Nike SWOT Analysis, Competitors & USP

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SWOT Analysis of Nike with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nike is one of the biggest sportswear brands and is renowned world over for its products. The article covers the strengths, weaknesses, opportunities, threats (SWOT) of Nike.


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


Sports enthusiasts

Target Group

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


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

Nike SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 12 main 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

The brandguide table above concludes the Nike SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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