A Strategic Optimization Study of Nike's Digital Marketing in the Perspective of Generation Z

Wenjun Zhang ()
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Wenjun Zhang: City University of Macau, Faculty of Humanities and Social Science

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 342-350 from Springer

Abstract: Abstract With the advancement of digitalization, Generation Z, as the native of the Internet, has become the core consumer for sports brands to compete for. This research focus on Nike, a world renowned sport brand, and analyzes its digital marketing strategy from the perspective of Generation Z. Through exploring the current situation of Nike’s digital marketing and combining the knowledge and feedback of Generation Z, this research aims to identify problems, challenges and give forward optimization suggestions to Nike or other sports brands. The research finds out that Nike’s digital marketing has advantages in terms of brand influence, technical strength, marketing channels and data analysis ability, but also exist problems that is insufficient personalized service, content innovation, interactive experience and data security. Therefore, this research proposes optimization strategies to strengthen personalized service, improve interactive experience, innovate marketing content, and deeply explore social attributes, aims to provide useful reference for Nike and other sports brands in the field of digital marketing for Generation Z, and promote the digital transformation and development of the sports brand industry.

Keywords: Generation Z; Nike; Digital Marketing; Optimization of Marketing Strategies; Sports Brand (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-2-38476-585-0_40

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