A Brand Extension Analysis Connecting Nike with the Millennial Consumer

Abstract

Nike is one of the most successful brands in history, with an ultimate goal in becoming a $50 billion business by the year2020. This project analyzes Nike's current product offering and suggests a brand extension for the organization to consider. The extension proposes the concept of a new product line with a direct focus on the millennial consumer. This idea challenges the brand to utilize its power within the consumer market to enter a completely new space that could legitimately drive Nike towards the $50 billion dollar revenue goal in just three short years.