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During those days, Nike had taken a top-down approach to ensure that their products reach to the targeted people through the use of famous sports people and endorsements that were thought to influence their fans to start using the Nike products (Scott).
A couple of years back, Nike started experiencing problems with the old marketing strategy of using celebrity sport people as they were subject to scandals that impacted poorly on the company’s sale. Hence, as a new marketing strategy, Nike company opted to go digital and invest heavily in marketing through social media as it involved more word of mouth together with marketing (Panos). Nike managed to create a fan base through a couple of social Medias and get followed who were constantly kept updated with the latest advancements in Nike products.
Panos. "Why Nikes Buzz Marketing Strategy Is Riskier Than Red Bulls." 18 September 2012. Forbes.com. 23 April 2014
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