Nike SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Nike analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Nike SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Nike to benchmark its business & performance as compared to the competitors and industry. As of 2020, Nike is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Nike competitors and includes Nike target market, segmentation, positioning & Unique Selling Proposition (USP).

Nike has been one of the biggest brand names always. As of 2019, Nike has over 5 billion dollars revenue through shoes, apparels, merchandise etc. This article covers the various aspects of Nike.

Nike SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Nike Brand Analysis
Parent Company

Nike Inc


Apparel, Sports Equipment and Accessories


Lifestyle and Retail

Tagline/ Slogan

Just do it


Nike shoes that are made for professional athletes across sports worldwide

Nike STP
Nike Segmentation

Sports enthusiasts

Nike Target Market

Men, women and children from urban upper-middle and upper class

Nike Positioning

Nike offers high quality sports products at a high price which gives satisfaction and comfort

Nike SWOT Analysis
Nike Strengths

Below are the Strengths in the SWOT Analysis of Nike:

1. Nike is the world’s leading brand for sports shoes and apparel having a a global presence

2. It has been recognized many times by fortune magazines on “100 best companies to work for”

3. Nike is listed among 50 most innovative corporate companies worldover

4. Nike differentiates by making innovative products which has global recognition

5. Effective business relationship-building is done by the company globally which has help its brand equity

6. It has launched many other products in collaboration with companies e.g. launched music player, Nike watches etc

7. Nike is a leading top of the mind brand with excellent innovative advertising and branding

8. Exclusive shops all over the world apart from availability through multi-brand retail stores

9. It is ranked among the top companies for climate-friendly companies

10. Nike associates itself with leading international sports teams, players and events

11. It has been constantly been involved sponsorship of sports events and teams across various sports

12. Nike has several star celebrity brand ambassadors from various sports like football, golf, cricket, NBA etc

Nike Weaknesses

Here are the weaknesses in the Nike SWOT Analysis:

1. The Nike company faced allegations of labor and wage laws with employees, poor working conditions etc

2. Constant competition means limited market share growth for the company

Nike Opportunities

Following are the Opportunities in Nike SWOT Analysis:

1. Product expansion in areas like more concentration in sunglasses, sportswear etc. which gives high profit

2. Nike can open their stores in tier 2 cities in emerging economies as well

3. Enhance brand visibility by opening sports academies across the world for nurturing talent

4. Nike can tap the online opportunities to reach out to as many customers as possible

Nike Threats

The threats in the SWOT Analysis of Nike are as mentioned:

1. Footwear market is so competitive, major competition from other brands

2. As it is an international brand currency fluctuations of countries affects the business of Nike

3. Fake imitations and replicas often cause a problem for a brand like Nike

4. Adaption of new techniques and innovation by other brands

Nike Competition

Below are the top 12 Nike competitors:

1. Adidas

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Nike. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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