Booklet

author

Elias Serrano

Design

How Nike Survived The Crisis

design

Design

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How Nike Survived The Crisis?

While many businesses struggle with retail sales drop during the pandemic...
One Company remained strong; Nike with a retail sales increase of 5% in this 2020 third quarter. The company deployed a playbook strategy to tackle the crisis.

Home workout
After news of the COVID-19 virus spread, retailers would have to close their doors in China, Nike's first step was to make a pivot-turn into their own digital channels by helping Chinese user's stay active while staying home.

Weekly active user increase +80%
The strong engagement between the brand & the consumers resulted in more visits to Nike's online shops. Digital sales went up by 30% in China, according to Nike's third-quarter fiscal report.

PLAY INSIDE, PLAY FOR THE WORLD
The brand was able to launch a new marketing campaign called 'Play Inside,' encouraging app download. Here's what the Nike Training Club app plan:

The playbook Strategy

  • Containment
    Physical stores close, adapting to changes.
  • Recovery
    Stores Gradually reopen. Stay aware Of new opportunities.
  • Normalization
    Foot traffic Increases. Everything blends back together.
  • Growth
    Business is back to normal & in position for growth.

Lesson learned
Preparation was a big part of Nike's strategy to overcome the virus crisis. Building strong relationships with consumers & engaging with them through digital channels such as apps, e-commerce stores & social media platforms is mandatory.
The world is changing & those who adapt quickly will survive afterward.

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