Research On Nike's Business Strategy from The Perspective of Behavioral Economics
DOI:
https://doi.org/10.54097/54x3qj38Keywords:
behavioral economics, Nike collaboration strategy, scarcity effect, identity expression, emotional consumption.Abstract
This study examines Nike's business game strategy through the lens of behavioral economics, focusing on its collaboration models, historical evolution, and competitive advantages. By analyzing Nike's limited-edition collaborations (e.g., Strawberry Dream Series, Off-White) and experiential retail practices (e.g., Nike Training Lab), the research reveals how Nike leverages scarcity effects, social identity signaling, and emotional utility to drive consumer decisions. Utilizing case studies and secondary data analysis, the paper demonstrates that Nike's success stems from transforming products into "social capital" and "emotional tokens," which amplify perceived value beyond functionality. Conclusions highlight strategic implications for brand-codependency dynamics and irrational consumption patterns in the sportswear industry. This hole study is all based on the data and theories that is true statistical and widely recognized by the academic community. The background of this research is set in 2025. For the integrity of this paper, all data collection and subsequent analysis are only based on historical data up to August 20, 2025.
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