Nike Inc. (NKE) Shifts Focus to Digital Technology


Nike Inc. (NYSE:NKE)’s CEO Mark Parker in a Snippet with CNBC’s Sara Eisen has reiterated that the company is shifting its focus into Digital Technology, seen as one of the segments with great potential to spur growth and shun competition from the likes of Adidas.

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Mr. Parker has affirmed that the company is building a one-of-a-kind integrated system for digital services, aimed at providing a seamless access to the company’s products.

“We are building an integrated system of digital services to provide seamless access to our products, a full array of services in the most advanced digital tools to measure motivate and inspire” said Mr. Parker about the Nike’s next strategy.

Mark Parker has also emphasized that the company is building a number one soccer brand, a statement that is considered as a dig on its fiercest rival Adidas. Nike Inc. (NYSE:NKE) has also promised to pay more focus on brands for women, which continue to contribute an impressive percentage of the company’s total revenue. Focus on digital technologies does not come as a surprise considering the company recorded a 40% increase in revenue for the segment with retail accounting for 10%.

The major concern at the moment has to do with Nike Inc. (NYSE:NKE) not providing its future guidance.  According to, Corinna Freedman, an Analysts at Wedbush Securities, China future margin at plus 6 is slightly higher than earlier expected. Mrs. Freedman expects Nike future guidance to be positive.

“The one thing Mark hasn’t mentioned yet is future guidance, since we are all waiting right now to hear what the actual forecast will be for the first quarter, but it does sound like it could be positive at this point” said Mrs. Freedman.

Another major take from Nike Inc. (NYSE:NKE) financial announcement was women apparel business which continues to perform better than earlier anticipated having grown by 12%. Nike is already popping in the market after posting impressive full year results.

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