Influencer Marketing

How Nike Leverages Influencers To Conquer Digital Space

By March 8, 2018 No Comments


When it comes to the future of the sneaker industry, women are setting the stage for growth. Across the country, women are trading their high heels for sneakers and brands across the industry are taking notice. According to NPD, sales of high heels dropped 12 percent last year, while sales of women’s sneakers rose 37 percent to $2.3 billion. Further research suggests that more than 50 percent of women are willing to pay more for shoes that are comfortable.

All of this has big implications for the $19.6 billion U.S. athletic footwear industry, in which women’s sneaker sales accounted for $453.2 million. With growth in women’s sneaker market on the rise, legacy brands are shifting their male-dominated strategies and making plays tailored for women. Legacy brands have launched new products, specialized marketing campaigns, and strategic partnerships – all geared towards meeting women where they already are, online.

To succeed online, brands must focus on building relationship with consumers at every touchpoint and nurturing those relationships over time. As such, leading sneaker brands have partnered with influencers to deliver personalized, relevant experiences for consumers at every touchpoint, increasing brand trust and accelerating the path-to-purchase.

This trend continues to be exemplified among leading sneaker brands where adopting digital-first direct-to-consumer strategies have given brands like Nike, Under Armour, and Adidas advantages over traditional brick and mortar brands. This report looks at share of influencer-generated content (IGC) across sneaker brands and analyzes which brands had the greatest influencer SOV in the last year and what you can learn from the IGC leaders.

Here’s an insider look at some of the most noteworthy trends and influencer marketing stats we learned for the brands leading the share of influencer voice among Sneaker Brands:

  • Nike and Under Armour, the category leaders in volume, both own 26% share of voice.
  • Adidas, the category leader in engagements, earns 2.78x more engagement per post compared to the category average.
  • In an effort to capitalize on the athleisure movement, IGC category leaders have partnered with hip-hop icons to enhance their fashion profile
  • IGC from category leaders serves as a seamless extension of the brand, often times relying on similar branding and advertising tactics.
  • IGC category leaders repurpose content across online and offline channels.

Want to learn more key insights? Download the report below to learn which sneaker brand had the greatest influencer SOV in the last year, as well as examples and best practices from sneaker category leaders.