Ch.4- Marketing Environment

Nike's projected market share from 2011-2020

The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in the sporting goods industry, has established a strong position for enhancing athletic life style. Nike Inc. specializes in footwear, apparel, equipment and accessory products for men, women and children. The company offers footwear for many sports such as football, basketball, soccer, baseball, tennis, golf, walking, sport-inspired casual shoes, kids’ shoes and other athletic and recreational purposes. All of its competitors, such as Adidas, Reebok, Puma etc. have the same type of market group. Nike however presently has about 60% of the Market share in North America in 2014, according to an earning preview article on Forbes.com.

Nike ad with Skylar Diggins WNBA player

Nike's target market is fairly cut and dry, their effective target market are generally for males and females between the age of 12-40. In recent years they have shifted focus towards women, Nike now has more advertisements geared towards women and athletics. They also presently have more female endorsers than ever before. With athletes such as Serena Williams, Maria Sharapova, Mya Moore, Brittney Griner & Skylar Diggins and many more female athletes helping to push their women's training in it's marketing campaign. Their women's brand currently amounts to 20% of Nike's revenue, however by 2017 the sports maker plans to add another $2 billion in revenue according to Fortune.com. 

Nike's brand identity has always been predicated on individualism, performance, and self empowerment, with ad campaigns and slogans like "Just Do It". They've always been able to differentiate and separate themselves from their competitors. Their hi tech recent innovations to the fitness industry such as the Nike Fuel band, which mainly focuses on individual performance, as it helps users track their overall performance levels. They've also paired up with Nike Inc. for more innovation and exposure via apple products. In addition they're working closely with Facebook which has been helping with their brand recognition, in this new marketing age of social media.