Nike builds mobile-messaging muscle
Stephen WhitesideWarc
Nike's focus on athletes now extends right down to their fingertips – and, more specifically, connecting with them through a range of mobile-messaging apps.
"We are spending so much time in messaging," Kelly McCarthy, Nike's Senior Director/Global Marketing, told delegates at the 2017 South by Southwest (SXSW) Conference. "This is not just a millennial conversation. Most of your users now, if they have anything past a feature phone, are using messaging at scale."
In exploring this fast-growing component of the digital ecosystem, Nike has run tests including:
- Jordan Breakfast Club:Athletes...