In 1984, Nike signed a deal with NBA star Michael Jordan, kicking off a longstanding relationship with the then-Chicago Bulls rookie which rewrote the brand ambassador playbook and led to the creation of the Air Jordan brand.
Since then, Nike has partnered with countless high-profile athletes and A-listers, such as Serena Williams; Pharrell Williams; Colin Kaepernick; and Bella Hadid for ranges and promotions.
David Mayer, senior partner, director of marketing and customer strategy at branding agency Lippincott said Nike’s celebrity partnerships have historically had “a mixed record of fixing brand problems.”
However, he was optimistic the NikeSkims deal could help the sports behemoth connect with new communities and drive revenue, even if it does lead Nike into a more “fashion-led” territory.
“Only time will tell; it’s a good way to rebuild relevance, but it may not replace the exercise of looking inward to determine what the brand stands for,” he said.
5. Love them or hate them, the “Kardashian effect” is real
