Nike, Inc.

is an American multinational
corporation that is engaged in the design,
development, manufacturing, and worldwide
marketing and sales of footwear, apparel,
equipment, accessories, and services.  It was
founded by Phil Knight and his coach, Bill
Bowerman, on January 25, 1964.

CEO – Mark Parker Headquarters Beaverton, OR

New York
 TARGET MARKET

Demographic Geographic Psycographic

❖ Nike’s target market is

largely consumers ages 15– ❖ Athletes
45 1. North America ❖ Runners
❖ Recently Nike has invested 2. Europe, Middle East, and ❖ Students
heavily in females Africa (or EMEA) ❖ “Athleisure Trend”
3. Greater China
4. Asia Pacific and Latin
America (or APLA)
AGE OF NIKE CUSTOMERS
14000000
12000000
10000000
8000000
6000000
4000000
2000000
0
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
ADVERTISING
MAGAZINES
o Dream Crazy (2018): “Believe in something. Even if it means sacrificing everything.” - Colin
Kaepernick. The accompanying TV commercial aired nationally from Sept. 6 through Oct. 14, 2018,
generating 134.9 million TV ad impressions with an estimated spend of $5.2 million.

o Dream Further (2019): “Don’t change your dream – change the world”

o Dream Crazier (2019): "So if they want to call you crazy, fine," she declares. "Show them what
crazy can do." – Serena Williams

TV COMMERCIAL –
Dream Crazy

BILLBOARD - Dream
further
SOCIAL MEDIA SO

INSTAGRAM FACEBOOK YOUTUBE

SALES PROMOTION
COUPONS & DISCOUNTS

❖ Black Friday sales

Cyber Monday sales

❖ Coupons are available all year

round

❖ 10% discounts for military

members and college students
DIRECT MARKETING
NIKE PLUS
MEMBERSHIP

NIKE APPS NIKE FIT

DATABASE
PERSONAL SELLING

Sales Associates = Athletes

Trained to provide service and product

knowledge to customers
PUBLICITY/PR
Made to Play - Nike Global Community Impact

❖ “We believe in the power of sports to

move the world” - Nike

❖ Partnerships with 60+ Organizations

WEBSITE – news.nike ❖ Providing equal opportunities for kids to

get involved and active in sports
MERCHANDISING
MANNEQUINS

❖ Body movements in the

sportswear sections

❖ Plus-size mannequins

NEW PRODUCTS

❖ Displayed with special

fixtures

❖ Store themes
CONCLUSION

● In 2019 alone, Nike's advertising and promotion costs amounted to

approximately 3.75 billion U.S. dollars.
● Nike’s advertising and promotional spending has aided the company in
becoming the most well-known sports brand in the United States.
● More focused on creating more direct interactions with consumers.