nike market research report

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Nike - Statistics & Facts

A short introduction to nike, key insights.

Detailed statistics

Nike's net income worldwide 2005-2023

U.S. revenue of Nike from 1988 to 2023

Nike brand profile in the United States 2024

Editor’s Picks Current statistics on this topic

Apparel & Shoes

Nike's global revenue 2005-2023

Global sales of the top performance apparel, accessories, and footwear companies 2023

Sports & Fitness

Footwear segment revenue of Nike, adidas & Puma 2010-2022

Further recommended statistics

Market overview.

• Premium Statistic Value of the global footwear market from 2018 until 2028
• Premium Statistic Wholesale sales of athletic footwear in the U.S. 2008-2023
• Premium Statistic Wholesale sales of sports apparel in the U.S. 2008-2023
• Premium Statistic Value of the leading global apparel brands 2023
• Premium Statistic Global sales of the top performance apparel, accessories, and footwear companies 2023
• Premium Statistic Global sales growth forecast of top athletic wear companies 2024
• Premium Statistic American customer satisfaction index: athletic shoe companies 2010-2022

Value of the global footwear market from 2018 until 2028

Footwear market revenue worldwide from 2018 to 2028 (in billion U.S. dollars)

Wholesale sales of athletic footwear in the U.S. 2008-2023

Athletic footwear wholesale sales in the U.S. from 2008 to 2023 (in billion U.S. dollars)

Wholesale sales of sports apparel in the U.S. 2008-2023

Sports apparel wholesale sales in the U.S. from 2008 to 2023 (in billion U.S. dollars)

Value of the leading global apparel brands 2023

Value of the leading 10 apparel brands worldwide in 2023 (in million U.S. dollars)

Sales of the biggest athletic apparel, accessories and footwear companies worldwide in 2023 (in million U.S. dollars)

Global sales growth forecast of top athletic wear companies 2024

Sales growth forecast of the leading athletic apparel, accessories and footwear companies worldwide in 2024

American customer satisfaction index: athletic shoe companies 2010-2022

The American customer satisfaction index scores for athletic shoe companies in the U.S. from 2010 to 2022

Financial performance

• Basic Statistic Nike's global revenue 2005-2023
• Basic Statistic Global revenue share of Nike in 2023, by product type
• Basic Statistic Domestic sales share of Nike worldwide from 2016 to 2023
• Basic Statistic Global revenue of Nike from 2016 to 2023, by sales channel
• Basic Statistic Global gross profit of Nike from 2014 to 2023
• Basic Statistic Gross profit margin percentage of Nike worldwide from 2014 to 2023
• Basic Statistic Nike's net income worldwide 2005-2023
• Basic Statistic NIKE Direct revenue worldwide 2009-2023
• Premium Statistic nike.com: E-Commerce net sales from 2014 to 2024
• Basic Statistic Revenue of Converse worldwide 2010-2023

Nike's global revenue 2005-2023

Nike's revenue worldwide from the fiscal years of 2005 to 2023 (in million U.S. dollars)

Global revenue share of Nike in 2023, by product type

Revenue share of Nike worldwide in the fiscal year of 2023, by product category

Domestic sales share of Nike worldwide from 2016 to 2023

Nike's revenue share of U.S. and non-U.S. markets from the fiscal years of 2016 to 2023

Global revenue of Nike from 2016 to 2023, by sales channel

Nike's revenue worldwide from the fiscal years of 2016 to 2023, by sales channel (in million U.S. dollars)

Global gross profit of Nike from 2014 to 2023

Nike's gross profit worldwide from the fiscal years of 2014 to 2023 (in million U.S. dollars)

Gross profit margin percentage of Nike worldwide from 2014 to 2023

Nike's gross margin rate worldwide from the fiscal years of 2014 to 2023

Nike's net income worldwide 2005-2023

Nike's net income worldwide from the fiscal years of 2005 to 2023 (in million U.S. dollars)

NIKE Direct revenue worldwide 2009-2023

Nike brand's direct-to-consumer revenue worldwide from the fiscal years of 2009 to 2023 (in billion U.S. dollars)

nike.com: E-Commerce net sales from 2014 to 2024

E-Commerce net sales of nike.com from 2014 to 2024 (in million US dollars)

Revenue of Converse worldwide 2010-2023

Revenue of Converse worldwide from the fiscal years of 2010 to 2023 (in million U.S. dollars)

Revenue by region

• Basic Statistic Nike's revenue worldwide 2017-2023, by region
• Basic Statistic U.S. revenue of Nike from 1988 to 2023
• Basic Statistic Nike's North American revenue 2009-2023, by segment
• Basic Statistic Nike's revenue in EMEA 2016-2023, by segment
• Basic Statistic Nike's revenue in Greater China 2009-2023, by segment
• Basic Statistic Nike's revenue in Asia Pacific & Latin America from 2016 to 2023, by segment

Nike's revenue worldwide 2017-2023, by region

Nike's revenue worldwide from the fiscal years of 2017 to 2023, by region (in million U.S. dollars)

Nike's revenue in the United States from the fiscal years of 1988 to 2023 (in million U.S. dollars)

Nike's North American revenue 2009-2023, by segment

Nike's North American revenue from the fiscal years of 2009 to 2023, by segment (in million U.S. dollars)

Nike's revenue in EMEA 2016-2023, by segment

Nike's revenue in Europe, the Middle East and Africa (EMEA) from the fiscal years of 2016 to 2023, by segment (in million U.S. dollars)

Nike's revenue in Greater China 2009-2023, by segment

Nike's revenue in Greater China from the fiscal years of 2009 to 2023, by segment (in million U.S. dollars)

Nike's revenue in Asia Pacific & Latin America from 2016 to 2023, by segment

Nike's revenue in Asia Pacific and Latin America from the fiscal years of 2016 to 2023, by segment (in million U.S. dollars)

Key figures

• Basic Statistic Number of Nike stores globally 2009-2023
• Basic Statistic Number of Nike's retail stores in the U.S. 2009-2023
• Basic Statistic Number of Nike's non-U.S. retail stores 2009-2023
• Basic Statistic Total number of employees working for Nike 2009-2023
• Basic Statistic Nike's marketing expenses worldwide from 2014 to 2023

Number of Nike stores globally 2009-2023

Total Nike retail stores worldwide from 2009 to 2023

Number of Nike's retail stores in the U.S. 2009-2023

Number of Nike's retail stores in the United States from the fiscal years of 2009 to 2023

Number of Nike's non-U.S. retail stores 2009-2023

Number of Nike's non-U.S. retail stores from the fiscal years of 2009 to 2023

Total number of employees working for Nike 2009-2023

Number of employees of Nike worldwide from the fiscal years of 2009 to 2023

Nike's marketing expenses worldwide from 2014 to 2023

Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars)

Competitors

• Basic Statistic The adidas Group's net sales worldwide from 2000 to 2023
• Basic Statistic Global share of adidas retail sales in 2023, by region
• Basic Statistic Share of adidas' net sales worldwide in 2023, by product type
• Basic Statistic Global revenue of Puma 2000-2023
• Basic Statistic Share of Puma's sales worldwide in 2023, by region
• Basic Statistic Share of Puma's consolidated sales worldwide in 2023, by product category
• Basic Statistic Under Armour's net revenue worldwide 2008-2024
• Basic Statistic Under Armour's net sales share worldwide in 2024, by region
• Basic Statistic Under Armour's net sales share worldwide in 2024, by product category

The adidas Group's net sales worldwide from 2000 to 2023

The adidas Group's net sales worldwide from 2000 to 2023 (in million euros)

Global share of adidas retail sales in 2023, by region

Global distribution of adidas retail net sales in 2023, by region

Share of adidas' net sales worldwide in 2023, by product type

Net sales share of adidas worldwide in 2023, by product category

Global revenue of Puma 2000-2023

Global consolidated sales of Puma from 2000 to 2023 (in billion euros)

Share of Puma's sales worldwide in 2023, by region

Puma's sales share worldwide in 2023, by region

Share of Puma's consolidated sales worldwide in 2023, by product category

Share of Puma's net sales worldwide in 2023, by segment

Under Armour's net revenue worldwide 2008-2024

Net revenue of Under Armour worldwide from the fiscal years of 2008 to 2024 (in billion U.S. dollars)

Under Armour's net sales share worldwide in 2024, by region

Net revenue share of Under Armour worldwide in 2024, by geographical region

Under Armour's net sales share worldwide in 2024, by product category

Net sales share of Under Armour worldwide in 2024, by product category

Nike brand profile

• Premium Statistic Nike brand profile in the United States 2024
• Premium Statistic Nike brand profile in the UK 2023
• Premium Statistic Nike brand profile in Germany 2024

Nike brand awareness, usage, popularity, loyalty, and buzz among sneakers owners in the United States in 2024

Nike brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in the United States in 2024

Nike brand profile in the UK 2023

Nike brand awareness, usage, popularity, loyalty, and buzz among sneakers owners in the UK in 2023

Nike brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in the UK in 2023

Nike brand profile in Germany 2024

Nike brand awareness, usage, popularity, loyalty, and buzz among sneakers owners in Germany in 2024

Nike brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2024

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More From Forbes

How nike is using analytics to personalize their customer experience.

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When you think of sports apparel, the first brand that comes to mind is likely Nike. The company’s commitment to innovation and alignment with superstar athletes like Michael Jordan has made it an industry powerhouse for more than 30 years. That’s what makes it so interesting that a brand as well-known as Nike has shifted its business model in recent years.

For decades, Nike has operated with a retail-first model, where the vast majority of its revenue comes through wholesale. That hasn’t changed necessarily, as wholesale still represents the bulk of Nike’s sales, but Nike Direct — the company’s direct-to-consumer initiative —  contributed $10 billion in sales  during 2018. By 2020, that’s projected to increase to $16 billion.

Why is Nike having so much success going direct to the consumer, and how are they using analytics to deliver a better customer experience? What can other brands learn from Nike's approach? That’s what we’ll explore in this article.

Nike is hyper-focused on the customer.    

Nike is using an app to deepen its relationship with customers. The app provides access to the Nike Plus rewards program, which offers exclusives and early access to new products. The differentiation starts with access to Nike experts for whatever sport you play. Need a new baseball glove? Let the experts recommend one for you. Nike also offers personalized workouts through the app, as well as priority access to its events.

Another piece of Nike’s direct-to-consumer efforts is its 30-day wear test for shoes. Now customers don’t have to worry if their shoes will fit when ordering them online.

On top of the wear test, customers can use the  Nike Fit app to snap a picture of their feet using their phone and get the perfect shoe size for every style of Nike shoes. According to Nike , The app uses “computer vision, data science, machine learning, artificial intelligence, and recommendation algorithms” to measure “the full shape of both feet, offering the ability to know your truly perfect fit.” This sizing data is stored on your Nike Plus profile, so you know the right size wherever you’re shopping.

Nike is also  leveraging its supply chain  to get closer to personalization. Last month, Nike selected 28 designers in New York City to create new shoes. The “NYC By You” project leveraged Nike’s distribution channels to produce new designs in small quantities.

Nike has always been world-class at mass-producing each of its shoes. But once they master making one shoe one time, it’ll represent a new frontier for this industry-leading innovator.

Acquisitions have given Nike deeper insight.

Nike has been able to build out these capabilities in large part due to a key acquisition they made. Last year,  Nike acquired  a leading data analytics company called Zodiac. What Zodiac allows Nike to do is crunch together its data points from customers using the Nike app and other connected devices like Fitbits to know customer habits and predict purchasing decisions.

Using these analytical insights, Nike has improved its customer acquisition and retention by identifying which customers to target and knowing when to target them. If a customer usually buys shoes every six months and it’s been 12 months since the purchase, Nike will know to reach out and prompt that customer to resume their purchase cycle. Going on offense in this regard will help Nike reduce churn, cutting down a huge expense for the company.

As more startups disrupt various apparel industries, Nike is defending their turf by investing in data science to better understand the customer journey. Nike Direct is not just an app. It reflects the company’s mission to know its customers and offer them better products and services.

That’s where the idea originated to start a shoe subscription service for kids (once called EasyKicks, now called Nike Adventure Club). Everyone knows kids outgrow their shoes, but analytics show Nike how often kids need new shoes and when parents typically look to buy them. Kids tend to be brand agnostic, but by removing the headache of going out to buy new shoes, Nike has engendered serious customer loyalty amongst parents.

What can brands learn from Nike?

Nike never waits for competitors to come along and disrupt their business. They are constantly disrupting themselves, which is a great lesson for companies large and small. Innovation is happening too fast to sit still. You should always aim to reinvent certain parts of your business model. Nike is still looking to win with its product, but now it’s looking to differentiate its brand based on service and offer a superior customer experience than its competitors.

That’s not the only lesson we can take away from Nike’s efforts. Every company needs to be investing in not just data science, but the business-driven part that links the customer with the insights team. Customer preferences and tastes are always changing, which means you need data to stay on top of the changes. Be intentional about building a small, focused team that can foster that connectivity. That’s what Nike has done since launching Nike Direct in 2017: hiring hundreds of people to join its team and drive this initiative forward.

Investing in data science also means being unafraid to make acquisitions when necessary. Nike purchased Zodiac. Its competitor, Under Armour, purchased MyFitnessPal in 2015 and began a collaboration with IBM Watson in 2016. Both companies understand that buying businesses can help close the gap between them and their customers by leveraging customer data.

Finally, after you’ve invested in your team and built out the connective piece to them and your customers, use that data in every aspect of your decision making. Nike is a huge company with millions of moving pieces and they’re paving the way in this regard. Everything from using a smartphone camera to get people the perfect-sized shoe to timing the next shoe delivery for growing children of busy parents — Nike is leveraging customer data on all fronts.

Why? Because they know their future success depends on a strong connection between business and data.

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Nike Inc in Apparel and Footwear

Nike Inc remains the world’s largest player in apparel and footwear despite inflationary pressures in 2022. Its success is attributed to the Consumer Direct Offense and Acceleration strategies, while sustainability and female empowerment initiatives provide a competitive edge. However, sportswear growth has slowed due to a challenging macro environment, and Nike’s year-on-year growth in China has decreased, posing challenges to Nike’s expansion efforts.

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This report comes in PPT.

Euromonitor International's report on Nike Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Apparel and Footwear market and the global economy. Company and market share data provide a detailed look at the financial position of Nike Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Nike Inc.

This report examines:

• Company share by region and sector
• Brand portfolio
• New product developments
• Marketing and distribution strategies

A detailed SWPT analysis of Nike Inc provides strategic intelligence on:

• Strengths and weaknesses
• Category and country opportunities for growth
• Challenges and threats from current competition and future prospects
• Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Apparel and Footwear research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary

Top companies at a glance, nike inc’s global footprint, company overview, sales growth from market share and us market momentum, inflationary costs: nike’s new challenge following supply chain constraints, the importance of offering value-driven products for budget-conscious consumers, nike maintains its leading position across top markets, nike inc’s future growth as the long-standing leader in sportswear, like other international players, nike sees a stalled growth trajectory in china, but…, …lululemon demonstrates impressive growth in china since 2017, adapting to the chinese market: repositioning as a local brand, nike signs chinese esports star player uzi: its first collaboration with an esports athlete, adapting to the chinese market: chinese citizens’ desire for a slower lifestyle, nike’s bet on chinese women’s sports communities with new leggings campaign, nike’s growth opportunities: focus on na and apac with an eye on europe and mea, sportswear brands maintain dominance in apparel and footwear, but growth slows down, competitor overlap, from ipo to global expansion: on running’s aggressive growth in north america and apac, overview: nike inc’s recent digital and retail transformation, nike’s acquisition of data-related start-ups: enhancing business with advanced analytics, nike opens world’s first “nike style” concept store in seoul, nike launches nike training club workouts on netflix, nike is taking further steps into web 3.0 with the release of .swoosh and its first collection, nike continues to lead sustainability with stable planet protection target progression, nike’s female empowerment: strengthening initiatives through products and marketing, nike introduces period leak protection short, nike launches nike forward in autumn 2022, offering a new way of making sustainable fabric, nike’s robot-powered system is designed to clean and repair shoes with customisations, key findings, projected company sales: faqs (1), projected company sales: faqs (2), apparel and footwear.

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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Just Do It: Analysis of Nike’s Marketing Strategies and Growth Recommendations

• Catherine Yan
• Christopher Brown
• Anne Greenleaf

Nike is a global leader in the athleticwear industry, selling products for all ages, genders, and sizes. The company was founded in 1964 by runner and businessman Phil Knight and his track and field coach, Bill Bowerman, with the goal of creating the perfect running shoe. Since then, Nike has established the iconic Swoosh and “Just Do It” slogan globally.  But how has Nike become so renowned, and how have marketing strategies given them an edge over their competitors? And is there anything Nike can do to grow further? The paper investigates Nike’s target consumers, their direct-to-consumer operations, their recent success in e-commerce due to the COVID-19 pandemic, Nike’s social media strategies, and consumers’ reasons to support the brand, ultimately understanding and analyzing the marketing strategies that Nike has implemented and their effectiveness. A key component of Nike’s marketing strategy is understanding their consumers: who they are, what they want, and how to best appeal to them. This has fostered Nike’s direct-to-consumer business (which has increasingly become digital in the role of e-commerce), their large social media presence (which increases their brand engagement and awareness), design innovation, strides in diversity, and more. In addition, the paper recommends that for Nike to boost growth, as Nike shifts their focus to e-commerce, they should focus particularly on emerging markets, which are growing markets that often grow faster than other markets. In addition, Nike should collaborate with more brands and personalities and release more styles to help them grow in the future.

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How to Cite

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Copyright (c) 2022 Catherine Yan; Christopher Brown, Anne Greenleaf

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .

Copyright holder(s) granted JSR a perpetual, non-exclusive license to distriute & display this article.

Nike Target Market Segmentation – Customer Analysis & Marketing Goals for 2022

Over five decades, Nike has built itself into one of the most iconic global brands, instantly recognized by its ‘Just do it’ tagline and ‘swoosh’ symbol. The company is the world’s leading sportswear brand, edging out competitors like Adidas, Puma, and Under Armour.

Nike achieved its legendary status through innovative product development and marketing tactics, emotion-based messaging, celebrity endorsements and sports sponsorships.

The brand also invests heavily in advertising. Since 2014, Nike global ad spend has reached over $3 billion annually, with $3.11 billion invested in advertising and promotions in 2021.

Source – Statista

Adidas Group , one of Nike’s toughest competitors, spent $688 million on US-based advertising in 2019. By comparison, Nike ad spend in the US that year was over double the amount, reaching nearly $1.5 billion.

Most of Nike’s ads don’t explicitly focus on a product; the Nike target audience responds most effectively to emotive advertising . This strategy helps create a brand image that reflects the aspirations of Nike customers, increasing brand loyalty, engagement and sales.

So, who are the Nike demographics? What are their aspirations and how has the brand succeeded in building such a loyal fan base? Let’s begin with a Nike customer analysis and find out.

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Who is the target market for nike.

The Nike target market is located worldwide, and the Nike age range is broad, from young teens through middle age . While the brand has a strong focus on marketing to athletes and sports enthusiasts, Nike’s strategy has expanded in recent years to attract several specific market segmentations, such as women, young athletes, and runners .

Even so, the men’s customer segment remains the largest by far: in 2021, sales of men’s Nike products accounted for over half of wholesale revenue worldwide.

Nike positions itself as a brand for athletes but pulls every consumer into the fold with its fundamental pitch: if you have a body, you are an athlete. This has led to Nike’s outstanding financial success, generating over $44.5 billion in worldwide sales 2021 .

Nike Target Market Segmentation and Marketing

The key component for any advertising or marketing strategy is a thorough customer segmentation, including demographic, geographic, behavioral, and psychographic attributes. Let’s explore the Nike target market profile from each of these viewpoints.

Nike Demographic Segmentation 

Nike demographics include a wide range of users, aged roughly from 15 to 45 years . By spanning the generations, Nike taps middle-aged consumers who have disposable income and develops its relationship with younger audiences to ensure future growth and build life-long brand enthusiasts. 

The company targets both male and female consumers, however, it continues to make significant investments in its women’s line , focusing on leggings, sports bras and ‘athleisure’. 

Nike also strongly targets the youth demographic, noted as the favorite footwear and apparel brand for teens in 2019 in the US . 

Nike Geographic Segmentation

The target market for Nike is located worldwide, mostly in urban centers. Nike consistently generates more revenue from North America than any other region.

In 2021, 39%, or $17.2 billion, came from North America, while revenue from the EMEA region totaled $11.5. Nike earned $8.3 billion from Greater China, $8.3 billion, and $5.3 billion from the LATAM and APAC regions.

Nike Behavioral Segmentation

The Nike target audience tends to be from the higher-income socio-economic group , reflected in the premium brand image and pricing of Nike products. The average Nike customer is a sports enthusiast, interested in leading an active and healthy lifestyle.

Besides the sporty behavioral traits of the Nike audience, they are also image-conscious and tech savvy, looking to be ahead of the trends and up-to-date with the latest in fitness fashion and footwear technology.

Nike Psychographic Segmentation

As part of a strategy to widen its target market, Nike often focuses on breakout psychographic segments . These include ‘weekend runners’, who enjoy keeping fit on weekends and even training for a half marathon, and ‘style shoppers’, 20-something women who want to wear the latest sports fashion trends before, during and after workouts.

All Nike consumer segments are made up of ‘aspirers’ and ‘succeeders’, people who are motivated to be fit and stay on trend.

Nike Marketing Strategy

Beyond the sports clothing and footwear market, Nike is in fact the world’s leading apparel brand, with a brand value of $33.18 billion . When considering how to create a successful marketing strategy, look no further than Nike.

The STP of Nike informs a wide-ranging set of marketing goals and objectives. For example, Nike leverages behavioral segmentation to build brand affinity and loyalty with consumers.

This can be seen in their personalized email and social media campaigns. When people engage with and show ongoing interest in the brand on any platform, Nike retargets them on other channels.

Here’s a look at how they connect with the two most dominant age groups (18-24 and 25-34) on Instagram:

Although Nike targets a global audience, it uses geographic segmentation for its product lines and marketing campaigns, adapting for local cultural and weather trends that impact consumer behavior. For example, the brand’s warmest winter items aren’t available in countries with more moderate temperatures. 

Another example of how the brand connects with different geographic regions can be seen in the athletes featured in ad campaigns. In the US, for example, the Nike “Stopocalypse” ad features American sportspeople and celebrities, such as Kobe Bryant, Kevin Hart and Simone Biles:

In the UK, the well-received ‘Nothing Beats a Londoner’ campaign targeted the hyper-local London youth market, featuring upcoming London athletes and real-life citizens.

The campaign combined user-generated social media content, local events, swag and more, to encourage young audiences to become involved in sports and realize their potential.

Product innovation and a show-stopping approach to marketing sets the Nike brand apart from the competition in all regions. Check out the remarkable OOH 3D billboard promoting Nike Air Max in Japan:  

The Nike company markets at a grass-roots level with a wide range of corporate responsibility  programs and charitable activities.  In 2019, Nike contributed close to $82 million towards community development, including women’s empowerment, sustainability and diversity initiatives.

Sports Enthusiasts in United States

US-based consumers who fall into the Sports Enthusiasts category share many of the traits of the Nike target market. Like Nike, the demographics represent both sexes, with men outranking women 67% to 33%.

The Nike target market age group is also similar to the Sports Enthusiasts segment, of which 84.5% of consumers are between 18 and 44. 

Although Nike hasn’t released data around its device targeting segmentation, Start.io insights reveal that among consumers identified as Sports or Running Enthusiasts , there is an overwhelming preference for Android devices. 

For a marketing campaign to be successful, it must reach the right audiences. For companies marketing to sports enthusiasts, understanding the Nike target audience is a big step in fine-tuning campaign messaging and targeting to get the best results.

For these kinds of data-driven insights for Sports Enthusiasts, Runners, and 500+ other consumer segments and audience locations around the world, visit the Consumer Insights and Audiences Hub.

What demographic buys the most sneakers?

Data shows that the target market for Nike shoes includes Millennials (24–39-year-olds) and Gen Z (9–24-year-olds). Presumably, many Millennials are buying sneakers for their young children. Men still buy more sneakers than women, but the gap is closing.

What demographic buys the most Nike products?

Consumers between the ages of 15-40 buy the most Nike products, including sneakers, apparel, and sporting goods.

Who is Nike's competition?

Nike’s biggest competitor is Adidas, but others include Asics, Puna, Under Armour, Fila, New Balance, and Sketchers. In terms of athletic apparel, Nike’s competition includes Lululemon, Athletica, and VF Corporation.

Who makes more sales Nike or Adidas?

Nike generates more sales than Adidas. In 2020, Nike was valued at $34.4 billion, while Adidas was valued at $12.07 billion.

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Nike, inc. reports fiscal 2023 fourth quarter and full year results.

BEAVERTON, Ore.--(BUSINESS WIRE)-- NIKE, Inc. (NYSE:NKE) today reported financial results for its fiscal 2023 fourth quarter and full year ended May 31, 2023.

• Full year reported revenues were $51.2 billion, up 10 percent compared to prior year and up 16 percent on a currency-neutral basis*
• Fourth quarter reported revenues were $12.8 billion, up 5 percent compared to prior year and up 8 percent on a currency-neutral basis
• NIKE Direct reported revenues for the fourth quarter were $5.5 billion, up 15 percent compared to prior year and up 18 percent on a currency-neutral basis
• Wholesale reported revenues for the fourth quarter were $6.7 billion, down 2 percent compared to prior year and up 2 percent on a currency-neutral basis
• Gross margin for the fourth quarter decreased 140 basis points to 43.6 percent
• Diluted earnings per share was $0.66 for the fourth quarter

“NIKE’s strong results make clear that our strategy is working,” said John Donahoe, President & CEO, NIKE, Inc. “FY23 was a milestone year for NIKE as our unique advantages continue to drive competitive separation. Our investment in innovation and our digital leadership are fueling broad-based growth across our portfolio of brands, as we create value by serving the future of sport.”**

Matthew Friend, Executive Vice President and Chief Financial Officer, said, “FY23 demonstrated the power of NIKE’s portfolio to fuel strong growth, year after year. We finished the year with mid-teens currency-neutral revenue growth and a healthy marketplace — setting the foundation for sustainable, profitable growth in FY24 and beyond.”**

Fourth Quarter Income Statement Review

• Revenues for the NIKE Brand were $12.2 billion, up 5 percent on a reported basis and up 8 percent on a currency-neutral basis, with growth across all brands, channels and geographies.
• NIKE Direct revenues were $5.5 billion, up 15 percent compared to prior year and up 18 percent on a currency-neutral basis, led by NIKE-owned stores growth of 24 percent and NIKE Brand Digital growth of 14 percent.
• Revenues for Converse were $586 million, down 1 percent on a reported basis and up 1 percent on a currency-neutral basis, led by double-digit growth in Asia, offset by declines in Europe.
• Gross margin decreased 140 basis points to 43.6 percent, primarily due to higher product input costs and elevated freight and logistics costs, higher markdowns and continued unfavorable changes in net foreign currency exchange rates — partially offset by strategic pricing actions and lapping higher inventory obsolescence reserves in Greater China in the prior period .
• Demand creation expense was $1.1 billion, up 3 percent, primarily due to sports marketing, and advertising and marketing expense.
• Operating overhead expense increased 10 percent to $3.3 billion, primarily due to wage-related expenses and NIKE Direct variable costs.
• The effective tax rate was 17.3 percent compared to (4.7) percent for the same period last year, due to a non-cash, one-time benefit in the prior year related to the onshoring of our non-U.S. intangible property.
• Net income was $1.0 billion, down 28 percent, and Diluted earnings per share was $0.66, down 27 percent compared to prior year.

Fiscal 2023 Income Statement Review

• Revenues for the NIKE Brand were $48.8 billion, up 10 percent on a reported basis and up 16 percent on a currency-neutral basis, driven by double-digit growth across NIKE Direct and our wholesale business.
• NIKE Direct revenues were $21.3 billion, up 14 percent on a reported basis and up 20 percent on a currency-neutral basis, led by NIKE Brand Digital growth of 24 percent and NIKE-owned stores growth of 14 percent.
• Revenues for Converse were $2.4 billion, up 3 percent on a reported basis and up 8 percent on a currency-neutral basis, led by double-digit growth in North America, partially offset by declines in Asia.
• Gross margin decreased 250 basis points to 43.5 percent, primarily due to higher product input costs and elevated freight and logistics costs, higher markdowns and continued unfavorable changes in net foreign currency exchange rates — partially offset by strategic pricing actions .
• Demand creation expense was $4.1 billion, up 5 percent compared to prior year, primarily due to advertising and marketing, and sports marketing expense.
• Operating overhead expense increased 12 percent to $12.3 billion primarily due to wage-related expenses, NIKE Direct variable costs and higher strategic technology enterprise investments.
• The effective tax rate was 18.2 percent, compared to 9.1 percent for the same period last year, due to decreased benefits from stock-based compensation and a non-cash, one-time benefit in the prior year related to the onshoring of our non-U.S. intangible property.
• Net income was $5.1 billion, down 16 percent, and Diluted earnings per share was $3.23, down 14 percent compared to prior year.

May 31, 2023 Balance Sheet Review

• Inventories for NIKE, Inc. were $8.5 billion, flat compared to the prior year period.
• Cash and equivalents and short-term investments were $10.7 billion, $2.3 billion lower than prior year, as cash generated by operations was used for share repurchases, cash dividends, capital expenditures and the retirement of $500 million of debt upon maturity.

Shareholder Returns

NIKE continues to have a strong track record of investing to fuel growth and consistently increasing returns to shareholders, including 21 consecutive years of increasing dividend payouts.

In the fourth quarter, the Company returned approximately $1.9 billion to shareholders, including:

• Dividends of $524 million, up 9 percent from prior year.
• Share repurchases of $1.4 billion, reflecting 11.5 million shares retired as part of the four-year, $18 billion program approved by the Board of Directors in June 2022.

In fiscal 2023, the Company returned approximately $7.5 billion to shareholders, including:

• Dividends of $2.0 billion, up 10 percent from prior year.
• Share repurchases of $5.5 billion, reflecting 50.0 million shares retired. The Company repurchased $0.7 billion, reflecting 6.5 million shares retired under the Company’s previous four-year, $15 billion program approved by the Board of Directors in June 2018 and $4.8 billion, reflecting 43.5 million shares retired under the Company’s current four-year, $18 billion program approved by the Board of Directors in June 2022.

Under the previous $15 billion program, which was terminated in August 2022, a total of 83.8 million shares for $9.4 billion were repurchased.

Conference Call

NIKE, Inc. management will host a conference call beginning at approximately 2:00 p.m. PT on June 29, 2023, to review fiscal fourth quarter and full year results. The conference call will be broadcast live via the Internet and can be accessed at http://investors.nike.com . For those unable to listen to the live broadcast, an archived version will be available at the same location through 9:00 p.m. PT, July 20, 2023.

About NIKE, Inc.

NIKE, Inc., based near Beaverton, Oregon, is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Converse, a wholly-owned NIKE, Inc. subsidiary brand, designs, markets and distributes athletic lifestyle footwear, apparel and accessories. For more information, NIKE, Inc.’s earnings releases and other financial information are available on the Internet at http://investors.nike.com . Individuals can also visit http://news.nike.com and follow @NIKE.

View source version on businesswire.com : https://www.businesswire.com/news/home/20230629371330/en/

Investor Contact: Paul Trussell [email protected]

Media Contact: Virginia Rustique-Petteni [email protected]

Source: NIKE, Inc.

Market Research and Analysis: Nike Inc

Added on   2020-03-07

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Research Case Study Report on Nike Inc.

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Tram Dang Ngoc

Hina Brohi , Rizwan Raheem Ahmed , Arslan Hussain Bhutto , Rabel khubchandani

This report is all about to show a Marketing plan for Nike’s products; with reference to older offerings the report shows the plan that how can Nike offer new products in the market. With respect to this the report contains comprehensive marketing plan components including company analysis (Nike’s current and future status), situation or market analysis and competitors analysis; the report shows the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other than commercials that is it can focus more on social media to promote its new products and it may expand its business in other countries as China, Middle-East etc. Beside this, the financial budget of this marketing plan has been discussed which is been forecasted by reviewing Nike’s previous years revenue and marketing expenses figures. Also execution plan as well as contingency plan has been shown which is thoroughly depends upon Nike’s senior management and team work which would make its objectives possible new offerings.

Vanessa Spindig

The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document and are linked to publications on ResearchGate, letting you access and read them immediately.

Madeeha Kanwal

Strategy is about the most crucial and key issues for the future of organizations. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company's performance by analysing case studies, articles and the annual report of Nike Inc. and Adidas Inc. The study attempts to find out the relevance of the strategies adopted by these companies, which are globally successful athletic apparel companies in the context of Bahrain. The findings of the study highlight Nike's strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. The Adidas strategies focus on the broad differentiation, innovation, trying to produce new products, services and processes in order to cope up with the competition. It embraces a multi-brand strategy, emphasis on expanding activities in the emerging markets, continuously improving infrastructure, processes and systems, foster a culture of challenging convention and embracing change, foster a corporate culture of performance, passion, integrity and diversity. These strategies coupled with its resources and unique capabilities form the basis of sustainable competitive advantage for both the companies. INTRODUCTION: The strategy is a path towards achieving the optimum goals of individuals, groups and organizations. In addition, it leads to a best use of companies' available resources and it also guides the company to stay in a business successfully and continuous improvements for its processes. The definition of strategy could be differ from one author to another, but the most common definition is that the strategy is long term plans and approaches towards the intended visions and objectives. It is a general framework that specified the organizations' plans, policies and approaches to meets its objectives, goals and end results. The way an organization used to shape its strategies could be differentiate from other organizations in order to make its products unique and remarkable. Globally, companies formulate their strategies based on their visions and reaching the satisfaction of customer's needs, requirements and expectations. Subsequently, they use those strategies as a baseline to compare their actual performance with planned ones, to evaluate the end results and ensuring the continuing organizational excellence. There are many kinds of strategies that are pursued by the companies; Such as cost leadership, differentiation and the focus strategies (Porter, 1985), services strategies, growth strategies. Based on the goals, the companies form those strategies and they rank them upon the priorities. It is more than important for any organization to put strategies and not any strategies; the correct strategies which are formulated after a long time of studying and after numerous number of brainstorming among the top management members. Therefore, those strategies then to be implemented by converting the organization's plans and policies into real actions through the best use of available resources such as: human resources, budgets and technological advance; in order to enhance the organization's performance, productivity and sustainability.

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Nike stock sinks after company projects larger sales decline than expected in 2025.

Nike ( NKE ) stock fell nearly 20% on Friday after the retailer said it expects revenue to decline more than it previously thought in the coming year.

The company said Thursday it expects revenue to fall mid-single digits in 2025, including an expected 10% decline in the first quarter. Nike had initially guided for overall sales growth in 2025.

Friday marked the worst single-day decline in Nike stock's history.

The guidance reflects a continuing trend from Nike's fiscal 2024 fourth quarter, which the shoemaker reported after the closing bell on Thursday. The company said quarterly revenue in the fourth quarter fell 2% from the year prior to $12.61 billion, below Wall Street's estimates for $12.86 billion. Meanwhile, Nike's $0.99 earnings per share exceeded analysts' expectations of $0.66. Nike's direct-to-consumer sales declined 8% from the same quarter a year ago to $5.1 billion.

"Fiscal [2025] will be a transition year for our business," Nike CEO John Donahoe said during the company's earnings call.

The company has been trying to reignite sales growth in what has been a lackluster year for the stock so far. Morningstar equity analyst David Swartz told Yahoo Finance the sales number was "pretty weak" and was the main concern from the release.

Morgan Stanley analyst Alex Straton downgraded Nike to Equalweight from Overweight following the earnings call, noting Nike stock has been "put in the penalty box" for the near-term. Straton cut her price target to $79 from $114.

"While undergoing strategic change, recent performance has been riddled with quarterly

misses & guidance cuts," Straton wrote in a note to clients. "NKE’s long-term growth & profitability trajectory is subsequently both unclear & lower than our prior assumption."

The company's stock had already entered the release down more than 17% over the last year, a far cry from the S&P 500's ( ^GSPC ) 26% gain, as investors grew wary of slowing growth at the retailer.

"We doubt many investors will view this as a 'buy the pullback' event, and we think NKE shares are headed for a stay in the proverbial penalty box until new product innovations actually start to manifest themselves and management regains investor trust," Wedbush senior vice president of equity research Tom Nikic wrote in a note following the earnings call.

Wall Street has been closely watching Nike's product pipeline as the Oregon-based company works to fend off competition in its core athletic footwear market from rivals like Adidas ( ADDYY ) and relative upstarts like On ( ONON ) and Deckers' ( DECK ) Hoka brand.

Nike executives stressed they believe their plans to scale new products are on "track" and will impact the company's financials by the end of the year.

"We are planning for meaningful, sequential improvement in the second half versus the first half, and it starts with the confidence that we have around the new products that we're bringing to market," Nike CFO Matthew Friend said on the earnings call.

Josh Schafer is a reporter for Yahoo Finance. Follow him on X @_joshschafer .

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• Company News
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What You Need To Know Ahead of Nike's Earnings Report

Justin Sullivan / Staff / Greenhouse

UPDATE—This article has been updated to reflect more recent analyst estimates and share price values.

Key Takeaways

• Nike reports fourth-quarter earnings after markets close Thursday.
• Analysts expect Nike to post higher quarterly sales and profit from the same time last year, but the company said in March that it projects a low-single-digit revenue decline in the first half of fiscal 2025.
• Nike is also looking ahead to the Summer Olympics that start next month, as it hopes product launches and marketing campaigns will boost sales.

Athletic apparel giant Nike ( NKE ) reports earnings after the bell Thursday for the fourth quarter of its fiscal 2024 as the company looks ahead to opportunities to boost its business—like the Summer Olympics next month.

Analysts expect Nike's top - and bottom-line results to increase from the same time last year, with the company projected to post net income of $1.27 billion, or 84 cents per share, on $12.9 billion in revenue, according to estimates compiled by Visible Alpha. In the fourth quarter a year ago, Nike reported profit of $1.03 billion, or 66 cents per share, on $12.83 billion in revenue.

Key Metric: Fiscal 2025 Guidance

Wedbush Securities analysts wrote in a Friday note that Nike's fourth-quarter earnings may not have a substantial impact on its stock price because they don't expect results significantly off the consensus estimates, plus the company already gave some guidance for fiscal 2025 in its third-quarter earnings call .

Bank of America Securities analysts expressed a similar sentiment, writing that guidance for fiscal 2025 "will be the most important topic on Nike's earnings call, with 4Q results only an indicator of sales and margin trajectories entering the year."

Chief Financial Officer (CFO ) Matthew Friend said in the third-quarter earnings call that the company projects a low-single-digit revenue decline in the first half of fiscal 2025. The downbeat projection was due to Nike's desire to "shift our product portfolio toward newness and innovation," along with a "subdued macro outlook around the world," Friend said.

In its second-quarter earnings report last December, Nike said it had been facing "increased macro economic headwinds," particularly in Europe, the Middle East and Africa (EMEA), and Greater China regions, and announced plans to cut $2 billion in costs over the next three years.

Business Spotlight: Olympics, Coming Product Launches

Nike is one of the most prominent brands involved in the Olympics every four years, with its swoosh logo featured on uniforms and shoes across the dozens of events. Executives also reportedly said at a promotional event for its Olympics lineup in April that the company plans to spend more on marketing campaigns during this summer's Games, which kick off next month, than in previous years.

A number of Nike's key retail partners, like Foot Locker ( FL ) and Dick's Sporting Goods ( DKS ), have expressed optimism in recent earnings calls about coming product launches and new innovations they have seen from Nike, analysts from Wedbush and J.P. Morgan wrote in recent notes.

A Foot Locker executive said what they had seen made it clear "Nike is going back on offense," according to J.P. Morgan, while a Dick's executive said they think the products Nike is set to roll out will make the next several years "very exciting from a consumer standpoint," Wedbush noted.

Nike shares, which have fallen after the company's last two earnings reports, are down more than 13% so far this year.

Nike. " NIKE INC. ANNOUNCES FOURTH-QUARTER FISCAL 2024 EARNINGS AND CONFERENCE CALL ."

Nike. " NIKE INC. REPORTS FISCAL 2023 FOURTH-QUARTER AND FULL-YEAR RESULTS ."

Olympics.com. " OLYMPIC GAMES PARIS 2024: FULL SCHEDULE AND DAY-BY-DAY COMPETITIONS ."

Vogue Business. " Reinventing Air: Inside Nike’s Big Paris Olympics Push ."

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