Email news from brand-land

Nike has joined the inbox club.

You didn’t know Nike had a newsletter? Me neither.

It was launched in June with zero publicity, a low-key, under the radar affair.

In The Margins is dedicated to storytelling through excellent sports writing. As a way, ultimately I guess, to sell trainers and gear.

I think it will work, probably at the high end of the market.

“Nike is handing the mic to voices who can build relationships with an audience, without trying to force a brand agenda,” said marketing guru Ann Handley.

Nike doesn’t actually have its name on the newsletter, but the Substack page where it's hosted is “made possible by” followed by the Nike swoosh logo.

The emphasis is on the guest writers, their personalities and sporting experiences rather than a product.

It’s obviously an experiment, but a significant one as a giant sporting brand shows interest in the boring old inbox.

Perhaps because engagement there can be deeper than many realise.

Yours in newsletters,