Nike - the way ahead and then back again

Obluk discusses the various causes of the problem from changing customer preferences to strategic mistakes of the brand. According to Obluk, the brand lost its focus and relevance when it neglected to communicate to its target audience and promote key products.

"Let's keep our fingers crossed for Elliott Hill to find the right direction for the Nike brand again, delight its customers with new innovations and build on the cutting-edge campaigns of the past. Nike deserves it! And for the rest of us, it's a good lesson and reminder of how important it is to stay focused and consistent in building brands and their long-term success," Obluk adds.