Read the case study below.

Nike $$ Building a Global Brand Through Storytelling and Innovation

Nike, Inc. has established itself as a global leader in sportswear and athletic innovation through a strategic blend of

performance$-$driven products, culturally resonant marketing, and powerful storytelling. Founded in $1964$ as Blue Ribbon

Sports and rebranded as Nike in $1971,$ the company built a strong identity around the $$swoosh$$ logo and the iconic

slogan $$Just Do It$,$ which became central to its motivational branding approach. Nike$$s growth from a running shoe

company to a multi$-$sport global powerhouse has been underpinned by smart marketing and product innovation.

Central to Nike$$s brand strategy is its long$-$standing tradition of athlete endorsements. The partnership with Michael

Jordan led to the birth of the Air Jordan brand, while collaborations with stars like Serena Williams, Cristiano Ronaldo,

and LeBron James have reinforced Nike$$s cultural relevance across generations and continents. Nike$$s advertising

campaigns are known for their emotional appeal and social commentary, such as $$Find Your Greatness$$ and the

controversial yet impactful Colin Kaepernick campaign, positioning the brand as both inspirational and socially conscious.

Innovation remains a key pillar of Nike$$s success. With breakthrough technologies like Nike Air, Flyknit, and ZoomX, as

well as customization platforms like Nike By You, the brand consistently enhances user experience and engagement. At

the same time, Nike invests in community$-$building through fitness apps and clubs, while also prioritizing sustainability

through its $$Move to Zero$$ initiative aimed at reducing waste and carbon emissions.

However, Nike has not been without challenges. The company faces stiff competition from brands like Adidas, scrutiny

over its pricing strategy, and criticism regarding labor practices in its supply chain. These issues have prompted efforts to

improve ethical standards and maintain transparency while navigating complex global operations. Nike$$s influence

extends beyond sports into fashion and pop culture, exemplified by high$-$profile collaborations and campaigns promoting

gender inclusivity and empowerment. The brand$$s ability to integrate athletic performance, cultural trends, and social

responsibility has helped it maintain global resonance.

QUESTION $2$

Explain the significance of digital media as a key component of the marketing communication mix in today's business environment. In your response, evaluate both the advantages and disadvantages of utilizing digital media. Use examples from case study where applicable or provide examples from international and South Africa retailers to explain.