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Journal of Promotional Communications

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Published

2018-09-30

Issue

Vol. 6 No. 2 (2018): Special Issue on Relationship Marketing

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Articles

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An analysis of the nature and role of reciprocity within the Nike x Basement Collective co-creation strategy

Isabella Constantine

Abstract

Co-creation strategies have been adopted extensively particularly in thefashion and sportswear sectors. Big brands like Nike are often perceivedby the consumer to be out of reach and distanced from the consumer withwhom they are so desperately trying to connect. Co-creating withcollectives, such as Basement, which are closer to the consumer can bemutually beneficial, providing Nike with market understanding to informtheir strategic direction and assisting Basement with a platform andbudget to deliver what their community wants. This paper explores thenature and role of reciprocity within Nike’s co-creation strategy with TheBasement Collective. The study concludes that reciprocity plays a keyrole within the co-creation strategy and in some cases, enhances sellerperformance and widens both BSMNT and Nike’s consumer/fan base.