How Nike Used CV-19, Black Lives Matter & Marketing Nous To Become The World’s Top Fashion Brand

How Nike Used CV-19, Black Lives Matter & Marketing Nous To Become The World’s Top Fashion Brand

Nike’s attempts to play in the streetwear space as much as it does in the sporting one appears to have proven a shrewd move after it was named the hottest fashion brand in the world by the influential the Lyst Index.

Nike climbed two places on Lyst’s list to become the hottest brand on the planet, and marking the first time since The Lyst Index began in 2017 that a luxury fashion brand has not taken the number one spot.

According to Lyst, 2020’s lockdown has proven a boon for Nike as people sort out casual comfort over high-end luxury.

Lyst noted that part of Nike’s success is owed to its investments in building its digital business and having the right product for a consumer base stuck at home.

An anomaly in pandemic retail, Nike saw digital sales revenue climb 75 per cent and achieved a 2023 goal to reach 30 per cent digital sales three years early.

“Nike was propelled by a 106 per cent increase in demand for loungewear and activewear, as consumers sought comfortable clothes to wear at home, as well as attire for exercise and outdoor activities,” Lyst noted when compiling its numbers.

Nike also earned high marks for a video with the anti-racism message ‘Don’t Do It’ – that garnered five million Instragam likes –  and for pledging $US40 million to organisations that supported the Black Lives Matter movement and social justice.

However, 2020 hasn’t been all smooth sailing for the world’s biggest sports brand. Its Lyst success contradicts reports that suggested Nike could see a 34 per cent decline and drop more than $7.7 billion in revenue as a result of store closures, issues with supply and this year’s NBA season suspension bought about by CV-19

Nike’s success follows on from reports on B&T during the week that the brand is making serious efforts to move into the outdoor space – predicted to be worth $A27.2 billion by 2026 – where the likes of Patagonia, The North Face and Kathmandu currently hold sway. Nike bosses realising that a lot of these brands are increasingly being worn in city high streets and office towers and not for climbing mountains as they were intended.

When it came to Lyst’s list, Nike knocked over some serious fashion pedigree to claim the number one spot. This was Lyst’s top 10.

  1. Nike
  2. Off-White
  3. Gucci
  4. Balenciaga
  5. Prada
  6. Saint Laurent
  7. Versace
  8. Burberry
  9. Fendi a
  10. Bottega Veneta

To compile its results, Lyst analyses the online shopping behaviour of more than nine million shoppers a month who are searching, browsing and buying garments across 12,000 designers and stores online.

The formula behind The Lyst Index takes into account global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three month period.

Lyst also noted that the cancellation of events such as the Met Gala and men’s fashion week in the US is likely to have had an impact on the performance of luxury brands, with some brands struggling to generate as much social media attention as they would have normally.

 

 




Please login with linkedin to comment

Nike

Latest News

DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
  • Technology

DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc

DoubleVerify (“DV”) has announced that it is the inaugural recipient of TrustArc’s TRUSTe Responsible AI Certification, demonstrating commitment to AI governance. TrustArc’s Responsible AI Certification assesses and, where eligible, certifies the practices of organisations that develop and deploy AI systems against the Assessment Criteria, which verifies a company’s rigorous commitment to developing and deploying responsible […]

Smile For A Good Cause:  The Social Media Campaign Giving Back To The Community
  • Campaigns

Smile For A Good Cause: The Social Media Campaign Giving Back To The Community

Teeth On Implants, a leading dental care provider, has announced the launch of its ‘Smile for a Good Cause’ campaign, aimed at giving back to the community while promoting dental health awareness. Starting April 23, the campaign will run on Facebook and Instagram, where for every new like or follow Teeth On Implants receives, the […]

Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
  • Technology

Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X

X Corp has been ordered to take down videos of an alleged Sydney stabbing incident until a full court hearing can take place tomorrow. Lead image: Elon Musk mocks Australia’s PM on X, claiming Anthony Albanese he has been ‘advertising’ the social media platform. Albanese said Musk could not lecture Australians about free speech.  Elon […]

Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
  • Advertising

Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign

A billboard advertisement for real estate developer Orchard Piper has had a complaint against it upheld by the Ad Standards Community Panel after it was found that sexually exploitative images used in the campaign breached the AANA Code of Ethics. The billboard advertisement promoting a real estate development featured several images, including one of a […]

Entries For Five Decades Of Advertising Graduates Awards Close On Monday
  • Advertising

Entries For Five Decades Of Advertising Graduates Awards Close On Monday

Entries for the QUT Business School’s Five Decades of Advertising awards close on Monday. The competition celebrates 50 years of advertising being taught in Australian universities and will identify an outstanding advertising graduate who made a significant impact on the industry in each of those five decades. QUT offered the first university program in 1974, […]

Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
  • Marketing

Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal

Just five years ago, Australia’s female Rugby Union team was still utilising chocolate fundraising boxes to go on tour. Now, three years after first signing, Cadbury Australia has elevated its commitment to the team, signing on as the Principal Partner for the next six years. Lead image: L-R – Wallaroos Eva Karpani, Piper Duck, Director […]

Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
  • Marketing

Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia

Campfire x has announced its partnership with Nando’s, home of PERi-PERi flame-grilled chicken, to support First Nations communities and acknowledge country. This collaboration marks a significant step towards promoting meaningful relationships with First Nations people and promoting cultural recognition based on mutual respect. Together, Campfire x and Nando’s have already launched cultural awareness campaigns to […]

Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
  • Advertising

Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel

The Media Federation of Australia (MFA) has announced the six senior marketers who will be judging the 2024 MFA Awards as Signature Judges. The 2024 MFA Awards Signature Judges are: Martin Brown, General Manager, Nestlé and AANA Chair Naysla Edwards, VP Customer Marketing & Member Experience, American Express ANZ Ben Hill, Chief Marketing Officer, Mars […]

Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
  • Campaigns

Connect Hearing ‘Sounds Good’ Platform Via Bread Agency

Working closely with Connect Hearing’s marketing team, Bread Agency developed a new communications platform and creative tagline ‘Sounds Good’ to simply communicate the benefit that prioritising hearing health with Connect Hearing can have on Aussies. According to healthdirect, one in six Australians experience hearing loss, with noise exposure being one of the most common causes. […]

Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
  • Marketing

Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March

Australians sought out a mix of more light-hearted entertainment and sports news content to balance the serious news events occurring locally and internationally, according to the Ipsos iris data for March. Key celebrity and entertainment news, such as the AFL and NRL season launches, particularly the NRL Las Vegas event, the Sydney Mardi Gras parade, […]

Fur Media Partners With Mad Paws To Support Advertisers
  • Advertising

Fur Media Partners With Mad Paws To Support Advertisers

Fur Media, Australia’s first-ever pet-focused media channel, has announced a unique partnership with leading online pet platform Mad Paws. This partnership will enable advertisers to reach the estimated 1.6 million pet owners more efficiently. Lead image: Fur Media’s Nic Cann, Corey Dawson, Saskia Parton and Michael Ryan Under the partnership, Fur Media will exclusively handle […]

MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
  • Campaigns

MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN

Historians will long speak of this day with reverence. Poets will pen odes. The state of Victoria will probably get another public holiday out of it. The day one of the greatest flavour combinations known to humankind collided inside arguably the greatest iced confectionery in world history – giving us the much heralded ‘PBJ BON’. […]

OMA & RSL Join Forces For ANZAC Day
  • Advertising

OMA & RSL Join Forces For ANZAC Day

ANZAC Day's a great reminder of those who made the ultimate sacrifice. Also a reminder not to be a knob during two-up.