- Nike broadcast his first announcement in the Super Bowl in 27 years Sunday.
- The return of the brand to the Big Game occurs while its new CEO seeks to reverse a drop in sales.
- He shaken his marketing division and wants to create cultural moments to raise his brands.
Nike has made a surprise return as a super bowl announcer for the first time in 27 years.
JPMorgan analysts stole the Nike Thunder by sharing the news in a research note published Thursday after a meeting with the CEO and the brand’s financial director.
Nike did not immediately respond to a request for comments.
The announcement presented a Who’s Who of Women in Sports, including the athletics star Sha’Carri Richardson and the WNBA Caitlin Clark player, on the narration of the rapper winner of a Grammy Doechii.
“You cannot be demanding. You cannot be relentless. You cannot put yourself first,” may be heard Doechii. “So – put yourself first.”
Nike said in a statement that the company “has a clearly different perspective, offering a call to athletes from around the world: do it anyway – and redefine the expectations of sport along the way”.
The marketing push arrives at a high time for Nike, which has trouble rekindling Late sales. And it’s a dear bet: some Super Bowl advertisers spent more than $ 8 million to get 30 seconds of antenna time.
Nike has not yet revealed advertising. While some advertisers publish creative before the game, there are always a few surprises.
The new CEO of Nike, Elliott Hill, detailed a recovery plan in December. Hill joined Nike in October after a four -year interruption. He was once the president of the Marketplace and consumers’ company.
Since he took the bar, Hill called Nike at certain missteps, such as offering too many discounts and withdraw attention from his relationships with wholesalers.
The company also tries to make brands of emblematic sneakers like Jordans and Air Force 1 Hot again by removing the supply to increase demand.
Nike’s revenues have slipped from 8% from one year to the next to 12.4 billion dollars in the three months ending on November 30, the company announced in December. Nike shares are down approximately 30% in the last 12 months.
Nike has also shaken his marketing department in recent months to raise his brand narration, as reported by Adweek previously. Several veterans have returned or have been raised in the marketing organization in the past year, including former vice-president Nicole Hubbard Graham who was appointed marketing chief.
Nike seems to bet on major cultural moments to put his brand back on the right track.
The company began a new timed announcement around the Grammy Awards of this month which highlighted the legacy of its brand Jordan 40 years old.
JPMorgan analysts met the leader of Hill and Nike Financial Matthew on Thursday morning during an event. In a research note, summarizing competition and greeting, analysts declared that the leaders of Nike had cited “excitement” around the return of Hubbard and the representation of the brand in “great moments of consumption”, y Including the Jordan campaign and a planned announcement of the Super Bowl.
Hill told investors in December that Nike had to “start putting sport at the center of everything we do”. He said that the company would invest in “great marketing efforts from bold brand” and important sports moments.
businessinsider
