University of New York in Prague

School of Business

Bachelor of Business Administration Program

FINAL PROJECT

Social Media Marketing Strategies of Nike in Different Parts of the World - Dubai, Hong Kong

and New York

Author: Simona Orosová Mentor: Ravick Fiala, Dan Word Count: 9749

[Acknowledgments:]

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Abstract

My thesis provides social media marketing analysis of Nike in three different parts of the world – Dubai, Hong Kong and New York. Preface focuses on right choice of suitable marketing strategy in corporation operating worldwide. Furthermore, it opens transition to introduction which highlights initial social media differences. All work is divided to three main sections about social media marketing strategy in each city. Every part starts with general information about a city and follows by CAGE analysis which compares Nike headquarters’ market (USA) with target markets (Hong Kong and Dubai) and identifies differences in culture, administration, geographic location and economy. Language and cultural aspects are most tremendous through all sections. As a result of countries variation, national branding takes an important place and adapt each strategy to required local needs of specific marketplace. Good quality research is the base for a successful strategy. Last but not least part discusses differences in website presentation and monitors social media performance in yearly metrics – evolution of interactions, growth of followers, content overview and opinion leaders (influencers). New York breakdown examines SWOT analysis instead of CAGE approach and emphasizes overall internal and external factors of the brand worldwide. The final section offers a marketing strategy recommendation to improve social media in the two diverse markets. Based on the current analysis, Dubai should improve overall social media presence and both with Hong Kong focus on content requiring engagement preferably by likes. Although, Nike should slowly emphasize two-way communication between brand and customer.

Keywords: Middle East, China, United States, multinational corporation, marketing strategy, tailor-made campaign, social media insights, advertisement, Nike, commercial, loyal customer, communication, Instagram, Facebook

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Table of Contents Abstract ...... 3

1. Introduction ...... 7

1.1 Executive Summary ...... 8

1.2 Background ...... 8

2 Literature Review ...... 9

2.1 Methodology ...... 9

2.2 Assumptions ...... 10

3 Marketing Strategy ...... 11

4 Dubai ...... 14

4.1 National Branding ...... 17 4.1.1 Marketing Strategy Application ...... 18 4.1.2 Nike Website Dubai ...... 21 4.1.3 Opinion Leader Dubai ...... 22

4.2 Social Media Marketing of Nike in Middle East Region – Instagram Yearly Metrics ...... 24 4.2.1 Yearly Followers Overview ...... 24 4.2.2 Yearly Evolution of Interactions ...... 25 4.2.3. Content Overview ...... 26

5 Hong Kong ...... 30

5.1 National Branding ...... 32 5.1.1 Background Information for Hong Kong Market Research...... 34

5.2 Social Media Marketing of Nike in Hong Kong – Instagram and Facebook Yearly Metrics ...... 35 5.2.1 Yearly Followers Overview ...... 35 5.2.2 Yearly Evolution of Interactions ...... 36 5.2.3 Content Overview ...... 39

6 New York ...... 42

6.1 National Branding ...... 44 6.1.1 Website ...... 44

6.2 Social Media Marketing of Nike in New York – Instagram and Facebook Yearly Metrics ...... 45

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6.2.1 Yearly Followers Overview ...... 45 6.2.2 Yearly Evolution of Interactions ...... 47 6.2.3 Content Overview ...... 48

Conclusion ...... 52

References ...... 56

Figure 1: CAGE Approach – Dubai ...... 16 Figure 2: Nike UAE Website Figure 3: Women’s Hijab Nike Pro UAE Website ...... 22 Figure 4: Zahra Lari – figure skater, influencer, opinion leader ...... 23 Figure 5: Growth of Total Followers April 1, 2018 – March 31, 2019 ...... 24 Figure 6: Growth of Total Followers April 1, 2018 – March 31, 2019 ...... 25 Figure 7: Evolution of Interactions April 1, 2018 – March 31, 2019 ...... 25 Figure 8: Distribution of Interactions April 16, 2018 – April 15, 2019 ...... 26 Figure 9: Number of Profile Posts April 1, 2018 – March 31, 2019 ...... 26 Figure 10: Average Interactions per Post April 1, 2018 – March 31, 2019 ...... 27 Figure 11: Number of Profile Posts with Post Types April 1, 2018 – March 31, 2019 ...... 27 Figure 12: Most Successful Instagram Feed April 1, 2018 – March 31, 2019 ...... 28 Figure 13: What Will They Say About You? - Nike Middle East Campaign ...... 29 Figure 14: CAGE Approach – Hong Kong ...... 31 Figure 15: Nike Website – Hong Kong ...... 33 Figure 16: Growth of Total Instagram Followers April 1, 2018 – March 31, 2019 ...... 35 Figure 17: Growth of Total Facebook Fans April 16, 2018 – April 14, 2019 ...... 36 Figure 18: Number of Instagram Profile Posts with Post Types April 1, 2018 – March 31, 2019 ...... 37 Figure 19: Number of Facebook Page Posts with Post Types April 1, 2018 – March 31, 2019 ...... 37 Figure 20: Average Interactions per Post Instagram April 1, 2018 – March 31, 2019 ...... 38 Figure 21: Average Interactions per Post Facebook April 1, 2018 – March 31, 2019 ...... 38 Figure 22: Most engaging posts on Instagram April 1, 2018 – March 31, 2019 ...... 40 Figure 23: Most engaging posts on Facebook April 1, 2018 – March 31, 2019 ...... 41 Figure 24: SWOT Analysis Nike ...... 43 Figure 25: Instagram Total Followers April 16, 2018 – Apr 15, 2019 ...... 45 Figure 26: Instagram Total Followings April 16, 2018 – Apr 15, 2019 ...... 46 Figure 27: Facebook Total Fans April 16, 2018 – Apr 15, 2019 ...... 46

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Figure 28: Instagram Interactions April 1, 2018 – Mar 31, 2019 ...... 47 Figure 29: Facebook User Activity April 10, 2018 – Apr 15, 2019 ...... 47 Figure 30: Distribution of Facebook Interactions April 16, 2018 – Apr 15, 2019 ...... 48 Figure 31: Number of Instagram Profile Posts with Profile Types April 1, 2018 – Mar 31, 2019 ...... 48 Figure 32: Distribution of Instagram Profile Post Types April 16, 2018 – Apr 15 2019 ...... 49 Figure 33: Instagram Content NikeNYC ...... 50 Figure 34: Facebook Content Nike ...... 51

List of Abbreviations AED United Arab Emirates Dirham GDP Gross Domestic Product MNE Multinational enterprises UAE United Arab Emirates USD United States Dollar

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1. Introduction

The right marketing strategy generates sales and it is one of the most important ways to target the right market and potential customers. Social media content marketing campaigns raise awareness about the product amongst a huge number of people; however, only certain number of prospects get more interested and move lower to a narrower part of the sales funnel. Prospects who evoke a certain desire for Nike become sales opportunities. A majority of those prospects end up engaging in social media and become part of the community. As a loyal brand member, fans/followers happen to buy products from a desired brand. The company’s great marketing campaigns and post creation established a major bond with customers. Devoted customers live by the brand and even prioritise it before the pricing or any other competitors.

Multinational corporations need to precisely develop their marketing strategies in order to attract the right customers of different cultures and markets. My thesis will focus on

Nike’s tailor-made or adjusted campaigns and post creation in specific regions/cities of the

Middle East, China, and United States. Furthermore, differences in Nike’s marketing strategies will be pointed out and their importance needed for specific markets.

Demonstration of their social media performance will be proven in graphs and content illustrations. Brand initiatives and campaigns are reflected by their social media content and also link to brand awareness, understanding, mission, and success. A brand in the 21st century represents a person’s lifestyle. Nike communicates specific message in each of their campaigns that oversees current issues, efforts, desires, and trends. The main goal is to make customers identify themselves with a message and follow it by communicating back towards the brand.

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1.1 Executive Summary

This paper provides an analysis and insights to social media marketing strategy of Nike.

Firstly, it explains a need of suitable marketing strategy in a corporation. Secondly, it compares background information and distance in culture, administration, geography and economy in New York, Hong Kong and Dubai with a use of CAGE analysis. Third, research highlights the essentiality of national marketing strategy and reasons for it. Furthermore, social media analytics tool tracks Instagram and Facebook yearly metrics in each country.

Website features are presented and explained. SWOT analysis highlights all overall strengths and weaknesses of Nike. Lastly, not all outcome expectations are met but recommendations for social media improvement are offered.

1.2 Background

Nike focuses mostly on constant product innovations and advertising including famous sportsmen or celebrities. Nike was established by athlete and his coach Bill

Bowerman in January 1964. The U.S. Patent was registered in 1971 and Trademark Office in

1974. Nike stood up in a lead of the sports industry by 1980 (Bhutto A. , et al., 2016).

Mission Statement – “To bring inspiration and innovation to every athlete in the world.”

If you have a body, you are an athlete (Bhutto A. , et al., 2016).

Vision Statement – “The Nike goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability to reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders” (Bhutto A. , et al., 2016).

Segmented are athletes (however see mission), young sportsmen and active lifestyle customers (Bhutto A. , et al., 2016).

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2 Literature Review

The social media marketing strategy in corporation needs a strong knowledge about a target country background information, processes in order to pursue national marketing and use of an accurate technology platform required to secure continuous engagement with customers and partners (Wood, 2011). Marketing strategy aligns with social media strategy.

Firstly, overall marketing strategy applied to each location is introduced, ascending from older strategies released until the most current one in 2019. Cultural differences between

Nike’s home country and target country are contrasted in CAGE approach table. Furthermore, national branding strategy is applied to target countries and local trends are explained. The critical review of social media marketing strategy is supported based on thorough background research of each aimed country. Then, Nike New York uses SWOT (Strengths, Weaknesses,

Opportunities, Threats) framework instead of CAGE approach in order to analyse internal and external factors of Nike Inc., worldwide (Pickton & Wright, 1998). Finally, social media analytics tool is used for detail measurement of local social media statistics in yearly metrics.

The model generates followers overview, evolution of interactions and social media content overview, what helps the brand to understand its customers’ behaviour, current trends and ensure mutual communication.

2.1 Methodology

Due to topic of my research, I am using mostly quantitative methods to perform desired thesis outcome. Reading, understanding, applying information and data collection from scholarly and academic sources – journals, books, case studies and annual or corporate public reports. Types of social media marketing campaigns of Nike in Asian, American and Arabic market will be procured, and their main idea and purpose highlighted for understanding of national variedness influence. Furthermore, analysis of their audience will be acquired from

Instagram and Facebook yearly metrics – followers overview, evolution of interactions and

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content overview. Statistical results in between research variables will be identified. Three markets would be compared to each other and dissimilarities counterpointed. To conclude my research, I use AI-powered social media marketing analytics tool providing a marketing software-as-a-service platform called the Socialbakers Suite to track Nike social media campaigns/pages and show the main differences in their social media marketing strategies.

Graphs and percentages will support a strategy direction and the need for national marketing strategies in multinational corporations operating in a worldwide market, overall. Nike’s aim of successful social media strategy in each city represents a need for differently remarkable marketing campaigns in certain markets.

2.2 Assumptions

Systematic research is used to collect secondary information from (public) reports and data which may lead to small discrepancies in details. Social media marketing is a discipline which is constantly developing and improving. There are no exact internal sources about Nike social media strategy in specific locations and all outcomes are based on a personal study and observation with use of a professional social media analytics tool. Use of external sources of information can create restricted space for recommendations.

My hypothesis statement highlights the essentiality of national marketing strategy with an aim to adjust strategies and products for each different market. Furthermore, social media analytics tool is expected to track different engagement and content by use of different social media marketing strategies in each country. Number of followers in each country is expected to be dependent on target market differences. Website presentation is supposed to mirror overall strategy features.

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3 Marketing Strategy

Globalization is in its peak and intensifies economic, financial, technological, political, ecological, cultural, and sociological correlations between international boundaries.

Multinational enterprises (MNE), or corporation, need to aim towards different marketing strategies in order to raise awareness and interest in different parts of the world. Compared to national or international small and medium businesses, MNE’s investment in research and development, innovation, education, and advertising is much higher. Different tax systems and less protectionism makes corporations more competitive in a world scale market

(Karlícek, Chytková, Horejs, Mohelská, & Fischer, 2013).

High quality marketing research must be done to determine and create great marketing campaigns. A marketing mix of tools are used to meet brand’s objectives in the target market: product, price, place and promotion (Cateora, 2002).

The characteristics of the product or service must determine the needs and wants of the customer, who needs to be carefully targeted and provided with satisfactory outcomes.

Commercial advertisements are often delivered to the wrong audience. Targeting is mostly important when crossing cultural boundaries. The product strategy faces and stands against competitors in the product market. Local marketing agencies understand the topical market best and recognize the need for product customization, which increases cultural awareness and sensitivity to the global brand. Reviewing the product set before entering a new market is crucial, forwarded by the selection of the most applicable products to the target audience and storing them in specific locations. National consumers have regional specific tastes and require necessary modification to the product (package, logo) based on research (Cateora,

2002).

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Setting the price of the product is based on a customer’s willingness to pay. Choosing the right pricing strategy and providing results are crucial. Attractive prices emphasize the value and uniqueness of the brand. Multinational companies apply the same branding approaches as they are cost and time effective. Logos and taglines are already ready to use. In general, in remarkable product lines, such as (luxury) car brands, this strategy will work.

Nevertheless, the brand may still seem too foreign and lose locals and to that part of the market. Having an identical brand message is beneficial for brand building; however, it loses the power of adaption (Cateora, 2002).

The brand must be accessible in the right place, at the right time, and in adequate quantities. A positioning strategy also communicates the desired location of a service in the target market. A customization strategy customizes a delivery while the product stays the same. Positional effectiveness shows well achieved objectives in the target market, meaning that customers are where the brand is. Otherwise, the company loses money (Cateora, 2002).

Promotion of a product is an effective combination of advertising, sales promotion, personal selling, public relations, e-commerce, and social media where a brand communicates with its customers. It is to present the brand as a customer driven company and communicate through the most popular channels in a specific country: newspapers, Cafe, magazines.

Influencer marketing is on the rise. Choosing a ‘face’ or local representative of the brand is an important indicator of future success (Cateora, 2002).

As an example of product amendment is a sports hijab launched by Nike in 2017 in

Middle East in order to make it possible for Muslim women to do sports. The campaign and product line arose controversial point of view from the national customers and competition.

The campaign was focusing on embracing and empowering women to stand up against biases and limited access to sports. The company utilized a gap in the market - shortage of

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competitive products, poor quality materials, and fabric not designated but being sold as if for sports (Handley, 2017). The main point of controversy is the fact that physical education is mostly banned at public schools, as it is being considered uncommon and un-Islamic. On the other hand, they perceive Zahra Lari as an exemplary Muslim woman even though she is practising ice skating while being born in a desert country. Zahra is Muslim woman, wears hijab but also terminates all the biases. (Patel, 2017). The space for growth in a Middle

Eastern sports sector is recognized. Actions were taken to allow women to attend professional sports competitions without any cultural or comfort issues (Anonymous, 2014). Only recently, considerable development in the Middle Eastern market happened and opened doors for more products to enter. New marketing strategies and tailored products were applied to the market based on research.

As an example of promotion amendment, Nike’s strategy focused more on lifestyle than on just sports apparel. In Hong Kong, which is one step further than MEA, the national marketing strategy was applied. The main focus is on desired sports, which evolved through basketball to football and other less common sports such as swimming or boxing.

Lastly, the headquarters of Nike are based in the United States. Marketing professionals understand the domestic market best. That means that the application of marketing strategies is most accurate, although is not missing out any development and creative promotion focused on the country’s issues and supporting it by the right motivational promotion.

The importance of the right marketing strategy application and market identification is crucial in order to succeed in a new big promising market.

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4 Dubai

The population of Dubai is 3.136 million, as counted in the 3rd quarter of 2018 (Dubai

Statistics Center, 2018). Unemployment rate in Dubai is only 0.5% and 2.57% in UAE

(Federal Competitiveness and Statistics Authority, 2017). The monthly average of household expenditure on clothing and footwear is 115 AE, which equals 31.31 USD (Dubai Statistical

Office, 2014). Economic indicators of sports activities and amusement and recreation activities were 1,447,775 AED in 2016 (Dubai Statistical Office, 2016). The portion of the population using the internet and its sources per 1,000 population in year 2008-2009 is

267.4.1 The number of households, overall, are 224.8 thousand and, from those, 61.7% of households own a personal computer, 55.1 % of own an internet line, and 87.9% of own a satellite dish. The unemployment rate is only 1.1 % (Dubai Statistical Office, 2016). Internet user penetration in the United Arab Emirates in 2019 has been 80.2 % (The Statistics Portal,

2019). Internet Usage Statistics in the UAE states that in December 2017, there were

9,385,420 Internet users, which is 98.4% of the population, according to Internet World Stats.

Facebook Users Estimate is 8,700,000 subscribers in December, 2017, according to Facebook

(Internet World Stats, 2017). Gross domestic product in Dubai is 398, 129 million AED, which equals 108,384.65 USD (Dubai Statistics Center, 2018). GDP per capita in UAE is

40,698.849 USD dated to 2017 (World Bank, OECD, 2017). According to

Dubai's government Statistics released in April 2019, gross domestic product grew by 1.9 % in 2018. In general, the economy of the United Arab Emirates is the most progressive of the

Middle Eastern economies, as well as the most attractive economy of the region.

Dubai is the second wealthiest emirate in UAE, and it is based on much more than only the oil trade, which creates just about 5 % of the country’s GDP. Dubai is an international

1 Excluding Emirates Integrated Telecommunications, Including Subscribers from Dubai Emirate & Other Emirates but Issued from Emirates Telecommunication Corporation in Dubai. 14

finance and IT hub and based on corporations such as Dell, IBM, Microsoft, Hewlett-Packard, and Oracle Corporation as well as media organisations like CNN, BBC, MBC, Reuters, and

Sky News. According to number of international overnight visitors, the city is the fourth most favourite destination in 2017, counting 15.79 million overnight tourists (The Statistics Portal,

2019). Thus, Dubai attracts business visitors, tourists, and shopping enthusiasts which emerged from great infrastructure, means of communication, and transportation (Dubai.com,

2017). Tourism is the key growth indicator in a city. Dubai also shows the number of hotels and hotel apartments buildings, which is 716 in the fourth quarter of 2018 (Dubai Statistics

Center, 2018). Likewise, Dubai is a “shopping capital” in the Middle East thanks to the immense number of shopping malls. The city is considered to be one of the twelve best shopping destinations, according to CNN news, as the city may appear as a little kingdom itself (Kim, 2014). The Dubai Mall is considered to be the best and largest shopping centre, where all significant brands can be found, such as Nike.

The most significant outcomes following from CAGE approach are Arabic language what makes administration of social media much more difficult. Islam religion and Islamic law principles influence general marketing strategy which needs to engage tailored approach.

Also, service sectors are reserved for resident nationals what can complicate overall administration of the brand. Product price levels might be influenced by cconsumer income which is 27% lower than in United States. However, economy factors are for brand favorable.

Unemployment rate is 2.4% what is three times less than in US - 8.1%. GDP growth is 4.4% what in 1.6% more than US accretion.

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Figure 1: CAGE Approach – Dubai

Cultural Differences Administrative Distance Geographic Distance Economic Distance

Arabic language Absence of colonial ties: Physical remoteness: Differences in

the British protectorate distance between consumer incomes: average treaty until 1971, United States and income per capita is afterwards United Arab Dubai is 12,444 km $41,553.31 what is in 27% Emirates less than in United States

Different Ethnicities: Absence of shared Lack of a common Differences in costs

15% Dubai natives monetary or political Border, sea or river: and quality of resources: and expatriates Persian Gulf coast of purchasing power parity is mainly from India, association, political the United Arab $23,668.68 per capita what Pakistan, Bangladesh hostility: The Government Emirates is $23, 918.62 dollars less and Philippines of Dubai, authority is the than in United States Ruler of Dubai

Different Religion: Government policies: Size of country: Economic System: free-

Islam presidential, federal, and 4,114 km² market capitalism. GDP

despotic monarchy growth is 4.4% what in 1.6

% more than US accretion

Different Social Institutional Weak transportation/ Unemployment rate:

Norms: Islamic law 2.4% in comparison to US Weakness: service sectors Communication: one principles joblessness which is three reserved for resident of the best times higher - 8.1% nationals, specific aviation infrastructures

business establishment worldwide

rules and regulations

Source: Table is inspired Professor Ghemawat Mapping Tools. Content (NationMaster, 2019)

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4.1 National Branding

Nation branding has a tremendous effect on a country’s ability to engage tourists, investors, and a skilful workforce. Simon Anholt's six-step approach is applied to the UAE, specifically the Dubai emirate branding approach. Key indicators in branding include national components, such as geostrategic location. United Arab Emirates are located on the Persian

Gulf. The emirate borders with Abu Dhabi in the south, Sharjah in the northeast, and the

Sultanate of Oman in the southeast. Inhabitants are just about 15% native residents and the remaining part is composed of expatriates. They are mainly from India, Pakistan, Bangladesh, and the Philippines. Culture and traditions are closely attached to the official religion, Islam, with specific moral guidelines. Furthermore, names, perception, and infrastructure are very important. Having a safe and secure environment inside of an economically solid and technologically advanced market is turning for tourism, advertisement, and promotion. These cumulative factors improve a brand’s visibility and its corresponding benefits and avoid mistakes or liabilities that have a negative impact and weaken the brand. (Zeineddine &

Nicolescu, 2018). Local marketing customization in countries of UAE is necessary.

Dubai has gained the reputation of UAE ‘s cosmopolitan vibe. A large proportion of expats, as well as the citizens living in Dubai, find the lifestyle in the emirates immensely attractive. Along with being a smart city that applies the latest technology, the municipality has worldwide recognition for its splendid architectural projects such as Palm Islands - three artificial islands, the skyscraper Burj Khalifa – the tallest building in the world, or the latest megaproject, Dubai Arena, placed in a heart of luxury shopping and dining. Both lifestyle and architecture are united in its brand of uniqueness in estate and luxury tourism.

Dubai has its own (frequent) stereotypes that effect places, people and products. Hence, the leverage of the region cannot be modified but the brand concept can be. Dubai is

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determined to be a nation brand itself and has stimulus for regional competitiveness. Even its highest exports are in the high-end department. Public diplomacy is in progress, which leads to coherent communication strategies mirrored in suitable images, messages, and projects.

All things considered; Dubai can compare to international standards by applying a consummate communication strategy. The main emphasis to lay the foundations for the affluent destination in high-end estate and ground-breaking events is on simplicity, continuity, coherency, and accuracy since the early 1980s. The goal is to become a “Global Arab City” and gain international visibility by collaboration of decision makers and locals acting as a one nation. Further importance lies in the agreement on promotion methods such as visual signposts, which are iconic events that are integrated into broader national brand strategies.

Those are associated with both economic and regional development, likewise nation building processes which are accompanied by outlays and complex processes in tourism, investments and heritage (Zeineddine & Nicolescu, 2018).

4.1.1 Marketing Strategy Application

Demographic and psychographic data of the target audience are necessary to understand the dynamics of the marketplace. Admittedly, marketers and marketing agencies can sometimes develop their advertising campaigns by reflecting their own thinking instead of applying useful and necessary field research. If the projection is incorrect, research needs to take place and changes in values or newly found cultural aspects must be implemented. The marketing campaign cost to prepare and place into various mediums is costly and possible unnecessarily overpriced, which could thwart the business opportunity. Most large multinational companies have enough resources to enter new markets with new products.

Even though consumers are diverse, brands can always find enough similarities for regional

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marketing strategies to be successful. Social class is wide and ranges from wealthy nationals to unskilled foreign workers.

Western brands are thriving in the UAE. A m majority of the merchandise sold comes from American brands. Despite correct marketing strategies, any political and religious actions that negatively depict something in the Arab culture (e.g. not to present prophets respectfully enough) and are offensive to most Muslims would affect sales and possibly decrease the import market of such a brand. Islam has a significant influence on businesses.

Incorporation of cultural characteristics, such as obedience (e.g. to elders), or references to customs and conventions (e.g. group loyalty) are better implied to make the desire for a brand greater. Marketing messages and branding must respect the local culture and adapt while applying bilingual approaches and translate the packaging into both English and Arabic.

Ad messages should target men and women specifically and be mainly informative.

Consequently, the production and sales must be ethical and honest during the whole product cycle, where retailers are obliged to disclose all positive and negative features of a product.

The specific commodity must satisfy the needs of the consumer as well as benefit society as a whole. Using psychology for the pricing strategy of the Western counties, concretely artificial inflation prices to offer discounts later, would not be allowed according to Islamic law.

Islamic law prohibits price control on goods and favours healthy competition. Harsh punishments are employed for companies using forbidden tactics. Western customers believe they are getting a favourable deal but MEA customers believe that the quality of the product is lowered.

Islamic countries have diverse ethnicity, but they are also widely generalized across the Middle East regions. Islam religion is engraved into the culture. Most MEA nations tend to be more conservative but barring those in the UAE. The fundamental core of a brand’s

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strategy is the need to adapt the brand’s portfolio and closely align with Islam and Sharia Law as Islam law administrates all economic activities, marketing, and advertising included.

Importantly, women in the UAE have strong buying power, where they need to be subtly targeted and portrayed in ads. Fashion fabric products have both long and short options, but 81 percent of the advertisement highlights more modest women in long clothing.

Negative publicity needs to be avoided and cost savings could be emphasized. Discount and money-back offers are not recommended as they question fairness and motives of the brand or retailer.

American or foreign company’s alignment is very beneficial for the brand. Brand can partner or licence with the strategic local choice (e.g. company, opinion leader, regional celebrity endorsement). Regional brand does not always have enough experience in a desired field or just very little, but it demonstrates a deep understanding of the diverse consumers across the Middle East market. The brand maintains its theme and incorporates the Arabic language and features while keeping its signature characteristics.

The brand goal can only be achieved in the destination when delivering its promises.

Dubai-specific marketing strategies must be tailored to reflect the local consumer's tastes, needs, wants, and lifestyles in order to assure avoidance of inaccurate assumptions (e.g. alcohol and drugs are forbidden – so in public or adverts). Disclosing specific information about the brand is important to the audience. Dubai, as a destination, is a highly competitive global marketplace with purchasing power, resources, and the ability to react positively to advertisements from US companies (Langlois, Langlois, & Havens, 2012).

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4.1.2 Nike Website Dubai

The official Nike website has different visual designs on the front page than they do in any other country. The first trend is a computer game design with the background of football boots, which indicate the preferred sport in the country and the favourite entertainment activity of the youth. Also, it points out their sponsorship of Shabab Al-Ahli Dubai Football

Club, which was one of brand’s smartest moves for how to approach local customers by adapting their national brand strategy. The club was the first team who has used and promoted

Nike apparel during its training and competition. This way, the brand is associated with one of the greatest club teams in UAE and their fan base (Albawaba Ltd., 2011).

Furthermore, the brand promotes national models to attract by culture and first focuses on children and youth who are the age of their target brand. Child models are boys and wear sophisticated black outfits which are complemented by colourful accessories. Youth models are both trendy and modest. Girls and boys dressed in leisure clothing, who are in more imaginative designs, are applying the idea of equality and freedom. The website follows by week trends and other Nike outfits, which are more international.

Also, Nike UAE sells costumed products to this specific market so they can meet traditional culture as well, such as leggings for surfing or a hijab for sports. Nevertheless, it offers all typical Nike apparel, even though it is not officially promoted as much.

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Figure 2: Nike UAE Website Figure 3: Women’s Hijab Nike Pro UAE Website

Source: Nike UAE Website

4.1.3 Opinion Leader Dubai

In the 21st century, celebrity culture, opinion leaders, and so-called influencers are very important for a new marketing strategy as they have a significant impact on a concrete niche process. One of those “celebrities” in UAE is Zahra Lari, representing more controversial culture of emirate countries, along with being a role model to that part of the population. This professional figure skater makes Muslim women feel that they can achieve anything they take into their head while respecting their culture, religion and values. She comes from Abu Dhabi, one of the seven emirates. Professional competitions made her a two-time Emirati national champion. Zahra has shown great determination from childhood when she made herself cross from hobby skating into professional skating at the age of thirteen, while persuading her father for change. She is the first figure skater from UAE to compete internationally.

The International Skating Union gave her a hard time when lowering her points for wearing a

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hijab. Afterwards, a hijab became an authorised part of the skating dress. The headstrong woman walked a long way to make her dreams true in an uncompromising environment of strict cultural expectations and competition and has become an inspiration to millions of

Arabi women. This is how she has become a Nike ambassador. The sportswoman is present in local media (of international brands/franchises) such as Vogue Arabia and continues to inspire confidence in women.

Figure 4: Zahra Lari – figure skater, influencer, opinion leader

Source: Official Instagram zaralahri

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4.2 Social Media Marketing of Nike in Middle East Region – Instagram Yearly Metrics

In the chapter, graphs, feed content, and campaigns are depicted and examined.

Specifically, number of followers, their interactions, and means of them are presented. The type of interaction is specified and the regularity of them is calculated. Profile posts are shown specifically by most engaging feed post (picture) and the interaction per post is stated.

4.2.1 Yearly Followers Overview

This graph shows the massive increase of followers in May 2018 and rapid drop in

June 2018. Subsequently, number of fans continued to gradually grow until March 2019. The data is aggregated and visualized per month during a selected time range.

Figure 5: Growth of Total Followers April 1, 2018 – March 31, 2019

Source: Socialbakers

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Figure 6: Growth of Total Followers April 1, 2018 – March 31, 2019

Source: Socialbakers

4.2.2 Yearly Evolution of Interactions

The distribution of interactions (likes and comments) during a yearly time range.

Results show that highest interactions are every third month of posting. 98% of interactions are likes and only 2% are comments, seen in Figure 6.

Figure 7: Evolution of Interactions April 1, 2018 – March 31, 2019

Source: Socialbakers

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Figure 8: Distribution of Interactions April 16, 2018 – April 15, 2019

Source: Socialbakers

4.2.3. Content Overview

The number of posts made by the Nike’s profile administrators during a selected time range results in 5.42 profile posts per month in average.

Figure 9: Number of Profile Posts April 1, 2018 – March 31, 2019

Source: Socialbakers

Maximum interactions per a post were 6 000 in a May. Profile was a booming and found most of its followers. Minimum interaction was 860 activities what is only 440 interactions less than is actual average.

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Figure 10: Average Interactions per Post April 1, 2018 – March 31, 2019

Source: Socialbakers

Content is created mostly by pictures, then carousels, and lastly videos. Content is usually presented as the graphics interchange formats which are introducing new collections or special occasion discounts (e.g. New Year).

Figure 11: Number of Profile Posts with Post Types April 1, 2018 – March 31, 2019

Source: Socialbakers

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The most successful Instagram feed in the Middle East is created by pictures of team players or whole teams representing the county in the world by playing their favourite sports for this specific region. Furthermore, there are men doing sports that anybody can do to feel better with their body in order to become “an athlete”. Mostly men are pictured in the feed posts, however, women’s products are not missing, mostly pointing on specific types of (sport or free time) . The most controversial advertisement made by Nike for the Middle East market was presenting women practising sports in the streets. They were shameless, not hidden, and brave. The advertisement was intensely hated, immensely admired, misunderstood, unaccepted, but mostly - highly discussed and it opened a completely new mean of speech to women (Figure 11). The ad exposed a not fully explored market (sports brand marketplace for women) for Nike. Famous women bestowed their faces to the great vision in the commercial. Famous boxer Arifa Bseiso, figure skater Zahra Lari, parkour trainer Amal Mourad, pop singer Balquees Fathi, and fencer Ines Boubakri faced pressure from their community but continued following their passion and resound it in a promotion with their brave voices to empower other women. Special occasions, such as Father’s Day or various feast days, are very important and offer discounts as a gift on the special day, often presented in videos or GIFFs.

Figure 12: Most Successful Instagram Feed April 1, 2018 – March 31, 2019

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Source: Socialbakers

Figure 13: What Will They Say About You? - Nike Middle East Campaign

Source: Nike Arabia

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5 Hong Kong

Hong Kong positions itself as Asia’s world city with a dominant market-oriented economic system. It is considered a shopping paradise with gigantic malls, shopping districts, and department stores that are enjoyed by locals and tourists. In 2005, the inside retail floor extended to 10.8 million sq. m. In 2011, the number of retail establishments accounted for over 60, 000, employing over 240, 000 people. Around 9% of disposable income is spent on durable goods, clothing, and footwear. Education and knowledge are tremendously appreciated in the country. On the contrary, sports have not been preferred activity by many.

Nike was challenged to understand the country’s culture and to amend it to brand’s needs.

The first ticket to reach the interest in China was basketball.

Furthermore, donations were sent for physical education equipment and was distributed to high schools and their basketball courts that were assigned to public after school hours.

Next, three-on-three tournaments were put together and first city's high school basketball league was established, the Nike League, which has spread to 17 cities. The television got involved to broadcast the finals of the league. This was an important step that showed sales have risen by 60% through the 1990s. As the older generation was not concerned about sports and sport apparel too much, the main goal has been to attract a new generation to the sport lifestyle.

Television started broadcasting NBA in China, bringing players like Michael Jordan into television and for visits. The popularity of NBA players has stayed on a sunny side.

Likewise, Kobe Bryant plays roles in various ads, e.g. with other big brand players such as

Mercedes while launching its special series of Mercedes Smart in cooperation with Swatch.

All brands try to apply tailor made strategies with amended products, depending on the need to adjust. Slowly, Nike begun to be one of the well-known brands. Later, its trademark is also associated with urban hip-hop and street culture, highlighting a creative lifestyle.

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Nike uses rap-style talk on the Chinese website. Merchandise connects Nike League high school games and sent subtler hip-hop message, which is more acceptable and suitable to the Chinese market. This music style message links to Beijing's DJ, Gu Yu, who is wearing limited-edition Nikes that are unavailable in China while performing in top clubs.

In 2019, Nike focuses mostly on football apparel and its promotion in China. After purchasing the soccer retailer, , in 2007, Nike acquired access to its distribution network which was ubiquitous where Nike was not, such as in China. Accordingly, Nike improved its strategy based on the successful models of the Umbro brand and adapted it.

The most significant outcomes following from CAGE approach are favourable in language spoken in Chinese and English. Locals are 43% religious what is not involving interventions with marketing strategy. Consumer income only 1% less than in United States.

Economically, GDP growth is 1.5% what in 0.71% less than US accretion. Unemployment rate: 3.3% what is two times higher in US - 8.1%. Market adaptation is not price sensitive and no tremendous differences are spotted.

Figure 14: CAGE Approach – Hong Kong

Cultural Differences Administrative Distance Geographic Distance Economic Distance

Chinese and English Absence of colonial Physical remoteness: Differences in language ties: British governance distance between consumer incomes: average from 1841 to 1997 United States and income per capita is Hong Kong is 12,719 $52,191.00 what is only 1% km less than in United States

Different Ethnicities: Absence of shared Lack of a common Differences in costs

92% Chinese and monetary or political Border, sea or river: and quality of resources: major minorities are southeaster gateway to purchasing power parity is Filipino 2.5%, association, political China, South China $45,550.61 what is similar

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Indonesian 2.1%, hostility: presidential Sea to United States other 3.4% limited democracy

Different Religion: Government policies: Size of country: Economic System: service-

Around 43% of government is an 1,106.66 km² oriented economy. GDP population is executive authority growth is 1.5% what in 0.71 religious - % less than US accretion

Buddhism, Taoism an d Confucianism

Different Social Institutional Weak transportation/ Unemployment rate: 3.3%

Norms: social in comparison to US Weakness: service sectors Communication: atmosphere in joblessness which is two reserved for resident superb infrastructure business and public is times higher - 8.1% nationals, specific very decent, polite business establishment and reserved rules and regulations

Source: Table is inspired Professor Ghemawat Mapping Tools. Content (NationMaster, 2019)

5.1 National Branding

The official Nike website has a different visual design for Hong Kong. Naturally, a majority of models are of Chinese nationality. Various races are represented as Nike positions itself as an international brand with openminded overview of the world. All people are diverse but create one community and unify.

The first trend on the website is the creative colour and shape of the favourite Air Max sneakers. The focus is on green and orange colours and outfits that are distinctive. One is worn by a woman and other by a man, which point out gender equality. Women confirm the progress arising from 2018 – employment, political representatives, education and improved health (Xinhua, 2018).

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Further focus is directed to the special technology of the basketball and its futuristic modern design and colour. Tech development in China are of significant importance so the grey colour and new technology accentuate on contemporary lifestyle and actual trends.

Also, the shoe is inspired by Kevin Durant's usual style and carries his name. Another example of product promotion is by featuring the NBA’s player name.

The subsequent focus is on the light coat of peach colour dressing both women and men, where again gender equality position plays a role in freedom of choice and opinions by the courageous colour and material that is indicated.

Overall, interconnection with actual sports is present. Football shoes on the playground and in computer games are on the website. Consequently, a nature connection and bright spring colours, specifically orange, are present.

Figure 15: Nike Website – Hong Kong

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Source: Nike Hong Kong Website

5.1.1 Background Information for Hong Kong Market Research

The population of Hong Kong is 7.39 million. The labour force creates 3 946.6 thousand, which is 61.1 % of the population. 123.4 thousand of inhabitants are unemployed, which account for 3.1% of the unemployment rate. The monthly average household income is

$ 26,500. GDP is $ 362.99 billion, which creates a +6.8 % change over the preceding year.

GDP per capita is 38 784.80 $, which creates a +6.0% change over the preceding year

(Census and Statistics Department, 2019). For the Nike sports and leisure products purposes, research about the types of sport facilities and type of sport practised was conducted. The city has 2 714 422 recreation and sports activities for the public’s disposal. Major recreation and amenity facilities by sport type were accounted for 1 981. There are sports presentations at selected venues. The Hong Kong Coliseum held 15 events and the Queen Elizabeth Stadium held 62 events, equalling to 77 events overall. The number of establishments, persons engaged, and vacancies (excluding civil service) by industry division in 2017 were: wholesale

1 165, retail trade 7 79, import/export, wholesale and retail trade 149 458, import and export trade 5 982. To deduce possible number of buyers from abroad (tourists), public transport report was recorded: passenger journeys accounted for 4 632 133 thousand in 2017.

Furthermore, to indicate the most suitable channels through which Nike is promoting, ownership of most of the channels was conducted. Hong Kong records 68 newspapers, 607 periodicals, 13 sound broadcasting, 11 domestic free televisions, 374 domestic pay television programmes and services. Above stated information, from the Background Information for

Hong Kong Market Research section, is based on Annual Digest of Statistics, 2018 edition.

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All the information is applied to year 2017 (Statistical Information Services Section, Census and Statistics Department, 2018). North America imported merchandise worth $ 224, 635 million in 2017 (Forney, 2004).

5.2 Social Media Marketing of Nike in Hong Kong – Instagram and Facebook Yearly Metrics

5.2.1 Yearly Followers Overview

The Instagram page has more followers/fans than their Facebook page. However, it attracts a different type of user and has less content and fewer regular posts and so less engagement. Graphs are tracking one-year developments and fans/followers are on continual growth. Figure 14 shows more rapid growth in June 2018, when Nike Football Hub was opened and the new campaign #BELIEVETOUNLOCK was ran. Also, videos with famous footballers like Cristiano Ronaldo or Neymar Jr. were featured.

Figure 16: Growth of Total Instagram Followers April 1, 2018 – March 31, 2019

Source: Socialbakers

Figure 15 was aggregated by day of the week, as the content creation is regular.

Statistics show that biggest fan change is on Sunday, which indicates that this is when people have free time for engagement on social media. On the other hand, they engage minimally on

Thursday, indicating that people do not engage in the middle of the work week as much. This

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data helps the brand to distribute their activities on social media in order to get as much interactions as possible, to attract more people during the time when they are available.

Figure 17: Growth of Total Facebook Fans April 16, 2018 – April 14, 2019

Source: Socialbakers

5.2.2 Yearly Evolution of Interactions

The most engaging post types on Facebook platform in one-year period (April 1, 2018 –

March 31, 2019) are in a descending order: photo 40.85%, video 28.38%, status 24.68%, and link 6.09%. Examples from the feed are in Figure 21. Photos engage the most reaction (likes), videos are mostly shared, and links are the most commented type of post. Users are mostly active on Sunday from 7 AM until 1 AM. The second most active day is Friday from 3 to 4

PM. The 3rd most interactive day is Tuesday at 4 AM (Socialbakers, 2019).

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Figure 18: Number of Instagram Profile Posts with Post Types April 1, 2018 – March 31, 2019

Source: Socialbakers

Figure 19: Number of Facebook Page Posts with Post Types April 1, 2018 – March 31, 2019

Source: Socialbakers

At average interactions chart is highlighted that despite of Instagram irregular posts, it has higher engagement. Maximum interaction reaches similar peak at both platforms.

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Figure 20: Average Interactions per Post Instagram April 1, 2018 – March 31, 2019

Source: Socialbakers

Figure 21: Average Interactions per Post Facebook April 1, 2018 – March 31, 2019

Source: Socialbakers

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5.2.3 Content Overview

Their Facebook page produces content on a daily basis while Instagram does so more sporadically, seen in figures 14 and 15. The Facebook platform involves famous footballers; such as Kevin De Bruyne, Kylian Mbappé or Eden Hazard; who support their antiracism campaign. Then, boxers such as Cao Xingru, who has won the gold belt of professional boxer in China. Swimmer Stephanie Au cooperated with Nike on the #StephAM270 edition to empower a new generation of women to succeed in different areas by exploring their possibilities. Furthermore, the Hong Kong page promotes its worldwide Nike Run featuring

Kitty Lam – Nike crew leader who was opening the competition Campus Athlete for one winner of yearly training. Other content is new designs and technology of sneaker editions and limited products registrations. The hottest topic on the worldwide scene has been sustainability, actively discussed since 2018, which followed Nike Hong Kong and held an event with ten women from ESKYIU PLAYKITS with the main topic “moving the world forward through sustainability” also streamed live. A recent sport event held was NIKE Hong

Kong Five-Player Football Tournament 2019, which organized as a series of fierce battles for male and female champions from the age of 8 until the age of 20.

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Figure 22: Most engaging posts on Instagram April 1, 2018 – March 31, 2019

Source: Socialbakers

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Figure 23: Most engaging posts on Facebook April 1, 2018 – March 31, 2019

Source: Socialbakers

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6 New York

The population of New York is 8.398 million dated to July 2018. Attractiveness of global market is determined by following terms. GDP was $1,606,601.3 million in 2017

(FRED Economic Data, 2018). Gross Domestic Product per capita has been $65,220 in 2017

(The Statistics Portal, 2019). Levels of consumer wealth and prosperity to consume are determined by median household income in USA is $62,765 in 2017. Choice of the right type of marketing is also determined by following terms: 86.8% of households own a computer and 78.9% of households have internet subscription dated to 2017 (United States Census

Bureau, 2018). Median household income in New York was $64, 894 in 2017.

Research and development are crucial for the brand’s expansion to different markets, as well as keeping up with current trends. Athleisure is an important element for Nike as they are expanding from athletic clothes to stylish wear. Combining Nike apparel with other athleisure trendy brand innovators, such as lululemon, made a type of brands that match rather than compete. In order to access different channels of buyers in the United States, Nike acquired brands, such as , to attract rebellious youth and creativity. They also acquired Bauer to encompass the hockey market. The acquisition of Cole-Haan widened market to high end the luxurious sector but did not help Nike to adapt any new strategy features since that market was already reached.

New York’s branch of Nike is part of the American market, brand’s headquarters, which is despite of brand’s global activity still most profiting market and operates 362 retail stores. Expanding locally is successful thanks to addition of new products to the Nike brand, such as Converse and similar. Another operation is placed geographically in Europe, China,

Japan, and other emerging markets. Company has strong financial performance and attract investors. Business expands globally thanks to strong brand recognition internationally. Nike strategically innovates and bring new product lines such as golf equipment for Nike Golf

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subsidiary or launches Nike+ app. When product innovates it also spread the message for worldwide matter such as ones empowering women or race equality. Product manufacturers are scattered to various countries what lowers company’s reliance on specific producer. Nike dealt with occasional lawsuits which may cause increase in operational costs and should be avoided by stern following of signed contracts.

Considering all strength and weaknesses mentioned in a table below, brand has overall space for improvement starting with gaining more investor confidence for improving a company growth by overseeing contract contents and performing pledges. Business expansion would accordingly increase profit margins but fair labour working conditions need to be taken in consideration. Attain scale economy by selling more stocks. Expanding global markets by expansion of global marketing strategies would strengthen the brand worldwide (e.g. social media in Middle East is a place for a growth of product and awareness). Consequently, increase of product differentiation would limit counterfeit products.

Figure 24: SWOT Analysis Nike

Source: smartsheet template (smartsheet, 2019). Table content created and reviewed by the thesis

author. 43

6.1 National Branding

An important part of Nike’s promotion and development are collaborations, which create limited edition products. Cooperation in 2018 included Nike SB x Diamond Supply

Co., Off-White x Nike by fashion designer Virgil Abloh, Nike Air x Fear of God 1 by fashion designer Jerry Lorenzo, an American rapper Travis Scott x IV or connection with men's contemporary fashion and streetwear website Hypebeast.

Further, athlete scholarships are another way of promoting and entering new markets by establishing relevance and intimacy even in a new market where it has not been before.

Superstars engage international sports fans and capture those who were not Nike fans before, such as sportswear and shoes worn by LeBron. Social and experiential value is enhanced.

Brand awareness is spread through Nike’s slogan, “” (Araujo, Caldwell, & DeFanti,

2018).

6.1.1 Website

Nike NYC does not have to deal with any geographical differences in laws or new local partnerships so the brand can focus on current trends or providing solutions to issues by suitable campaigns in the headquarters’ country. Nike NYC is a microsite to a general website and the main idea is to see the new 98 'La Mezcla', representing liberty and

New York itself. Models of different nationalities are wearing the shoes to support the message and many videos with multinational models are streamed. The main website introduces the new product Nike Free RN, which indicates ongoing research and development. Next, colourful designs of athleisure fashion worn by international models, appealing on free lifestyle and comfortable but chic fashion. Lastly, new Air Jordan IV

‘BRED’ is announcing release soon.

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6.2 Social Media Marketing of Nike in New York – Instagram and Facebook Yearly Metrics

6.2.1 Yearly Followers Overview

Nike New York’s Instagram has reached 589 thousand followers with 41.1 thousand followers gained in a one-year time period. The maximum change in followers happened in

May 2018, in the amount of 11.9 thousand, when Air Jordan released the new "Best Hand in the Game" collection (Socialbakers, 2019).

Figure 25: Instagram Total Followers April 16, 2018 – Apr 15, 2019

Source: Socialbakers

Instagram’s total following dropped most tremendously in October 2018, which was not a reaction to any of Nike’s trends. Although, the brand’s stock dropped in 11% in October.

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Figure 26: Instagram Total Followings April 16, 2018 – Apr 15, 2019

Source: Socialbakers

Facebook has reached 32.8 thousand followers with 22.25 thousand fans gained in a one-year time period. The maximum change of followers happened in September 2018 in total of 342 thousand.

Figure 27: Facebook Total Fans April 16, 2018 – Apr 15, 2019

Source: Socialbakers

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6.2.2 Yearly Evolution of Interactions

Nike NYC reaches 17 thousand Instagram interactions per month, on average, which are composed of 98% in form of likes and 2% of comments.

Figure 28: Instagram Interactions April 1, 2018 – Mar 31, 2019

Source: Socialbakers

The Facebook page has the most activity during the week on Tuesdays and

Wednesdays. The maximum interactions per post are 90.7 thousand and 69.9 thousand on average.

Figure 29: Facebook User Activity April 10, 2018 – Apr 15, 2019

Source: Socialbakers 47

47.3% of the activity is comprised of comments, showing a big difference in comparison to Instagram. This indicates which platform to use when there is the need to gain some information about feedback. 46.9% is constituted by likes and 5.7% of followers share the page content.

Figure 30: Distribution of Facebook Interactions April 16, 2018 – Apr 15, 2019

Source: Socialbakers

6.2.3 Content Overview

65.2% of content produced for Instagram account is created by videos, which is the most from all researched countries. 28.9% is constituted by carousels and only 5.8% by plain pictures.

Figure 31: Number of Instagram Profile Posts with Profile Types April 1, 2018 – Mar 31, 2019

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Source: Socialbakers

Figure 32: Distribution of Instagram Profile Post Types April 16, 2018 – Apr 15 2019

Source: Socialbakers

The most engaging Instagram content spread the message “Just Do It”, by focusing on following our dreams, no matter circumstances, by sharing our opinion, even worth facing the negative consequences. Following the example of Colin Kaepernick, former quarterback for the San Francisco 49ers, who is starring in recent campaign from February 2019 sharing the message “Believe in something. Even if it means sacrificing everything. Just Do It”.

Kaepernick was kneeling during the national anthem to protest against police brutality, causing deaths of unarmed black Americans, and was kept out of the league. Furthermore, the platform includes promotions of new products, it’s anniversaries, and various motivational promo videos.

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Figure 33: Instagram Content NikeNYC

Source: Socialbakers

The most engaging Facebook content spread the message “Just Do It”, by focusing on never giving up on your dreams, no matter your age, by sharing a video of an older woman running a marathon or supporting Roger Federer on playing forever. Furthermore, celebrity culture is enhanced by showing singer Selena Gomez in Nike apparel. Also, kids are placed in pictures to highlight the importance of attracting the younger generation and including them in the Nike lifestyle.

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Figure 34: Facebook Content Nike

Source: Socialbakers

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Conclusion

The importance of a suitable marketing strategy is a key factor towards successful brand promotion. Conscious brands adjust their strategies and products for each different market. In

2019, basic marketing knowledge about different nationalities are available through the research. Specifically, information about culture, habits, political situations, or religion.

Entering new markets are always tough, as well as following new trends and keeping up with them by continual development on existing markets.

This thesis outcome was performed by applying information extracted through the quantitative methods - journals, books, case studies and public reports, and qualitative methods using analytics tool - graphs, the Nike website, and content illustrations. To conclude each of the strategies, I used a social media analytics tool to track social media activity by

Nike and engagement by its customers and fans on the Instagram and Facebook platforms.

Demonstrated graphs and posts determine the main differences in marketing strategies and success between each of the researched regions of the world.

Marketing strategies in Dubai are more masculine oriented, what was not expected in the beginning of the research, and strongly influenced by religion – some parts of the Middle

East are more conservative than others. Marketing messages need to be specifically designated for men and women separately and be mainly informative. Mostly team sportsmen or whole teams are advertised. 81 percent of the advertisement highlights more modest women in long clothing. Sports market for women is not fully explored. The local culture is respected – focus on obedience. Production and sales must be ethical and honest. Misleading discounts are not favourable in MEA, but honest message and respect are appreciated.

Unexpectedly, discounts may be bonded with feasts like Father’s Day and then they are supported by a positive emotion. The first controversial campaign “What Will They Say

About You?” arouse passion but also disagreement. Here, Nike has taken a risk in order to

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attract a whole new category of apparel in MEA where there is not much competition as of yet. Famous sportswomen were starring in the advertisement and empowered confidence and gender equality in masculine oriented market what is a part of religion not gender. Many of those women are the brand’s ambassadors and continue spreading the message. Surprisingly, website contains also a lot of short clothing what indicates that brand remains its identity. The

Middle East values different marketing standards, so social media has poor presence.

Facebook page does not exist what creates unexplored opportunity for the brand. Only the

Instagram (IG) platform is not fully explored but on the rise. Platform focuses on celebrations of feast days, product technology or men practising sports. IG evaluated that promotion is presented mostly by pictures and engagement is created 98% by likes and roughly 1000 comments. Even though Nike has a reach of 55.1 thousand followers on IG, social media is still a new tool to the Middle East market and there is a huge space for social media expansion

– more content creation, opinion leaders.

Hong Kong, in the beginning, is not considered too much of a sporty nation. Education and knowledge used to be tremendously appreciated before anything. Technical development is significant. However, in the rise of the brand, Nike attracted young generation by basketball in high schools, NBA broadcasted in a television, and sponsorship of musicians.

Nowadays, Nike is engaged with more than basketball, but swimming, box and most intensively – football. That is a main reason why Nike acquired Umbro what was a great strategic move and focuses on football in 2019. Many famous footballers are promoted in

Facebook (FB) posts. Great unexpected features of Hong Kong social media are – highlighted gender equality, sportswomen actively featured such as Nike Run featuring Kitty Lam. Also, sustainability is a hot topic. Bright colours, futuristic products, and sports promotion are very important in Hong Kong, China. Nike is part of the events and have ambassadors in each key sport in a country. All brand’s activities are featured on their social media platforms –

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Facebook and Instagram. In general, Nike Hong Kong focuses mostly on football but keeps track with trends such as sustainability. Nike Hong Kong IG has 99.5 % likes interactions and around 585 comments. FB has 89.64 % likes interactions and 5% comments and same % of shares. Photos engage the most reaction by likes, videos are mostly shared, and links are the most commented type of post. Based on the results of social media analysis can be concluded that FB platform is more suitable for feedback and people are mostly comfortable with type of the posts as they are positively engaging in liking or sharing the content. The brand has a significant reach of 128, 000 followers on IG and 110, 000 fans on FB what helps brand to communicate with customers effectively.

New York is a home country to the brand, so its marketing strategy can focus mostly on their motto “Just Do It” and support various issues in a country, such as the fight against racism and biases. The brand spreads the message on social media and empowers women, race equality - Colin Kaepernick campaign, or supports dreams in a campaign starring Roger

Federer. Further, Nike is keeping up with current trends and cooperate with resonant brand names such as lululemon. Athleisure, as a combination of sportswear worn in a free time, is an important element of the brand strategy in New York. R&D is active and mirrors on the visual of a new collection - sstrategically innovates, for example in a golf equipment.

Alongside, they are endorsing courage to fulfil consumers’ set goals and be always present for their customers. Lastly, Nike invests a lot in promotion to gain customers’ interactions. Social media contains many videos and the brand’s platforms are greatly liked and commented on.

Unexpected outcomes of the research were – although worldwide presence, USA is the most profiting market. Number of collaborations with famous fashion houses is tremendous, e.g.

Off-White x Nike. Nike NY runs a microsite representing liberty and New York. IG platform has 589 thousand followers what is 5x more than Hong Kong. Nike NYC IG has 92% likes interactions what is more than comments. Same trend was confirmed at all three locations. FB

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has an equal distribution of likes 46.9% and comments 47.3% what makes it most balanced social media platform among all researched and it is also a great medium for two-way communication with a customer. Campaigns are lifestyle oriented; market is developed.

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