NIKE

NIKE, Inc., named for the Greek goddess of victory, is the world’s leading designer, marketer, and distributor of authentic athletic footwear, apparel, equipment, and accessories for a wide variety of sports and fitness activities.

Objective

Nike needed to ensure their NFL sponsorship investment stayed relevant and fruitful despite declining TV viewership ratings. Where were fans heading to interact with pro-football?

Approach

Confidential Consumer surveyed 1,000 NFL fans to understand their viewing habits and identify where their attention was shifting to, and commissioned video testimonials from fans across the country showing their viewing and interaction habits.

Results

In 3 weeks, we identified the specific digital sites and content types NFL fans are consuming, where brand activations were most noticeable for fans, and recommended strategic initiatives for Nike to consider to capture these fans’ attention.

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