Nike’s Customisation Strategy

Authors: Meegada Maneeth

Abstract: This paper explores Nike’s customisation strategy as a key component of its competitive advantage in the global sportswear market. Through initiatives such as Nike By You, the brand empowers consumers to design and personalise their own footwear and apparel, reflecting a broader trend toward customer-centric and experience-driven retail. The strategy aligns with the principles of mass customisation, offering tailored products at scale while leveraging digital tools, interactive platforms, and data analytics to enhance customer satisfaction and loyalty. Nike’s customisation approach not only differentiates the brand but also strengthens its direct-to-consumer (DTC) business model, reduces overproduction through made-to-order manufacturing, and fosters deeper emotional connections with customers. By integrating innovation, technology, and consumer co-creation, Nike sets a benchmark for how modern brands can meet evolving consumer expectations in a highly competitive market.