Nike’s four-step strategy to look beyond COVID-19 – and return to growth

Stephen Whiteside

Nike, the sporting-goods manufacturer, has developed a clear playbook that is shaping its response to COVID-19 around the world.

Why it matters

As brands tackle the COVID-19 pandemic, they can potentially apply learnings from markets that were hit early by the virus to countries where the infection rates are behind the norm. Having a clear strategic playbook can protect staff as well as mapping out a strategy for returning to growth.

Takeaways

  • Finding ways to inform, entertain or inspire consumers while they are stuck at home represents a valuable engagement opportunity.
  • During the “recovery” and “normalization” phases in individual markets, messaging should not immediately return to the hard sell, as consumers are likely to have residual stress.
  • Preparations for...

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