Nike moves forward through digital marketing
Significant rise in sport giant’s digital marketing spend
Nike is to continue its considerable presence in the digital marketing sector after appointing a new marketing director for the UK and Ireland.
The global sports giant has employed Gino Fisanotti to oversee brand marketing activity for the company.
Marketing analysts Nielsen have revealed that Nike has increased its digital budget by 200 per cent during the past four years. It has reduced its television spend by nearly 80 per cent in the same time period.
Fisanotti, previously a marketing director for Nike South and Latin America, is to replace Simon Pestridge, who was recently named Revolution Magazine’s digital marketer of the year.
Pestridge will now take up the role of global brand director of sportswear.
Pestridge was instrumental in NikePhotoiD, a platform that combines digital technology with interactive elements. It is based on interactive trainer design site NikeiD.
Nike’s web design allows for interaction
NikeiD’s web design techniques have allowed customers to create their own take on items via a rotating selection of colours and materials. NikePhotoiD has given users the chance to customise Nike apparel through their camera phones.
After sending an image from a mobile via MMS, customers receive a link to the Nike PhotoiD mobile internet site. It features their customised footwear, superimposed over the picture that inspired it.
Designs can be saved as mobile wallpaper, or sent to a friend. Also, by entering the unique DesigniD they receive at NikeiD.com, consumers can link directly to their design. They can then complete it in the form of a Nike trainer, and buy the customisation.