Nike had quite the memorable year. With the resurgence of brand purpose and retail becoming more direct to consumer, Nike led the way in both areas. As Nike’s first chief digital officer, Adam Sussman helped the 54-year-old apparel company commit to keep innovating.

At ANA’s annual meeting, nearly every marketer I spoke to or who presented mentioned Nike. What happened this year?
We think it’s been a defining year. The digital office is up and running and super connected to the commercial to physical retail and digital commerce. We’re focusing on leveraging what we offer at the customer level to the enterprise level. We started as a company that was wholesale that was powering a model based on seasons of product, and now we’re moving on seasonless, constant brand stories, constant inventory. That’s a huge transition and evolution.

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