Nike Needs Its Next Michael Jordan
In the seven months since I last wrote about Nike, the company has undergone some changes. Elliot Hill, a long-time Nike executive, came out of retirement to replace John Donahoe as CEO. After a 60-day observation period, which involved talking with Nike’s various stakeholders, Hill’s diagnosis was that Nike had lost its “obsession with sport.” In addition to revised marketing, more sales-focused endeavors will include reinvesting in its existing brands to create demand.
In recent weeks, two items in particular exemplified Nike’s course correction.
Nike’s website looked dramatically different in the run up to the Super Bowl. The first thing one saw was “BIG RINGS DON’T COME EASY” in reference to the game. A short scroll led to all of Nike’s classic brands. I previously pointed out that such an emphasis was what Nike needed to do.
Nike unveiled a 40th anniversary Air Jordan ad that stood out from what we had become accustomed to seeing with Nike. With a storyline focused on what would have happened if Nike didn’t pay fines associated with Michael Jordon wearing his Air Jordan 1s in NBA games, the company was able to show just how powerful and influential the brand has been on culture over the past three decades.
While the Air Jordan ad was effective in grabbing attention, it drew attention to how far Nike has fallen in recent years.
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