Strategic Analysis of Corporate Marketing Models in the Context of Fan Economy--Taking Nike as an Example
Year: 2025
Type: article
Abstract: With the acceleration of information and digitization and the vigorous development of emerging cultural trends, idol groups are springing up and rapidly gaining popularity through the wide dissemination of Internet platforms. This phenomenon has given rise to a large-scale fan base, in which the younger generation is particularly prominent. Their fervent pursuit and admiration for their idols have led to a surge in sales of peripheral derivative products of idol artists, thus forming a fan economy ecosystem. At present, the influence of the fan economy has penetrated all areas of the national economy, with the sportswear industry performing exceptionally well. Numerous brands have successfully integrated brand value and sports spirit by establishing in-depth cooperation with international top sports stars to maximize commercial value. This paper adopts the case study method to explore Nike's innovative marketing strategy in the context of fan economy. As early as 1984, Nike signed a contract with Michael Jordan, thus skyrocketing the sales of its related products and establishing Nike's early position in the sportswear industry. Its marketing strategy for the fan economy should also be adjusted accordingly with the changes of different times, thus promoting marketing innovation and expanding the sales of its brand products.
Authors: Yachen Wang, Shuhan Tong
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410508791