Nike’s influencers

The Journal reports on Nike’s use of influencers in training shoes (aka sneakers). Nike is well known for its use of celebrities to promote its products – Michael Jordan is the best example. But it’s the growing use of “under the radar” influencers that is interesting in the article.

Some observations:

• The use of influencers applies both to B2C and B2B markets. The influencers, and the engagement rules, may be different but the basic concepts are the same.
• The use of celebrities is fraught with risk: the article cites several cases where celebrity sponsorship has had to be pulled hastily when the celebrity misbehaves.
• It’s vital to know your market segment. Tattoo artists are hugely influential in some segments. Graffiti artists in other segments. Bloggers in others, still. Remember that influencers don’t travel well between segments, including geographic-based ones.

Most importantly, targeting influencers works.