As of the fiscal year 2015, Nike was the most preferred brand among teens, as concluded by research firm Piper Jaffray (Lutz, 2015). According to the survey, teens are increasingly buying athletic clothes from Nike and Lululemon over denim classics from brands like Abercrombie. Like Nike, Lululemon and Adidas are expanding their clothing portfolios: Lululemon is launching a sister brand called Iviva for tween customers; While Adidas is planning to become the “go-to brand” for athletic teen gear (Lutz, 2015). Even with growing competition, Nike stands out and is the preferred brand with 72% teens saying Nike is their favorite activewear label (Lutz, 2015). With the large volume of activewear consumers and its rapid growth, the athleisure …show more content…
However, the firm has lacked a social media presence for this younger generation. Millions of young athletes follow both Nike products and Nike sponsored athletes online, but there has never been a channel specifically devoted to young athletes. With this in mind, Nike launched the @nikeyoungathletes account on Instagram. Through user-generated content, Nike was able to reframe their “So Fast” campaign to fit young athletes (Briefcase). This was cultivated through the idea that young athletes will answer the question “How fast are you” in a million different and creative ways. Through Instagram, hundreds of young athletes filmed “I’m So Fast” videos capturing their fastest moves in many different sports. Once videos were submitted, Nike customized each video by adding in special effects through video editing software. As a result of this campaign, Nike’s followers increased 8 times to over 42,000 in 7 days …show more content…
Research done by the Sports and Fitness Industry Association concluded that 21.5 million children between the ages of 6 and 17 are frequent players of different sports (Kelly & Carchia, 2013). In order to increase its young athletes market, Nike will need to increase their presence among children in this age group. According to the National Center for Health Statistics, 19.2% of children ages 7-12 are obese (Carroll, M.S.P.H et al. 2). With this, Nike will need to collaborate with schools, camps, and parents to create programs for these children; the goal of these programs will be to get children more active in order to create healthier lifestyle habits. These programs will include activities such as running, swimming, biking and playing other various athletic