{"id":17399,"date":"2018-09-24T13:41:05","date_gmt":"2018-09-24T13:41:05","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/world-cup-nike-personalization-lessons\/"},"modified":"2025-02-18T17:42:07","modified_gmt":"2025-02-18T17:42:07","slug":"world-cup-nike-personalization-lessons","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/world-cup-nike-personalization-lessons\/","title":{"rendered":"Personalization Lessons From Nike\u2019s World Cup Campaign"},"content":{"rendered":"<p>Let\u2019s start with a confession:\u00a0Nike\u00a0is a love brand of mine. I am a sneakerhead. Ever since I strapped on my first pair of Velcro sneakers, I had a fascination with \u201cthe swoosh.\u201d Growing up in Tel Aviv, I would wake up at\u00a03 a.m.\u00a0to watch Michael Jordan soar above the rim, tongue out, rocking the Air Jordan 3s.\u00a0Around the office, people can see me wearing a different pair of sneakers almost every day.<\/p>\n<p>To me, Nike stands for excellence. Whether it\u2019s the innovative product design, collaboration with some of my favorite athletes (game, set, match: Andre Agassi) or unique advertising and marketing strategies, it is a company that has always embodied the cutting edge of the craft. I\u2019m not the only one enamored with them, as\u00a0Netflix recently announced a movie version of Nike founder Phil Knight\u2019s book \u201cShoe Dog.\u201d<\/p>\n<p>As one of the beloved brands that continues to lead in these strategies, I\u2019d like to highlight how Nike leverages the power of <a href=\"https:\/\/sundaysky.com\/resources\/?resource=the-indispensable-guide-to-personalized-video\" target=\"_blank\" rel=\"noopener noreferrer\">personalization<\/a> through the customer lifecycle and in marketing communication.<\/p>\n<p>Nike CEO, Mark Parker stated Nike\u2019s goal is to get \u201cmore personal at scale.\u201d To that end, the company has made strides in re-shaping itself as a direct-to-consumer brand.\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/qz.com\/1236255\/nike-is-expanding-its-direct-to-consumer-digital-business-and-acquired-zodiac-an-analytics-firm\/&amp;sa=D&amp;ust=1532469619412000\">Earlier this year<\/a>, Nike acquired Zodiac, a consumer analytics firm that uses metrics to predict\u00a0individual customer behavior. In a time when brands must get personal with customers or risk being ignored, Nike\u2019s purchase of Zodiac gives the team the insight they need to drive their digital business. The company now has more customer data at its disposal, enabling them to identify and target the most devoted fans (such as yours, truly!).\u00a0It\u2019s worth noting that the Nike+ loyalty program members and users of Nike apps (including SNKRS, a personalized shopping experience, and NikeID, a product personalization app) spend nearly\u00a0triple the amount on Nike products than casual shoppers do through the Nike.com website.<\/p>\n<p>Even still, Nike has not forgotten about the importance of bringing personalization to the traditional retail experience. The company recently launched a direct-to-consumer program in its brick-and-mortar locations. Beginning in Portland and Los Angeles, and soon to expand to other markets,\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/hypebeast.com\/2018\/7\/nike-in-store-retail-shopping-app-video&amp;sa=D&amp;ust=1532469619413000\">Nike stores\u00a0<\/a><a href=\"https:\/\/www.google.com\/url?q=https:\/\/hypebeast.com\/2018\/7\/nike-in-store-retail-shopping-app-video&amp;sa=D&amp;ust=1532469619413000\">are<\/a><a href=\"https:\/\/www.google.com\/url?q=https:\/\/hypebeast.com\/2018\/7\/nike-in-store-retail-shopping-app-video&amp;sa=D&amp;ust=1532469619413000\">\u00a0gradually\u00a0<\/a><a href=\"https:\/\/www.google.com\/url?q=https:\/\/hypebeast.com\/2018\/7\/nike-in-store-retail-shopping-app-video&amp;sa=D&amp;ust=1532469619413000\">enabling experiences<\/a><a href=\"https:\/\/www.google.com\/url?q=https:\/\/hypebeast.com\/2018\/7\/nike-in-store-retail-shopping-app-video&amp;sa=D&amp;ust=1532469619413000\">\u00a0in tandem with the new Nike App At Retail<\/a>, offering recognition technology and tailored product recommendations for every customer who walks through their doors. In addition, the Nike App At Retail allows customers to make reservations for trying on products in person, along with check-out and payment options at the store.<\/p>\n<p>Nike has also taken a personalized approach in transforming its advertising. During the\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.youtube.com\/watch?v%3DlSggaxXUS8k&amp;sa=D&amp;ust=1532469619414000\">2010\u00a0<\/a>and\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.youtube.com\/watch?v%3DiXsDMF2RpTQ&amp;sa=D&amp;ust=1532469619414000\">2014<\/a>\u00a0World Cup tournaments, the company scored big with viral ads featuring a bevy of international soccer superstars, among them Cristiano Ronaldo, Wayne Rooney and Zlatan Ibrahimovic.\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/amp-fastcompany-com.cdn.ampproject.org\/c\/s\/amp.fastcompany.com\/90179193\/why-nike-ditched-a-proven-winning-strategy-for-the-2018-world-cup&amp;sa=D&amp;ust=1532469619414000\">But for this year\u2019s World Cup<\/a>, Nike chose to spread its ad campaign across paid and owned media, creating one sprawling storyline, with each content asset optimized for different channels. On mobile devices, audiences can watch Cristiano Ronaldo\u2019s short video series \u201cBelieve.\u201d Meanwhile, video platforms host country-specific Nike ads, including a short documentary on the Nigerian World Cup team, interwoven with spots aimed at fans from Brazil and Russia, the host nation of this year\u2019s World Cup.<\/p>\n<p>Utilizing a cross-channel approach makes it possible for Nike to tell a sequential story, irrespective of the touchpoint. Audiences can begin the narrative on mobile devices, then continue it on social media or other digital platforms. This accounts for the fact that Nike\u2019s young target audiences are comfortable with a multiscreen narrative, and even expectant of such a modern storytelling methodology.<\/p>\n<p>These strategies prove that Nike personalization is truly one of a kind, and that the brand will go down in history as an innovative leader in the space. While most brands are struggling with executing basic personalization in an effective and valuable way, Nike continues to see personalization as the holistic strategy that it really is. <a href=\"https:\/\/multichannelmerchant.com\/blog\/personalization-lessons-from-nikes-world-cup-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">Continue reading the rest of what I had to say on this subject in my previously published article on Multichannel Merchant<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SundaySky&#8217;s SVP of Creative &amp; Industry Solutions, Guy Atzmon, shares his thoughts on Nike personalization, and how the shoe company is leading the way in transforming the retail customer experience.<\/p>\n","protected":false},"author":7,"featured_media":19597,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[123,125],"class_list":["post-17399","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-personalization","blog-topic-trends-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Personalization Lessons From Nike\u2019s World Cup Campaign | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/world-cup-nike-personalization-lessons\/\" \/>\n<meta property=\"og:locale\" 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