| HBS Case Collection
(Revised from original 2012 version)
Social Strategy at Nike
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
Social and Collaborative Networks;
Apparel and Accessories Industry;
Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, March 2013. (Revised from original April 2012 version.)