NIKE
Nike has recently had a change in CEO. This presents itself as a jumping off point for a new era of Nike. What’s that look like? It could be a chance to completely revisit what Nike is as a brand.
Phil Knight, a Stanford Business School graduate and former track runner, founded Nike in 1971. Inspired by the dominance of Japanese camera brands over U.S. competitors, Knight considered whether Japanese running shoes could similarly compete with established American brands like Adidas and Puma. The company was named after the Greek goddess of victory. By 1989, just 18 years later, Nike had become the largest sportswear company in the United States.
Nike’s early advertisements were renowned for their strong, simple, and impactful copy. During this period, working for Nike was considered a pinnacle achievement in the advertising industry, representing the dream job for many professionals in the field.
Nike's more recent campaigns have also resonated deeply with younger generations. The "Find Your Greatness" campaign made a significant impact in the advertising world, earning multiple awards, including a Graphite Pencil and a Design and Art Direction Pencil.
It also won a Bronze at the El Ojo de Iberoamérica Festival. The campaign’s message, emphasizing that greatness is not reserved for a select few but attainable by anyone, struck an emotional chord with audiences worldwide.
We all love a fun celebrity collab, but has it gone too far? Nike has always been a big player when it comes to celeb endorsements and collaborations, but maybe we’ve strayed from the original idea...
Several emerging brands are rapidly gaining traction in the fitness space, reshaping the shoe and apparel industries through organic popularity and word-of-mouth rather than traditional marketing strategies. Brands like Hoka and On are capturing the attention of runners, while Gymshark and Lululemon are targeting influencers, college students, and TikTok enthusiasts, leveraging social trends to build their presence.
Nike is integrating international fashion, particularly Japanese streetwear, into U.S. and global markets—a nod to the brand's origins and founding vision. Reflecting this trend, Pinterest reported a 90% increase in searches for "cultural fashion" and "ethnic-inspired fashion" in 2022, highlighting growing consumer interest in global styles.
Nike's new designs embrace vintage fashion trends, offering an exclusive feel that’s “not available everywhere.” By moving away from “hype” designs, the brand focuses on mock vintage styles, appealing to those who want a thrifted look with the convenience of choosing size, color, and style. According to a 2022 ThredUp report, 45% of Millennials and 42% of Gen Z prefer vintage or vintage-inspired fashion
Nike highlights its humanitarian efforts by aligning product launches with meaningful causes, reinforcing its commitment to giving back as a brand. Each release could support a specific initiative, such as skyline graphics benefitting homeless communities, water-themed designs aiding ocean conservation, or pet-inspired prints contributing to the SPCA. Promotions like "buy a pair, we donate a pair" would further emphasize social responsibility.
This approach resonates with consumer values—73% of Millennials are willing to pay more for socially responsible products (Nielsen), and 87% of consumers purchase from companies advocating for causes they care about (Cone Communications).
This project was a mock brief and presentation and not actually utilized for a real brand or company in any context but purely for class and educational purposes.
This project was made in conjuncture with one other partner