Nike Inc.'s Business Continuity Strategy during the Covid-19 Pandemic

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: BSTR626
Case Length: 19 Pages
Period: 2020
Pub Date: 2021
Teaching Note: Available
Price: Rs.400
Organization: Nike Inc.
Industry: Retailing
Countries: United States
Themes: Crisis Management & Conflict, Digital Strategy,
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


In June 2020, US-based sportswear giant Nike Inc. (Nike) reported that for the financial year 2020, its digital sales had increased by 47% to US$5.5 billion from US$3.8 billion in fiscal 2019. This was attributable to the retailer ramping up its online presence since most of its physical stores were closed due to the lockdowns spurred by the novel Covid-19 pandemic .

The Covid-19 crisis started in December 2019 in Wuhan, China. With awareness about the virus increasing, consumers had begun taking precautions to prevent transmission of the disease. With no cure or established treatment for the infection in sight, people in many countries were forced to stay indoors. This affected many industries and Nike’s business was also badly hit.

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