Nike’s China Strategy Serving As its U.S. Coronavirus Playbook
“The [digital] investments we've made to-date are now proving to be foundation for our resilience amidst challenge, and they will be strength as we emerge,” said Andy Campion, Nike chief financial officer. “For example, we're leveraging select teams and tools to dynamically model demand, pricing, planning and allocation. We're leveraging our Nike membership platform and Nike mobile app ecosystem to inspire and enable people to be active at home while also providing targeted product offers and services to consumers.”
The foundation the company has built in enterprise data and analytics is also fueling a more agile end-to-end execution.
“We're still in the early earnings of Nike’s digital transformation, but the capabilities we've already been building for the future are proving to be the strongest pillars within our business today,” Campion added.
Nike is also exploring designs for personal protective equipment and prototyping face shields for doctors and nurses, based on needs identified by the teams and health professionals at Oregon Health & Science University.
“We also know that this is a moment in society where the private sector has a major role to play,” said Donohoe. “Companies like Nike need to do our part.”
Nike is the uniform supplier for the MLB, NFL and NBA, all of which have suspended operations because of the coronavirus.
Matt Powell, vice president, senior industry advisor, sports, at market research firm NPD Group, said in a note earlier this month that he expects sales of caps, jerseys, and championship gear to be affected by the postponements. “But assuming those games are eventually played,” he noted, “much of those sales will be made up at a later date.”