Saturday, April 28, 2018

"At Nike, Revolt Led by Women Leads to Exodus of Male Executives"

NYT:

In response to questions, Nike portrayed its problems as being confined to “an insular group of high-level managers” who “protected each other and looked the other way.”

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But the company is facing significant business hurdles. Adidas, one of its biggest competitors, has gained ground in key markets like apparel and footwear. Nike is also struggling to get traction in women’s categories, the fastest-growing segment of the market.

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Last year, Mr. Edwards, the former president, gave the green light for a marketing campaign for the fall launch of the VaporMax shoe for women; the female British singer FKA Twigs was given creative license for a shoot in Mexico City. The result, according a person who saw a rough cut of the commercial and another who saw the final cut, featured few shots of the shoes and instead had a woman twirling on what looked like a stripper pole and male athletes in sports bras striking odd poses. The campaign was killed, costing Nike millions of dollars.

Asked about the aborted campaign, Mr. Wilkins of Nike said the company was proud of its relationship with the singer. “We have a history of pushing the boundaries in marketing, just as we do in product development,” Mr. Wilkins said. “We create a lot of material that is not deployed in the marketplace.’’