Marketing analysis of Nike

6. The Brand value of Nike

The most valuable apparel brand 2022

Nike is a multinational company founded in America specializing in the design, production, and sales of sports equipment, jersey, cleats, and accessories. Nike named world’s most valuable apparel brand for 7th consecutive year.
Nike
As of 2022, the Nike brand was valued at more than 33 billion U.S. dollars, which is an increase of nearly three billion U.S. dollars from the previous year.

Favorite clothing and footwear brand

The Nike brand is exceedingly popular. Not only is it one of the most popular sportswear brands in the United States, especially among teenagers, it was also one of America's favorite clothing and
footwear brands in general in 2022.
Nike’s popularity
Nike sells footwear, clothing and sports accessories in thousands of stores across the world. In total, there are more than 900 million items sold every single year.
Nike

The Nike Brand Identity

Our purpose is to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.
Official
purpose
BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD.
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE.
Mission
The brand is famous for its swoosh logo and tagline that states “Just do it.”. They have become one of the most recognizable visual brand elements.
Logo & slogan
In 2016, it is noted that Nike won the Olympics for the United States athletes who wore their sneaker brand. See below for the chart comparison of Nike and their competitors and how one may argue Nike's product helped the athletes perform better.
Quality
According to YouGov Brand Index, US adults aged 18+ give Nike a Quality score of 53, compared to 37 for Adidas and 33 for New Balance.
In 2021, the company's promotional costs reached just over three billion U.S. dollars. That means Nike spends about $100 per second on advertising.
Awards
Over the years, Nike has made some award-winning commercials, and in 2000 and again in 2002, the company won an Emmy award.
Sponsorship
No company in the world spends as much money on sports sponsorships as Nike..
Promotion
Innovation
Nike has launched self-lacing trainers, which fit themselves to the shape of the food and are controlled via the smartphone.
The latest version called Nike Adapt and doesn’t require a physical button to activate the laces.
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