Nike is making its biggest ever women's push

In order to achieve this reliably, Nike invested in the largest female advertising campaign ever.

Nike's #BetterFotIt ad debut with a 60-second ad created by Wieden + Kennedy at the MTV Movie Awards on Sunday night

Unlike other Nike sports, which usually focus on athletes already achieving, this push challenges themselves even though women are at the beginning of their fitness journey and they are outside their comfort zone It is to encourage that.

In addition to TV commercials, Nike shares his experience on social media using the #BetterForIt tag and starts a "90 day better challenge" combining Nike + Training Club application and Nike + workout application We encourage women to do things.

The new idea for women is not Nike, but it is by far the largest global collaborative marketing campaign. According to Bloomberg, Nike expects that female business will grow faster than male business, from $ 5 billion at the end of the fiscal year to $ 7 billion in 2017. The company will open a second women's clothing store in Shanghai at the end of this month.

Nike said in a press release that there are already 70 million women digital communities already worried about sports and fitness brands. The community is growing and becoming more active. There are more female runners in the North American Nike + application (54% for women, 46% for men), especially in Europe and China, the growth rate of female runners participating in the application is faster than men.

Under Armor recently surpassed Adidas and became the second largest sportswear brand in the US, started earlier this year the world's largest marketing campaign for women, and signed a super model Gisele Bundchen with ballerina Misty Copeland. At the same time, according to Reuters communications, Lululemon offers more style, color, print and customer service improvements.

The new Nike sports style is similar to the currently admired advertisement being broadcast in the UK. This is "This Girl Can" of Sports England of government organization. However, the difference between the Nike movement is that "this girl can do" is to celebrate the various shapes, sizes, age, and experience of women involved in sports (and Nike sports show similar slim women It is.

Nike's vice president Amy Montagne took over as Nike Women's general manager as a way to promote Nike's female business. Announced that annual sales will reach $ 6.6 billion by 2020 and reach $ 11 billion. Sales of "sports shoes" in 2017 overall increased by 2%, while women decreased by 5%. Sales of women's sneakers are growing faster than men's, and the market has not yet saturated. Amazon's Zappos has a relatively small part ("The Ones") only for women's sneakers and Adidas is arresting Kelly Jenner as a spokesperson. In collaboration with Refinery 29 to create 50 pairs of women's ultra boost, Hummer relies on Rihanna for almost embarrassing but Rihanna has many other business problems

"When Nike will spread the voice of a new woman, he is challenging the current state of sports shoes," Nike said in a press release. But women already have their own sneaker community. There are thousands of street decorations for ladies. Designers Aleali May, Small Feet Big Kicks founder Jess Gavigan, Andrea Kyriacou's Jennifer Tiffany, etc., are influenced by major blogs. , Karen Young, Julia · Dan etc Street wear and Maya Nilsen

By gradually mastering customer preferences, Nike began to rethink its strategy. Jordan's shoes are one of the biggest brands of Nike, it's a good example. Nike's manufacturing process is too slow and not suitable for demonstration, so this brand loses its position as an indisputable king of the sportswear market