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    Jharna
    Nike has been a leader in the sneaker industry since 1964. It generates billions in revenue annually by selling sneakers and apparel globally. More recently, Nike has focused on direct-to-customer strategies like its SNKRS app, which allows users access to limited sneaker releases and gamified features. The rise of sneaker culture through athlete partnerships and social media has also helped Nike's online business. Going forward, Nike's executive sees challenges in balancing growth, innovation, and customer access as the company continues to shape the sneaker market.

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    66

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    Jharna
    464 views9 pages
    Nike has been a leader in the sneaker industry since 1964. It generates billions in revenue annually by selling sneakers and apparel globally. More recently, Nike has focused on direct-to-customer strategies like its SNKRS app, which allows users access to limited sneaker releases and gamified features. The rise of sneaker culture through athlete partnerships and social media has also helped Nike's online business. Going forward, Nike's executive sees challenges in balancing growth, innovation, and customer access as the company continues to shape the sneaker market.

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    Nike has been a leader in the sneaker industry since 1964. It generates billions in revenue annually by selling sneakers and apparel globally. More recently, Nike has focused on direct-to-customer strategies like its SNKRS app, which allows users access to limited sneaker releases and gamified features. The rise of sneaker culture through athlete partnerships and social media has also helped Nike's online business. Going forward, Nike's executive sees challenges in balancing growth, innovation, and customer access as the company continues to shape the sneaker market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    464 views9 pages

    66

    Uploaded by

    Jharna
    Nike has been a leader in the sneaker industry since 1964. It generates billions in revenue annually by selling sneakers and apparel globally. More recently, Nike has focused on direct-to-customer strategies like its SNKRS app, which allows users access to limited sneaker releases and gamified features. The rise of sneaker culture through athlete partnerships and social media has also helped Nike's online business. Going forward, Nike's executive sees challenges in balancing growth, innovation, and customer access as the company continues to shape the sneaker market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9
    At a glance
    Powered by AI
    Some key takeaways are that Nike was founded in 1964 and generated $34 billion in revenues in 2017. It employs over 73,000 people globally and sells products in over 190 countries.

    Nike helped create sneaker culture by partnering with Michael Jordan, the famous basketball superstar. This partnership led to increased popularity of sneakers beyond just athletes.

    Some of Nike's most iconic sneakers are the Air Jordan from 1984, the Supreme X Nike Dunk Low Pro SB from 2003, and the Nike Dunk Low Pro Pigeons SB from 2005.

    A CASE STUDY

    NIKE : CHANGING THE SNEAKERS GAME

    • The company was founded in 1964 by Phil Knight, headquarter in Beaverton, Oregon.
    • RON FARIS, the general manager of S23NYC, said people are going crazy for this shoe.
    • Sneakers were launched in accordance with the Basketball superstar “MICHAEL
    JORDAN” and his famous winning shot of 1998 finals.
    • Nike attend to hundreds of millions of athletes in more than 190 countries across 6
    continents.
    • In 2017, Nike generated $34 billion in global revenues.
    • Nike employed 73,000 people and sold its products globally.
    NIKE’S FOCUS ON “GOING DIRECT”
    • Main motive : Selling the resources directly to the customers.
    • Making strategies in order to sale products according to customers’ preferences.
    • Nike’s portfolio comprised of four apps : The Nike App, Nike Run Club, The Nike
    Training Club and SNKRS.
    • Nike also had website and membership cards - “Nike.com” and “The Nike Membership
    Program”.
    • Nike’s service model : Make customers feel loved by Nike.
    SNEAKER CULTURE
    • The first sneaker defined as soft shoes with rubber soles were made in the early 19th
    century.
    • The first high profile sneaker brand “Converse” began making athletic shoes in 1915.
    • Various shoe brands started collaborating to come up with sneakers that could also be
    worn without being an athlete.
    • Nike helped create the “Sneaker Culture” by partnering with Michael Jordan, the
    Basketball superstar.
    • Sneakers even outsold heels in Europe in 2015. Women also switched to sneakers.
    • Athletes and collaborators used social media to promote their products, paving the way
    for e-commerce as well.
    • Nike targets to plan the right product at the right time and at the right price.
    S23NYC AND THE SNKRS APP
    • Digital studio S23NYC was the result of an acquisition of Virgin Mega, a tech startup
    founded by Faris within Richard Brandson’s Virgin Group.
    • Faris, his engineers and product staff created “Megaline” app that was a game to make
    the customers waiting in line for products compete to skip the line and enter early if
    won.
    • Nike collaborated with S23NYC and the app “SNKRS” came to life.
    • Season One of the SNKRS app had four eye-catching features : SNKRS Gesture Unlock,
    SNKRS Stash, SNKRS Cam and SNKRS Shock Drop.
    • Season Two focused on developing a new feature called “Stash Squad” in the app and
    also to apply the existing, new features to a range of campaigns.
    • The campaigns included : The NBA-centered “Art of Champions” campaign and The
    musician “Kendrick Lamar and his Concert Tour” campaign.
    LOOKING AHEAD
    Was NIKE on the right path with its digital strategy and how it sought to change the sneakers
    game ?
    • Ron Faris, the general manager was clear about his primary goal that if the first challenge was
    to bring back the thrill of the case then the second challenge is about extending access.
    • In last year they have launched over 19 countries in Europe, in China and in Japan.
    • The team faced critical questions as whether further growth was desirable, if so how best to
    grow.
    • Making the right decisions about which features, campaigns, and activations to bet was on
    another critical challenge.
    • Faris had his sights on other innovations too.
    NIKE’S MOST ICONIC SNEAKERS
    • Air Jordan (1984)

    • Supreme X Nike Dunk Low Pro SB (2003)

    • Nike Dunk Low Pro Pigeons SB (2005)

    • Nike Air Jordan 1 X Off White Powder Blue (UNC) (2018)


    SUGGESTIONS
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