A movement marketing exploration of Nike’s brand culture in creating memorable representations of motherhood within the sports athleisure industry.

Abstract

The transition of active wear into a luxury, multi-facet lifestyle industry hastremendously steered the sports industry, fuelling athleisure brands to functionallyinnovate in style (Luxe Digital, 2021). Nike is no exception to this. Athleisure brandsplay an enormous role in social movements that promote, inspire, and represent ahealthy lifestyle. Whilst global movement has been in celebration of sportsmanship forboth men and women, society and athleisure brands continuously dismiss maternityathleisure and have failed to translate their brand communication strategies to be ofrepresentation for motherhood with the sports industry. This research paper aims to explore how movement marketing, a brand-fuelledmarketing approach that is invested in the social integration to powerfully be the voiceof a societal issue that transcends into the brand’s culture (Deloitte, 2017); cancommunicate and reinforce a purposeful yet compelling brand solutions that embracethe strength of mothers within the sports industry. The research paper employed anexploratory research approach in which qualitative data was collected through semi-structured in-depth interviews to gain comprehensive, subjective yet conveyingperspectives of mothers in understanding the perceived relationship of brand cultureand brand activism to the pursuit of cultural representation of motherhood in sports(Smith and Hanover 2016; Maree, 2020; Perry, 2021). Thematic analysis was used to analyse the data and establish themes that providehow consumer insights and attitudes could influence the success of movementmarketing campaign (Bezuidenhout and Cronje, 2014; Strawberryfrog, 2020). Thefindings indicated how Nike’s brand culture embedded in their first maternitymovement marketing resonated with consumers. As a result, Nike’s brand extension is portrayed as a visual imagery that aims toeducate, empower, and embrace the strength of mothers. The campaign wasconsidered a success to appeal, cultivate a resilient community of mothers, and ignitethe importance of representation of women in society that attracted attitudinalattachment and behavioural loyalty of mothers (Cunningham, 2021). The Nike (M)campaign provided consumers with inspiration to increase engagement and purchaseintention/advocacy, while illustrating to researchers and other brands the importance iii of embedded innovation to movement marketing on the brand’s equity.