Nike's Crisis Management Communication during Covid-19

Among the different threats the world is facing in 2020, Covid-19 undoubtedly plays and keeps playing a leading role. The countries involved in the pandemic have witnessed a period of great economic damage to the industries. Every commercial and industrial sector had to cope with the consequences of the pandemic and the context this dissertation wants to refer to is specifically the sports sector and the changes it has come across. More precisely the focus will be on the topic of crisis management communication related to the Nike company. The methodology employed is the collection of data, both quantitative and qualitative. The losses for industrial management production and the economic and communicative strategies employed by Nike will be analyzed to understand how the company has managed the crisis in a sanitary emergency. What this dissertation aims to is to investigate by what means and methods Nike has relaunched the company on the market to have a practical and useful example for other companies that like Nike will address the same issues.