Nike brings social media management in house

By

Matthieu Guinebault

Published
Jan 8, 2013

The American sportswear giant is bringing its social media management in house. Until recently, the brand’s social media community was managed externally by various agencies. The decision comes after Nike recruited ex-Burberry Global Director of Social-Media Marketing, Musa Tarif, in October.

The news comes from Brit publication MarketingWeek, who cites that other big sports names are also looking to consolidate social media marketing across the various platforms. Earmarked by the article are Puma, who wants to tap into the network of young football fanatics via social media and Reebok, who have decline offers from various agencies, preferring to keep a hand on its own social media communities.

The decision supports Nike’s move to focus on online marketing initiatives rather than on traditional advertising. In the US, spending on television and print ads has decreased by 40% in the last three years, while spending on digital marketing has steadily risen over the same period. Nike has remained as discreet as ever, choosing to neither confirm nor deny the decision.

Nike Inc has undergone a huge reorganization of late, with the sale of both Umbro and Cole Haan. In December, former President of Nike Affiliates (Converse, Umbro, Hurley and Cole Haan) was named Vice President of Action Sports at the company. In parallel to these changes, Nike reported an 18% decrease in net profit and a 7% increase in revenue for its second quarter, closed 30 November. The results are largely due to difficulties for the brand in China.