Nike needs ‘real’ people — not just Serena Williams — to sell to women

Nike Inc. sees opportunities to grow its business with women, but will need to change its approach to reach them, relying less on athletes and more on “real women” and “microinfluencers” to gain share.

On the most recent earnings call, Chief Executive Mark Parker said over the past three months, three of the company’s shoes, priced above $125, have become the top-selling athletic footwear models for women: 270, VaporMax, and Epic React. Lifestyle products “set the pace for the category” with the tops and fleece business growing.

“One of our biggest opportunities for fiscal 2019 is to scale our women’s sneaker business across both Nike and Jordan,” Parker said, according to a FactSet transcript.

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