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Will Nike’s Investments In The Olympics Save The Brand? Yes And No

Shanghai.China-July 2021:

getty

What brings better results; investing in year-round experiences, or making one-time large investments in global marketing events like the Paris Olympics that begin next week on July 26?

This is a question Nike must ask itself. In June Nike announced its worst sales results in more than two decades excluding the first year of the pandemic and the 2008-09 financial crisis.

For example in the past Nike had a lot of success by creating the Nike Run Clubs, but recent articles in the WSJ say that Hoka brand has been much more active than Nike in running clubs, and Nike has lost some recognition with its core base of runners.

Nike focused so much on limited-edition sneakers that it left a large gap for competitors to swoop in – competitors like New Balance, Hoka, On (Cloud shoes) and Puma swept in.

So much of the success in the running shoe market…

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