Nike plans ‘unprecedented’ marketing push to exploit sporting moments in 2014

Nike is preparing a series of major marketing pushes for 2014 to exploit the Super Bowl, Winter Olympics and World Cup as it looks to build on an 8% jump in revenues in its latest quarter. 

NikeWorldCup-Campaign-2013_460
Nike is preparing a series of major marketing pushes for 2014 to exploit sports events such as the World Cup.

The sportswear maker saw revenue for the three months to 30 November rise to $6.43bn (£3.9bn), just short of analysts’ expectations. Growth was driven by strong sales in Western Europe, particularly the UK, with the business posting a 12% year-on-year jump in sales in the period.

Similarly, Nike brand sales were up 11% worldwide following updates to its ecommerce offering and high-profile campaigns for products such as its FkyKnit range.

Nike has been clawing away at Adidas’ dominant position in the European football market this year following a series of poor sales performances by its German rival. Nike says it is preparing an “unprecedented” level of product innovation for the World Cup. The sportswear maker, which is supplying the kits for 10 competing teams including host nation Brazil, is to use the excitement in the run-up to the tournament to push football products such as its HyperVenom boot, which was launched earlier this year and has been hailed as the company’s most successful boot launch ever.

The World Cup effort forms part of a wider Nike push to seize on a bumper year for sport with the Winter Olympics also taking place. The company, which is past master of associating with events it does not sponsor, has already started activating around the Sochi Games through its “Play Russian” campaign.

Speaking to analysts on a conference call yesterday (19 December), Mark Parker, president and chief executive of Nike says the business will continue to “capitalise on the best opportunities to drive sustainable, profitable growth.”

“In 2014, we look forward to some of the most compelling moments in sports. The Super Bowl, Winter Olympics in Sochi, and of course the World Cup, just to name a few. At Nike, events like these are inspiration points for us.

“These are the moments when we share the stage with the world’s greatest athletes and showcase our most innovative products, the products that will go on to transcend these individual events and catalyse new momentum in the marketplace around the world, “he says.

Elsewhere, Converse revenue jumped 11 per cent year-on-year to $360m (£220m) in its second quarter following growth in the UK, North America and China. Nike is planning to diversify the footwear business beyond the Chuck Taylor All Star shoe in 2014 alongside launching new lines for its apparel range. 

For more Sochi 2014 coverage click here

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here