Analysis of Nike’s Co-Branding Marketing Strategies—SWOT Method

Abstract

Nike is an American footwear, sports and apparel company. For the past year it has always been at the top of the industry, proving itself every year through its innovative and gamechanging ideals, as one of the greatest and most influential sports brands in the world. This paper will concentrate on the marketing strategies of the company, analyzing its most important partnerships, collaborations with different market sectors and their impact on the company’s revenue and brand image. Through the use of SWOT analysis and Ansoff’s Matrix, the paper will dig deeper into the major partnerships that have helped the brand achieve its success today. Including the historic sportswear shoes deal with Michael Jordan, which till this day, is still one of the most important and influential shoes collections for the brand and is what started everything, bringing the brand to the top of the scene, contributing every year a big percentage of its yearly revenue. Additionally, sponsorships and influence in sports such as Basketball, Football, Tennis and Baseball and the collaborations with luxury brands such as Tiffany and Dior, also had a huge impact, attracting a wider range of customers and strengthening the brand in the global market.