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147,999 Views • Aug 3, 2024 • Click to toggle off description
Just in the past one year, its stock has fallen by 32%...
Just the day Nike’s last quarter results came out, its value fell by USD 25 Bn...
And there are broadly 3 reasons for its fall.
👉🏼 Firstly, they decided to remove categories like Basketball, Football, Running and Training from their footwear. Instead, they just divided it all into Men, Women and Kids... quite like the fast fashion brands such as Zara and H&M...
In the process, killing the communication that it stood for athletes and their specialised skills.
👉🏼 About 4 years ago, the new CEO of the company, John Donahue, decided that Nike was going to become a D2C company, reducing its offline stores and hitting the pedal on online direct sales from its website.
So they started killing their agreements with hundreds of wholesalers around the world.
When brands like On Cloud and Hoka were building offline relationships, Nike was pulling out majorly from the offline distribution channel.
This led to consumers who would go to buy shoes offline finding other brands, and Nike found that they didn’t really have the pull or the loyalty that they thought they would, by hoping people would shift to buying from their website.
👉🏼 It started shifting focus from Brand Marketing like sponsoring sporting events to just running performance marketing ads targeted to make a sale...
In the process, killing the creativity to optimizing ads to look like everything that they thought would sell.
Thus, leading to massive brand value dilution.
The company has destroyed over 30% of its value in the past one year, and is down by 9% of the value it had 5 years ago...
Despite all the buzz you saw about the Nike Jordans in this period.
**********
Please read a wonderful piece done by Massimo Giunco called Nike: An Epic Saga of Value Destruction for more.
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A Chartered Accountant with about 10 years of experience in areas of Tax Advisory, Startup Consulting, Fundraising, Audits, Deal Advisory, Business Modelling and contract CFO services.
Winner of the ISB Young Leader Award 2017 and the Best All Rounder, PGP Class of '17, Sarthak has also been published about in the leading financial newspapers such as The Financial Express as possibly the youngest Indian to have completed the courses of CA, CS and CMA along with a graduate degree in Financial & Investment Analysis from University of Delhi, all by the age of 23
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Uploaded At Aug 3, 2024 ^^
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RYD date created : 2024-09-01T17:31:23.070949Z
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YouTube Comments - 53 Comments
Top Comments of this video!! :3
Second one is the biggest mistake they did, not catering to your supply chain. They showed them who they are
4 |
No innovation always kill the brands like Nokia.
34 |
Some new brand consultants/strategists would have come and would have implemented this as new innovation.
7 |
This is true. I am from a small town called Bhilai and there was only one shop where you would go to buy Nike (other shops would sell you NIka, Mike😅) but last month when I went there to buy an Air series, the shopkeeper told that Nike doesnt want to sell shoes through our shops anymore
8 |
Nobody,no product is immortal...
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Oh is this the reason , we have very less option in nike running shoes 😂
3 |
A bald CA!! Sir you give me hope 😂
6 |
New balance is rocking
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Sorry say to HOKA and ON cloud does not have good distribution.
They have bigger market because they’re so comfortable
7 |
It is bad news for portland metro area in oregon. Nike is headquartered in beaverton and loss of jobs is gonna be huge. Moreover, Intel is letting go of a lot of people as well in Hillsboro. Both of these cities are in Portland area.
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Hey. Really interesting. Can you do a detailed video on this as a case study please
1 |
Nay they started making ads featuring men wearing women’s clothes … and sponsoring lots of these influencers .
1 |
They also went woke
1 |
It’s a really pathetic brand over the past few years. Back in the 80s and 90s it really made a statement among the breakdancers and rock musicians. Today it’s without a personality. And on top of it, it’s expensive. I see the same problem coming up with other brands like New Balance.
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i like sketchers n Puma Nike is unnecessarily expensive
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There are more reasons
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Plaeto shoes are really good. It's been formed by Ex-VP R&D of Nike.
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Plz sir do enlighten me , I want to know that the information you sharing on your YouTube channel how and from where you get it . Any website or other way
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They are into leftist politics
1 |
@sushmitapandey7615
1 month ago
The quality is also degrading and getting unnecessarily expensive so why will I buy Nike.
53 |