Nike has seen overall growth in online sales, site visits, engagement with social media, and consumer preference. However, in all arenas, these numbers skew male. And it’s not for lack of appealing women’s content or product.
So, we took these findings as an opportunity to better develop Nike’s strategy when selling women’s products online.
Starting with what we already know about women’s behavior online, we analyzed Nike’s branding efforts, the work of other premium brands, Nike’s competitive set, and overall trends. Then we developed insights around reaching female consumers online based on our findings. The result was a new strategy for how to best connect with Nike’s female audience.