Nike shares fell last month after reports the company is seeing a fall in demand. Mary-Ellen Field, experienced IP analyst and friend from Brand Finance, explains why the brand has performed so poorly in Europe, mainly in the UK. She compares Nike to its competitors and breaks down its brands and profitability.
I find this clip very interesting especially having worked with the Dunlop and Slazenger sports brands for the past decade in various guises. Both Dunlop and Slazenger are over a century old and have endured financial crises, mismanagement and times of absolute dominance along the way. It is incredible how flexible, useful, sensitive and durable brands can be. Nike, a relative newcomer to the sports mix, appears to be in phase of uncertainty which will test those in charge for when demand falls, so do the large budgets that help to sustain its success. In many ways Just Do It becomes much tougher, and Just Do It Right so much more important. Great discussion, thanks Mary Ellen and CNBC.
