From Sneakers to Superapp: Nike’s Transition to a Tethered Digital Platform

Mengshu Wang ()
Additional contact information
Mengshu Wang: College of Chemistry and Chemical Engineering, Pharmaceutical Engineering, Qiqihar University

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 410-418 from Springer

Abstract: Abstract Amidst the global wave of digital transformation, the study of digital transformation has emerged as a pivotal research focus. This research delves into the case of Nike, a leading enterprise in the sportswear industry, as a typical example. The methodology employed is an in-depth case analysis, systematically examining Nike’s digital transformation pathway and its implementation outcomes. The study concentrates on three critical areas: first, how digital technologies empower product innovation, including the development of personalized customization; second, how digital platforms (such as Nike+ and Nike ID) reconstruct consumer experiences, enhancing user engagement and sales conversion; and third, how data-driven supply chains optimize operational management to improve enterprise efficiency, achieving precise inventory control and rapid market response. The findings reveal that digital transformation not only significantly enhances operational efficiency but, more importantly, builds a technology-empowered differentiated competitive advantage. Specifically, the product development cycle has been substantially shortened, customer evaluations of services have markedly improved, and inventory management accuracy has significantly increased. These changes have enabled the enterprise to maintain a leading position in the fiercely competitive market. The digital transformation pathway derived from this study provides insights for enterprises in the same industry, particularly in terms of technology application and commercial value transformation. The research outcomes offer significant implications for traditional manufacturing enterprises in advancing digital strategies, demonstrating how technological innovation can achieve business value addition and business model upgrades.

Keywords: Digital Transformation; Product Innovation; Consumer Experience; Operational Efficiency (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-585-0_47

Ordering information: This item can be ordered from
http://www.springer.com/9782384765850

DOI: 10.2991/978-2-38476-585-0_47

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().