It is June 2018. Two years earlier, Adam Sussman, Nike's chief digital officer, was behind Nike's push to
acquire Virgin Mega, a startup, which has since morphed into a studio that plays a pivotal role in Nike's digital
strategy. With the studio's mobile app, SNKRS (pronounced 'sneakers'), specifically, Nike seeks to strengthen
its connection with the most fanatical of its fans-the sneakerheads-and "bring back the fun and emotion of
buying," as Sussman put it.
The case deals with Nike’s digital strategy in the sneakers industry. It discusses how the SNKRS app has
helped Nike to engage with customers in novel ways.
Case Write Up Points
Is Nike on the right path with its digital strategy and, in particular, with how it seeks to change the sneakers
game and compete with rivals such as Adidas and Puma? Use SWOT (strengths, weaknesses, opportunities,
threats) to analyse Nike’s digital strategy and the app. Does it make sense for the company to pursue the kinds
of innovations featured in the SNKRS app? And what kind of campaigns and activations should it prioritize in
the future? How can the app inform decision making at Nike? How can Nike utilize advances in digital
technology to connect with and engage with consumers in different markets? 4Ps can help guide
recommendations. Please red attached Case Study and use it to write the essay.
Sample Solution