“It’s very hard for a company like Nike … that’s very male, macho … to make the turn… Targeting women is very different. You can’t just rely on the major sports.”
As athleisure and sneaker culture continue to grow in popularity in the U.S., Nike sees a huge opportunity to join this momentum and search for new pockets of growth, particularly in the women’s category. Featured in CNBC, Vivaldi’s Founder and CEO Erich Joachimsthaler comments on Nike’s attempt to grow its women’s business.
So far, Nike has empowered young women to participate in sports through its outreach program, launched an ad campaign starring Serena Williams, and recently signed an endorsement deal with tennis champion Naomi Osaka. As the sports apparel giant aims to make an even bolder investment in the women’s category, how can it leverage its image as an inspirational brand to fight for a greater marketshare? Will Nike’s endeavors successfully attract more loyal female customers?