Growing Market in Nike

Mark Parker, Nike's new CEO realised that relying on Nike's mass appeal was no longer good enough. Going forward, he said, the company needs to find new ways to forge closer and more meaningful connections to consumers through more customized, personal experiences, a shift significant enough to prompt Nike to reorganize to a more decentralized management structure.

Nike has increased its Internet investment more than tenfold since 2002 to $11 million last year, according to TNS Media Intelligence and in its 24-year history Nike has created some of advertising's most iconic, memorable work. But in the new digital world, which is where the majority of Nike's target customers increasingly live, those loyalties to traditional advertising are being sorely tested.

As they realise that their audience is shifting from traditional forms of media, Nike has started to shift its marketing mix to include more marketing on the internet and higher interactivity with customers on their website.