Nike ramps up innovation to combat sales slip in ‘transition year’
Grace GollaschAiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
Aiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
Bringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
Nicole Hubbard Graham returns to the business as CMO after departing in 2021.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
The sports giant is eyeing long-term growth with its “membership offensive” alongside a move away from promotions and a move back to wholesale.
Nike’s ad landed in top 20% of all UK ads for its ability to actively involve viewers, scoring similarly on its contribution towards building brand affinity.
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
Nike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
The streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
With fresh faces in the boardroom and new approaches to retail and marketing, sportswear’s big hitters are readying themselves for a challenging 12 months.
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
From record-breaking Olympians and world beating tennis sensations to real mums just weeks on from giving birth, Nike and Mothercare’s new campaigns capture the spirit of female empowerment, albeit in very different ways.
Nike says the 30th anniversary of the Just Do It campaign is driving “real uptake” in traffic and engagement despite the controversy around one of its stars.
New data shows that younger consumers and those who are Asian or Black/African American are far more likely to view the campaign favourably than older, white consumers, and it is more likely to get them to buy from Nike in the future.
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