Nike "Kicked Legends" Digital Strategy Enhances Sports Experience

Nike Sports Brand Clothing

Ranked first in the brand value of Nike apparel brands, the brand attaches importance to the integration of digital technology into core products. It believes that the brand is not only the product worn by consumers, but the entire sports experience.

The clothing brand finally began to realize the importance of digital media. However, so far their strategy has focused primarily on marketing and communications, such as interactive advertising campaigns, fashion movies, and real-time fashion shows. They are still unaware of the integration of digital technologies into their core products, so there are many opportunities in this area. Here, fashion companies can learn a lot from Nike, the global sports giant, the world's most digitally innovative brand.

To welcome the World Cup, Nike released last month a three-minute commercial "Write the Future" starring football superstars Wayne Rooney and Didier Drogba. According to Visible Measures, an online video analysis company, “Kicking Legends” created a record of 7.8 million online on-demand broadcasts during the first week, heralding the amazing potential of creating digital content in the fashion sector and enabling customers to actively search for and share these with others. Digital content.

Luxury brands such as Chanel followed the same tactics, creating their own digital content to gain attention and free media, and learning to think more like a publishing house. If it weren’t for the fanaticism of “Kicking the Legend”, Nike’s long-term digital strategy will continue to focus on the market and communication, and it will seldom focus on the development of digital products and service platforms.

Mark Parker, Nike’s president and chief executive officer, said in an interview with a Berlin magazine: “The products that incorporate digital technology are what people want.” With the online sports platform Nike+ (embed digital sensors in sports shoes, To measure, analyze, and share performance data, executives began to make a decisive move in sportswear brands, making digital media an important part of their core products.

Since the introduction of Nike+, it has had an important impact on the company. So far, Nike+ has sold more than 2.5 million clothing and accessories, and many of its customers have also purchased new Nike shoes with digital sensors. But what is important is that Nike+ is not only doing sales activities, it also fundamentally re-established the Nike brand relationship with customers.