How Did Nike Sell 41,000 NGN Jerseys Out in 3 Mins; The Brand Manager’s Angle
One interesting thing happened over last weekend and it was the selling out of the Nigerian jersey. Nike reported that the jersey sold out in 3 minutes of the first sale.
Now, what was shocking about it?
The jersey sold out in a flash and everyone was worried about it.
Now, let us consider three possible factors that may have been responsible for the sold-out sales
- The Wizkid factor
Wizkid is a Nigerian cum International superstar; if he cannot sell merchandise, I bet no one can sell it out from the Nigerian entertainment industry! Wizkid no doubt gave the jerseys a very cool and savvy factor and made everyone want to own it. The brand managers at Nike must have looked at bringing entertainment into football and how it is a cool partnership to leverage on to drive thirst and sales for it.
2. The 1994 Nostalgia
Many have mentioned this particular factor to me but it is really debatable because I think this generation does not consider the 1994 experience of the Nigerian Super Eagles. For crying out loud, many of Generation X were either babies or not born during this France 1994 World Cup. How this generation would have loved to see a comeback of the jerseys and latched on to it but many brand managers have attributed this factor. It may be but it would not have counted as a major factor.
3. Excellent Teaser
At the begining of this teaser, I loved it, the subtle pictures of Alex Iwobi and Wizkid (two cool kids) styling different versions and form of the jersey, going to the UK to unveil the jersey etc. At some point, I felt the teaser was too long and concluded that people would not buy the jerseys since they have bought the fake en masse. I guess was wrong with the numbers released by Nike.
Overall, the jersey sales were a success and one key thing that every brand manager must take note of when it comes to selling an International merchandise is “leverage on the international market”. This cannot be overemphasized really.