It’s the wold’s most valuable sports brand. And it all began when founder Phil Knight decided to start selling track shoes out of the trunk of his car in 1976. Today, Nike is a global athletic shoe and apparel juggernaut, with a brand value of nearly $15 billion U.S. But a string of public controversies in the 1990s and early 2000s over the working conditions at some of Nike’s factories around the world threatened to derail close to 20 years of brand building in one fell swoop. Allegations of child labour, poor wages and dangerous working conditions at various locations in its global supply chain triggered widespread protests and seriously threatened Nike’s very existence. And while the company initially denied any claims of wrongdoing, further damaging its reputation, it eventually responded with humility and transparency. Today, Nike makes its supply chain practices transparent and available online and uses social media in various forms to actively listen to and engage with its stakeholders in order to influence where and how its products are designed and manufactured – all critical elements of effective, and modern, supply chain management.
If there is one company who knows how to engage their consumers with the use of social media, it’s definitely Nike! From their Instagram, Facebook, Twitter, and Youtube pages, their customer following is in the masses, their hashtags have been used by millions, and their videos have been shared and watched by all! Nike has even created separate product pages and accounts for their different sports categories to cater to each and every type of Nike product user- accounts like Nike Running, NikeWomen , and even Nike Basketball can be followed by all. Whether you run, are looking for inspiration, or just wear their products for comfort or fashion; Nike’s social media pages are for everyone. They have even used their Twitter account to interact with their customers and provide advice and customer service to their followers. How exciting is it when Nike decides to reply to one of your tweets!? Nike has definitely become a huge success in the world of hashtags, sharing, and “going viral”. If you don’t see yourself as a frequent Nike user, I am sure that you have come across a Nike Video once or twice on your favourite social media account…and you’ve probably watched it too! Below is a popular “Snow Day” video that was released on Nike’s social media pages. This 2 minute clip features a number of pro athletes such as pro football players Rob Gronkowski and Ndamukong Suh and has been watched more than 10 million times on Youtube and 8.5 million times on Facebook!
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Company: Converse Chuck Taylor All Star (Converse, a Subsidiary of Nike, Inc.) Industry: Sporting Goods/Footwear President and CEO: Jim Calhoun Web References: Adage, BostonGlobe, BrandChannel, Complex, Converse, ConverseMusic, Convince&Convert, DigiDay, Facebook, Forbes, Google+, Highsnobiety, Instagram, LinkedIn, NYTimes, Pinterest, TheDrum, Tumblr, Twitter, YouTube A Brief History of Converse and Chuck Taylor All Star (“Chucks”) Sneakers The Converse Rubber Shoe Company was founded in 1908 by Marquis Mills Converse. Nine years later the All Star was born. In 1921, basketball star “Chuck Taylor” endorsed All Stars… Read more »
Organization Name: Nike, Inc. Contact: Jesse Stollak – Nike’s Global Digital Brand and Innovation Director Industry: Retail – Sports footwear, apparel, equipment and accessories The digital and social media worlds have opened up new directions to companies in regards to how they market, develop and design product. Nike Inc. is one of those companies who know how to use this… Read more »
Nike is no stranger to strong, innovative marketing campaigns – even those in the digital realm. Together with their marketing team, they’ve enabled consumers around the world to connect and encourage one another to achieve new personal bests. There are several notable examples, include their many contributions to runners world wide with Nike+, a community that allows users to track… Read more »