statement. “We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities . The social justice issues that Colin and other professional athletes have raised deserve our attention and action,” (NFL, 2018). This statement came to a surprise to some, since Kaepernick has been in a collusion case with the NFL since 2017.

Other media outlets covered the issue emphasizing the losses Nike was facing, and not on the issue Nike was taking a stance on. News outlets talked about how consumers were boycotting the brand. The Business Insider featured an article that talked about the hashtag, #Justburnit, which trended on social media with images of people destroying their Nike merchandise. This response toward the campaign showed a side of anger and opposed the collaboration.

This case study of Nike’s partnership with Colin Kaepernick provides a lot of insight in the field of public relations. Public relations professionals can learn from Nike’s strategies in this case to implement a strategic communications plan that engages their own audience in a meaningful way. Nike took a calculated risk when partnering with a public figure known for his polarizing beliefs. However, with Nike’s plan, they were able to create a campaign that drew in the attention of others. Their campaign provided the company an opportunity to use their platform to make a difference in society. Touching upon societal issues can be difficult, but when done appropriately they have a great impact. In addition to how Nike executed their plan, public relations professionals can take away how to use multiple platforms to get a message across to their audience. Nike utilized social media to spread their campaign as well as billboards in standout locations to grab the attention of others.

nike case study 2019

Another corporation who had a similar case to Nike was Pepsi. P epsi’s “Live for Now – Moments”  campaign. This campaign was a video designed to come across as an advertisement that promotes diversity, unification, and touch on the issue of police brutality, similar to Nike. They also featured a public figure, Kenall Jenner to grab their audience’s attention. However, the advertisement was poorly executed and outraged many viewers due to the insensitivity in the short film. The advertisement shows a diverse crowd of people coming together to protest. The crowd is then joined by celebrity Kendall Jenner, who leaves her photoshoot to join the protest and hand one of the police officers a pepsi. After he takes a sip, everyone who engaged in the protest celebrates. The execution of this advertisement made the issues of racial inequality and police brutality a simple fix. Pepsi released a statement apologizing for the advertisement and explaining that their intended message was not relayed appropriately. This advertisement was taken off air almost immediately.

Another campaign that was successful in getting their message across to viewers was Airbnb. Airbnb created a campaign in response to President’s Trump  closing the Ame rican borders to refugees in 2018. The advertisement aired during the Superbowl and was highly favored by the audience. The campaign was called “We Accept” and showed pictures of a bunch of different people of different nationalities. The quote on the advertisement read We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” Similar to Nike, Airbnb used their platform to address racial inequalities in society and bring attention to this issue. Although they did not use a celebrity, their timing of the advertisement got a huge amount of attention.

I believe that the tactics Nike used in this campaign were exclusive to their organization because it is difficult for a brand to side with a political viewpoint without losing a large chunk of their viewers. In a polarized political climate, organizations must be wary of the consequences of taki ng a side that part of their audience will not agree with. However, a company as big as Nike researched how people felt about Colin Kaepernick’s actions in order to determine the best strategies to implement into the campaign. Since they adhered to their young target audience and took a risk that conveys their brand identity and represents Nike as a brand of goodwill that supports social movements and activism, I think their PR department successfully accomplished their goals and objectives. I think their use of a prominent social activist figure in sports was a perfect way to display their brand identity and engage the most people possible. They were able to clearly get their message across to viewers that people should express their beliefs and fight for their values, even if it means losing everything you have worked for. After all, this idea of standing up for your own principles is the whole premise of the “Just Do It” slogan. Therefore, as a public relations professional, it is clear to me that their strategy of showing how people can “just do it” in a way that represents sports and social activism simultaneously was a remarkable way of gaining media attention and support from consumers.

References:

Balkam, J. (2021). Nike & Colin Kaepernick — A Case Study on Authentic Cause Marketing. Retrieved 28 September 2021, from https://medium.com/3-win-sponsorship/nike-colin-kaepernick-a-case-study-on-authentic-cause-marketing-1f8d2af02211

Carissimo, J. (2021). Colin Kaepernick joins Nike’s 30th anniversary “Just Do It” campaign. Retrieved 28 September 2021, from https://www.cbsnews.com/news/colin-kaepernick-nike-just-do-it-campaign-announcement-today-2018-09-03/

Case study: PepsiCo & Kendall JENNER’S controversial commercial . astute. (2020, February 21). Retrieved September 28, 2021, from https://astute.co/pepsi-kendall-jenner-commercial/  

Draper, K., & Creswell, J. (2019). Colin Kaepernick ‘Dream Crazy’ Ad Wins Nike an Emmy. Retrieved 27 September 2021, from https://www.nytimes.com/2019/09/16/sports/football/colin-kaepernick-nike-emmy.htm

Gilliland, N. (2021, February 18). 10 brand campa igns that took a stand on social issues . Econsultancy. Retrieved September 28, 2021, from https://econsultancy.com/brand-campaigns-that-took-a-stand-on-social-issues/

Hunnicutt, T., Allen, J., & McGurty, F. (2018, September 3). Nike features Nfl’s kaepernick among athletes in ‘just do it’ campaign . Reuters. Retrieved September 28, 2021, from https://www.reuters.com/article/us-nike-kaepernick/nike-features-nfls-kaepernick-among-athletes-in-just-do-it-campaign-idUSKCN1LJ21Y  

Jonathan Intravia, Alex R. Piquero, Nicole L eeper Piquero & Bryan Byers (2020) “Just Do It? An Examination of Race on Attitudes Associated with Nike’s Advertisement Featuring Colin Kaepernick”, Deviant Behavior, 41:10, 1221-1231, DOI: 10.1080/01639625.2019.1604299

Joon Kyoung Kim, Holly Overton, Nandini Bhalla, Jo-Yu n Li, Nike, Colin Kaepernick, and the politicization of sports: Examining perceived organizational motives and public responses, Public Relations Review, Volume 46, Issue 2, 2020, 101856, ISSN 0363-8111, https://doi.org/10.1016/j.pubrev.2019.101856 .

Li, J.-Y., Kim, J. K., & Alhar bi, K. (2020). Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign. International Journal of Advertising , 1–25. https://doi-org.ezaccess.libraries.psu.edu/10.1080/02650487.2020.1857111

Merriam, L., & Quint, M. (2021). Nike Controversy: Colin Kaepernick Marketing Strategy Analysis. Retrieved 28 September 2021, from https://www.amanewyork.org/resources/nike-controversy/

Nfl. (2018, September 4). NFL: Issues raised by KAE PERNICK deserve attention . NFL.com. Retrieved September 28, 2021, from https://www.nfl.com/news/nfl-issues-raised-by-kaepernick-deserve-attention-0ap3000000958222

Nike cashes in on Kaepernick and anthem kneeling with jersey celebrating the anniversary of the protests. (2021). Retrieved 27 September 2021, from https://www.theblaze.com/news/nike-commemorates-four-year-anniversary-of-national-anthem-kneeling-with-special-edition-colin-kaepernick-jersey

Nike’s Support For ‘Systemically Racist’ Collingwood A Critical Global Test For Both Brands. (2021). Retrieved 27 September 2021, from https://www.huffpost.com /archive/au/entry/nike-collingwood-lumumba-kaepernick_au_6025c91ec5b6591becd79cc1

Nike uses Kaepernick and BLM to distract you from their support of Islamophobic genocide. (2021). Retrieved 27 September 2021, from https://www.msn.com/en-us/news/world/nike-uses-kaepernick-and-blm-to-distract-you-from-their-support-of-islamophobic-genocide/ar-BB1bt97T

Stillman, J. (2021). Here’s the Data That Proves Nike’s Colin Kaepernick Ad Is Seriously Smart Marketing. Retrieved 28 September 2021, from https://www.inc.com/jessica-stillman/heres-data-that-proves-nikes-colin-kaepernick-ad-is-seriously-smart-marketing.html

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Nike's Strategy to Improve Conditions in its Global Supply Chain – A Case Study

Nike’s approach to managing supplier responsibility has greatly evolved since the 1990s, when the media uncovered claims of child labor, underpaid workers, and poor working conditions in several Asian countries. This report explores how Nike’s approach to improving social and environmental conditions in its global supply chain has evolved through integrated management of sustainability and innovation, increased supplier incentives, and systems innovations intended to prevent problems before they arise.

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Downloadable Content

nike case study 2019

Brand activism: a case study of Colin Kaepernick and Nike's Dream Crazy campaign

  • Masters Thesis
  • Chelsea Joyce Terrell
  • Nancy Reist
  • Vinay Shrivastava
  • Christopher Clemens
  • San Francisco
  • Liberal & Creative Arts
  • Broadcast and Electronic Communication Arts
  • San Francisco State University
  • AS36 2019 BROAD .T47
  • 2019-10-31T17:53:18Z
  • http://hdl.handle.net/10211.3/214040
  • Copyright by Chelsea Joyce Terrell, 2019

Relationships

  • 2019 Broadcast and Electronic Communication Arts Masters Theses

San Francisco State University

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

NIKE, Inc. Reports Fiscal 2019 Fourth Quarter and Full Year Results

IMAGES

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COMMENTS

  1. Nike, Inc.

    Publication Date: Oct 26, 2019 Discipline: Strategy Product #: MH0060-PDF-ENG What's included: Teaching Note Educator Copy $4.95 per student degree granting course $8.95 per student non-degree granting course Get access to this material, plus much more with a free Educator Account: Access to world-famous HBS cases

  2. How Nike Is Using Analytics To Personalize Their Customer ...

    Nike also offers personalized workouts through the app, as well as priority access to its events. Another piece of Nike's direct-to-consumer efforts is its 30-day wear test for shoes. Now ...

  3. (PDF) Nike-A Case Study Just Do It

    Case Reports Nike-A Case Study Just Do It Authors: Muskaan Nagori Narsee Monjee Institute of Management Studies Nike has gone 35% digital and is planning to reach 50% by 2025. It has...

  4. From Sweatshops to Sustainability: The Case Study of Nike, Inc

    The case study of Nike, Inc is critical to understand the serious and major transformation a corporation underwent to sustainability and a circular economy, focusing on restoring waste to be...

  5. Nike: Changing the Sneakers Game

    Faculty & Research Publications November 2018 (Revised April 2019) Case HBS Case Collection Nike: Changing the Sneakers Game By: Anita Elberse, Bryce Aiken and Howard Johnson Format: Print | Language: English | Pages: 23 Email Print Share Abstract "Our goal is to be the kind of start-up that would terrify Nike—if Nike didn't already own us."

  6. Just Do It: Analysis of Nike's Marketing Strategies and Growth

    The paper investigates Nike's target consumers, their direct-to-consumer operations, their recent success in e-commerce due to the COVID-19 pandemic, Nike's social media strategies, and...

  7. Product digitalization at Nike: The future is now

    Digital strategy at Nike. The cornerstone of Nike's digital strategy, announced in 2017, was a direct-to-consumer approach, establishing one-to-one connections, as well as using digital technologies to spur product innovation and time-to-market. In each of the three areas, Nike's ambition was to double its capacity by 2023; in short, this ...

  8. Global Sourcing at Nike

    Case HBS Case Collection Global Sourcing at Nike By: Nien-hê Hsieh, Michael W. Toffel and Olivia Hull Format: Print | Language: English | Pages: 31 Email Print Share Abstract This case explores the evolution of Nike's global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers' factories.

  9. Nike, Inc.

    Business Case Studies. Strategy & Execution; ... October 26, 2019. Product Description. Publication Date: October 26, 2019. Source: McGraw-Hill Education. The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business ...

  10. Brand Activism: Nike and Colin Kaepernick

    Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)

  11. Case Study

    The American sportswear giant's success is rooted in a radical direct-to-consumer strategy built around content, community and customisation, and conceived for a post-internet world where brand connections are everything. Loading... In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales ...

  12. Just Do It: What We Can Learn from Nike's $39B Marketing Strategy

    Nike's Air Jordan brand of basketball sneakers generated over $3.14 billion in the fiscal year ending May 2019, up 10% from the previous year. Nike's designers are not afraid of being bold - as evidenced by their "green grass" golf shoes that hit the market in January 2019: Their SEO strategy is also up to the mark.

  13. Case Study: Nike & Colin Kaepernick "Just Do It" Campaign

    This case study's purpose is to research the public relations methods used in the 30th anniversary of the "Just Do It" Nike social media campaign featuring prominent NFL figure Colin Kaepernick.

  14. Nike's Strategy to Improve Conditions in its Global Supply Chain

    This report explores how Nike's approach to improving social and environmental conditions in its global supply chain has evolved through integrated management of sustainability and innovation, increased supplier incentives, and systems innovations intended to prevent problems before they arise.

  15. PDF Financial performance analysis: a case study of Nike

    CHEN Minghan 1025564 May, 2020 Abstract Sports industry is closely related to people's life. The paper studies financial performance analysis among the sports industry in a case study of Nike and puts forward improvement suggestions to increase cash flow, increase stock dividends, reduce debts.

  16. (PDF) Examining the Viability of Corporate Recycling ...

    This case study provides an overview and breakdown of both Nike and its recycling programs. It addresses the positive and negative environmental impacts of these programs, such as reduced...

  17. Case study: How Nike became one of the greatest-marketed ...

    This case study focuses on Nike's response, which aims to maintain its competitive advantage regarding these growing threats toward its position of leader and reference. ... (Suttle 2019 ...

  18. Brand activism: a case study of Colin Kaepernick and Nike's Dream Crazy

    Nike's campaign serves as a case study that will help shed light on Colin Kaepemick's social justice advocacy and provide insight about brand activism. This analysis advances the application of theories of media aesthetics and visual semiotics to the understanding of specific target audience trends and campaigns. Date 2019 Resource Type

  19. Pestle Analysis NIKE 2019

    1.6K 144K views 4 years ago #nikeshoes #nikehistory #nikecasestudy Read in detail: https://myassignmenthelp.com/case-stu... The success story of Nike is worth a listen for anyone who's...

  20. PDF Examining the Viability of Corporate Recycling Initiatives and Their

    customers and is not preferred by Nike as they identify 2 CASE STUDIES IN THE ENVIRONMENT 2019. ... 4 CASE STUDIES IN THE ENVIRONMENT 2019. with recycling operations. Currently, the Reuse-A-Shoe ...

  21. NIKE, Inc. Reports Fiscal 2019 Fourth Quarter and Full Year Results

    NIKE, Inc. (NYSE:NKE) today reported financial results for its fiscal 2019 fourth quarter and full year ended May 31, 2019.

  22. ResearchGate

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