Nike attracts leads through their brands emotive “empowerment” voice and storytelling. Their multiple social media accounts target their buyer personas across their many platforms. Nike’s consideration phase captures audience interest through high-tech AI driven videos and content of products and endorsements and tailored posts are driven with keywords, CTA’s, links and QR codes that click to their website and landing pages, boosting SEO and converting leads. Nike’s website (Journal page) displays blogs, stories and tips that educate, helping to build trust and relationships.

In the evaluation and decision stage, Nike’s engages with innovative product video content E.g. a foot morphing into a shoe (Nike.com, 2025).  Product pages include detailed descriptions, images, features, benefits, customer product reviews and testimonials, with clever customer focused sections “how other are wearing it” and “complete the look” that anticipate concerns and reason for opting out of the purchase. Nike also has multiple member apps to delight customers (SNKRS, NIKE Mobile App, NTC and NRC).

Lululemon also integrates narratives of lifestyle, mindfulness and style aimed at their health and wellness conscious buyer personas. These also align with their brand voice and fuels their social media efforts, attracting leads via their multiple platforms (main and regional offshoots accounts), using engaging and informative messaging e.g. ambassador stories, product and events and user-generated content with hashtags, e.g. #thesweatlife.

Their social media and websites ‘Community page’ create value and trust in the consideration phase through education blogs e.g. fitness journeys, mindfulness tips, community stories (Tbh, 2023). Their social media content also incorporates SEO keywords, CTA’s and links.

In the evaluation and decision stages, customers access product information, product and customer reviews, including a “why we made this” section explaining ‘how/where’ you should wear products e.g. ‘casual or training’, that help convert leads, while delighting customers with their “Essential Membership” program.

– Multiple buyer personas (Nikewoman, Nikerunning).

– High tech social media & video content and website.

– Brand voice.

– Multiple apps (SNKRS, the NIKE Mobile App, NTC and NRC)

– Rely on endorsements.

– Increase user-generated content.

– Signup field (all pages).

– User-generated content.

– Brand voice.

– Events / community engagement.

– Diversify buyer personas.

– Less captivating video content / website.

Both optimise all stages of the inbound marketing funnel. However, I feel Nike leads with a stronger social media presence and defined buyer personas across multiple accounts and platforms, using superior product promotion and video content in their posts and website, and use multiple apps for continued customer focused engagement.

Nike could focus on higher community engagement initiatives and events. Lululemon should launch social media accounts for specific buyer personas.

Nike and Lululemon’s inbound strategies are successful with clear goals that deliver the right content, to the right people, at the right time. However, Nike have revolutionary social media content and in-depth knowledge of their buyer personas.