Nike, purpose for brands

Nike purpose: “Bowerman first began tinkering with running shoes in the 1950s, when he wrote to several footwear companies proposing ideas for improving shoes to better serve runners.”

Nike speaks out

“Nike cares most about the category influencers and tastemakers — nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”

Taking stand creates $43 mio in hashtagreach for hashtagNike “the exposure generated by the controversy was the equivalent of roughly $43 million in media. The majority of that exposure was “neutral to positive [Bloomberg]”

 



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