Nike

The Radical Strategy That Drove Nike’s Pandemic Success

15 December 2020 • By Doug Stephens

The Radical Strategy That Drove Nike’s Pandemic Success

How a bold direct-to-consumer push unveiled by former chief executive Mark Parker almost four years ago drove the sportswear giant’s stock price to an all-time high in the middle of a pandemic.

Inside Nike’s Radical Direct-to-Consumer Strategy — Download the Case Study

7 December 2020 • By Chantal Fernandez

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Inside Nike’s Radical Direct-to-Consumer Strategy — Download the Case Study

How did Nike’s share price hit an all-time high in the middle of a pandemic? The American sportswear giant’s success is rooted in a radical direct-to-consumer strategy built around content, community and customisation, and conceived for a post-internet world where brand connections are everything.

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Nike’s Anti-Racism Ad Provokes Backlash in Japan

2 December 2020 • By Zoe Suen

2 December 2020 • By Zoe Suen

Nike’s Anti-Racism Ad Provokes Backlash in Japan

BoF Professional Exclusive

Why Fashion’s Most Vulnerable Companies Have the Most to Gain From a Vaccine

10 November 2020 • By Cathaleen Chen

BoF Professional Exclusive

Why Fashion’s Most Vulnerable Companies Have the Most to Gain From a Vaccine

Strong results from Pfizer’s Covid-19 vaccine test sent stocks soaring, particularly for the retailers hardest hit by the pandemic. But the gains may be short-lived, analysts warn.

BoF Professional Exclusive

Should Brands Play Politics?

6 November 2020 • By Brian Baskin

BoF Professional Exclusive

Should Brands Play Politics?

This week, the question was more pressing than ever as a US presidential election, which has dominated the divided country’s cultural conversation this year, approached an end.

News & Analysis

Travis Scott Has Become Corporate America’s Go-To Pitchman

8 October 2020 • By Bloomberg

8 October 2020 • By Bloomberg

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

News & Analysis

Travis Scott Has Become Corporate America’s Go-To Pitchman

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

Gen-Z Shopping: Separating Myth from Reality — Download the Case Study

8 October 2020 • By M.C. Nanda

Gen-Z Shopping: Separating Myth from Reality — Download the Case Study

A new generation of consumers is coming of age during a critical, sink-or-swim period for brands and retailers. In our latest case study, BoF puts some of the widely accepted attributes of Gen-Z under the microscope, and interrogates how five industry players — Nike, Brandy Melville, Morphe, Depop and Louis Vuitton — have successfully capitalised on the Gen-Z opportunity.

News & Analysis

Nike Smashes Sales Estimates Thanks to Rebound in China

22 September 2020 • By Reuters

22 September 2020 • By Reuters

Sales in China rose 6 percent while in North America, the company's biggest market, sales fell 2 percent.

News & Analysis

Nike Smashes Sales Estimates Thanks to Rebound in China

Sales in China rose 6 percent while in North America, the company's biggest market, sales fell 2 percent.

BoF Professional Exclusive

All Eyes on Prada at Milan Fashion Week

20 September 2020 • By Brian Baskin

BoF Professional Exclusive

All Eyes on Prada at Milan Fashion Week

This week, everyone will be talking about the first collection from co-designers Miuccia Prada and Raf Simons, Trump's TikTok ban and a new push to commit brands to improving conditions for garment workers. Get your BoF Professional Cheat Sheet.

BoF Professional Exclusive

Which Brands Will Suffer Most in the 'New Cold War' Between China and the US?

3 September 2020 • By Casey Hall

BoF Professional Exclusive

Which Brands Will Suffer Most in the 'New Cold War' Between China and the US?

Fashion brands caught in the crossfire are doing what they can to avoid the worst possible outcomes from the escalating US-China conflict but it will be virtually impossible to emerge unscathed.