Brand Expansion and Innovation for New Markets

Nike extends the Swoosh beyond footwear into apparel, sports equipment, accessories, and other products. The Nike Case Study: Spreading Out to Win the Race links this expansion to a brand identity built around sport, ambition, discipline, and performance.

Innovation and new needs

Nike responds to changing customers through product innovation, sustainable design such as Nike Free, investment through its Sustainable Business & Innovation Lab, partnerships promoting physical activity, and marketing to groups such as plus-sized women. Expansion is strongest when it preserves the brand's consumer focus while addressing a real need.