Internally, Nike uses blogs to cover stories that deal with company aspects and company news not typically dealing with merchandise. Events, company history, charities, building of their brand are all blogged about internally. Current employees write most of the blogs dealing with Nike internally but it is the internet and there are plenty of blogs out there dealing with Nike and what they do internally.
Externally, Nike uses the same technique as they do internally with different blogs from different sites dealing with specific merchandise details including, release dates, new lines, new sponsors, etc..Blogs dealing with the externals of Nike are more diverse than those internally, Nike does have a blog or more than one blog for each specific branch of their company, but their are a ton of blogs out there that are not directly affiliated with Nike that use Nike as their main topic.
And lets not forget....
Sponsorship, if there has ever been a clear cut champion for who sponsors the top people in their given field it must be Nike. Top athlete after top athlete you see Nike signing to either themselves or their affiliate Jordan. Whoever they sign always seem to fit their personality too, Lebron James, Ndamukong Suh, Alexander Ovechkin, C.C. Sbathia, all of these athletes mentioned are loud, cocky, confident individuals that seem to fit Nike's persona perfectly. Because of the wide variety of products and ability to have different spokespeople they do. This list includes Mike Vick, Tiger Woods, Manny Pacquaio and King James himself as the current king of Nike.
