The Paris Olympics are just around the corner, and they will represent the largest media investment in history for Nike.
Nike, the sportswear and sporting goods giant, has announced that its investment in the Olympic Games will exceed any previous investment in its history. According to company executives, the strategy aims to boost sales and maintain the competitiveness that the company has always enjoyed, thanks to new brands and existing market trends.
Nike is determined to make this investment because of what happened in the 2020 games, where the pandemic and the suspension of the games, which were held a year later, left a bad taste in their mouths as estimated profits were below expectations. That is why they want to take advantage of this opportunity and reconnect with their fans.
One of Nike's strategic points is to present the Olympic uniforms, showcased by prominent athletes sponsored by the brand, such as sprinter Sha'Carri Richardson and Kenyan marathon runner Eliud Kipchoge, who demonstrate that the most outstanding achievements in sports are with them.
The company presents 13 shoe prototypes.
Nike unveiled the futuristic sneakers, which were developed in collaboration with these athletes, to showcase its commitment to innovation in sports materials and equipment, without neglecting the athletic performance of these athletes who will be the ones using these sneakers.
Paris will represent the largest investment in Nike's history.
Heidi O'Neil, president of Nike's consumer, products, and brands division, said in a recent interview that these Olympic Games represent the largest media investment in the company's history, but did not mention the exact amount of the investment. It is known that Nike invested $1 billion in marketing expenses during the quarter.
This is 10% more than they did last year. Knowing that their competition has increased, they have responded by increasing their advertising budget, which has led to the results they have achieved.
Executives are confident that with this increase in investment, the return will be equal to or greater than that of such an iconic event as the Olympic Games, where brand exposure is significantly higher.
Nike Blueprint is the collection of athletic shoes for the Paris Olympic Games.
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Innovation at the service of sport
Even Nike will launch sneakers for breakdancing, which, as we know, will be part of the Olympic sports for the first time in history. The first breakdancing sneakers are the Nike Jam, which are part of the 'On Air Blueprint' collection of specialized footwear for athletes, so some athletes will surely wear these innovative sneakers.
Break Dance tennis shoes.
