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

Abstract

Co-creation strategies have been adopted extensively particularly in the

fashion and sportswear sectors. Big brands like Nike are often perceived

by the consumer to be out of reach and distanced from the consumer with

whom they are so desperately trying to connect. Co-creating with

collectives, such as Basement, which are closer to the consumer can be

mutually beneficial, providing Nike with market understanding to inform

their strategic direction and assisting Basement with a platform and

budget to deliver what their community wants. This paper explores the

nature and role of reciprocity within Nike’s co-creation strategy with The

Basement Collective. The study concludes that reciprocity plays a key

role within the co-creation strategy and in some cases, enhances seller

performance and widens both BSMNT and Nike’s consumer/fan base.