Why Nike Wins

Nike is the number one streetwear brand in the world, and yet...

You may notice that Nike's Instagram features very few posts about their clothing.

In fact, many posts are simply sharing stories of athletes or of sport itself.

How interesting, that a page about clothing doesn't actually feature all that much about clothing.

Here's the thing:

Nike knows that there are two types of marketing...

Marketing your brand

and

Marketing your product.

There is a reason I say them in that order.

And if they aren't in that order, not much can happen in the long-term.

Nike's Instagram page is a good example of what it looks like to market a brand.

And when I say marketing a 'brand', I really mean the underlying idea or identity behind the brand.

In their case, Nike uses their brand marketing to define "athlete".

And as they prioritise marketing their brand over a product,

they attract only the most loyal of customers,

in effect selling more products than they otherwise might have marketing a product.

Truly,

Elijah

P.S. Let's do an exercise: If you find yourself struggling to get the order of priority right between marketing brand and product, hit reply and share with me about your brand, as rough as it may be! Start with "my streetwear brand is really about...". If an example would help let me know! :)