Nike is shifting its global strategy, Nedd’s Uncomfortable Challenge is going to be epic
Nike is shifting its global strategy, Nedd’s Uncomfortable Challenge is going to be epic
Today’s lineup:
Nike is shifting its global strategy and evidence of this shift is appearing in Australia
Nedd’s Uncomfortable Challenge is going to be epic
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Tennis Australia welcomed genomic life science company, EZZ as a new sponsor of the Australian Open which plans to help the company expand its reach across China & South East Asia
Rugby Australia announced CyberCX as the new cyber security partner of both the Wallabies and Wallaroos as part of a 2-year agreement
Non-bank lender, Liberty became the Naming Rights partner of the Liberty Hockey One League - Australia's elite hockey competition
AAMI became the insurance partner of the Sydney Kings and Sydney Flames, via a state-based sponsorship with Hoops capital (the entity that encapsulates both teams)
Ward, a leading, multi-faceted civil and environmental engineering contractor, has signed a 2-year sponsorship agreement with the WBBL Brisbane Heat and Queensland Fire
Adelaide United announced a new back-of-shorts sponsorship with global leader in decarbonisation and renewable energy solutions, 1KOMMA5° Australia
Formula 1 and LEGO announced a new partnership that will see the launch of F1-inspired LEGO products for builders of all ages in 2025
Lord Mayor of Brisbane, Adrian Schrinner, announced that city landmarks will glow maroon, blue and gold this Saturday night to celebrate a mighty 2024 Brisbane Lions season
The GWS GIANTS & Sydney Thunder joined forces to create a special “W Derby” membership that provides members with dual access to the Sydney-based AFLW and WBBL Derby matches
The NSW Government announced $1.5m in funding for a Legacy Program to support the 2027 Netball World Cup as well as a new Netball Infrastructure Strategy
The inaugural Sport Design Australia Awards was launched, which celebrates and honours those who’ve brought incredible creativity to the sports industry over the past 12 months
Decathlon Australia is offering a series of free fitness classes (includes HIIT and Pilates) in the heart of Sydney's CBD until the end of September
The NRL are conducting due diligence on buying an American-sports style private aircraft for its players to use for travel between games
Ahead of World Mental Health Day on 10 October, ASICS enlisted the world’s scariest boss (Brian Cox aka Logan Roy) to issue a Public Service Announcement for office workers to get away from their desks and move to support their mental health
Channel Seven is anticipating an AFL Grand Final ratings windfall as a result of the NSW and QLD-based teams competing - This year’s AFL Finals have already reached 8.5m people nationally on the Seven Network
Glasgow will host a scaled-down version of the 2026 Commonwealth Games after the Scottish government agreed to a rescue deal
EA Sports announced that it’s preparing to launch a new social app that will use its existing technology to mix real-life and virtual sports
TikTok and the NFL renewed their partnership which will bring more long-form content from the league to the platform, including behind-the-scenes access and highlights that showcase football culture on & off the field
Nike is shifting its global strategy and evidence of this shift is appearing in Australia
Nike has been doing it tough lately
In 2020, Nike announced former eBay and Bain consulting executive, John Donahoe as the new CEO. Described as "a numbers guy", his mission was to overhaul Nike’s business and implement a performance-focused, direct-to-consumer strategy.
This new strategy didn’t work though and Nike's performance has been spiraling downwards, signaled by:
Declining earnings and future sales growth forecasts
A declining share price, which recently saw its biggest drop ($27.5b in market cap) since 2001
Flat/declining brand value YoY (via Statista)
Losing market share to startups such as HOKA, On and Lululemon who have experienced remarkable growth
Significant staff layoffs as part of $2b cost-cutting campaign
It's argued Nike's downward momentum is due to a heavy focus on efficiency, and lack of focus on their core business (e.g. runners, product innovation, brand marketing).
Nike is now on a mission to turn things around.
During the Olympics they announced it's new "Winning isn't for everyone" global brand campaign featuring the world’s biggest stars – it was supported by their largest media spend ever.
Recently, in Australia…
Nike mysteriously flew an aerial ad over Sydney’s eastern beaches with the message “MEET ME AT THE SUNSET”.
Shortly following, Nike Run Club members were invited (via a push notification) to an exclusive running event on Cockatoo Island featuring:
5km run (with stunning city views)
DJ set
Exclusive merch
Shoe trials
Athlete appearances
Food & drinks
Nike’s brand rebuilding efforts are evident in the roles they’re currently recruiting for in Australia:
Director, Digital Marketing, Pacific
Senior Manager - Brand Marketing, Kids, Pacific
Director, Brand Marketing Men's, Pacific
Can Nike recover?
Last week, Nike announced that former senior executive Elliott Hill (started as an intern at Nike in 1988) is coming out of retirement to replace the current CEO. His appointment is set to further renew Nike's focus on storytelling and marketing, among other things.
Nike investors welcomed the news of the CEO replacement - the stock price jumped almost 10%, adding roughly $12b to its market cap
As one of the world’s greatest and most valuable brands, they're well positioned to turn things around and they shouldn’t be underestimated. Nike has unparalleled resources, and some of the best marketing-minds in the world.
Despite the recent negative trends in Nike’s stock price and financial performance, the sports apparel category is still a massive market and Nike still has a suite of the world's best athletes on their side to help them secure market share and remain the category leader.
Nedd’s Uncomfortable Challenge is going to be epic
Here's some things worth noticing.
The physically demanding, world-record challenge:
1,000 miles/1,610km in 10 days
4 marathons/403 laps of 400m running track per day
October 3-13
Helping the homeless
Nedd captured Australia’s attention back in 2022 when he ran across Australia to raise money for homelessness.
When he started, he was an electrician who had just taken up running, with less than 4.5k Instagram followers.
By the time he crossed the finish line at Bondi beach in front of 10,000+ fans, he had created a movement.
He now has 315k Instagram followers and his extraordinary journey was captured in a documentary (available on Kayo Sports).
He's now using his heightened public profile to double down on the cause
122,494 Australians are currently experiencing homelessness
$10m is the fundraising target which will go to We Are Mobilise to help with their vision to transform the lives of 10,000 Aussies by 2030
How will he go bigger in 2024?
Thanks to some strategic planning in partnership with Bursty, Australians will be able to get close to his journey. Partners are also getting involved and the event is well placed to attract media coverage.
Specialist grassroots sports broadcaster, BarTV Sports will be filming his entire run and it will be streamed live, non-stop for 250 hours on TikTok who are also supporting the event.
Although Nedd will run alone for the first 5 x days, Samsung Australia are helping fans give Nedd a boost via an ‘Ultra Shout-Out’ displaying recorded messages on the big screen at key milestones and when he needs it the most.
A partnership with Sydney Olympic Park which includes use of the stadium is a strategic way to bring fans close to his journey. It also provides media with a convenient reporting platform so expect to see a heap of earned media, which will help encourage donations.
The venue selection is also designed to support Nedd’s performance - he’s sleeping at the track, 30m away from the start line and his room will be fitted-out by Mitre 10 Australia with everything he needs to support his daily recovery.
Nedd is an ambassador of PUMA who are also the Major Partner of the challenge - they've produced an official merchandise range for fans.
7-Eleven Australia are now stocking Nedd's Milk (which donates to We Are Mobilise) and for the month of October they'll be doubling the donation.
The bigger picture...
Nedd's Uncomfortable Challenge comes at a time when Australians are feeling increasingly lonely, polarised, and when media is dominated by negative news. Nedd's charisma and unparalleled determination provides fuel for Australian's to get inspired, and collectively get behind something positive.
For those feeling inspired and wanting to get involved, you can :
Attempt a 10-day challenge of your own
Donate to the cause
Sign up to the The Mooovement (if you’re a business)
Learn more: neddsuncomfortablechallenge.com
Lessssssgo!
Athletics Australia - General Manager - Strategy, Delivery & Engagement
Australia Post - Community Relations and Partnerships Manager
Australian Sports Commission - AIS Arena Operations Supervisor
Basketball NSW - Content Creator & Communications Coordinator
Bastion - Associate Creative Director
Bastion - Senior Broadcast Producer
Canberra Raiders - Game Day and Events Officer
Collingwood FC - Communications and PR Manager
Cricket Australia - Women & Girls Growth Lead
Football Australia - Social Media Producer - Men's Football & Competitions
Foot Locker - Digital Marketing Manager
Foot Locker - Director, Digital Marketing
Foxtel Group - Engagement Campaign Specialist – Kayo Sports BINGE
Gold Coast Titans - Marketing Manager
Hawthorn FC - Partnerships Executive
Hoops Capital - Social Media Content Coordinator
KOJO - Senior Account Manager
M&C Saatchi Sport & Entertainment - PR & Communications Lead
Melbourne FC - Digital Platforms Coordinator
Melbourne & Olympic Parks - Customer Experience Insights Lead
Melbourne & Olympic Parks - Social Media and Content Advisor
Melbourne Victory FC - Digital Content Editor
National Basketball League - Partnerships Coordinator
National Basketball League - Social Media Coordinator
News Corp Australia - Client Commercial Manager, Sport
News Corp Australia - Head of Commercial Sport
Nike - Strategic Account Director, Nike Store Partners, Pacific
North Melbourne FC - Events Executive
North Queensland Toyota Cowboys - Video Content Manager
MKTG Sports + Entertainment Australia - Content Coordinator
MKTG Sports + Entertainment Australia - Content Operations Coordinator
Octagon - Managing Director, Australia
Optus Sport - Product Manager, Subscription
Paddle Australia - Membership & Insights Manager
Port Adelaide FC - Marketing Coordinator
PickStar - Talent Agency Sales Manager
Rugby Australia - Content Producer
Queensland Cricket - Digital Marketing Executive - Participation
SEDA - Marketing Coordinator
Sole Motive - Operations & Events Managers
Southern Cross Austereo - Social Engagement Manager - Sport
Sport Integrity Australia - Chief Executive Officer
Sportsbet - Communications and Engagement Lead – Customer Operations
Sportsbet - Commercial Insights Analyst
Sportsbet - Comms, Change and Engagement Lead – Customer Operations
Sportsbet - Head of Strategy Projects
Sportsbet - Senior Manager - Strategic Planning
Sports Entertainment Network - Digital Strategy & Campaign Manager
Sports Entertainment Network - Senior Commercial Manager
Stadiums Queensland - Digital Media and Marketing Officer
Tasmania JackJumpers - Community Service Coordinator
Tennis Australia - Precinct Operations Lead
TGI Sport - Account Executive
Total Sport + Entertainment - Social Media Manager - Sport
URBNSURF - National Sales Manager
Venues NSW - Event Acquisitions & Partnerships - Business Development Coordinator
Volleyball Australia - Marketing, Communications & Community Engagement Manager
Not yet a subscriber? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.