O PAPEL DO INSTAGRAM NO FORTALECIEMENTO DA MARCA NIKE: CONSTRUÇÃO DE IDENTIDADE

Instagram has become crucial for businesses by providing visibility and strengthening online presence. This article examines how the platform can enhance Nike's brand identity, highlighting the company's ongoing pursuit of strategies to improve both online and offline recognition. The research includes a review of Nike's trajectory and uses theoretical foundations and scientific articles to explain the role of social media in digital marketing and branding. A case study was conducted to assess the effectiveness of Nike's Instagram, analyzing its content published over a 90-day period. The qualitative and descriptive methodology focused on understanding and detailing relevant data. The study concludes that the tool is essential for strengthening Nike's corporate identity, allowing for direct and effective contact with the target audience and increasing brand awareness. The article suggests that these findings could serve as a basis for future research on the impact of digital tools on branding.