the journey of nike shoes

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Manufacturing Process

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Nike – The Global Brand’s Journey

Blog Nike – The Global Brand’s Journey

Nike is by far one of the most successful brands on Earth. If you’re looking to grow your brand, then you should follow in the footsteps of the greats.

Nike . One of the most successful global brands to this date. They are experts in product design, marketing, and branding their business. But why are we bootlicking Nike? (pardon the pun). Well, because businesses all around the globe can learn something from the sportswear titan and international brand.

You should always follow the example of a business that has built themselves up and become a household name. Nike’s brand journey is one of importance in the world of marketing, branding and advertising.

So, kick back. Relax. And get ready to learn all about one of the biggest brands in the world. We’ll be covering a brief history of the brand, as well as various marketing, branding and advertising strategies they’ve implemented over the years – that earned them some serious cash and a global positioning. Everything you learn from this blog can be applied to your business, and brand culture. So, if global positioning and dominance is your aim, then you need to keep scrolling through and reading our post! It all begins, now…

Nike’s History

Founded back in 1964, where it was previously known as Blue Ribbon Sports until 1971, the brand has come a long way. The founders, Bill Bowerman and Phil Knight , began making trainers for track athletes at the University of Oregon. Like we’ve mentioned, the company rebranded as Nike.Inc in 1971, named after the Greek goddess of victory. However, the iconic logo was not incorporated into the brand identity until they took the goddess’ name. It was designed by Carolyn Davidson, a graphic design student, and was paid a mere $35 for her design. Now, the logo is famous and globally recognised as a part of Nike’s core international brand. It’s acquired many footwear companies and other sports brands (including Converse [Chuck Taylor AllStar] and Umbro).

In their first year of business, they made an admirable $8000 profit, but in 2017, the company was valued at $29.6 billion. Big change. But, how did the brand grow to such heights and become a global success?

How Did Nike Grow?

Nike has continued to sell sportswear, but moved into different product lines like selling streetwear and sports equipment too. But their business has grown exponentially over the years, due to their smart marketing and global strategies. See, with the right marketing, any business can be a success. It just takes time and investment, and Nike has undoubtedly invested.

If you want to launch a brand into global success, then you need to execute your branding and marketing campaigns in the right way. How has Nike marketed their business and product lines so well over the years?

1. Working with Big Names

One of the most significant parts of Nike’s initial marketing strategy was to collaborate with basketball legend Michael Jordan, to create Air Jordans back in 1984 . Jordan has been associated with the brand identity, rolling out millions of pairs of Air Jordans across the globe. In the early days of Nike, when they were primarily a sports brand, they collaborated with athletes from around the world, including Cristiano Ronaldo and Tiger Woods . They have made kits and trainers for various sports teams around the US and the globe. When Nike began branching into casual and streetwear, the brand collaborated with celebrities too. To this day, celebrities are thought to have more influence on the trainer market than athletes now. Associating a brand with the right industry professional is key to market a business well.

2. Being Consistent

At the heart of Nike’s brand is the swoosh logo. We all recognise the Nike tick from a mile away, and that’s because it has been part of the brand’s logo since 1971. Here’s the logo (as of 1995) below.

Even Nike’s signature slogan has been the same for 30+ years – Just Do It. They’ve remained consistent in their branding and global marketing strategies throughout the duration of the company. See, through maintaining their brand and visual identity, they’ve become a reputable company which is recognised globally. Brand consistency puts businesses in a trustworthy light, which makes consumers want to purchase their products or services. It’s a master marketing move, to make people want things that they don’t actually need. And these people buy things because they trust the brand and corporate identity.

3. Making a Splash

Nike’s biggest strength is that they continually innovate and aren’t afraid to shy away from bold branding and advertising campaigns. It’s essential for a business to make themselves known. To constantly push boundaries and stay with the times. Many companies have moved into creating eco-friendly products, for example, but Nike do this and more. They improve trainers with new technology, stay on trend with the latest fashion and create adverts that you remember. Because that’s one of the key ways to success; being memorable.

Nike’s Emotive Branding

A notable quality of Nike’s branding is its emphasis on emotional engagement visual identity. When Nike start a new marketing campaign, there’s always the touch of emotion behind each ad, poster or product release. You can see the effect of this emotive advertising in the clip above. The world coming together to effectively save it, and making everyone a hero. If you’re not too sure what we mean, then we’ll go into more detail below.

Nike’s branding places the consumer as a hero, much like the goddess of victory. Through their global advertising, there’s a focus of being someone better, actively doing something – Just Do It and all that. Nike is notorious for empowering women in their branding and marketing campaigns and creating a culture of being your best self.

This form of emotional advertising is everywhere, not just in Nike’s brand. Charities want you to feel sympathy in their ads, chocolate companies want you to feel hungry, and loan companies want you to feel supported – and it works. People take out loans, donate to charity, buy Cadbury’s and buy Nike products. Because creating a brand that evokes emotion is key to winning over your target audience.

Dealing with Bad Press

Like with most huge companies, Nike has had some public slip-ups. But what’s more important is their recovery from bad press. When it was found that Nike was using underpaid workers overseas , they rectified this by setting up standards, working with registered factories only and being completely transparent about all their workings. That’s the key to responding to negativity, admitting mistakes and rectifying them quickly and correctly.

Any company can face bad press at times, be it on a local or global scale. Humility is a quality that public businesses lack, and this opaqueness does not go down well with consumers. Transparency becomes key for brands both big and small, to admit their failings and rectify them in the best possible way.

Nike’s Business Values

‘To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.’ – Nike’s Mission Statement

As with any business, Nike has a robust set of core values at the heart of their branding. Nike’s mission statement is to inspire and innovate on a global scale. Adapting from their origins of supplying trainers to athletes, they’ve evolved to focus on everyone, all across the globe.

The massive brand is a socially conscious business, meaning they focus on improving the world, and target audience around them. They talk about keeping kids active and healthy, lowering carbon emissions and investing in preventative HIV measures in developing countries. What businesses can learn from Nike is that integrating their brand identity into the community can do wonders for it. Sponsoring sports teams or even charities works on both a local and global scale, so even smaller businesses can just do it (couldn’t resist).

Another thing the brand gets right is managing their social media. Social Media marketing has grown into one of the leading forms of digital marketing over the past 5 or so years. The social media networks can be used to cultivate your online image as well as advertise it too.

Nike has a whopping 87.6 million followers on Instagram alone. Their social following across various networks is an impressive number, as they tower above their competitors, such as Adidas . That’s because they retain this brand consistency throughout the entirety of their business, and that extends to their social media too. A balanced mix of emotive advertising and product features levels their pages out. All their social media channels strike the right balance between ads and lifestyle also.

What businesses can learn from Nike is that consistency is critical. Your brand needs to cross between everything from your website, products and even social media too. It’s also about striking the right balance, to not over-saturate target audience with promotional content. We’ve spoken in other blog posts about creating an enriching experience for the consumer via social media.

Following Suit

So, after all of this, what can your business learn from Nike? We understand that not everyone is a sportswear/street brand with over 50 years’ experience. But Nike’s marketing and branding techniques and methodology are all transferable tactics you can implement to almost any business.

You can work with the right people to promote and market your business. They don’t need to be of celebrity stature, but influencers and affiliate marketing is a proven method of selling both products and services online. Retaining brand consistency is a great way to ensure consumer trust in your brand, one that they’ll recognise for years to come and always come back to. Like Nike, make your advertising bold, distinctive and memorable, any business can do it with the right creatives behind campaigns.

Learn how to brand your business in the right way; use emotive advertising to really inspire and engage an audience. Another critical aspect is to be human and retain a certain degree of humility. Be transparent about your failings and be honest with your consumers; they’re the ones that make a business successful after all. Set your key values at the forefront of your business, make sure you keep up with the times and trends – if you’re an environmentally conscious company, boast it!

Advertise the charities you work with and what you do for the environment or the local community. It works on every level. Finally, refine your social media presence. Maintain that brand consistency throughout your profiles. Create content that both promotes and enriches an audience ; it can do wonders for your business.

All of this can help your business grow. If you need a hand implementing these digital marketing techniques, give us a call or drop us a message. We’ll work alongside you to grow your brand further and further!

The Nike Customer Experience And The Role of Its Journey Map

In this article we explore the Nike customer experience and the way the journey map impacts a company in positive ways.

Within the fashion and apparel industry is an extremely competitive division where major brands vie for supremacy. Among them, one brand stands out not only for its incredible products or eye-catching campaigns but also for its ability to delight customers in various ways through every touchpoint that consumers experience – we’re referring to the Nike customer experience.

In this article, we will delve into the world of Nike’s Customer Experience, taking a closer look at some of their most successful initiatives, their customer journey , and some recommendations for implementing similar actions in your projects or businesses.

The Heart of Nike’s Customer Experience

At the core of Nike’s customer experience strategy lies a commitment to providing stylish products that perform exceptionally well. This commitment is reflected in their range of athletic gear, meticulously designed to cater to the needs of athletes and sports enthusiasts alike.

However, to become one of the leading brands in your industry, that alone is not sufficient. This is where customer experience strategies come into play. These are initiatives that focus on the customer journey, from the moment someone sees an advertisement or enters a Nike store to the post-purchase interactions. All of this is done with the aim of delighting their customers.

These strategies serve as the backbone of brand loyalty, reputation management, data-driven decision-making, customer retention, and global relevance. Nike’s unwavering commitment to delivering exceptional customer experiences ensures that it doesn’t just sell products; it sells a lifestyle, a mindset, and an enduring connection with its customers.

Nike has become a master of these types of initiatives and actions. In the following sections, we will explore some of the most successful ones and reflect on what we can learn from these strategies.

Examples of Nike’s Customer Experience Strategies

House of innovation.

The House of Innovation project by Nike significantly impacts the customer experience. These flagship stores, known as ‘temples to shopping in the digital age,’ blend physical and digital worlds seamlessly, immersing customers in the Nike brand’s ‘Just Do It’ ethos. The digital integration enhances convenience and engagement with features like QR codes for virtual dressing rooms and interactive wall displays.

An important element to highlight within this initiative is personalization. Exclusive services like Nike by You offer NikePlus members one-on-one customization sessions with designers, creating unique, branded products. This elevates the shopping experience and strengthens the emotional connection between customers and the Nike brand, fostering loyalty and advocacy.

The Nike App was a game-changer for both Nike and its customers. Their App enhances the shopper experience by giving access to the NikePlus rewards program. This loyalty program offers members exclusive products, member exclusives, access to Nike experts, personalized workouts, priority access to events, and, most importantly, gives Nike insights into customers’ shopping habits and product preferences. This personalization enhances customer satisfaction and strengthens the emotional connection between consumers and the Nike brand solidifying their loyalty and enriching their shopping journey.

Nike Live Stores

The introduction of Nike Live stores in various locations has brought a revolutionary shift to the customer experience. These dynamic spaces, beginning with the inaugural store in Los Angeles, offer customers a shopping environment that feels alive and ever-changing. Nike Live stores transcend the traditional retail model with rotating product arrays, local artwork, and interactive features like the sneaker bar and consultation services. Customers can now immerse themselves in a personalized shopping experience, trying out shoes on treadmills and enjoying the vibrant atmosphere.

Technology in Physical Stores

Nike has succeeded in providing unique experiences to people visiting their physical stores by incorporating advanced software and hardware that surprises anyone who interacts with such technology. These implementations are not merely experiential; they make the purchasing process simpler and more efficient for people. Some notable examples include:

Replica Kiosk: A digital retail kiosk with a 65″ touch display where Nike Football fans can find, customize, and order their favorite Nike team products. It provides real-time product availability for both in-store and online purchases, streamlining the shopping process and improving stock efficiency.

Nike Bootroom: An interactive surface with a 65″ multi-touch display that facilitates employee and customer interactions. It offers real-time availability information for Nike products based on size and color, thanks to RFID technology and 3D cameras.

Mobile Connect: This feature offers free WiFi in-store, promoting extensive use of digital terminals. It enables more than 1,000 interactions on busy days, often involving groups. Integrating seamlessly with the retailer’s mobile app supports customers’ journeys throughout the store and allows convenient content sharing via smartphones.

Media Wall: The multi-touch, multi-user wall serves as a dynamic information hub, displaying campaigns, products, and real-time social media updates. It aggregates content from platforms like Facebook, Instagram, and YouTube, including soccer team rankings and scores. Additionally, customers are encouraged to engage by taking selfies, which are instantly discoverable through custom hashtags.

The Role of the Customer Journey Map in a Company’s Strategy

The customer journey map is a graphic and visual representation of all the points of interaction between users and a brand. This includes any type of contact, ranging from seeing an advertisement to something as involved as making a purchase.

These touchpoints are usually organized into stages and include additional information to better understand the steps or actions a potential consumer takes.

Each of these customer touchpoints is an area of opportunity if leveraged effectively. Likewise, they can become pain points where the user experience and perception can be negatively affected. Therefore, constant monitoring of each of these points and a strategy for continuous improvement are of great importance in the growth of any business.

Example of Nike’s Customer Journey Map

Below is an example of a fictitious customer journey map for Nike, created with reference to some of the most common touchpoints in the industry and information gathered from media and specialized portals.

Nike’s customer journey map would look like this:

Stage 01: AWARENESS

Stage 02: consideration, stage 03: purchase, stage 04: usage, stage 05: loyalty, stage 06: advocacy, start delighting your customers by nurturing every stage of your customer journey.

In a market flooded with choices, consumers are not just looking for products; they seek an emotional connection with the brands they choose. This is where the customer experience comes into play and becomes a differentiator that positions brands like Nike above others, even if they offer equally good products.

These types of strategies are not exclusively reserved for large corporations; in fact, they are something that all companies should implement regardless of their size or revenue. The rewards of doing so are numerous and impossible to ignore, especially if you aim to build a base of loyal and happy customers.

QuestionPro has developed an entire suite of tools and solutions to help you implement a successful customer experience strategy.

Among the most notable are:

QuestionPro CX, our Customer Experience Management Software,

A platform with everything you need to delve into the minds of your customers and understand their satisfaction levels. Thanks to features like our ticketing system and survey platform, you can identify opportunities within your customer journey to delight your users at every stage.

QuestionPro SuiteCX

A platform with everything you need to create customer experience journey maps and perform journey analytics in a simple and effective way. You can integrate various data points, user persona profiles and easily edit them to create action plans and detailed contact strategies.

If you’re interested in learning more about our solutions and how QuestionPro can help you empower your business, please contact us. We’d love to chat with you and find the best way to execute your projects with our technology.