How Does Nike Make More Women Fall In Love With Sports?

The first quarter financial results for fiscal year 2017 were released. From June 1, 2016 to August 31st, Nike group's revenue was $9 billion 60 million, an increase of 8% over the same period last year, and net profit rose 6% to $1 billion 250 million.

The double rise of Nike's sales profits is due to the growing female market.

Nike chairman and CEO Mark Parker pointed out that Nike in the quarter

Business performance is outstanding, Dynamic Reveal Jacket is the most popular style, followed by running products.

So how did Nike make more women fall in love with sports?

As early as October 2014, Nike released the "Nike Women" strategy.

In 2015, Nike launched the Nike Women women's sports event to bring new impetus to women who are looking for challenges.

Nike Women women's sports events include Nike Women women's road running series and N+TC Tour.

The Nike Women women's running series is held in all parts of the world, including 20 cities including Toronto, London and Hongkong. Apart from assembling the global female runner community, every event has set up different activities, including new routes, runner services, and opportunities to communicate with elite athletes, understand music and touch local culture.

And every runner who completes the event will get a special necklace with the fashion of the city.

The series of Nike Women women's road races held in Nagoya, Japan in March this year included the Nike+ Run Club (NRC) road running from 10 km to the marathon, the NTC Tour with 5 hours and hours of hourly running, and other series of NRC and NTC activities.

N+TC Tour is dominated by the senior coach of Nike and the elite coaches from 12 cities in Shanghai and Stockholm. It presents a fascinating and interesting Fitness Challenge in five hours.

Nike has also tailored the training program for Nike+ members to help them achieve their "just for the better".

In April 2015, Nike launched a large-scale marketing campaign called "Better for it" aimed at female consumers. At the 2015 MTV awards, it published an advertisement by Wieden + Kennedy, telling the sports experience in daily sports from the perspective of civilian women, and encouraging them to persist in sports.

This video has been viewed on YouTube for almost 24 hours on the line only for 350 thousand hours.

In 2016, Nike invited 10 attractive women from different fields to share their "just for the better" story.

Among them, there are professional athletes in the active duty national team.

Magazine editor, treasure mother, professional manager, organizer of public welfare activities, and post-90s women...

Women are encouraged to participate in sports through stories about women who love sports, try and be loyal to themselves in different fields.

As long as you try, exercise and experience new things, you will always be better.

In addition, Nike has launched the "better for it 90 day challenge" campaign, which aims to encourage female sports enthusiasts to develop and synchronize their training programs through Nike+ training applications and running applications.

According to the data released by Nike, in 2015, more than 70 million women in the world participated in the fitness running community through the two major application platforms of Nike+ Running and Nike+ Training Club, and Nike Women social platform.

In order to encourage you to exercise, Nike made an original American drama.

This year is the key year for Nike women's products to expand the consumer market. Especially in October last year, the "Five Year Plan" was announced. (in the 2020 fiscal year, Nike's female product revenue increased from 5 billion 700 million US dollars to 11 billion US dollars, occupying 1/5 of the total business).

In addition to adding strength to women's products, Nike also made the first original drama "Margotvs Lily: big house girl vs fitness maniac" with the theme of women's fitness as the theme.

The original episode of the 8 episode was created by the director of the movie "I and Earl and the dying girl", each episode of 8 minutes.

After each episode, there is a wealth of training guidance, information on the new NTC and NRC training courses. Lili, one of the leading character's fitness maniac, demonstrates the essence of body building exercises in person.

After reading the tutorial, you can immediately open the challenge mode, go to Nike+NTC APP for interaction and record, and choose an action to make your own customized poster to share with more people.

The strength of Nike's content marketing lies in its strong participation and guidance. It has caught young women's love of self love and sharing social psychology. After joining Nike's running community, we urge each other to intensify each other.

I believe that for many Nike+ members, Nike+ is not only a community, but also a way of life that integrates young people with fitness activities.

Build exclusive gym, invite special people only

In an abandoned hardware store in Grand Street, SOHO, New York, Nike opened a women's VIP gym, 45 Grand.

This is an open, reserved and influential "special person" only for women, such as supermodel Karlie Kloss, as well as extremely active users in the Nike+ district.

But unlike a single gym, the 45 Grand is more like the showroom of Nike's female product. Apart from the training area and rest area, there are private bar rooms, and the largest space is given to the display of Nike's female product line, including clothing and sports shoes.

Nike called it "elevated space (advanced space)".

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For Nike, the purpose of 45 Grand is not to make money, but a tool to cultivate user loyalty.

As long as you qualify for admission, you can get a 45 Grand coach tailored for your fitness program and have the opportunity to accept the fitness course that is considered the most rigorous gym in New York, Tone House.

epilogue

From the Better for it# that encourages you to the original American drama that allows fitness to integrate into your life, and then to the gym you built for loyal users, Nike loves Nike's products in the process of falling in love with the development of women's exercise habits.

This experiential incentive approach is also what Nike is best at.

But Nike's position in the female market is being challenged.

With more and more women joining the ranks of sports and fitness, female consumer groups have become the new target of sports brand competition. Adidas, Andemar and other international sports brands, such as H&M, ZARA and other luxury and fast fashion brands, as well as Vitoria's secret, CK and other underwear brand, have launched women's sports products, and women's sports market competition has become more intense.