Nike is a brand that is built upon and builds off of inclusivity, diversity, culture and equality in their vision and mission. The people they hire, the people used in their campaigns and athletes to sponsor the brand displays Nike’s efforts for representation.
Their mission statement — apart from their well-known slogan — is “if you have a body, you’re an athlete.” With this mentality, it emphasizes how anybody and body type can represent Nike. Brand supporters come together and can be healthy while being immersed in the different cultures and people. This athletic fashion brand strives to exceed cultural fluidity and acceptance with their employees, models, and customers. Also through their fashion there is inclusivity and variety in textiles, styles, colors, sizes, and finishes. All of that provides various amounts of styles and fits for all people to enjoy.
Nike’s advocacy on race
When it comes to race, Nike is a strong advocate and speaks up consistently about racial injustices, along with the lack of efforts for equality. For instance, when Colin Kaepernick took a knee during the U.S. National Anthem during an American football game and the controversy arose, Nike supported his position. They also created an advertisement with him being the face of it. While Nike did face some backlash and did not know exactly how their stance and support would be taken, they still stood in solidarity with the fact that there is racism and racial injustice within the world, and especially within the United States. Another example is their advocacy and continuous support for the Black Lives Matter movement.
Nike has continuously proved their support for all people of different races and ethnicities with their representation. In their advertisements and the models used on their social media and websites, there are varying races and ethnicities. They continue to provide different people for different sports to not succumb to stereotypes within sports, along with different models for representation within their clothing options.
Gender is a topic that Nike promotes and works to improve, as well. When it comes to women, Nike has worked to provide more female representation within their advertising and marketing. They also had just recently released a maternity line of activewear for pregnant women. When advertising for this line, they included athletes throughout various stages of pregnancy and post-partum, such as tennis player Serena Williams and soccer player Alex Morgan. The inclusion of women and specifically a woman-focused area is significant to Nike’s goal for inclusivity and diversity of different market segments. Furthermore, Nike also has eliminated the gender wage gap and all employees are paid equally.
Another aspect that Nike strives to address and include is accessibility of their products for disabled people. Recently, Nike has released a shoe that makes it easier for people with disabilities and complications to put on shoes by themselves. It is the first time a shoe like this, with this construction has been created.
Nike has a constant strive for innovation in their goal for equality, fashion, and style. This also expands their market to areas that reach that 15% of disabled people in the world. Reaching these people with these needs and benefits from accessibility allows for these people to feel included and to be represented and thought of when it comes to apparel.
The ease of the FlyEase design and the open place to slip your foot in makes it simple for people to slide the shoe on and be ready to go about their day or go work out with this hands-free style. The shoe is also not only for the disabled community — anyone can purchase and enjoy the style. Although, out of consideration consumers should think about people who genuinely need the product and its ease of wear with accessibility in fashion.
Size is also an aspect that Nike is expanding on. From their usage of plus-sized mannequins in their stores to using plus sized models in their campaigns, there is more inclusion and acceptance towards different sizes that people come in. There are many different types of athletes and people with differing body types, along with the differing amount of sports that require or build up to a certain body type.
The variation is something that Nike takes into consideration when looking at models. Actual models and athletes are used to promote their clothing. This displays how people of different looks can come to Nike and find something suitable for their boy, comfort, and athletic needs. This also eliminates the stigma of all people healthy and active being muscular or skinny. Rather, it promotes healthy weights and is realistic of more people’s lifestyles and body types.
Nike’s approach to international marketing
Nike’s approach to their international marketing also reflects these views and goals. The company utilizes many aspects to marketing such as social media, hiring and educating people from different cultures, and advertising with different athletes. This global approach has created a significant outreach and appreciation for the Nike brand. With continuous inclusivity and diversity being promoted all throughout the world, there is a cultural understanding of what diversity is in different cultural segments of the world. Nike also likes to provide athletes with gear. Different countries participating at the 2016 Rio Olympics were provided with gear to help them during their performance and practicing.
Another way in which their international marketing is enhanced is through their use of technology, whether it be in their products, creating the products, or displaying advertisements. Within the production and manufacturing of the products there can be different finishes provided to the product, such as Nike’s Dri-fit technology to help with moisture wicking. Additionally, many of Nike’s higher-priced shoes have microchips in them. The Air Max and Jordans can have the Nike+ tracker to track activity. The tracker can also be accessed through the Nike+ app and is accessible for any consumer who owns shoes with this technology. This technology allows for a wider selection of information, along with improving the lifestyles of athletic subcultures.
Nike’s multicultural appeal
The international, global, and multicultural reach and appeal that Nike strives for is apparent within their marketing, fashion forecasting and design, and efforts to achieve diversity. Nike promotes bringing employees and customers together from different upbringings, backgrounds, perspectives, and promotes cultural awareness. Their concern for inclusivity within the company, brand image, and treatment and benefits of products sought for customers is clearly important to their branding and company vision.