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My following article about Nike’s rebranding—or should I say, rebuilding—their tarnished image while implementing new sales strategies has some amazing lessons for our clients and their businesses, both large and small.
Who is your customer? And if you decide to shift to another demographic, make sure it’s one that is actually open to what you sell or serve.
As you read further, ask yourself: Is Nike truly committed to a new demographic of women, athletes, and customers? Or do they just think it will boost sales? A sales-driven initiative that lacks authenticity will never win.
– Christine Merser
Nike has not been “just doing it.” Nor have they been winning.
The brilliance and simplicity of their historical dominance over their competition was never as simple as “Just Do It.” Nike’s success was built on more than a tagline—it was a cultural movement, a brand that didn’t just sell shoes but the identity of the people who wore them. For decades, Nike mastered the art of marketing, aligning itself with greatness, rebellion, and the relentless pursuit of victory.
But in the last five years, Nike has faltered. The company that once set the gold standard for sports branding has found itself in a crisis—strategically, financially, and culturally. Their new Super Bowl ad, which launches their strategy for gaining market share, is an attempt to reclaim that dominance, a bold pivot toward women at a time when their history with female athletes has been anything but empowering.
We Americans have short attention spans, and we do forgive, but I hope we don’t give in quick so fast. “Not so fast, Nike,” I herald. “Show me the money and the respect."
The Rise of Nike. It Was More Than a Slogan.
Nike’s ascent to global brand dominance was built on three key pillars.
1. Cultural Relevance – Nike didn’t just endorse athletes; they became the story. Michael Jordan and the Air Jordans didn’t just revolutionize basketball shoes, they redefined sneaker culture. The brand aligned itself with greatness and the idea that anyone, with enough drive, could get there too. Go watch the film, Air. I watch it once a year. And, it’s the test we give to potential interns.
2. Emotional Storytelling – From the famous “If You Let Me Play” ad in 1995 advocating for girls in sports, to the 2018 Colin Kaepernick campaign, Nike has always understood that sport is more than competition—it’s identity. Their best ads were never about shoes. They were about belief, struggle, and triumph.
3. Strategic Athlete Partnerships – From Jordan to Serena Williams to Tiger Woods, Nike’s success has been tethered to athletes who weren’t just dominant, but iconic.
For decades, Nike was untouchable. No other brand came close.
The Fall: Five Years of Losing the Plot
But over the last five years, Nike lost its way.
• Financial Stumbles: Nike’s stock has underperformed compared to competitors like Lululemon and On Running, as its product strategy failed to keep pace with changing consumer habits.
• Cultural Missteps: The rise of Gen Z consumers who value authenticity, inclusivity, and ethical practices left Nike struggling to keep up.
• Failure to Adapt to the Women’s Market: While Lululemon built an empire by prioritizing the female athlete, Nike continued treating women as an afterthought, or worse. Much much worse.
Nike’s Missteps: How Arrogance and Oversights Led to Market Decline
The Hubris of Exclusivity
Nike’s decision to pull its products from multi-brand retailers, betting that consumers would flock to Nike-exclusive stores and online platforms, was a bold move. The assumption? That their brand was so irresistible, customers would go out of their way to find and purchase their products, even at premium prices. This strategy backfired. Consumers, faced with inconvenience and higher costs, turned to competitors readily available in traditional retail outlets. Nike’s overestimation of its brand loyalty led to a significant loss in market share.
Isolation in the Industry
Nike’s reluctance to collaborate with sports organizations and other brands further isolated them. While competitors formed partnerships and integrated themselves into various sports communities, Nike remained insular. This lack of collaboration meant fewer opportunities for brand visibility and engagement in spaces where their products should have been prominent.
I have a book coming out in March, Circles of Collaboration, which lays out the foundation and game plan for putting together your circles of collaboration to get to the promised land. This isolation in the industry is dealt with in the book. More on the book soon.
Nike and Women: A Troubled History
Nike’s history with women is not good.
In 2019, multiple female runners—including Olympian Allyson Felix—spoke out about Nike reducing their pay during pregnancy. Felix, one of the most decorated track athletes in history, publicly called out the brand for failing to support women at all stages of their careers. Nike backtracked only after public backlash.
Mary Cain, a former Nike runner, revealed a culture of emotional abuse within Nike’s elite running program under coach Alberto Salazar, including pressures to lose unhealthy amounts of weight.
Nike was late to prioritize female athletes in its branding and contracts, despite women driving growth in the fitness and sneaker markets.
This wasn’t just bad PR. It was bad business.
The Super Bowl Ad: A Sudden Embrace of Women
So now, Nike is pivoting. Their Super Bowl ad puts women at the center, highlighting their strength, resilience, and dominance across sports. It’s a clear signal that Nike wants to reclaim its relevance—by finally prioritizing women.
Why now? The answer is simple.
Women’s sports are exploding. The 2023 Women’s World Cup shattered viewership records. Caitlin Clark is redefining college basketball. The WNBA is growing faster than ever.
Female consumers drive spending in the fitness and athleisure market. Nike knows they need to win them back.
Competitors like Lululemon, Athleta, and Adidas have capitalized on Nike’s absence in the women’s space. Nike is playing catch-up. And, some athletes are making their own shoes. Or you have Oprah putting a hiking shoe in her Favorite Things list and puts the brand on the market. The Saysh shoe is now a best seller.
Will It Work? My Answer, No.
It’s a smart strategy. But here’s the problem: it might be too late. And, it might not be authentic, and we can smell that a mile away. You being nice to me because you need my purchasing power now? You didn’t like me before, and now you do? Lucky me.
Nike has miscalculated one key thing: you don’t get to suddenly champion women after decades of sidelining them and expect instant loyalty.
Yes, this ad will generate buzz. Yes, it will make people feel something in the moment. But will it rebuild trust? Unlikely.
Nike’s problem isn’t that they haven’t marketed to women. It’s that they haven’t respected us.
An ad can’t erase:
• Years of underpaying and under-supporting female athletes.
• Their failure to create the kind of brand connection that Lululemon has with women.
• The rise of competitors who are authentically investing in female athletes, not just marketing them when it’s convenient.
Nike’s greatest brand strength has always been authenticity. And the problem with this strategy is that it doesn’t feel authentic.
The Real Test: Actions, Not Ads
Nike could win women back—but it won’t be because of a single commercial.
If Nike truly wants to dominate the women’s sports market, they need to prove it.
Pay Female Athletes Fairly. No more docking pay for pregnancy. No more unequal contracts.
Invest in Women’s Sports. Not just by selling us leggings, but by funding, sponsoring, and truly supporting the growth of women’s leagues.
Change the Culture. Nike needs to clean house. The Salazar scandals and toxic training environments can’t be swept under the rug.
If Nike does these things? Maybe, just maybe, they’ll win again.
But if this ad is just another marketing ploy with no real backing, which is how it feels to me, then no mas.
The Bottom Line? Authenticity Wins.
While Nike is attempting to pivot towards the female market, these competitors have already established deep, authentic connections with female athletes. By understanding and addressing the unique needs and values of women, brands like Lululemon, Alo Yoga, and Reebok are not just participating in the market—they’re leading it.
In the race for the female athletic market, authenticity, inclusivity, and genuine support for women’s sports are proving to be the winning strategies. And, I love that we are redefining what makes a winning company closer to the values that I call my own.
Epilogue: The Race for the Female Athlete: Who’s Winning and How?
Nike was the titan of sportswear, but in the race to capture the female athletic market, several competitors are not just closing the gap—they’re redefining it. While Nike attempts to pivot, brands like Lululemon, Alo Yoga, and Reebok are making significant strides by authentically connecting with female consumers. Here’s my take on how they’re doing it.
Lululemon: The Pioneer of Female-Focused Athleisure
Lululemon has become synonymous with women’s activewear, and it’s not by accident. Founded with a focus on yoga apparel, the brand has expanded its offerings while maintaining a deep understanding of its core demographic.
Key Strategies:
• Community Building: Lululemon has cultivated a loyal customer base through local events, workshops, and ambassador programs, fostering a sense of belonging among female consumers.
• Product Innovation: The brand emphasizes high-quality, stylish, and functional apparel that meets the specific needs of women, from yoga to high-intensity training.
• Inclusivity: By offering a wide range of sizes and styles, Lululemon ensures that women of all body types feel represented and valued.
This approach has not only built trust but also positioned Lululemon as a leader in the women’s athletic market.
Alo Yoga: Merging Fashion with Function
Alo Yoga has tapped into the lifestyle aspect of women’s fitness, recognizing that today’s consumers seek apparel that transitions seamlessly from the studio to the street.
Key Strategies:
• Fashion-Forward Designs: Alo Yoga offers chic, versatile pieces that appeal to women looking for both performance and style.
• Digital Engagement: The brand effectively uses social media and influencer partnerships to reach a broad audience, showcasing its apparel in everyday settings.
• Sustainability: Commitment to ethical manufacturing and eco-friendly materials resonates with environmentally conscious consumers.
By aligning with the values and aesthetics of modern female athletes, Alo Yoga has carved out a significant niche in the market.
Reebok: Reinventing Through Women’s Sports
Reebok is making a concerted effort to reestablish itself by focusing on women’s sports, particularly basketball.
Key Strategies:
• Strategic Partnerships: Reebok has become an authorized footwear supplier for the WNBA and signed prominent athletes like Angel Reese, who will debut a signature shoe in 2026.
• Authentic Representation: By partnering with athletes who embody strength and authenticity, Reebok connects with female consumers seeking genuine engagement.
• Content Creation: The brand plans to create engaging content that brings fans closer to the sport, leveraging the combined reach of both Reebok and the WNBA.
This focus on women’s basketball not only supports the sport’s growth but also positions Reebok as a champion of female athletes.
Christine Merser has been a leading marketing strategist for over thirty years, working with companies, politicians, and individuals to achieve groundbreaking success. Her innovative strategies and forward-thinking approaches have inspired others to redefine how they reach their marketing goals. Known for her curiosity, creativity, and ability to adapt to ever-changing landscapes, Christine continues to shape the future of marketing with fresh perspectives and actionable insights.
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