DEMOGRAPHICS

1. Millennials are the largest adult generation, but they are starting to share the spotlight
with Generation Z.
As millennials have become largest consumer group, everything about marketing
has changed. The only thing that has remained constant is the success of Nike. Year after
year, Nike ranks as a favorite brand among the generation z and millennials. In this new
world, successful brands are becoming more transparent. They’re becoming socially
responsible, authentic, and honest in their communications. They are relying less on
exaggerated claims, misleading and confusing offers, and empty promises. Nike has
adapted to these changes and seen significant economic impact – a result every marketer
can realize by following Nike’s lead.
Like its customers, Nike’s marketing strategy has evolved. Nike is consistently
ranked as a top performing brand among millennials, and the reason is simple: Nike starts
with an honest and authentic set of core values and strives to communicate those in an
open conversation across a broad range of media. While they certainly have the ability to
out-spend the competition, they win by understanding that advertising that advertising
dollars aren’t the way to win. They put traditional marketing tactics on the backburner
and decided that sustainability was a definite focus of their entire organization. As a
result, they made changes in their operation and attitude. They then shared that vision,
and asked for feedback and suggestions on how to improve on this stance with their gen z
and millennial audience.

Nike most trusted apparel brand among Millennials and Generation Z

2. Empowering Women in All Shapes

There were numerous mothers with meaningful words such as “mommy, mindful,
mover, and magnificent.” Nike has created an excellent brand and marketing strategies,
 advocating for women’s rights. Nike has nailed in another marketing strategy with this
emotional campaign.
“It’s the project of a lifetime to work in lockstep with all kinds of mothers to bring to
life a capsule that truly supports women’s relationship with sport during such a
transformative time in their lives.” – Carmen Zolman, Nike Senior Design Director for
Apparel Innovation.
Pregnancy is one of the most transformative events our bodies go through. The
symptoms extend not only to physical changes but also mental struggles. It is indeed a
journey lasting up to 10 years for many women. With its new collection, Nike aims to
reconstruct the connection between women’s body and sport, encouraging them to get
back on track. With its (M)aternity collection, Nike portrays women whose bodies can
have massive transformations and return to their athletic careers stronger than ever. It
participates in the conversation for gender equality and deconstructs the image that men
should dominate the sports.
Nike’s first dedicated maternity collection for pregnancy and post-birth brings an
influential perspective to deconstruct social stigmas regarding women in sports. Whether
they’re sportswear or not, all brands should follow the way that Nike has diligently
worked to pave.

Perri Edwards for Nike (M)

Soleimani, S. (2019, October 04). Be like Nike: How Nike is winning millennials. Skidmore
Studio. https://skidmorestudio.com/journal/how-nike-is-winning-millennials/
Cilluffo, A. Cohn, D. (2020, July 27). 6 demographic trends shaping the U.S. and the world in
2019. Pew Research Center. https://www.pewresearch.org/fact-tank/2019/04/11/6-demographic-
trends-shaping-the-u-s-and-the-world-in-2019/
Umur, B. (2021, December 16). How Nike Empowers Women In All Shapes. Medium.
https://medium.com/bodoville/how-nike-empowers-women-in-all-shapes-8ef96446311f