Nike: Sprint to Recover Lost Ground
商品編號：W45620
出版日期：2025/09/11
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：brand equity;brand dilution;data-driven approach;consumer sentiment;legacy brand;d2c
難易度：4 - Undergraduate/MBA
內容長度：15 頁
地域：United States
產業：Arts; Entertainment; Sports and Recreation
事件年度：2024
Nike Inc. (Nike), the global leader in footwear, had captured the imagination of several generations of athletic footwear users through its sports-centric, powerful emotional branding, adaptability, and sustainable practices. It was also entrenched in the offline channel through strong relationships with its wholesalers and retailers. In 2020, a new chief executive officer (CEO), John Donahoe, pivoted Nike’s strategy towards a digital, data-centric, direct-to-consumer model, breaking the significant emotional connection with customers and losing wholesaler support. In 2024, Nike’s valuation plummeted, resulting in Donahoe’s exit and the entry of a Nike veteran, Elliott Hill, as the new CEO. Hill grappled with the challenge of restoring Nike’s brand equity. What should he do—roll back the digital initiatives and reprioritize traditional retail partnerships? Reinvest in the brand’s foundational storytelling and community engagement? Or take a hybrid approach, balancing digital innovation with in-store experiences?
教學手冊：Nike: Sprint to Recover Lost Ground - Teaching Note
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