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Gross margins in Q3 rose 160 basis points to 60.3%, far exceeding the 49.8% and 43.6% that adidas and Nike, respectively, achieved in their most recent reported quarters. But that strategy is not without risks: Ugg鈥檚 strong performance during the first three fiscal quarters has left Deckers with limited inventory, which will weigh on its Q4 performance.

For example, Nike created a collection of playlists for runners under its Nike Run Club label, and FanDuel cohosted a Super Bowl Weekend VIP party featuring special performances. Connect with Gen X through ad-supported platforms like Pandora and AM/FM radio online. Gen Xers are more likely to use Pandora or AM/FM online radio than are younger generations.

Unlike rival Nike, which has leaned heavily on discounts to clear inventory, adidas鈥� popularity among the fashion crowd has enabled it to maximize full-price sales. The brand鈥檚 Q4 gross margins increased by 5.2 percentage points to 49.8%. Gross margins for the full fiscal year crept up to 50.8%.

Retail marketers should focus on brand marketing to combat consumers鈥� desire for value. That was the main theme from General Mills, Nike, Levi鈥檚, and more brands鈥� recent earning calls. Oh, and if you can get Beyonce to name a song after your brand, even better.

Nike dominated as the most-watched brand ad, reaching 28.1 million households, per Samba TV data. AI-driven advertising was a major theme, reflecting broader industry trends. Celebrity-packed campaigns continued their dominance; in 2023, 74% of Super Bowl ads featured celebrities (see chart). Streaming enters the chat: Tubi鈥檚 free stream was a pivotal moment for FAST (free ad-supported streaming TV).

Meta hasn鈥檛 disclosed which advertisers are involved, but Skittles, Marvel, Nike, and Louis Vuitton were among the brands that had active ads on Threads as of January 27. Why it matters: The volatility at TikTok is spurring advertisers to seek alternatives, and Meta isn鈥檛 going to pass up an opportunity to throw Threads into the mix.

Scrutiny over labor practices puts Starbucks, Nike, and others in the hot seat: The backlash could force retailers to improve supply chain transparency and worker protections.

Independent creative agency established in 1982 with Nike as its flagship account. Key clients: Nike, Hennessy, DoorDash, Ford, Heinz. M&C Saatchi. London-based independent creative agency founded in 1995 in a split from Saatchi & Saatchi. Key clients: McDonald鈥檚, Ford, Ikea, Sony Pictures Entertainment, Reebok. Media agencies.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss how Nike was able to create such a strong brand, how that brand has transcended generations, and how close its competitors are to catching up. Then in a brand-new segment, "Loyalty Point, Counter Point," we present arguments both in favor and against various questions related to Nike, like can it remain the need-to-have running shoe and has the company alienated its core customer? Join our analyst Sara Lebow as she hosts analyst Sky Canaves and director of Briefings Jeremy Goldman.

Nike and Apple eye opportunities in the metaverse: Nike is opening an online store and trading platform for digital sneakers, while Apple is reportedly working on its own virtual environment.

Nike鈥檚 close connections to sports and sneaker culture keep it on the top of Gen Z鈥檚 list of favorite brands while its cutting-edge sneaker technology makes the brand a must-have for runners. But Nike must use a mix of D2C and wholesale commerce if it wants to defend its title from the competition.

Nike is once again selling wholesale to DSW and Macy鈥檚: Renewing those relationships will help it reach the sizable segment of consumers who aren鈥檛 willing to seek out its products.

68% of shoppers were deceived into buying counterfeits last year: Copycats鈥� rapid growth is a mounting problem for global players like Nike and Amazon as well as small merchants.

Rather than competing through mass advertising against giants like Nike and Adidas, Hoka built measurable growth through targeted communities of ultra-runners and fashion enthusiasts. Its distinctive designs became revenue drivers by fostering genuine belonging. This community-first approach creates what impact.com calls the 鈥渁uthenticity flywheel鈥濃�攁 measurable cycle of advocacy and growth.

Nike and Hoka battle it out over young consumers and runners; Shein and Temu are caught up in controversies and litigation; and DoorDash and Instacart take different approaches to the same problem.

There are certain products that just seem perfect for going viral on social media. Some, like the mystery flavors of Coca-Cola Creations or Mustard Skittles, are made for consumers who will try anything once. While others, like the sneaker collab between Nike and Tiffany & Co. appeal to consumers who want to show off.

We asked our analysts which companies they have their eyes on this year and why they鈥檙e positioned for potential success (or disaster). The Kroger Co., for example, is leveraging its digital offerings to scale its business, while Nike may pivot back to wholesale to stay competitive.

Nordstrom is shuttering its downtown San Francisco stores: Crime concerns have driven Whole Foods, Nike, and REI to close urban locations, while others attempt to address those issues without annoying customers.

For example, national brands like Nike will maintain relationships with stars like Caitlin Clark. But for the thousands of other athletes whose careers peak in college, 鈥渋t is likely not relevant for a local or regional brand to keep the relationship,鈥� Martin said. Furthermore, players change schools regularly thanks to loosened transfer restrictions.

Nike, once by far the dominant sportswear brand in China, has watched its advantage slip as companies like Li Ning and Anta narrow the quality gap and introduce more products. And local beauty brands are growing at the expense of global players like Est茅e Lauder and Shiseido thanks to a better understanding of local consumers鈥� shopping behaviors, preferences, and product needs.

Nike also failed to capitalize on the Paris Olympics: Many of the styles it featured won鈥檛 hit store shelves until next year. Starbucks reported its steepest quarterly sales decline in four years in fiscal Q4 ended September 29, underscoring the scale of the challenges new CEO Brian Niccol faces as he tries to revitalize the struggling company.