Nike: From Separate Digital Initiatives to Firm-Level Transformation

| Point of View

Capgemini Consulting and the MIT Center for Digital Business.

Nike is the world's leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories for a wide range of sports and fitness activities.
Nike has traditionally built its business through a combination of strong innovative products, intensive brand-building through multiple media, and efficient operational processes. As the possibilities of new digital media emerged, Nike was fast to capitalize in all three areas.