Is Nike Still Cool?

🌈 Abstract

The article discusses the recent challenges faced by Nike, the iconic sportswear brand, and whether it has lost its "cool" factor in the eyes of consumers. It examines various strategic decisions made by Nike's new CEO, John Donahue, and how they may have impacted the brand's perception and performance.

🙋 Q&A

[01] Nike's Strategic Decisions

1. What are the key strategic decisions made by Nike's new CEO, John Donahue, that have had significant implications for the company?

• Eliminating product categories and organizing products by gender, rather than by sport, which has led to a "lack of innovation and energy in product creation"
• Reducing the company's wholesale business and focusing more on sales through Nike.com and Nike stores, which has eliminated the global network of independent stores that previously helped make Nike "cool"
• Shifting towards a greater focus on digital marketing and data-driven strategies, rather than investing in "history-making brand campaigns"

2. How have these decisions impacted Nike's perception as a "cool" brand?

• The elimination of the product categories and the focus on digital marketing have made Nike seem more like a "generic fashion brand" rather than a brand associated with innovative sports products
• The reduction of the wholesale business and the loss of the network of independent stores that helped cultivate Nike's "cool" image has made the brand feel more disconnected from the cultural context that previously contributed to its coolness

[02] The Changing Perception of "Cool"

1. How has the perception of "cool" changed in recent years, and how does this impact Nike's position?

• There is a shift away from a focus on technological innovation, which was previously a key driver of Nike's "cool" factor, towards a preference for more classic, low-profile styles
• The "post-brand era" and the rise of the "determined individual" have led to a decline in the importance of brand logos, which were previously a key part of Nike's appeal
• Coolness is now seen as more ephemeral and fleeting, making it harder for a global brand like Nike to maintain a consistent "cool" image

2. How has the author's personal experience with vintage Nike products influenced their perspective on the brand's current "cool" status?

• The author's enjoyment of vintage Nike Challenge Court T-shirts, with their faded Swoosh logos, suggests a preference for more understated, classic Nike products over the brand's recent focus on technological innovation and digital marketing