Listening Blog

 Social Listening: What People Are Saying About Nike

Why I Chose Nike

I chose Nike for this assignment because it is a brand I see and use all the time. Nike is everywhere—on Instagram, TikTok, and in real life. Over the past month, I noticed a lot of people talking about Nike online, especially about athletes, product availability, and the messages they share in their ads. Since Nike has such a big social media presence, it made it easy to see real customer opinions and reactions.

Nike is also known for strong marketing, so it connects well with what we’ve been learning in class.

 

Background on Nike

Nike is a global company that sells athletic shoes, clothing, and sports equipment. Their main goal is to inspire people to be active and confident, whether they are professional athletes or just regular people. Nike’s slogan “Just Do It” shows that the brand is about motivation and pushing yourself.

Nike’s value comes from combining performance, style, and emotional marketing. People don’t just buy Nike for the product—they buy it because of how the brand makes them feel.

Nike website:
https://www.nike.com

 

What People Are Saying on Social Media

Issue 1: Love for Nike Athletes & Influencers

Many people leave positive comments about the athletes Nike features in their posts. Fans like seeing their favorite players represent the brand.

Example comment:

“Happy Birthday to the amazing inspirational Caitlin Clark”

— @rosamedina

https://www.tiktok.com/@nike/photo/7598247071690411319?_r=1&_t=ZT-93looLyGyOj

 

This shows that Nike’s use of athlete endorsements is still effective. From a marketing point of view, using well-known athletes helps Nike stay relevant and trusted.

 

Issue 2: Items Being Out of Stock

Another thing people are frustrated about is Nike products being out of stock, especially popular shoes and sizes. Many users comment that they get excited about a release but can’t buy anything because it sells out right away.

Example comment:

“It's honestly very strange; a multi-million-dollar advertisement, and in the end, the product is nowhere to be found-not in stores, not online, not anywhere! Please, before you run an ad of this value and get everyone excited, make sure there is enough stock available for people.”

— @m.8ziii

https://www.instagram.com/reel/DTQkue6DrIk/?igsh=eHJvajJ0eXp5dW5u

This is a problem because it makes customers feel disappointed and annoyed. While selling out can create hype, it can also push customers toward other brands if it happens too often. From a marketing standpoint, Nike needs to balance exclusivity with availability, so customers don’t feel left out.

 

Issue 3: Support for Social Issues (Positive Feedback)

Not all comments were negative. Many people support Nike for standing up for athletes and social causes.

Example comment:

“When an athlete's dream inspires the entire world, something greater than sport is born. The Kipchoge collection carries the essence of dedication, movement, and purpose -simply extraordinary.”

— @kluivert.nicolas

https://www.instagram.com/p/DQrrBrxiSsk/?img_index=1&igsh=M3Y1OXZpc2l4Njdx

These comments show that Nike’s messages still connect emotionally with many customers.

 

What Nike Is Promoting on Social Media

Nike mainly promotes new shoe releases, athletic clothing, and inspirational messages. Their posts usually focus on athletes, hard work, and confidence rather than directly telling people to buy something. This makes the brand feel more meaningful instead of just sales focused.

 

Critique of Nike’s Social Media Use

Nike has 298 million followers on Instagram and posts on Instagram and TikTok about three times a week. Most posts show new products or athletes wearing Nike gear. Their posts get a lot of likes and comments, so people are paying attention. Nike does a good job staying visible and keeping followers interested, but they rarely respond to comments, which can make some customers feel ignored. They’re great at storytelling and promoting products, but interacting more with followers could make their social media even stronger.

How Nike Responded to Customers

From what I saw, Nike rarely responds to comments about pricing or quality. I think responding more, even with simple replies, could help build better relationships with customers and show that Nike cares about feedback.

 

If I Were the Brand Manager

If I oversaw Nike’s social media, I would respond to common complaints and explain things more clearly. I would also post behind-the-scenes content showing how products are made and tested. This could help customers understand the prices and trust the quality more.

Nike could also use surveys or polls on social media to hear directly from customers.

 

What I Learned

This assignment helped me realize how important social media is for marketing. Social listening shows what customers really think, not just what companies want to show. Nike is very strong at branding, but even big companies have issues they need to listen to and improve on.