{"id":13000,"date":"2020-04-30T18:51:03","date_gmt":"2020-04-30T22:51:03","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/nike-just-do-it-differently\/"},"modified":"2020-04-30T18:51:03","modified_gmt":"2020-04-30T22:51:03","slug":"nike-just-do-it-differently","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/nike-just-do-it-differently\/","title":{"rendered":"Nike: Just do it. Differently!"},"content":{"rendered":"

Just do It, at Home!<\/strong><\/p>\n

Nike is well known for its branding, marketing and advertisement strategy, which is considered a best practice by many scholars and practitioners in the marketing space.\u00a0 From a simple and powerful logo that represents the iconic brand, to a long-lasting slogan that calls for action and attitude. At the same time, the company associates its image with high performance athletes and a lifestyle that everyone somehow pursues.<\/p>\n

The company\u2019s main slogan \u201cJust do it\u201d, created back in 1987, calls for movement, action, empowerment and initiative. So, what about now, during the COVID-19 pandemic, when everybody is stuck at home? without gyms, without social gathering, no jogging and no social interactions where you would have the opportunity to show off your new Nike air? How to send its message and keep customers engaged while they pretty much stay at home?<\/p>\n

Impact of COVID-19<\/strong><\/p>\n

Just like many other companies in the consumer and fashion industry, Nike was heavily affected by COVID-19 lockdown. As a global brand with 1,100 stores, Nike closed more than half of stores in China as early as February to protect its employees;\u00a0 and decided, by mid-march to close all stores in the US, as the virus started to spread in the country. Even for stores that remained opened, the foot traffic has declined significantly.<\/p>\n

\u00a0<\/strong>Nike\u2019s response<\/strong><\/p>\n

In response to the pandemic, Nike boosted its digital strategy and its direct sales, and adapted its message to the \u201cnew normal\u2019. Nike created different digital spaces for customers to interact with the brand\u2019s big influencers: the high-performance athletes.<\/p>\n

With slogans like: \u201dPlay inside\u201d, \u201c Play for the World\u201d, \u201cYou can\u2019t stop us\u201d featuring athletes and regular people playing in their living rooms or backyards, Nike is reducing the distance between these athletes and their customers and keeping customers engaged during lockdown.<\/p>\n

The company also deployed many digital contents and platforms for free:<\/p>\n