Nike's Double-Down-on-Digital strategy refers to its intensified focus on digital transformation as a central pillar of its growth and consumer engagement. This strategy emerged as a response to the rapidly evolving retail landscape, where digital interactions increasingly dictate brand success. Nike began shifting away from its reliance on traditional brick-and-mortar retail and wholesale partners, instead opting to strengthen its direct-to-consumer (DTC) approach through its digital channel

OTHER PEOPLES NETWORK (OPN)

The OPN growth-hacking approach is based on a non-paid, or earned, approach. Nike has partnered with a wide variety of other brands, artists, and influencers to reach audiences outside their typical customer base. Collaborations, among others with Apple, Burberry, Beats and Ben & Jerry achieve, have allowed Nike to reach new communities and grow a new fanbase they wouldn't it have been able to achieve on their own.

ALWAYS SUPPORT & PROMOTE CREATIVE PARTNERS Nike makes strategic use of collaborations (or "collabs") to create buzz, enhance its brand identity, and reach new audiences by partnering with high-profile designers, artists, celebrities, and other brands. These collaborations allow Nike to blend its athletic and sportswear heritage with cultural and fashion trends, keeping the brand relevant and appealing to both mainstream consumers and niche communities. A win-win-win for Nike, the partner and the end-user.

VALUE DRIVERS: INNOVATION, EXCLUSIVITY AND/OR CROSSING MARKETS Some collabs (e.g. Drake, Ben & Jerry) are meant to create buzz around the brand and are therefore positioned as exclusives. Other collabs (e.g. RTFKT, Apple) have the goal to challenge imagination by creating new innovative combinations. Yet, all the collabs (e.g. Dior, Patta) are designed to connect the typical Nike values and products to the values of the partner brand. Finding partners that are part of a certain subculture helps to create powerful insights and provide access. It is essential - while tapping into diverse communities - to remain embedded in cultural conversations, ensuring connection with a more diverse group of consumers. Ask yourself:

• What community of new users would you like to connect to?

• Who could be interesting partners for such a collaboration?

• In what way could the brand values of the partner improve your brand?