How did Nike, a traditionally masculine company, shift its focus to cater to female customers with the launch of Nike Goddess?
History of Nike Goddess
Nike, a prominent player in sports marketing, faced the challenge of connecting with female consumers despite being perceived as primarily targeting men throughout its history. The company acknowledged the need to tap into the full potential of the female market and launched Nike Goddess to revolutionize its approach towards women.
Key Initiatives
Nike created Nike Goddess with the goal of changing its approach to designing, selling, and communicating with women. The brand aimed to create a more inclusive and female-focused environment by introducing women-only stores. These spaces were designed to resonate with the comfort and aesthetics that appeal to female customers.
Diverse Team Collaboration
By assembling a diverse team comprising individuals from varied backgrounds and experience levels, Nike pursued a strategy to blend its core strengths with fresh perspectives. The collaboration between seasoned professionals like designer John Hoke and newcomer Mindy Grossman brought innovation to the Nike Goddess concept and laid the groundwork for doubling sales to women.
Redefining Company Culture
Besides driving sales, Nike Goddess served as a catalyst for internal transformation within the company. The initiative aimed to challenge traditional gender stereotypes and foster a more inclusive and diverse corporate culture. By empowering women through a meaningful brand narrative, Nike sought to inspire change at every level of the organization.