Nike Sports Bras
Becoming the market leader ahead of Victorias Secret in 2019
Problem: Consumers didn’t see Nike as a credible option in the Sports Bra marketplace. Company
Insight : No Bra, No Sport. Its the first item of sport, hence the first item for a better life.
Opportunity : To re-invent how we show up and lead with the bra.
Solution : Creation of The Nike Bra Company (internal facing). A marketing model that shifted away from seasonal initiatives to an always on focus against the Sports Bra across athletes, sport moments & distribution channels. Focused on inclusivity, education, inspiration and service around our bra.
Result : 6 seasons of double digit growth which led to Nike becoming the number 1 sports Bra in North America ahead of VS.
We made the shift away from seasonal campaigns to always on based on knowing that she takes longer to adopt but when she does is a more valuable member than men (x1.7) and so we need to provide multiple forms of validation across the channels where she spends her time. This focus led to 6 seasons of continuous double digit Growth taking us into the number 1 spot in the market ahead of Victorias Secret.
By partnering with our trainers, athletes and every day consumers we found new ways to continuously celebrate the most crucial item to keep women in sport.
Humanizing the Brand
To position ourselves less as a big corporation and more as a collective of people, passionate about creating the best product ever built in partnership with our athletes. We’ve found this subtle shift so people know the people behind the bra has really been an unlock we will continue to explore.
Taking the bra front & centre
As with any matrix, the beauty of it can be what individual parts of the team can achieve. With the sports bra its long been seen as an essential without the same love as we see given to sneakers. Our Influencer marketing team worked with Lizzo to remake the video for Good as Hell providing authentication with a new protagonist.
“We think 2019 is going to be a true tipping point for women in sport, with more participation, more coverage , and overall, more energy.”
Mark Parker
"World Cup fever has also helped Nike become North America's biggest seller of bras for the first time in its history.”
Markets Insider