Sportswear · founded 1964 · Beaverton, United States
Nike: SWOT analysis, business model & marketing strategy
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
About Nike
Nike began as Blue Ribbon Sports and became the world's largest sportswear company through athlete endorsements and inspirational marketing.
It outsources manufacturing and focuses on design, innovation and brand.
SWOT analysis of Nike
Strengths
- World's most valuable sportswear brand.
- Athlete endorsements.
- Innovation.
Weaknesses
- Labour practices criticism in the supply chain.
- Dependence on wholesale partners.
- Premium prices.
Opportunities
- Direct-to-consumer.
- Women's sport.
- Emerging markets.
Threats
- Adidas, Puma and newer brands like On and Hoka.
- Counterfeits.
- Changing fashion trends.
Nike business model
value proposition
Performance and inspiration.
customers
Athletes and lifestyle consumers.
Revenue streams
- · Footwear
- · Apparel
- · Equipment
Key costs
- · Contract manufacturing
- · Endorsements
- · Marketing
Channels
- · Nike stores and app
- · Retailers
- · Online
Key resources
- · Brand
- · Design
- · Athletes
Nike marketing strategy
Positioning: If you have a body, you are an athlete.
Marketing mix (4Ps)
Product
Shoes, apparel and equipment.
Price
Premium.
Place
Global retail and DTC.
Promotion
Athlete-driven storytelling.
Notable campaigns and initiatives
- · ‘Just Do It’
- · Air Jordan
- · ‘Dream Crazy’
the lesson for your business
Selling identity and aspiration builds brands that command premium prices.
Frequently asked questions
What are Nike's main strengths?
World's most valuable sportswear brand. Athlete endorsements. Innovation.
What are Nike's weaknesses?
Labour practices criticism in the supply chain. Dependence on wholesale partners. Premium prices.
What is Nike's business model?
Performance and inspiration. It serves athletes and lifestyle consumers. Revenue comes from: Footwear; Apparel; Equipment.
What is Nike's marketing strategy?
If you have a body, you are an athlete. Athlete-driven storytelling.
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This analysis is based on publicly available information and is for educational use. Disha is not affiliated with Nike. Company names and trademarks belong to their owners.