Modern Marketing Brand Strategy

Nike says Spike Lee-fronted anniversary ad broke its app records

By Jennifer Faull | Deputy Editor

June 28, 2022 | 3 min read

Nike’s 50th-anniversary campaign, directed and starring Spike Lee, delivered the highest traffic ever recorded to its shopping apps, according to its chief executive John Donahoe.

The ‘Seen It All’ campaign first ran in May. It saw Lee reprise the role of Mars Blackmon, from his 1986 film ‘She’s Gotta Have It’, alongside actress Indigo Hubbard-Salk who starred in the more recent TV-series remake of the film.

The pair debated the past and the future of sports, paying homage to the world’s biggest sporting legends including Michael Jordan, Serena Williams, Tiger Woods and new talent such as Naomi Osaka, Sabrina Ionescu and Chloe Kim.

Nike

Nike's app sales exceed $10bn thanks to 50th anniversary campaign

The film was supported by content across digital and social media.

In its fourth-quarter earnings update, Donahoe told investors it saw an “incredibly strong consumer response”, which led to the highest traffic towards its shopping apps in the brand's history.

“[It was] even higher than some of the major commercial moments in the past, which once again shows how brand heat can translate to member engagement,” he said.

“We saw particular energy with Gen Z as our campaign’s song went viral on TikTok, reaching number one on the list of top trending TikTok songs.”

Revenues for Nike for the full year came in at $46.7bn, up 6%.

It revealed revenues from its digital business have now hit over $10bn, with apps representing half of digital demand – more than double pre-pandemic levels. Its digital revenue now represents 24% of total brand revenue.

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“Increased digital engagement is translating into more repeat buyers, a higher buying frequency and increased average order value, ultimately driving higher lifetime value through membership,” added Matthew Friend, its chief financial officer.

“And as retail consolidation continues and consumers converge around fewer digital platforms, a distinct Nike consumer experience is driving more direct connections, positioning us well for long-term growth.”

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