Inside the Nike marketing machine
An in-depth look inside Nike's changing marketing strategies. Their budget is ever increasing, now at $2.4 billion. But their spending in more traditional ad channels continues to decline:
Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year. "There's barely any media advertising these days for Nike," says Brian Collins, a brand consultant and longtime Madison Avenue creative executive.