Nike sees gold rush with summer Olympics driven website visits, sales
By Ananya Mariam Rajesh
Aug 7 (Reuters) -The summer Olympics is turning out to be a rare win for Nike NKE.N as the global sporting event has helped boost demand for the sportswear giant's new launches and edge out competition, website searches from research firm Similarweb showed.
In the opening week of the Olympics, from July 26 to August 1, Nike and Puma managed to increase visits to their direct-to-consumer sites, while Adidas, Hoka and On all saw their visits decline compared to the week before, according to Similarweb.
The visits peaked on July 31 to 2 million, following U.S. gymnast Simone Biles clinching her seventh Olympic gold medal after the United States earned their third gold in the women's team event.
Out of those visits to Nike.com, 86,900 included a sale, while Adidas had a total of 532,500 visits with only 3,600 likely converted into product purchases, the data showed.
"If the athletes and teams sponsored by Nike carry on winning, that's likely going to boost their popularity and therefore they'll probably still see those conversions remain strong through the rest of the Olympics," Similarweb's Senior Insights Analyst Daniel Reid said.
Nike had said it was spending more on this Olympics than any previous games, as it hopes to revive sales and compete with upstart rivals. CFO Matthew Friend said in June that Nike was reinvesting nearly $1 billion in consumer-facing activities in fiscal 2025, which includes product launches and deepening its sports marketing portfolio through campaigns during the Paris Olympics.
The world's largest sportswear maker and official sponsor for the U.S. Olympic & Paralympic team, launched a slew of products ranging from Jordan 4 Retro SE shoes to an Olympic Electric Pack consisting of 55 shoes, including new designs of Alphafly 3 and Pegasus that have intrigued consumers.
On the resale platform StockX, the Jordan 4 Retro SE Paris Olympics Wet Cement, which retails for $225, were traded over 8,373 times as of July end, making it the highest-selling Olympic product on its site.
Still Nike's performance so far this year has lagged brands such as Roger Federer-backed On ONON.N, Deckers Outdoor's DECK.N Hoka and Adidas ADSGn.DE in the running, performance and casual shoe category with the sportswear giant struggling to bring innovative designs and some strategy missteps.
"(Nike is) still a struggling brand overall. But the Olympics, it definitely drives interest in these things ... Nike is the one that's really winning there," said Drew Haines, the merchandising director at StockX.
Sportswear makers' sales conversion on website during Olympics https://reut.rs/4dxSANH
Nike, Puma website visits increase during Olympics week https://reut.rs/3WSjAC1
Reporting by Ananya Mariam Rajesh in Bengaluru; Editing by Alan Barona
면책조항: XM Group 회사는 체결 전용 서비스와 온라인 거래 플랫폼에 대한 접근을 제공하여, 개인이 웹사이트에서 또는 웹사이트를 통해 이용 가능한 콘텐츠를 보거나 사용할 수 있도록 허용합니다. 이에 대해 변경하거나 확장할 의도는 없습니다. 이러한 접근 및 사용에는 다음 사항이 항상 적용됩니다: (i) 이용 약관, (ii) 위험 경고, (iii) 완전 면책조항. 따라서, 이러한 콘텐츠는 일반적인 정보에 불과합니다. 특히, 온라인 거래 플랫폼의 콘텐츠는 금융 시장에서의 거래에 대한 권유나 제안이 아닙니다. 금융 시장에서의 거래는 자본에 상당한 위험을 수반합니다.
온라인 거래 플랫폼에 공개된 모든 자료는 교육/정보 목적으로만 제공되며, 금융, 투자세 또는 거래 조언 및 권고, 거래 가격 기록, 금융 상품 또는 원치 않는 금융 프로모션의 거래 제안 또는 권유를 포함하지 않으며, 포함해서도 안됩니다.
이 웹사이트에 포함된 모든 의견, 뉴스, 리서치, 분석, 가격, 기타 정보 또는 제3자 사이트에 대한 링크와 같이 XM이 준비하는 콘텐츠 뿐만 아니라, 제3자 콘텐츠는 일반 시장 논평으로서 "현재" 기준으로 제공되며, 투자 조언으로 여겨지지 않습니다. 모든 콘텐츠가 투자 리서치로 해석되는 경우, 투자 리서치의 독립성을 촉진하기 위해 고안된 법적 요건에 따라 콘텐츠가 의도되지 않았으며, 준비되지 않았다는 점을 인지하고 동의해야 합니다. 따라서, 관련 법률 및 규정에 따른 마케팅 커뮤니케이션이라고 간주됩니다. 여기에서 접근할 수 있는 앞서 언급한 정보에 대한 비독립 투자 리서치 및 위험 경고 알림을 읽고, 이해하시기 바랍니다.
