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Nike

The OG sports hub that captures the different life stages of everyday athletes.

Identity

7

/10

At Nike, everyone is an athlete, and that is for life. The brand utilizes the Nike Training Club app as a platform to develop content tailored to specific age groups. Through the app, Nike launched a global maternity training program to invite pregnant and postpartum women to get back into sports. Accompanying women through every stage of pregnancy, the comprehensive, 24-workout NTC (M)ove Like a Mother Program covers strength training, cardio, mobility and yoga.

Nike is debuting NTC (M)ove Like a Mother Program, a prenatal and postpartum worldwide program. (Source: Nike)

Social Capital

6

/10

Nike is investing in a more diverse future in design and innovation. This year, the label created the Serena Williams Design Crew, a collective that empowers up-and-coming designers from diverse communities. They hold one-on-one workshops with BIPOC designers, and over 80% of their apprentices have gone to full-time employment with the company.

Emiko Mccoy, apparel designer from the Serena Design Crew at Nike. (Source: CNK)

Oneness

7

/10

The brand sponsors U.S. student-athletes at all levels who share its belief that sports can break barriers, push limits and create a more equitable future. Nike deliberately chose to focus on underrepresented women as part of the new NIL rules, reinforcing its commitment to uplifting underrepresented athletes.

Reilyn Turner, a forward on the UCLA women’s soccer team, is Nike's first student-athlete sponsorship under the new Name Image License rules. (Source: Nike)

Mobilization

5

/10

Nike is pushing into Web3 by participating in the metaverse pioneer community, both through its sale of NFT sneakers and its collaboration with LeBron James. Far ahead of other brands, the sneaker-focused NFT has generated 60% more in sales than the combined sales of the rest of the top 10 NFTs, and 14 times higher than the NFT earnings of the No. 2 brand, fashion house Dolce & Gabbana.

In February 2022, during NBA All-Star Week, Nike launched its first new flagship sneaker, the Nike LeBron 19. Between exclusive NFTs, avatars, minigames, and even a virtual visit from LeBron himself, the Experience NBA All-Star Week activation attracted up to 21 million visitors from 224 countries.

Thanks to its mass popularity and its super fan communities, Nike has remained the most popular clothing brand for teenagers across the US for 12 consecutive years.