Arguably one of the most recognisable brands in the world, global sports performance giant Nike has temporarily closed its stores in key markets such as Europe and the US,.
However, notorious for their power of engagement with consumers through inspiring content, the brand has solidified its place as a market leader during a time of crisis.
In March, the Nike Training Club app became free to all Nike members. The brand also pushed out more content to its Nike and Nike Running Club apps, engaging the millions of fitness enthusiasts under lockdown and trying to maintain their fitness without access to gyms.
As well as the free incentivised app access, Nike also developed their latest brand campaign, Play for the World. The campaign utilises Nike’s impressive array of athlete ambassadors and gives insight into how they have maintained condition during the lockdown. Stars such as Lebron James, Leroy Sane and Dina Asher Smith were all involved and gave fans an insight into their lives behind closed doors, helping Nike to maintain brand awareness and consumer engagement.