Nike to Further Push Women's Football, Less Focus in Men's Football
Feb 28, 2024, by Phan Tich Giay
- Nike's Strategy Shift: Nike is shifting its focus towards women's football and other sports, decreasing its investment in men's football.
- NWSL Investment: Nike is heavily investing in the NWSL, treating it as a major partner with increased jersey production and design.
- Decreased Men's Football Investment: Nike appears to be abandoning relationships and contracts related to men's football.
According to the strategy that Nike announced in 2019, they will focus on women's football and other sports. So far, this has been increasingly evident as Nike has reduced its investment in men's football while women's football has leveled up remarkably. Thanks for the latest report from ESPN.
Nike to Further Push Women's Football
Recently, Nike released new kits (primary and secondary) for 14 teams in the 2024 NWSL for the first time. This is obviously a significant step forward and shows Nike's investment in the women's game.
Each of the 2024 primary kits for the league's 14 teams is a bespoke design meant to bring to life local culture and storytelling.
Nike now treats the NWSL like its biggest global club and confederation partners.
At the end of 2021, Nike and the NWSL reportedly extended their partnership to 2030 in what the league called "most substantial agreement in history". Meanwhile, Nike sees 2024 as a "foundation" for expanding the commercial appeal of its NWSL jerseys nationally and globally.
A recent study by Grand View Research valued the global licensed sports merchandise market at more than $33 billion, with North America representing the largest market. Historically, the NWSL contributed negligibly nothing to that figure, but in the past two years the league has significantly overhauled its overall branding -- a league rebrand is expected next year -- and licensed merchandise.
Previously, very few NWSL kits were produced, making it difficult for fans to access and purchase kits when they needed them. But starting with the 2024 NWSL season, Nike has increased the production and distribution of NWSL jerseys to make it easier for fans to purchase their favorite jerseys.
In 2019, U.S. women's national team kits became Nike's best-selling soccer jersey, men's or women's teams, in a single season. The only problem was it took a long time for fans to receive their orders because the company didn't anticipate demand.
Nike Has Lost Interest in Men's Football
In contrast to women's football, Nike seems to be losing interest in men's football.
As mentioned in a previous article, Nike has abandoned many relationships and contracts, from football kits to boots and balls for major tournaments. It seems that Nike is cleaning up its current contracts.
What do you think about Nike continuing to push women's football? Comment below.
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