Saved by sari
MEMBER BRIEF: ALLBIRDS AND ADIDAS
The growing focus on e-commerce – together with the “unexpected” consumer behavior, the supply chain problems, and the lack of product innovation – gave an additional surprise to the Nike top management. One of the empiric laws of business says that online, the main lever of competition is “price” (as the organic consumer funnel is built on price c
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Nike is down 30%+ YTD (wiping $60B+).
A former Nike branding exec wrote a viral post and blames it on three decisions Nike made in 2020 under incoming CEO John Donahue.
The plan prioritized the direct-to-consumer (DTC) business but backfired:
▫️ELIMINATE CATEGORIES: Mckinsey advised Nike to get rid of categories (running, basketball, soccer) and... See more
Imagine buying the perfect pair of pants. Their hem length and bagginess were debated and voted on by their future wearers. Their fabric was sourced ethically, and you can look up the metadata of where it was milled. They have been minted on the blockchain, so if you resell them, the next buyer knows they’re legit. And instead of the pants pattern ... See more