Nike’s collaboration with Patta shifts focus to a running-inspired collection that merges...
Nike's latest sensation, the Air Max DN, has taken the world by storm, and the brand is pulling out all the stops to make it their most iconic release yet. With global superstars like Drake and Billie Eilish, and athletic legends like LeBron James, Sha'Carri Richardson, and Erling Haaland, championing the shoe, Nike's marketing blitz is nothing short of legendary. But what exactly makes Nike’s influencer strategy so powerful, and what does it reveal about the brand's bold moves for 2024? This marketing case study expands upon Nike’s marketing campaign for its Air Max DN, it’s influencer marketing, and why its Nike’s greatest campaign since its Vapormax campaign in 2017.
Nike's Expanded Influencer Network
During an all-out marketing campaign, it’s not uncommon for Nike to bring out several of its athletes and influencers to showcase its latest sneaker. However, this time around, Nike didn’t shy away from the limelight as it brought out some of its brightest stars, and new ones, to really tap into new and prominent markets for its Air Max DN Campaign.
While Nike had an extensive campaign before the sneakers released on Air Max Day (March 26), they continued to expand by creating one of the greatest short-film collaborations the marketing world has ever seen. This short film was published on release day, and featured some of Nike’s brightest stars ranging from Drake, Billie Eilish, Sha'carri Richardson, and Erling Haaland. Each played a significant role in the film, and bought into the fascination and 90’s themed style for the video.
But Nike didn’t stop there. In fact, they would create videos or Instagram Reels that featured a snippet of the short form, providing an additional deliverable to Nike’s overarching campaign. This serves two purposes. First, Nike could effectively reach its desired audience by spotlighting a signature ambassador, like Drake, to get their attention and message; and second, to create a third party approval that would incentivize fans of Drake, Nike, or sneaker culture, to look into buying the Air Max DN.
Since influencer marketing is one of Nike’s most successful and utilized practices, it made perfect sense to double down and expand its web of influencer for its Air Max DN campaign. These companies and individuals have a large following in their respected fields, but are more niche-specific regarding their audience, interests, and geographic location. From Fortnite, to Supreme, to British parkour team, Storror, Nike infiltrated into different demographics and geographics to build its awareness and relationship with new customers.
What's Next for Nike?
After selling out of its original colorways in release day, what is Nike’s next move? It’s safe to say that getting other influencers and organizations involved was a smart play, but how does that contribute to its overarching mission with its campaign? Let’s break this down:
Nike’s mission with its campaign is to have the Air Max DN be the face of its widely-successful air max line. They have tried this with other models like the Nike Vapormax, Air Max 720, Air Max 270, and most recently its Air Max 1 ‘86. However, the Air Max DN combines a nostalgic framework with modern comfort and technology to provide the ‘best of both worlds’ as the new face of Nike Air Max.
But its influencer strategy hints at Nike’s upcoming moves:
- Heavily Investing in Influencer Marketing: Nike’s ‘Spray’ method for its influencers was uber-successful for its Air Max DN campaign. Since influencer marketing is one of the most cost-effective and accurate ways to market a product on a global scale, Nike will continue to pour thousands, if not millions, from its marketing budget into these well-established channels. It requires little to maintenance on the company’s end, while benefiting the influencers, new customers, and Nike’s stakeholders - a win-win-win.
- Going All-in on Video: Since 2018, Nike has began to move towards video for its marketing deliverables, and has only ramped up since the pandemic. As 84% of customers prefer video over other marketing channels, Nike and other Fortune 500 companies begin to migrate towards this new path. Videos not only create a stronger relationship with the customer, but also improve video retention, post engagement, number of shares, CPC rate, and many other KPIs.
- Condensing Product Offerings: The reason why the ‘Nike falling off’ rumors are running rampant is because the brand might be stretching itself too thin. The brand is moving towards its original roots within running, and along with these corporate shifts comes condensing and readjusting the company as a whole. Since Nike is dominating the running, basketball, track & field, and lifestyle environments, we may see Nike pull back in other sports that haven’t been performing as well.
Conclusion
Nike expanded its Air Max DN marketing campaign by reaching untapped audiences thanks to its well-established network of athletes, artists, and influencers. The brand leveraged these individuals and companies as a vessel to reach new audiences from around the world, and used short-form videos as the focal point of its marketing strategy. As Nike dominates the sneaker and athletic market, it will be interesting to see how they build off it’s current strategy and determine if the Air Max DN will be the new face of its Air Max line.
