Nike's Highs, Lows, and the Power of Event Marketing in Fashion Management
- Professor Simon LEUNIG
- 4 days ago
- 3 min read
Nike is not just a brand; it is a cultural force. It has always been at the forefront of marketing sports as a way of life. Its famous 'Do It ' campaign in 1988, which featured iconic athletes like Michael Jordan and later Serena Williams, and its bold moves in digital storytelling are just two examples of its cultural influence. Despite the ups and downs it has faced, Nike's impact on our culture and the lessons it has taught us about effective fashion management are undeniable.
The Rollercoaster Ride of Nike
Nike couldn't be stopped in the early 2020s. The Air Jordan empire, collaborations with Off-White's Virgil Abloh, and partnerships with celebrities like Travis Scott and Drake all contributed to its success. Nike made a political statement and a cultural force with campaigns like Dream Crazy, which starred Colin Kaepernick. But things started to go wrong. By 2023, sales in China were slowing down, and Adidas was becoming more competitive due to its revival of the Samba and Yeezy's return to the resale market.
Puma was becoming more competitive due to Rihanna's Fenty line, and New Balance was gaining traction through partnerships with Kawhi Leonard and Jack Harlow. Even Nike and Hoka changed the game in the performance shoe market, and Lululemon entered the shoe market. Nike also faced challenges with excessive inventory, a situation where the company had more products than it could sell, as well as adverse reactions to some of its campaigns, highlighting the risks associated with being both a fashion and cultural giant.
Nike's Strategy and Events
Nike has always known that sports aren't just about how well you do; they're also about the show. Nike excels when it connects its products to events that define generations, such as the Olympics, the World Cup, and product launches at major events like Paris Fashion Week. Nike has a chance to prove that it remains the best with the 2026 FIFA World Cup, the 2028 Olympics in Los Angeles, and its annual track-and-field events. Nike's involvement in sports goes beyond just sponsoring events. For example, Naomi Osaka in tennis, LeBron James in basketball, and Sha'Carri Richardson in track are all examples of how Nike uses athletes to promote events.
Fashion companies have used similar methods. Event marketing has become a big part of brand identity. For example, Louis Vuitton is sponsoring the World Cup trophy case, Adidas is the official partner for the European Championships, and Moncler Genius is hosting events with global stars like Alicia Keys.
Why Event Marketing is Important for Fashion Management
Events make you feel like you're there. A Nike pop-up at the Paris Marathon or a Dior couture show in Shanghai are both more than just products; they become cultural events that are shared widely on social media. Event marketing enhances both visibility and loyalty in an era where people seek experiences.
Students in Raffles' Fashion Marketing and Management program are not just passive learners; they are active participants in shaping the future of the industry. They don't just learn about these strategies in theory; they also apply them in practice. They plan and execute fashion events in the real world, such as runway shows and brand activations. These projects align with the industry's needs and prepare students to navigate sponsorships, collaborate with influencers, and stay current with global trends.
Professor Simon LEUNIG
President, Raffles Kuala Lumpur, Malaysia
References
Business of Fashion. (2025). Nike’s strategy and the future of sports marketing. Business of Fashion. https://www.businessoffashion.com
Forbes. (2024). Adidas’ Samba revival and the new sneaker wars. Forbes. https://www.forbes.com
Nike. (2025). Nike at Worlds 2025. Nike. https://about.nike.com/en/topics/nike-at-worlds-2025
Yahoo Finance. (2025). Nike marketing plans in focus ahead of crucial year for sports events. Yahoo Finance. https://finance.yahoo.com/news/nike-marketing-plans-focus-ahead-101338156.html
WWD. (2024). Puma, New Balance, and the rise of performance-lifestyle brands. WWD. https://wwd.com
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