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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]”
How Nike drive sales: “app users spend nearly triple what they do on Nike.com”, “Selling shoes on #Amazon could pay off for Nike in the near term, but the longer term question is how Amazon’s pricing might affect Nike’s business and brand.”
Another smart #content move from Nike in #breaking2. Their story continues and rolls on and on, sharing insights from inside out, shared by partners, fans and enthousiasts. Lesson learned, plan and expand your story, even after the finishline.
Some #mediaexposure just cannot be bought the traditional way. Innovate with #content.
“#Breaking2 has accumulated over 2 trillion impressions, according to Kellan Terry, senior data analyst at Brandwatch. Terry said that is the most impressions around a specific hashtag he’s ever seen.”
Inside the success of Nike’s Breaking2 ‘moonshot’ – Digiday
“To me, at least, Breaking2 seems to have reached a kind of marketing nirvana, something that brands promise all the time without really delivering — a great story that also happens to be part of an advertising campaign.”
“innovation must always come first for Nike to stay at the cutting edge. So it’s a constant balancing act between investing in the slow, deliberate process of developing technology and keeping up with the latest styles. “We’re very aware of trends, but in order to push forward on our innovation agenda, we work on long lead times,”