From blockchain to the metaverse: the impact of emerging techonologies on the world of sports and sportwear brands - Nike case of study

Abstract

This thesis examines the impact of these innovative technologies on the digital and commercial strategy of a sports equipment company like Nike. Based on a specific Nike case study, the aim is to analyse how these technologies have truly influenced its global business strategy as well as the specific return on investment. This research highlights Nike's ability to stand out in a context of increasing competition and technological uncertainty by effectively integrating these innovative technologies into its strategy. However, many challenges remain, not only for Nike's future, but also for other players in the sector. The global impact of Nike's investments will only be assessed over time but Nike has already established itself as an undisputed leader, already reaping the rewards of its innovative strategy. One thing stands out more than ever from this analysis, and major companies such as Nike are well aware of it: the constant adaptation of their strategy and processes in the face of various environmental changes and technological innovations is becoming an almost vital obligation. For a commercial enterprise, not daring to innovate is probably the best way to fall behind the competition in a way that is hard to make up.