Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)

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A Strategic Optimization Study of Nike's Digital Marketing in the Perspective of Generation Z

Authors
Wenjun Zhang1, *
1Faculty of Humanities and Social Science, City University of Macau, Macau, China
*Corresponding author. Email: H23090103906@cityu.edu.mo
Corresponding Author
Wenjun Zhang
Available Online 18 June 2026.
DOI
10.2991/978-2-38476-585-0_40How to use a DOI?
Keywords
Generation Z; Nike; Digital Marketing; Optimization of Marketing Strategies; Sports Brand
Abstract

With the advancement of digitalization, Generation Z, as the native of the Internet, has become the core consumer for sports brands to compete for. This research focus on Nike, a world renowned sport brand, and analyzes its digital marketing strategy from the perspective of Generation Z. Through exploring the current situation of Nike’s digital marketing and combining the knowledge and feedback of Generation Z, this research aims to identify problems, challenges and give forward optimization suggestions to Nike or other sports brands. The research finds out that Nike’s digital marketing has advantages in terms of brand influence, technical strength, marketing channels and data analysis ability, but also exist problems that is insufficient personalized service, content innovation, interactive experience and data security. Therefore, this research proposes optimization strategies to strengthen personalized service, improve interactive experience, innovate marketing content, and deeply explore social attributes, aims to provide useful reference for Nike and other sports brands in the field of digital marketing for Generation Z, and promote the digital transformation and development of the sports brand industry.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
18 June 2026
ISBN
978-2-38476-585-0
ISSN
2352-5428
DOI
10.2991/978-2-38476-585-0_40How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenjun Zhang
PY  - 2026
DA  - 2026/06/18
TI  - A Strategic Optimization Study of Nike's Digital Marketing in the Perspective of Generation Z
BT  - Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
PB  - Atlantis Press
SP  - 342
EP  - 350
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-585-0_40
DO  - 10.2991/978-2-38476-585-0_40
ID  - Zhang2026
ER  -