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Nike in digital drive

Nike, the sportswear giant, is tailoring its marketing strategy to reflect the rise of "global communities" and the "merging" of the physical and digital worlds.

In a recent speech, Charlie Denson, Nike’s brand president, quoted some figures that were inspiring this approach, including the fact 3bn people are now under 25 years old. The target Nike customer is the "17-year old athlete", he added.

"Digital is the way of life for our consumers and for generations to come," he continued. "We see a future where technology is infinitely faster and more affordable; where the physical world merges with the digital world."