MSC MARKETING SCIENCE

Launching Sneakers, Managing Influencers: A Day In The Life Of A Brand Marketing Intern At Nike

Not many of us can say that we’re working at our dream company, but AJ Sun certainly can. He began playing basketball at the age of 10, sparking a lifelong passion for sports – along with a growing collection of stylish sneakers. It’s no surprise that Nike – one of the world’s most recognised sportswear brands – was high on AJ’s list of dream companies to work for.

“I’ve grown up with this brand for pretty much my entire life,” AJ explained. “Getting the chance to work at Nike has been a dream come true for me.”

This opportunity came when he received an internship offer from Nike, soon after completing his MSc in Marketing Science (MMS) at Nanyang Business School (NBS). Five months into his role as a Brand Marketing Intern, he shares a look behind the scenes of this sportswear giant – and how his MMS experience has set him up for success.

A day in the life of a Brand Marketing Intern at Nike

As a basketball lover, AJ’s role in Nike was a stroke of serendipity – his internship centres on the company’s Jordan brand, created in collaboration with basketball superstar Michael Jordan. His Shanghai-based team manages brand marketing for Jordan streetwear, building the brand’s presence within the Greater China region.

AJ’s day-to-day tasks include product seeding – a strategy in which brands gift products to influencers in their niche.

“I manage our relationship with influencers, such as athletes and celebrities, by sending them products they can wear or use in their daily lives,” he shared. “When they enjoy our products, it enhances our brand image.”

When new products are in the pipeline, AJ is also involved in creating captivating product stories for the launch. Right now, he’s working on a campaign for an upcoming Jordan sneaker release this December.

“We work with other teams, such as the Retail team and the Brand Creative team, to come up with storytelling that connects with local communities,” AJ explained. “What innovative stories can we share to bring these sneakers to Chinese customers and let them understand our brand heritage?”

As a young person, AJ is able to bring fresh perspectives to the table. “One big problem that many brands face is not knowing how to engage with younger consumers,” he said. “So my team welcomes my opinions and insights, like ‘What do young people care about these days?’”

As a proud owner of many Nike shoes, AJ feels lucky to be a part of this journey. “In the past, I was always curious about what goes on behind the scenes,” he recalled. “Now I understand the hard work it takes, but I really enjoy learning and knowing all this backstory.”

Honing the art of communication

While marketing calls for effective communication with customers, AJ has learnt that strong workplace communication is just as important in a large company like Nike.

In early September, Nike organised a tour of China for four athletes from America’s National Basketball Association (NBA). It was the biggest event of the year for Nike’s Greater China Headquarters, with hundreds of employees across different teams preparing for the visit.

“The preparations started pretty much from the moment I joined Nike in June,” AJ shared.

“In that short period, I had to collaborate with so many different functions in the company: PR, retail marketing, brand creatives, and more. Communication was so important because we had to get everyone on the same page to ensure the tour ran smoothly.”

More communication challenges arose during the tour, when AJ was tasked to take care of some hip-hop dancers flown in from France. “My role was more like an agent – getting them from one place to another according to schedule, but also making sure they’re having a good time,” he explained. “I had to find ways to communicate that would bring them on board with our plans.”

Although not everything unfolded according to plan, AJ appreciates how much the experience has honed his adaptability. “I learnt that you sometimes have to go with the flow, even though it doesn’t follow the script,” he shared.

Learning in a multicultural classroom

Even before his stint at Nike, AJ’s experiences in NBS’ MSc Marketing Science programme had prepared him to communicate successfully with diverse people. His MMS cohort brought together professionals from all over the world, offering him the perfect training ground to become a well-rounded communicator.

In fact, this multicultural setting was a key reason that drew him to study in Singapore. Having grown up in Shanghai and completed his bachelor’s in New York, AJ wanted to challenge himself in a brand-new environment.

“Although New York is super diverse, I didn’t have many chances to interact with people of diverse Asian cultures,” he said.

“At NBS, I had course mates from China, Malaysia, Indonesia, and more. This trained my ability to engage with different people and adjust my working style.”

The NBS curriculum features a multitude of hands-on group presentations and real-world projects, giving participants many opportunities to connect and build friendships. “The programme does a good job of bringing different people together, but it’s up to you to engage in class as well,” AJ advises. “Everyone’s nice, and you’ll definitely learn more by engaging with your course mates.”

A passport to success anywhere in the world

AJ’s post-Nike career path remains up in the air. While he plans to pursue marketing, he’s taking the time to explore his options across different cities.

“Which city do I want to explore in the next phase of my life? It really depends on where I’ll find the best opportunities,” he shared. “Singapore was a fresh challenge for me, and I want to take on new challenges in the future.”

For now, AJ remains focused on learning as much as possible during his time at Nike – leaving his next steps to destiny.

“If I give myself too much pressure and try to rush my decision, it might not lead to the best outcome,” – these are his words of wisdom. “There’s a timing for everything, and the next step will come when the time is right. Don’t stress too much – mental health is the most important thing.”

Wherever his next adventure takes him, AJ is confident that his MMS degree will open doors for him.

“NBS is a recognised institution around the world, and Singapore is well-known as a global city,” he concluded. “I’d definitely say that this degree gives me the ability to go anywhere in the world.”

Find out more about the Master of Science (MSc) in Marketing Science (MMS) here.

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