Nike’s turnaround has begun – but it will take a long time
Mark RitsonNike has triumphantly returned to its roots, focusing on sport while overinvesting in brand, but undoing the damage from the last regime won’t be a quick job.
‘A big marketing statement’: Nike CEO puts faith in brand marketing to get business back to growth
Amrit VirdiNike’s new CEO has committed to “increased investment in our brand” as it shifts its strategy against a backdrop of falling revenue.
Nike promises ‘bigger, bolder brand storytelling’ to combat sales dip
Hannah RashbassAfter a tumultuous year, Nike looks to recover by dialing up its brand led marketing to address its major challenges in product and performance.
Four big strategic mistakes Nike needs to reverse
Mark RitsonOutgoing CEO John Donahoe set Nike on the wrong trajectory, thanks to bad assumptions about product and distribution, and an insufficient focus on brand.
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.
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