Nike is undergoing a cultural shift, moving from a male-focused brand to one that champions female athletes. The recent 'So Win' campaign, featuring a Super Bowl ad, highlights this commitment. Key initiatives include partnerships with influential figures like Kim Kardashian and the launch of A’ja Wilson's signature sneaker. Nike's leadership is now more female-driven, reflecting a dedication to inclusivity and genuine engagement with women. This evolution aims to address past missteps and position Nike as a leader in the women's sports market.
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question_answer ANECDOTE
Famous Female Athletes' Nike Exit
Alison Felix faced pay cuts and lost benefits during her maternity leave with Nike, leading her to leave the brand in 2018.
Simone Biles had similar experiences, illustrating Nike's past failure to prioritize female athletes equally to men.
insights INSIGHT
Nike's Shift to Women-Led Strategy
Nike shifted from male-centric marketing to a diverse, 360-degree approach based on women's real needs.
Women now influence product design and leadership, improving resonance with female athletes and consumers.
insights INSIGHT
Holistic Athlete Investment
Nike invests beyond marketing, supporting athletes like Faith Kipyegon to reach personal records.
They back their athletes holistically, including fashion goals and personal projects, deepening consumer connection.
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Nike has been synonymous with sports for decades, but that cultural and commercial cachet has mostly been driven by male athletes like Michael Jordan and Tiger Woods (Serena Williams being a prominent exception). As a result, despite substantial sales, Nike historically struggled to resonate authentically with women, and has at times faced pointed criticism from female athletes, employees and consumers.
That appears to be changing. Nike’s “So Win” campaign, which launched with the brand’s first Super Bowl ad in decades, centres entirely on female athletes. A’ja Wilson’s sneaker release was a smash, and a new brand with Kim Kardashian’s Skims will be out soon. The head of Nike Women’s now leads the entire Nike brand.
Key Insights:
Nike’s current momentum comes after past attempts to boost its women’s business, including a failed 2005 campaign involving catalogs and dedicated stores. Defections by prominent female athletes to rivals, and media investigations into gender equity issues prompted Nike to rethink its approach starting about five years ago. Sheena explains, "They started a think tank with women athletes and women consumers, and what they heard was that women wanted more from the company. This marked the beginning of initiatives driven by women's opinions and taking more women into leadership roles to guide efforts that would genuinely resonate with women."
Featuring her first signature shoe, the Nike A'One, WNBA star A’ja Wilson’s campaign was the latest and biggest in a string of successful marketing and product initiatives targeting women, including maternity lines, leak-proof activewear, and technical collaborations like supporting Kenyan runner Faith Kipyegon’s quest to break the four-minute mile. Sheena emphasises, "Nike’s investing end-to-end. They're not just investing in her wearing the logo at a race someday—they're actually supporting her personal goals."
The recent appointment of Amy Montagne as Nike’s first female brand president symbolises substantial internal change. Sheena highlights, "Having a woman lead as Nike brand president is another way to activate that lever and get after women's." But consistency remains crucial for lasting success. Sheena stresses, “They've taken their swing before, but it's like the follow-through that counts. Consistency will be the most important thing. If they don’t keep doing all the right things, it could easily shift back.”
The Business of Fashion Podcast