Published Paper Details:

This case study delves into Nike's strategic evolution in response to the rise of the creator economy and the shifting dynamics of consumer behaviour in the digital age. As traditional advertising models began to lose their influence--particularly among Gen Z and Millennial consumers--Nike recognized the need to pivot its branding strategy. Historically reliant on high-profile athlete endorsements, the brand began transitioning toward a more decentralized, authentic, and community-focused model of marketing built around influencers and content creators. By collaborating with a wide spectrum of influencers--including Nano-, micro-, macro-, and celebrity-level figures--Nike built a multi-platform presence across TikTok, Instagram, YouTube, and emerging social ecosystems. These influencers were not just brand promoters but co-creators, helping Nike communicate its values of innovation, inclusivity, empowerment, and sustainability in a relatable and culturally relevant manner. The case explores the core components of Nike's influencer marketing strategies. The study provides a comparative analysis of traditional vs. influencer marketing ROI, evaluating Nike's success in terms of engagement rates, content lifespan, brand favourability, and conversion metrics. Special attention is given to campaigns like "You Can't Stop Us" and "Move with Nike", which exemplify the brand's ability to blend storytelling with platform-native engagement. The study investigates the challenges of influencer marketing, such as maintaining brand consistency across diverse voices, avoiding influencer fatigue, and safeguarding against reputational risks. It also discusses Nike's use of AI and analytics platforms (like Creator IQ and Upfluence) to optimize campaign performance and mitigate these risks. Ultimately, this case positions Nike as a pioneering legacy brand in the influencer marketing space--balancing scalability with personalization, and tradition with innovation. The findings not only highlight Nike's success but also provide a framework for other global brands seeking to thrive in the evolving landscape of social media-driven, creator-led brand engagement.