Analysis of Nike and Adidas Marketing Strategies on TikTok

Zhengzhou No.1&8 United International School, Zhengzhou, 450000, China

Corresponding author: coco_du@1n8uis.org

Abstract

The sports industry, as an emerging force in China, contributes significantly to economic development and is closely linked to the booming development of the Internet and new media. TikTok, as a popular short-video platform, provides brands such as Nike and Adidas with a highly effective channel to interact directly with consumers thanks to its huge user traffic. Therefore, this paper uses the literature research method and case analysis method to analyze the marketing strategy of Nike and Adidas in TikTok operations. On this basis, it deeply explores the content selection and content creativity, and finally concludes. In terms of content strategy, both focus on graphic video promotion, with a smaller number of live broadcasts, and a focus on low-priced products. In terms of creativity, Nike and Adidas both utilize the challenge form on TikTok to strengthen the brand spirit and interaction. Nike’s “#JustDoIt Challenge” and Adidas’s celebrity virtual IP dance activities, both enhance brand exposure, which to a certain extent inspires users to participate in the creation and enhance the stickiness. Stickiness is to a certain extent to enhance the benefits of brand publicity. However, Nike’s interaction data on TikTok is significantly better than that of Adidas, showing stronger market appeal. Their successful marketing cases are highly valuable to study and learn from.