Nike’s 50th anniversary campaign, directed and starring Spike Lee, has generated the highest commerce app traffic ever, according to its chief executive John Donahoe.
The “All Seen” campaign first aired in May. It saw Lee reprise the role of Mars Blackmon, from his 1986 film ‘She’s Gotta Have It’, alongside actress Indigo Hubbard-Salk who starred in the film’s most recent TV series remake.
Nike App Sales Surpass $10 Billion Thanks to 50th Anniversary Campaign
The couple discussed the sport’s past and future, paying tribute to the world’s greatest sporting legends including Michael Jordan, Serena Williams, Tiger Woods and new talents such as Naomi Osaka, Sabrina Ionescu and Chloe Kim.
The film was supported by content on digital and social media.
In its fourth-quarter earnings update, Donahoe told investors it had seen an “incredibly strong consumer response,” which led to the highest Nike commerce app traffic in its history.
“[It was] even higher than some of the major trade moments of the past, which once again shows how brand warmth can translate into member engagement,” he said.
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“We saw a special energy with Gen Z as our campaign song went viral on TikTok, reaching number one on TikTok’s Top Trending Songs list.”
Nike’s revenue for the full year was $46.7 billion, up 6%.
He revealed that revenue from his digital business has now reached more than $10 billion, with apps accounting for half of digital demand, more than double pre-pandemic levels. Its digital turnover now represents 24% of the brand’s total turnover.
“Increased digital engagement translates to more repeat buyers, higher purchase frequency, and increased average order value, ultimately leading to higher lifetime value through membership,” added Matthew Friend, its chief financial officer.
“And as retail consolidation continues and consumers converge on fewer digital platforms, a distinct Nike customer experience drives more direct connections, positioning us well for long-term growth.”