Fortune: Nike spent $800M on "nontraditional" advertising, nearly 33% of their $2.4B marketing budget

To adapt to their consumers’ behavior, Nike has shifted their marketing from top-down TV-focused mega media buys into digital efforts that allow for a social connection between their customers through Nike products.  

As Nike CEO Mark Parker explains, “Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it. Connecting today is a dialogue.”

Being a huge Nike-head from a product standpoint and a marketer by trade, no other company does more to re-imagine marketing campaigns at this large of a scale.  Nike’s ability to remain nimble and ahead of the curve is stunning considering their size as a public corporation.