NIKE KEY CITY STRATEGY > LOCAL BUSINESS ON A GLOBAL SCALE

Nike’s current ‘global city strategy’, developed back in June 2017, saw the sportswear giant identify 12 key cities in different 10 countries to be the focus of its effort to fuel its global growth.

Indeed, Nike’s target was that 80% of its projected growth through 2020 will come through those cities: which, in addition to London, also include New York, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan.

(Can we now add Chicago to that list?)

We showcase five recent standout Nike initiatives shining the spotlight on specific cities.

1 > In Italy, Nualla Puo Fermarci sought to get 150,000 young Milanese women moving.

2 > In Germany, Nike leveraged the 30th anniversary of the fall of the Berlin Wall with ‘Helden’: a campaign which showcased a new generation of heroes defining a new era of sports and culture.

3 > While the Chicago strand of the community based #SportChangesEverything initiative explored the Windy City’s unique sports personalities, values and style.

4 > Leveraging the New York City Marathon and fronted by the fastest marathon runner of all time Eliud Kipchoge, Nike’s ‘I Am Not A Runner’ aimed to capture the drive, energy and tenacity that pulsates through New York City for those who run and for those who run the city.

5 > Nike’s award winning ‘Nothing Beats A Londoner/ was arguably the first fully-fledged, full-blooded city-speicifc initiative bringin its new strategy to life.