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🚨 Insights on Nike's Recent Struggles 🚨 I read with interest Nike's recent challenges, highlighted in this WSJ article. Once revered for its culture of innovation and cutting-edge athletic footwear, Nike finds itself grappling with some major challenges : 1) Shift Away From Retail Partners : Nike’s decision to sever ties with longtime retail partners like DSW, Urban Outfitters and exit from retail saw the termination of a third of its sales partners and less merchandise sold to Footlocker, Macy’s. The move was aimed at a direct-to-consumer focus and the decision underscores the challenges of balancing innovation with established partnerships in a changing retail landscape. 2) Strategic Missteps and Stalled Sales : Despite aspirations to position itself as a future tech company, Nike's recent sales figures tell a different story. Flat sales and a 24% YoY decline in shares highlight a loss of momentum in the market. Its CEO's strategy to boost disruptive innovation and focus on digital channels has faced challenges, with the company struggling to meet its ambitious targets resulting in layoffs. 3) Tech Investments and Operational Delays : Nike's push towards digital sales and tech integration hit roadblocks with delays in implementing its new platform S/4HANA. This multibillion-dollar endeavour aimed to streamline operations, inventory, and enhance digital sales - but has fallen behind schedule, leading to layoffs even in its global technology group which includes some AI team . The company's reliance on specific partners for digital sales hasn't yielded the expected results, further complicating its recovery efforts. 4) Lost Ground In Critical Categories : Nike's missteps in re-prioritizing certain product categories, such as neglecting the running segment and focusing on high-profile franchises like Air Jordan and Dunk, have eroded its market position. The shift away from affordable footwear options and a dilution of product exclusivity have alienated segments of its consumer base. In navigating these challenges, Nike faces a pivotal moment requiring strategic reassessment and agile adaptation. For many companies and executives, it’s imperative to learn from industry giants like Nike and recalibrate strategies to stay ahead in an ever-evolving market landscape. #Nike #Ebusiness #Retail #DigitalTransformation #Strategy #BusinessInsights https://lnkd.in/gVJPMVSi

Very interesting longform profile, particularly for the sneakerheads and how difficult it is to get digital strategies right during and post-pandemic. #Nike #digitaleconomy "Since the pandemic, Nike has lost ground in its critical running category while it focused on pumping out old hits and preparing for an e-commerce revolution that never came. The moves, current and former employees say, have eroded a culture of innovation and edginess that made Nike one of the world’s best-known brands. Donahoe had told The Wall Street Journal in 2020 that his No. 1 priority when taking over the company was “don’t screw it up.” Four years later, the company is unwinding key elements of the CEO’s strategy that have backfired as a growing number of upstarts nip at its heels.  Among the reversals: As Covid raged and more shopping moved online, Nike cut ties with longtime retail partners such as DSW and Urban Outfitters and tried selling more merchandise directly to consumers. It is now asking some of those stores for help clearing out its overstuffed shelves and warehouses. The strategic missteps have animated a debate inside the company about its identity. In its zeal to boost digital sales, some current and former employees say, Nike veered from its roots as a maker of cutting-edge footwear for serious athletes. It has opened itself to competition from newcomers such as On and Hoka, which have borrowed from the playbook that fueled Nike’s rise—including focusing on sport over lifestyle, and taking risks on innovation."

What's the difference between Nike and Adidas sneakers? Both are high-quality. Both produce similar products. Both market to sports enthusiasts. The difference? Emotional branding. Nike has "Just Do It." Adidas has "Impossible Is Nothing." Think about that. They're not selling sneakers. They're selling an identity. A mindset. A way of life. By creating an emotional connection, Nike and Adidas have created loyal followings. And you can do the same for your brand. 💥What emotion does your brand evoke? 💥What words do you want people to associate with your brand? 💥How do you make people feel when they interact with your brand? Answer these questions and put them at the core of your branding strategy for a stronger brand.

💡 Interested in learning more about what to expect in 2024 from the Trademark and Brand Management industry? Shareholders Steve Baird, Joel Feldman, Susan Heller, and Candice Kim authored a piece highlighting 5 Trends: 1️⃣ VIP Treatment of the Rogers Test 2️⃣ A Potential Field Day for Crowded Field Arguments 3️⃣ U.S. Trademark Office Practices 4️⃣ Whither Another Ground for Refusing Trademark Applications? 5️⃣ Jury Strips adidas’ Alleged Stripes Monopoly, But Will It Stand? 📱 Watch this video and read more here: https://buff.ly/48pcckU. #GTPublishedArticle #5Trends #2024Trends #Trademark #BrandManagement

Arc'teryx Secures Temporary Injunction Against adidas in Trademark Battle Outdoor company Arc'teryx has obtained a temporary injunction against adidas, preventing it from using the name "Terrex" on a Kitsilano store in Vancouver. Arc'teryx had filed a lawsuit against Adidas, claiming that its Terrex-branded shop was causing "consumer confusion" due to the proximity of the two stores and the similarity in their product offerings. The court ruled in favor of Arc'teryx, stating that the use of "Terrex" by Adidas might cause confusion among consumers, and granted an interlocutory injunction until the lawsuit goes to trial. The judgment noted the potential for confusion and the impact on Arc'teryx's brand equity. #Arc'teryx #Adidas #TrademarkInfringement #Terrex #LegalBattle #ConsumerConfusion #Retail #OutdoorIndustry #Vancouver #IntellectualProperty #TrademarkInfringement #Trademark #LegalBattle #BrandProtection IPQuad Partners CBC Source: https://lnkd.in/gxedidkD

The name of your brand can make or break your marketing. Did you know Phil Knight almost named Nike "Dimension Six"? (I Just finished reading Shoe Dog) SKINNEY was actually SKIN NY, but someone else had the trademark so we added the E. Whether by coincidence or manifest destiny, we ended up as a leader in body contouring But it makes you wonder... Does the brand name shape its identity, or does the identity become the name? - Could Nike have reached the same heights as "Dimension Six"? - How much does a catchy, memorable name influence our perception of a brand? Thoughts? Leave them below 👇🏻 #branding #marketing

Precision is power. Below you have two of Nike's greatest catchphrases. Just do it. And... Yesterday you said tomorrow. You can count the number of words they share on just two hands. Nike's copy is precise. This precision has allowed Nike to develop a powerful brand that is: • Confident • Edgy • Direct • Pithy Always remember, precision is power. If you enjoyed this write-up, be sure to follow Honey Copy.

Find your Niche and speak directly to your target market. Be prepared to stand up for what you believe in and resilient to the comments of those that don’t agree. Otherwise be ready to blend in with the bland.

I think this is a great advert, personally. Great adverts get people talking and keep products or services "front of mind". Anyone that participates in any sport knows that feeling of giving their all to win. Nike sell sporting apparel and equipment, so this advert is targeted at those very people. This messaging will appeal to the people they want it to. Those that don't "get it" aren't truly their target market. The point of sport is to win. Ideally to win in an entertaining and enjoyable manner, but primarily to win. They've nailed this, in my opinion. #Marketing #Adverts #Nike

The best branding is one that connects deeply with its core audience and isolates everyone else. Nike understand this and hence why they did the ad. I could say the same with Apple’s first ‘Think Different’ ad. It was not meant to connect with everyone and that’s what made it great. Even Jesus’ message did not resonate with everyone and that’s why it was and is still is so powerful. Brands should understand that if you’re talking to everyone. You are talking to no-one.