The main function of Nike’s website is to provide Nike with an additional sales revenue stream across their global marketplace. Nike as a brand has many competitors such as Adidas, Puma and Reebock, to name but a few. Due to them having such a broad range of competitors within a market that has low barriers to entry, Nike must try and use its website as a platform to attract worldwide potential customers to purchase their products. Especially during the Covid-19 pandemic, Nike cannot rely on its brick and mortar stores to provide them with their main source of income, therefore, it is more important than ever for Nike to have a fully functioning, accessible website.
By looking at the Nike website homepage, it is clear to see that Nike have taken a minimalist approach for their website. They have kept it simple by following a simple black and white colour scheme, with Nike and its other additional side brands, consistently branded throughout the site. Each section is clearly labelled with hyperlinks clearly placed, with fast seamless transitions between each section. Once you have selected the products you want to purchase, they simply go into your basket, and then it is very easy to be able to pay for these items, with a wide range of payment methods (Nike, 2020).
One disadvantage to Nike’s website is that it does look at times very plain and lacks colour. Other sports brands use a variety of colours to make their site more appealing on the eye. However, Nike may argue that black and white follows their branding colours, therefore it makes their website look sleek and easily identifiable.
Overall, in my opinion, Nike’s website is very easy to use and very good to look at to the eye. I would highly recommend other up and coming brands to follow and replicate Nike’s format and design for its website, in order for them to give their customers the same quality service on their websites.
Nike. Just Do It (no date) Nike.com. Available at: https://www.nike.com/gb/ (Accessed: 14 December 2020).