Global iconic brand Nike is all about digital customer experience, and that experience will continue to propel the company to greater heights.
“At Nike, digital does more than just add capabilities for today,” CEO Mark Parker said during the company’s Dec. 22 fiscal second quarter conference call, according to Seeking Alpha. “It defines how consumers will experience the Nike brand moving forward. It’s an accelerator across our business in product through the supply chain, in analytics, and all the way to retail.”
Second-quarter sales for Nike grew 4%, to $7.7 billion.
“A few weeks ago, we shared our long-term vision for ecommerce growth, $7 billion in revenue by the end of fiscal year 20,” Parker explained. “In Q2, we continued our accelerated pace, growing the Nike.com business nearly 50% on a constant currency basis. We added Canada, Switzerland, and Norway to our expanding list of ecommerce markets. And next quarter we are planning to do the same for the sport-obsessed cultures of Mexico, Turkey, and Chile. When we expand our Nike.com footprint, it gives new consumers access to the best of Nike and it drives great energy for our business. We have focused our investments in digital and mobile over the last several years and they are paying off. Driving the connection of Nike.com to our broader digital strategy continues to be, without a doubt, one of our greatest opportunities as a company.”
Nike’s global supply chain shipped roughly 1.1 billion units last year.
“The force behind today’s results and our future potential is, of course, innovation,” Parker said. “Our obsession and relentless drive to be better is at the core of our culture and our strategy. And as you know, it starts with 
product. We invent breakthroughs then build the thriving business around them. We told you during our Investor Day how we have built Flyknit from a concept to a billion dollar platform in just four years. This is the kind of search for scalable innovation that’s going on every day at Nike. And just as important is our focus on bringing innovations to market in a directive and productive way through merchandising and marketplace management, across all channels and multiple price points.”
Innovation is also fueled by partnerships.
“When we partner, it can be like setting off a chain reaction, leading us to new and better ideas more quickly,” Parker added. “It’s why we value our relationships with athletes, Nike’s original and most important collaborators. Our relationships with thousands of athletes, teams, and federations do more than build our brand. They give us personal access to their insights and the science behind the problems they need to solve. That’s why we work with the best athletes like LeBron and Serena, Cristiano, along with every day athletes, frankly, like the rest of us. Partnerships also play a critical role in creating and expanding the market place. With our longstanding wholesale partners, we give consumers broad access to Nike and, together, we segment and differentiate our assortments to drive mutually profitable retail.”