How Nike leverages connectivity to build relationships beyond shoes

This event report gives insight into how Nike has changed its brand marketing, and focused on relationships with customers as a service provider.

How Nike leverages connectivity to build relationships beyond shoes

Diana Marszalek

For much of the last 25 years, Nike has been telling consumers to "Just Do It," the core message of an enormously successful campaign that was built on inspiring athletic excellence—and selling shoes.

"It used to be a formula that built the brand: Have an amazing athlete, design an amazing piece of footwear for them and then just do a kickass ad," said Stefan Olander, president/GM of Nike+. "It became an incredibly inspiring rallying cry for people to just do it. People felt it."

But as Olander –...

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