https://changemanagementinsight.com/nike-digital-transformation-case-study/
In a world where shopping habits, technology, and expectations change every day, even giant brands must adapt or fall behind.
Nike is one brand that chose to embrace the digital wave instead of resisting it.
Over the past few years, Nike has shifted from mostly relying on stores and wholesale partners to putting more weight on digital channels and selling directly to consumers.
Only a "change management" website would try to sell Nike as digital advertising success story.
From the journal article at the link in your comment: For example, in fiscal 2023, digital sales made up 26% of Nike’s total revenue, a big jump from only about 10% in 2019.
That's not a sign of success, it's a sign of failure. Of course their digital sales was increasing as a percentage of their entire sales - they've been losing in-store sales for more than a decade.
From the article: One of the most talked-about decisions came in 2019, when Nike officially ended its partnership with Amazon. The brand cited a desire to have “more direct, personal relationships” with its consumers.
Translation: They also couldn't compete in an online market.
From the article: Nike also scaled back its presence in many traditional retail stores, focusing instead on select, strategic partners. This decision allowed Nike to better control pricing, presentation, and customer data—strengthening its brand image while improving profitability.
Translation: "better control pricing" by selecting stores that didn't carry or carried less selection from Nike's competitors.
From the article: To strengthen customer loyalty, Nike launched Nike Membership, a free program that offered users exclusive benefits like early access to products, personalized content, and rewards. Members also receive tailored workout plans, invites to local events, and product suggestions based on their behavior.
Translation: Marketing. Spam Marketing. For footwear. For sports, recreation, and maybe leisure. "Let's antagonize our customers. JoJo The Clown in Marketing says it's a good idea."