The Belong Effect by Sid Lee logo
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Nike

The OG sports brand that keeps inspiring everyday athletes through legacy and novelty.

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Interest Community

Runners + Underrepresented female athletes + BIPOC youth

Hailed as the reigning sport-wear label, Nike has built its generational success on messages of authenticity and solidarity. Whether it's through an interactive app or adapted footwear, the brand has pioneered progressive initiatives and tools to help communities stick together and stay active during the pandemic.

Identity
Mobilization
Oneness
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Identity

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Under Nike, everyone is an athlete. The brand continues to be the voice of underrepresented athletes in forging the next generation of role models. Among other noteworthy partnerships, Nike and Patta, a Black-owned dutch brand reimagined the iconic Air Max 1 through the lens of Black filmmaker Mahaneela, featuring stories that capture the Black British experience.

Throughout the pandemic, the brand has also been committed to promoting mindfulness through apps like Nike Run Club and Nike Training Club. This shows how content can reinforce the idea that Nike is a trusted source of inspiration that aims for fitness, but also wellness. 



Social Capital

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Nike believes in the power of sport to bring out the best in its communities with products that meet individual needs. The most notable instance is the adaptive hands-free shoe, Go FlyEase, intended for people with disabilities and proudly worn by Paralympian Jessica Heims and other US athletes during the Tokyo Games. This year, Manal Rostam, athlete, women's rights activist and Nike running ambassador, expressed her disappointment at the brand's lack of representation of Muslim women. The next morning, Nike responded to her email with a follow-up meeting and an invitation to become the first hijab-wearing model to appear in a Nike Middle East campaign.

Manal Rostom wearing the Nike Pro Hijab. (source: The National)

Oneness

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During the pandemic, the brand was able to bring all of the global urban running crews together under one roof. The Nike Run Club allows members to share their achievements and motivate each other, while the Nike Training Club offers digital badges and other rewards for following a training programme or logging in regularly. From Headspace series Mindful Runs with Kevin Hart to Nike Live Stores in Williamsburg, Nike has curated various content and services to keep its community connected and running. 


Mobilization

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Whether through workout apps or online shops, Nike has made a major digital push, making its way into every aspect of the community’s lifestyles. This can be seen with new hashtags from the Nike Run Club to get members to create or participate in global challenges. The brand has also put a greater emphasis on cutting out retail and selling directly to customers, with a 80% of increase in memberships from its e-commerce apps.

By the numbers

$12.3B

in the fourth quarter, 2020 a 96% increase compared to the prior year and a 21% increase compared to the fourth quarter of 2019

$44.5B

in full-year reported revenues, 2020

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