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.
Nike CFO: Innovation is crucial to driving pricing power
Niamh CarrollBringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
Nike appoints new CMO amidst leadership shake-up
Josh StephensonNicole Hubbard Graham returns to the business as CMO after departing in 2021.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
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.
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.
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