Value Proposition

NIKE, Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories.

Their mission is quite simple:

"TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD. 

*IF YOU HAVE A BODY, YOU ARE AN ATHLETE." NIKE.com

Lebron James x MVP Shoe

SCM

"Every stage of a NIKE, Inc. product has a different purpose, a unique impact, and evolving potential. We work to optimize each stage and how it integrates with the ecosystem that is our value chain.” NIKE.com

• Since 1995, NIKE has reduced 96% of petroleum derived solvents per pair of shoe.
• NIKE employs over 1,000,000 people world--wide, in over 50 different countries. 

“They are backed by detailed Code Leadership Management spelling out requirements, needs and best practices.” NIKE.com

• NIKE Zero Discharge:

“In 2011, we worked with other footwear and apparel companies to create a roadmap toward an aggressive goal: zero discharge of hazardous chemicals* for all products, across all pathways in our supply chain by 2020.” NIKE.com

CRM

• NIKE ships items over $100 for free.
• Becoming a NIKE member as a returning customer, one can receivce exclusive deals and discounts.
• At the payment stage, live chats are available to talk with customer service reps, if one has a question about the purchase they are about to make.
• On Twitter, @nikesupport is available seven days a week to help answer NIKE product questions and NIKE+ technical needs questions.

Brand Awareness

• NIKE is an international brand that is recognized everywhere by their trademark “swoosh” logo.
• There is over 700 NIKE stores worldwide.
• The company as we know it today has been around for nearly 35 years.

Trademark NIKE "swoosh" Logo

Customer Behavior & Attitude

• NIKE shoppers are loyal to the brand and par take in repeat purchases, season-after-season.
• Cult following brings us to the NIKE Flight Club, a NYC based store solely dedicated to selling exclusive NIKE gear.

Outside Flight Club, NYC

• A current boom in street wear has lead this brand to become an even bigger leader in athletic shoes and apparel.

Market & Customer Segmentation

• NIKE offers Men's, Women's and Kid's for both their apparel and shoe markets.
• As a popular and recognized brand worldwide, NIKE has gained recognition as an international staple in not only athletic-wear, but everyday-wear. 

Consumer Targeting

• Nearly every age range can wear NIKE. The brand produces shoes even for newborns.
• Because of their wide range of clothing and shoes for different sports, seasons, and peoples' style, NIKE can be a brand for everyone.
• The brand carries shoes in such a wide variety of prices, and often has promotions, that NIKE still remains affordable, yet desirable.  

Brand, Product & Company Positioning

• NIKE positions themselves as an athletic-wear company that is built around the ideal that everyone is as athlete.
• Besides owning the namesake line, NIKE also has stakes in brand names like Converse and Hurley.
• NIKE prides themselves in creating quality merchandise at all levels of their business, produced in an ethical and honest way.

NIKE x Air Yeezy 2

Adressability

Strengths

• Easily breaks down products in neat categories, so items are simple to find.
• All technology for NIKE products is available to practice on their site.
• Check-out cart is always available on top right corner, so customers can easily track their purchases.
• Less text makes it easier for the customer to find what they need with the simple, straightforward layout and filters.
• Customers can also use their Pay-Pal accounts when checking out, instead of a credit card, so all their information is already easily integrated on their computer.

Weaknesses

• Since NIKE started as a brick & mortar business, their locations on the website are not readily available to find if one needs to track down a door quickly.

Interactivity

Strengths

• Highly graphic site where all media platforms are integrated right into their online marketing and shopping experience.
• “Hands-on” type website, where users can play around with technology and become part of the NIKE culture (NIKEiD).
• Users can “Pin” or “Like” items directly on their website, which is automatically synced with their social media platform of choice.

Weaknesses

•  No live chat option (pre-purchasing), where online users can get the same customer service experience they would if they were in a store.

Memory

Strengths

• Logging into NIKE.com with user ID and password (option at checkout if you want to subscribe to receiving NIKE e-mails and promotions), the site will automatically remember past purchases you’ve already made.
• Once things are placed into the check-out cart, the system will keep them there until they are purchased, or further removed by the customer.
• Using cookies, NIKE.com will use your “recently viewed items” to suggest other product options on the site.

Weaknesses

• Recently viewed items are not saved, which makes is difficult for customers to locate again if they decide to purchase.

Control

Strengths

• NikeiD technology literally lets the customer control the design of their shoe.
• The various filters by gender, product type and then by various features of the product, make it very easy for the customer to find and choose exactly what they want to purchase.

Weaknesses

• Too many filters can be overwhelming to the user.

Accessibility

Strengths

•  The NIKE mobile app has the same features as NIKE.com, so shopping on your mobile device is just as easy.
•  The website is available for anyone around the world to view.
• All social media outlets are synced with their website, so the user can easily connect to NIKE on all levels, when visiting the site.

Weaknesses

• NIKE only ships items within the US.

Digitalization

Strengths

•  Online content is technologically advanced, graphic and user friendly in a visually appealing and stimulating way.
• Videos and photos on nearly every page visited, gives the customer an interactive experience when they shop with NIKE.com.

Weaknesses

• The tech features on the site can sometimes get busy and distract the customer from actually shopping with NIKE, while they are too busy messing with the interactivity.
• For such an advanced and innovative company, they don’t yet have a digital dressing room, where the customer can actually see what the product will look like on their body or foot. 

Positioning: Store vs. Site

NIKE store

• One on one customer service to get proper fit of product.
• Customer can actually see and feel product, to know if they want to purchase.
• Submerses you in the culture of the brand, surrounding you by the logo and the lifestyle which it upholds, through their highly designed and manicured brick and mortar locations.
• Allows for meet and greets with endorsors of the brand like Serena Williams and Rafael Nadal.

NIKE site

• Offers more products overall, because it eliminates the the need for re-stocking and product placement demographic, since it’s available to anyone, anywhere.
• Offers more interactive features and availability for their their exclusive technology.
• Enables the customer to shop at their conveince, in the privacy of their own home.

Both

• Allows the same sale deals and percentages off products, at the same time.
• Honors loyal customers and their membership offers/prizes.
• Merchandised similarly. Products are broken down by Men’s, Women’s and Kid’s and then generally by sport and type, highlighting their features and current collections. 

NIKE 5th Avenue Flagship, 5th Floor

Blogs, Advertorials & Trend Info

• NIKE is actively present on all social media outlets like Facebook, Twitter, Instagram and Pintrest.

• They have their own Youtube channel which promotes the brand in ways that include product, philanthropic efforts, celebrity endorsement and the promotion of “being active.” 

• NIKE advertises in magazine likes Women’s Health, GQ and Traveler Magazine, where their customers will be present, in all different markets.

NIKE Hyperdunk Advertisement 

• NIKE+ and NIKE FuelBand “Measures your everyday activity and turns it into NikeFuel. Tracks calories burned, steps taken and more. It's also a great watch.” There is also a SportWatch GPS, which "Tracks with GPS, takes splits, reminds you to run -- even remembers your PRs. The Running App tracks your runs and progress. No sensor required." NIKE.com
• NIKE has an "Insider Blog" where user can get a sneak peek at new collections, and quick access to innovative ideas that are currently happening with the brand.

Merchandise Assortments

3 main categories for NIKE.com

• Men's
• Women's
• Kid's

Within same sector, user can shop by most popular searches

• New Releases
• Jordan
• Sportwear
• NFL Fan Gear
• Clearance

3 main categories are broken down in 4 sub-classifications

• Shoes
• Clothing
• Gear
• Customize with NIKEiD

Can then filter by

• Sport 
• Type
• Collection
• Color
• Size

NIKE also spotlights certain features in categories like Women's which features

• Serena's Look
• Team Sport Essentials 
• Pant Guide
• Bra Guide

All classifications and sub-classifications can be filtered by

• Featured
• Newest
• Highest Rated
• Price Range

Current collections for NIKE include

• Jordan
• N7
• LIVESTRONG

Price points range from $22 for Girls Solarsoft flip-flops-$600 Jordan AJ1 BHM Moto Jacket.

Integrated Marketing Campaign

 

#MAKEITCOUNT

• Campaign will feature athletes, celebrities and everyday people wearing and using NIKE products.
• People will be asked to submit a photo of themselves on any social media platform by hashtaging "MAKEITCOUNT," showing themselves being active and doing what they can do to make it count (not limited to sporting).
• Photos will then be selected and published in print advertisements, used online and on the brand's social media outlets.
• This will promote active lifestyles and philanthropic work in conjunction with their new NIKE Free 5.0 shoe model, the NIKE FuelBand and further responsibility projects.

Aesthetics of the Site

• NIKE's website is graphic, sporty and innovative, just like the products they offer.
• Imbedded Youtube videos, Instagram pics and Twitter/Facebook comments show users different ways loyal NIKE customers are using and displaying the brand.

• Pictures, endless "clickability" options and bolded words, show the user where they can find the desired products the want, and what they are able to do with the them.
• Top bar tabs including a Shop, Sports, NIKEiD and NIKE+ guides, which shows users where to go to better navigate their needs, along with a “What Are You Looking For” search option. 
• A simple and clean layout, taking use of pictures instead of words to show the user what the site features, makes it easier and more efficient of a wide range of people to understand NIKE.com and their products. 
  
  
• 
  

Editorial & Descriptive Writing

• NIKE uses key phrases to grab the consumers attention, raising interest for shoe and apparel collections like "Look Ahead" for their S/S goods.
• Products can be categorized by sport, which makes these one word specific markets, easy to identify.
• Blurbs about what the chosen product filter is showing, helps the consumer to understand what those products aim to do. "Ready to Run" highlights all women's running shoes.

Fraud & Security

• The Consumer Affairs section highlights and ensures secure shopping online with NIKE.
• Terms of Use link describes how NIKE collects and views personal data for digital purposes.
• NIKE collects information through cookies and pixel tabs to track consumer preferences. 
• User has option to modify or delete personal information.

"All credit card information you supply is transmitted via Secure Socket Layer (SSL) technology and then encrypted within our databases." NIKE.com

Ethical & Compliance Issues

• NIKE Inc. prides itself on having a sustainable business.

"It’s not just about getting better at what we do – addressing impacts throughout our supply chain – it’s about striving for the best, creating value for the business and innovating for a better world.” NIKE.com

• In Oct. 2012, a sustainable supply chain partnership with Llamasoft allowed to create chain solutions that offer both logistic and environmental benefits. 
• Considered Design is NIKE’s continuously refined standard for innovation and sustainability, a standard they use to assess their products. Through Considered Design, they are reducing waste throughout the design and manufacture of their products, using environmentally preferred materials and eliminating toxins. The idea is to reduce NIKE's footprint throughout the world.

• NIKE Better World presents NIKE N7. Versatility meets sustainability.

"Nike N7 is inspired and guided by the Native American elder wisdom of the Seven Generations; “In every deliberation we must consider the impact of our decisions on the next seven generations.” Nike N7 is our commitment to bring sport and all of its benefits to Native American and Aboriginal communities in North America." NIKE.com