The American Colossus divides the world into sporting activities and not in geographic territories. The Swedish company instead launched the first collection designed only for a city, Berlin


Nike has thirteen different lines in over 180 countries, but the way they segment and serve these markets is its true differentiating element. The American Colossus calls it “offense of category” and divides the world into sporting activities and not in geographic territories. The theory is very simple. Who plays golf, for example, has more things in common than people who live in the same neighborhood. This retail and marketing strategy is mostly driven by Big Data.

That he had followed the development in recent years was known. Not much time has elapsed since the partnership with the NBA’s investors where Nike‘s Ceo, Mark Parker, had stated that he wanted to enrich the fans ‘ experiences at all costs by making them interact with those who were playing in the field at the time. A use that, always in the country with Stars and Stripes, had made a sensation when, almost like a double-edged sword, the profiling of the public seemed to have become a political means capable of understanding the vote of the American electorate. See the famous events related to Cambridge Analytica.

After globalization, the internalization and personalization of the head in the social world, but a project of territorial assimilation. With the first collection designed only for a city, the retail world puts local communities at the centre and begins to produce and sell garments dedicated to the trend of individual cities. The breakthrough, however, accompanied by friends Big Data, comes from H&M that has launched a line only for Berlin and its inhabitants exclusively in the eight stores in the German capital.
The heads of the collection were drawn on the basis of the data collected in previous months and able to identify new trends in vogue: Body, trench, cyclist shorts, skirts.

An experiment that allows H&M to test the on-demand production, able to follow the desires of the consumers and to align the quantity of the products to the local demand. Who knows how many of these will have been passionate about golf, but in the “Local” you know, it would be enough to ask the neighbors, other than Big Data.