Current situation and future: continuous leadership

Changes in consumer demand are also an important challenge that Nike needs to face. With the improvement of consumers' health awareness and the change of sports concepts, their demand for sports products has become more diversified and personalized, not only focusing on product performance and quality, but also on product fashion, environmental protection and sustainability. At the same time, the development of e-commerce and social media has also changed consumers' purchasing behavior and information acquisition methods, which has put forward new requirements for Nike's sales channels and marketing models.
Faced with these challenges, Nike actively adjusted its strategy to adapt to market changes. In terms of product innovation, Nike has increased its investment in research and development and continuously launched new products and new technologies. In 2024, Nike launched the running consulting service "NIKE Sports Research Lab 'Form'" at the Shanghai Huaihai Brand Experience Store, marking the company's important progress in digitalization and customer experience. This service not only provides consumers with professional sports guidance, but also enhances customer satisfaction and brand loyalty. In addition, Nike also plans to increase investment in the three major running shoe brands of Pegasus, Structure and Vomero, and launch new products covering different price ranges to meet the needs of different consumers.
In terms of market strategy, Nike has strengthened its cooperation with retailers, optimized supply chain management, and improved operational efficiency. At the same time, Nike has actively expanded its online sales channels, and through new marketing methods such as social media, short videos, and live broadcasts, it has strengthened interaction and communication with consumers to enhance brand awareness and influence. In terms of sustainable development, Nike is committed to using renewable materials and reducing waste, and has launched the "Move to Zero" plan, with the goal of achieving zero waste and zero carbon emissions to meet consumer demand for environmentally friendly products.

Looking to the future, Nike is expected to continue to maintain its leading position in the global sporting goods market. With the global pursuit of a healthy lifestyle and the popularization of sports culture, the sports products market will continue to grow, providing Nike with broad development space. Nike said it will continue to uphold the concept of "athletes as the core", continue to innovate, and provide global consumers with better quality and more personalized products and services, continuing its glorious chapter.

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