As the UK goes into lockdown amid the escalating coronavirus crisis, we round-up the biggest news from the week including what the Olympics’ postponement means for sponsors and how Nike is planning to come back stronger.
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.
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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.
Unprecedented 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.
Edwards’ departure has prompted a restructure at Nike as it looks to put more of an emphasis on its customers to drive growth.
Jigsaw’s latest ad has been crowned ‘campaign of the year’ in Marketing Week’s competition of 2017’s best marketing activity.
The 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.
Nike’s aspirational ‘The Switch’ ad came out victorious on this year’s Top 10 Cannes YouTube ads, which were compiled by balancing the total number of views with the percentage of organic and paid views.
Nike’s #Breaking2 campaign, which saw it attempt to break the two-hour barrier for running a full marathon, could be a glimpse into the future of sports marketing as brands look to make product launches into must-watch events.
Sports brands including Adidas, Nike and New Balance made it into the top 10 in January, alongside new ads from Sainsbury’s and Cisco.