Let’s start by taking a look at how Nike markets their products using social media. For the most part, they’ve mastered the art of marketing. With over 300 total social media accounts, Nike has an audience for every single major sport you can think of–with endless apparel, footwear and accessories to accompany it. Currently sitting at 265M followers on its main Instagram account, each click and view could be worth thousands. And with around 20 sub-accounts–ranging from @nikewomen and @niketraining to sports accounts like @nikebasketball and @nikegolf and even accounts for CITIES such as @nikenyc and @niketoronto–the branding empire of Nike has social media in the palm of its hand. Not only do their accounts just exist, they engage. Consistently responding to followers who have concerns and questions, using hashtags for marketing campaigns and updating products based on feedback from customers are just some of the things Nike does on Instagram, Twitter, YouTube and so on to stay up-to-date and engaged with its audience. Company-customer relationships and efficient customer support is valued at Nike and it shows just by scrolling through their Instagram and Twitter.

While the company generates billions in large part due to its clothing, footwear and apparel lines, there wouldn’t be Nike without its athlete collaborations. Some of the company’s biggest athletes–such as LeBron James, Cristiano Ronaldo and Serena Williams–have massive followings in their own right. A post from LeBron promoting a new shoe release generates millions for the company alone, and an Instagram post to Ronaldo’s record 541M followers brings more eyeballs (clicks and views) than any other marketing campaign possibly could. The value these athletes have brought to Nike is worth more than the lifetime contracts and hundreds of millions given to them to stick around with the company in the first place.

The last few months of 2022 saw high engagements rates for Nike’s social media accounts. While Nike is inconsistent on Facebook and YouTube, their active Instagram and Twitter accounts receive more than a million engagements per post. Views, likes and comments not only increase their brand awareness (as if they need it) but generate sales for the products they sell. They have mastered social media marketing through engaging with customers, collaborating with public figures and remaining consistent on the platforms that generate revenue. When you see the swoosh or hear the words “Just Do It’, you know exactly who it is.