Nike to move away from promotions in search of ‘profitability recovery’
Molly InnesThe sports giant is eyeing long-term growth with its “membership offensive” alongside a move away from promotions and a move back to wholesale.
‘Advertising, not just entertainment’: Why Nike’s TikTok ad was the most creatively effective of July
Michaela JeffersonNike’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.
This Much I Learned: Former Nike CMO Greg Hoffman on creative leadership
Charlotte RogersIn 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 credits ‘innovation, brand strength and scale’ for DTC success
Manny PhamNike 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.
Brands join football’s boycott to protest ‘toxic abuse’ on social
Matt BarkerThis 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.
How the streetwear spirit is transforming mainstream retail
Matt BarkerThe streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Changes at the top for Nike and Under Armour spark wider shift in sportswear
Matt BarkerWith fresh faces in the boardroom and new approaches to retail and marketing, sportswear’s big hitters are readying themselves for a challenging 12 months.
Nike is the big brand winner at the Women’s World Cup
Lucy TesserasAs 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.
How Nike and Mothercare are smashing female stereotypes
Charlotte RogersFrom 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 ‘proud’ of Colin Kaepernick ad as campaign drives ‘record engagement’
Sarah VizardNike 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.
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Consumers split over impact of Nike’s Colin Kaepernick campaign
Sarah VizardNew 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.
Nike on how setting an ‘audacious goal’ helped the brand work differently
Charlotte RogersUnprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
Nike’s top marketer Trevor Edwards departs
Sarah VizardEdwards’ departure has prompted a restructure at Nike as it looks to put more of an emphasis on its customers to drive growth.
Jigsaw’s ‘Love Immigration’ wins Marketing Week readers’ campaign of the year
Thomas HobbsJigsaw’s latest ad has been crowned ‘campaign of the year’ in Marketing Week’s competition of 2017’s best marketing activity.
Apple, Nike, BT Sport: The top 10 YouTube ads in August
Leonie RoderickThe most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.