First Prize in the 2014 The Case Award ('Knowledge, Information and Communication System' Category), organized by The Case Centre, United Kingdom

Digital Marketing at Nike: From Communication to Dialogue

Digital Marketing at Nike: From Communication to Dialogue
Case Code: MKTG297
Case Length: 16 Pages
Period: 2004-2012
Pub Date: 2012
Teaching Note: Not Available
Price: Rs.500
Organization : Nike
Industry : Sportswear and apparel
Countries : Global
Themes: Customer Service, Customer Relationship Management S
Digital Marketing at Nike: From Communication to Dialogue
Abstract Case Intro 1 Case Intro 2 Excerpts


Nike's Past Marketing Initiatives

Nike initially followed traditional marketing strategies for its products. Till 1976, it mostly purchased space in newspapers and magazines for its ads. Nike also used to enter into some cooperative arrangements with its local retailers who put in ads in the newspapers. The retailers most often advertised in local newspapers regarding the discounts offered on Nike’s products. This affected the company’s image. While Nike positioned its shoes as high performance shoes with high technology features, these ads in the print media did not help in enhancing the company’s image as a manufacturer of quality shoes...

Shift to Digital Marketing

Due to the rapid spread of Internet technologies, many companies started to focus on digital advertising strategies. People around the world started to spend a substantial part of their time on emerging media like the Internet and less time on traditional media channels like print and television. Nike too started to give more importance to the Internet media like social networking to reach its target customer base...

New Digital Initiatives

As Nike later started to expand its social networking strategy globally, it began to use local social networks to reach a wider audience. In 2010, it launched a successful social media campaign called 'The Chance' for children around the world. 'The Chance' campaign gave an opportunity for children around the world to be trained at the Nike Academy to become professional footballers. During the 2010 FIFA World Cup , Nike launched a campaign called ‘Write the Future’ (WTF). The WTF campaign was produced by Wieden and was intended to capitalize on the frenzy of the World Cup...

Looking Ahead

Nike's brand value increased from US$ 12,003 million in 2007 to US$ 14,528 million in 2011. The Interbrand ranking for the Nike brand, based on its brand value, too increased from 29 in 2007 to 25 in 2011. While Nike was not among the top 10 brands as per brand value for the year 2011, it was way ahead of its archrival Adidas which had a rank of 62. Nike stood second among the top social brands while Adidas had a rank of 45th for 2011. Nike also stood sixth in terms of number of fans on Facebook ...


Exhibit I: Summary Income Statement of Nike
Exhibit II: Image of Nikeid Website
Exhibit III: Joga Bonito Campaign
Exhibit IV: 'Write the Future' Campaign
Exhibit V: Number of Followers for Leading Sports Brands’ Twitter Accounts
Exhibit VI: Image of Nike Fuelband
Exhibit VII: Brand Value and Rank of Nike from 2008 to 2011
Exhibit VIII: Brand Value and Rank of Top Ten Brands, Nike and Adidas for 2011
Exhibit IX: Top 10 Social Brands for 2011
Exhibit X: Top 10 Facebook Brands for 2011

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