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Company > Nike: Business Model, SWOT Analysis, and Competitors 2023

Nike: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 03, 2023

Inside This Article


    Nike is a global sports apparel giant, renowned for its iconic swoosh logo and innovative products. This blog article delves into Nike's business model, providing insights into how the company operates and generates revenue. Additionally, a SWOT analysis will be conducted to evaluate Nike's strengths, weaknesses, opportunities, and threats in the ever-evolving market. Furthermore, the article will explore Nike's competitors and examine how the company maintains its competitive edge in the industry. Stay tuned to gain a comprehensive understanding of Nike's current position in the market and its future prospects for 2023.

    What You Will Learn:

    • Who owns Nike: Discover the ownership structure of Nike and the key stakeholders involved in the company.
    • Nike's mission statement: Gain insights into Nike's mission and values, and how they shape the company's overall direction and decision-making.
    • How Nike makes money: Explore the various revenue streams and business strategies that contribute to Nike's financial success.
    • Nike Business Model Canvas Explained: Understand the different components of Nike's business model canvas and how they interrelate to support the company's operations and growth.
    • Nike's competitors: Learn about the main competitors in the sports apparel and footwear industry and how Nike positions itself against them.
    • Nike SWOT Analysis: Explore the strengths, weaknesses, opportunities, and threats facing Nike, providing a comprehensive understanding of the company's current position in the market.

    Who owns Nike?

    Ownership Structure of Nike

    Nike, the globally recognized sportswear brand, operates under a complex ownership structure. As a publicly traded company, Nike is owned by a diverse group of shareholders who hold its stock. However, a few significant stakeholders have a notable influence on the company's direction and decision-making processes.

    Founders and Executive Team

    Nike's origins trace back to its founders, Bill Bowerman and Phil Knight. Although they no longer have direct ownership, their legacy is deeply ingrained in the company's core values and vision. Today, Nike's executive team, led by CEO John Donahoe, plays a crucial role in shaping Nike's future strategies and operations.

    Institutional Investors

    A significant portion of Nike's ownership lies with institutional investors. These investors are typically large financial institutions such as mutual funds, pension funds, and asset management companies. They hold substantial amounts of Nike stock on behalf of their clients, including individual investors and organizations.

    Individual and Retail Investors

    Individual investors, including retail investors, also play a critical role in Nike's ownership. These are everyday people who buy Nike stock through brokerage accounts, retirement plans, or other investment vehicles. Their collective ownership, though dispersed, can have a meaningful impact on the company's overall ownership structure.

    Exchange-Traded Funds (ETFs)

    Another important category of Nike's ownership is through exchange-traded funds (ETFs). These investment funds pool money from multiple investors to buy a diversified portfolio of stocks, including Nike. By investing in ETFs, individuals can indirectly own Nike shares without purchasing them directly.

    Employee Stock Ownership Plans (ESOPs)

    Nike offers Employee Stock Ownership Plans (ESOPs) as a way to incentivize and reward its employees. Through these plans, employees can become partial owners of the company by receiving shares or stock options. This ownership structure further aligns the interests of employees with the success and performance of Nike.

    Other Stakeholders

    Apart from the aforementioned ownership categories, Nike's ownership extends to other stakeholders as well. These include suppliers, business partners, and strategic investors who may hold specific ownership stakes or have influence over the company's operations due to close business relationships.

    In summary, Nike's ownership is distributed among a wide range of shareholders, including founders, institutional investors, individual investors, ETFs, and employees. This diverse ownership structure reflects the company's commitment to maintaining a broad base of ownership and fostering a sense of collective responsibility towards its success.

    What is the mission statement of Nike?

    Nike's mission statement

    Nike's mission statement is to bring inspiration and innovation to every athlete in the world. The company believes that if you have a body, you are an athlete, and it strives to create products and experiences that empower and motivate individuals to reach their full potential.

    Inspiring and innovating

    Nike's mission statement reflects its commitment to inspire and innovate. By constantly pushing boundaries and challenging the status quo, Nike aims to create products that not only meet the needs of athletes but also exceed their expectations. This drive for innovation can be seen in the advanced technologies and materials used in Nike's footwear, apparel, and equipment.

    Inclusive athleticism

    Nike's mission statement emphasizes inclusivity by stating that everyone is an athlete. This means that Nike's products and experiences are designed to cater to individuals of all ages, genders, sizes, and abilities. By embracing diversity, Nike aims to celebrate and empower athletes from all walks of life, encouraging them to pursue their passions and achieve their goals.

    Empowering individuals

    Nike's mission statement also highlights its objective to empower individuals. Through its products, campaigns, and initiatives, Nike aims to inspire people to believe in themselves, overcome obstacles, and unleash their full potential. By providing athletes with the tools they need to succeed, Nike seeks to empower individuals to push their limits and achieve greatness in their respective fields.

    Global reach

    Lastly, Nike's mission statement emphasizes its global reach. The company's commitment to bringing inspiration and innovation to every athlete in the world demonstrates its ambition to connect with individuals worldwide. By expanding its presence in various countries and cultures, Nike aims to make a positive impact on the lives of athletes globally, fostering a sense of community and unity through the power of sport.

    In summary, Nike's mission statement encapsulates its dedication to inspiring and innovating, promoting inclusive athleticism, empowering individuals, and reaching a global audience. These core principles guide Nike in its pursuit of excellence and its mission to bring inspiration and innovation to every athlete in the world.

    How does Nike make money?

    Selling athletic footwear and apparel

    One of the primary ways Nike generates revenue is through the sale of athletic footwear and apparel. Known for its iconic swoosh logo, Nike offers a wide range of products for various sports and activities. From running shoes to basketball sneakers, and from soccer jerseys to yoga pants, Nike caters to the needs of athletes and fitness enthusiasts worldwide.

    Nike's footwear line is particularly popular, with innovative designs and technologies that aim to enhance performance and provide comfort. Whether it's the latest Air Max series or the timeless Jordan sneakers, Nike constantly introduces new styles to attract customers. The company also collaborates with athletes, celebrities, and designers to create limited edition and exclusive collections, further driving demand.

    Licensing and endorsements

    Nike's brand recognition and global reach have allowed the company to secure licensing agreements and endorsements with various professional sports leagues, teams, and individual athletes. Through these partnerships, Nike can use team logos, player names, and other intellectual property on its products, including jerseys, shoes, and accessories.

    Endorsements play a significant role in Nike's marketing strategy. The company sponsors numerous world-renowned athletes, such as Cristiano Ronaldo, LeBron James, and Serena Williams. By associating its brand with these high-profile figures, Nike aims to create a positive image and inspire consumers to purchase its products.

    Direct-to-consumer sales

    In recent years, Nike has placed a strong emphasis on its direct-to-consumer (DTC) sales channel. This includes selling products through its own physical stores, as well as its e-commerce platform. By bypassing third-party retailers and selling directly to customers, Nike can maintain better control over pricing, inventory, and the overall shopping experience.

    Nike's online store has become increasingly important, offering a wide selection of products and personalized shopping experiences. Through its website and mobile app, customers can customize shoes, join exclusive member programs, and receive personalized recommendations based on their preferences and previous purchases. This direct relationship with consumers not only allows Nike to gather valuable data but also enables the company to build brand loyalty and increase customer lifetime value.

    Other revenue streams

    Apart from its core business of selling athletic footwear and apparel, Nike also generates revenue through other avenues. These include:

    • Equipment sales: Nike produces a range of sporting equipment, such as soccer balls, basketballs, and golf clubs. These products are sold through various channels, including sports stores and online platforms.
    • Brand licensing: Nike licenses its brand to third-party companies to produce and sell products such as bags, accessories, and even technology like fitness trackers and smartwatches.
    • Converse subsidiary: Nike owns Converse, a popular sneaker brand with a distinct style. Converse operates as a subsidiary and contributes to Nike's overall revenue through its own product sales.

    In summary, Nike's revenue primarily comes from selling athletic footwear and apparel, leveraging licensing and endorsements, focusing on direct-to-consumer sales, and exploring additional revenue streams outside its core business. Through these various avenues, Nike continues to strengthen its position as a leading global sports brand.

    Nike Business Model Canvas Explained

    What is a Business Model Canvas?

    A Business Model Canvas is a strategic management tool that allows businesses to describe, design, challenge, and pivot their business models. It provides a visual representation of the key components and relationships of a business model, helping organizations understand and communicate how they create, deliver, and capture value.

    The Key Components of Nike's Business Model Canvas

    Nike's Business Model Canvas consists of nine key components that work together to drive the company's success. Let's explore each component in detail:

    1. Customer Segments: Nike targets a diverse range of customer segments, including athletes, sports enthusiasts, and fashion-conscious consumers. By segmenting their customer base, Nike can better tailor their products and marketing efforts to meet specific needs and preferences.

    2. Value Proposition: Nike's value proposition centers around providing high-quality athletic footwear, apparel, and equipment that enhance the performance and style of athletes. Their focus on innovation, sustainability, and brand image sets them apart from competitors.

    3. Channels: Nike utilizes various distribution channels to reach its customers, including their own retail stores, e-commerce platforms, and partnerships with retail chains. This multi-channel approach ensures broad market coverage and convenient access for consumers.

    4. Customer Relationships: Nike cultivates strong customer relationships through various means, such as personalized marketing campaigns, loyalty programs, and social media engagement. They strive to create an emotional connection with their customers and foster brand loyalty.

    5. Revenue Streams: Nike generates revenue through the sale of its products and services. This includes revenue from direct sales, wholesale partnerships, licensing agreements, and endorsements by professional athletes. They also offer additional services like customization and digital fitness apps.

    6. Key Activities: Nike's key activities revolve around product design, development, and marketing. They invest heavily in research and development to create innovative products that cater to the evolving needs of athletes. Marketing efforts focus on brand building, sponsorships, and collaborations.

    7. Key Resources: Nike's key resources include their manufacturing facilities, design teams, supply chain network, and brand reputation. Their extensive global supply chain ensures efficient production and distribution of products worldwide.

    8. Key Partnerships: Nike collaborates with various partners, including athletes, sports teams, suppliers, and retail partners. These partnerships help them leverage expertise, expand market reach, and enhance brand credibility.

    9. Cost Structure: Nike incurs costs related to manufacturing, marketing, research and development, logistics, and retail operations. They also invest in sustainability initiatives, corporate social responsibility, and brand promotion. Cost management is crucial to maintaining profitability.


    Nike's Business Model Canvas provides a comprehensive overview of how the company operates and creates value. By understanding the key components and their interdependencies, Nike can continuously adapt and innovate to stay ahead in a highly competitive industry. This strategic tool serves as a roadmap for success and guides decision-making processes within the organization.

    Which companies are the competitors of Nike?


    One of the main competitors of Nike is Adidas. Adidas is a German multinational corporation that designs and manufactures sports shoes, clothing, and accessories. It is known for its iconic three stripes logo and its wide range of athletic footwear and apparel. Like Nike, Adidas has a strong presence in the global market and sponsors numerous professional athletes and sports teams. The rivalry between Nike and Adidas is intense, with both companies competing for market share and constantly innovating to stay ahead of each other.

    Under Armour

    Under Armour is another major competitor of Nike. Founded in 1996, Under Armour is an American sports clothing and accessories company that specializes in performance apparel, footwear, and accessories. It gained popularity for its moisture-wicking fabric technology, which quickly became a staple in the athletic apparel industry. Under Armour has built a strong brand image and has a significant customer base, particularly among athletes and fitness enthusiasts. The company's focus on innovation and high-performance products puts it in direct competition with Nike.


    Puma is a well-known sportswear brand and a direct competitor of Nike. Founded in 1948, Puma is a German multinational corporation that designs and manufactures athletic and casual footwear, apparel, and accessories. The company has a diverse product portfolio that caters to various sports and lifestyle segments. Puma is known for its bold and distinctive designs, collaborating with renowned celebrities and designers to create unique collections. With a strong global presence and a focus on performance and style, Puma competes directly with Nike in the sports apparel market.

    New Balance

    New Balance is a Boston-based company that has been competing with Nike in the athletic footwear and apparel space for decades. Established in 1906, New Balance initially focused on arch supports and orthopedic shoes but later expanded into athletic footwear. The brand is recognized for its emphasis on fit, comfort, and quality. New Balance has a loyal customer base, particularly among runners, and is known for its wide range of sizes and widths, accommodating various foot shapes. While Nike dominates the market in terms of revenue and brand recognition, New Balance remains a strong competitor, especially in the running shoe segment.


    Reebok, a subsidiary of Adidas since 2005, is another prominent competitor of Nike. Founded in 1958, Reebok is an American athletic footwear and apparel company that specializes in sports and fitness products. It has a rich heritage in the fitness industry and has collaborated with various athletes and fitness influencers to create innovative products. Reebok's focus on cross-training and functional fitness gives it a unique positioning in the market. Although Reebok may not be as large as Nike, it competes fiercely with the brand in certain segments, such as fitness and training shoes.

    Nike SWOT Analysis


    • Strong brand image and reputation: Nike is one of the most recognizable and valuable brands in the world. The company has established a strong brand image through its innovative products, marketing campaigns, and endorsements by top athletes.
    • Extensive product portfolio: Nike offers a wide range of athletic footwear, apparel, equipment, and accessories for various sports and activities. This diverse product portfolio allows the company to cater to the needs and preferences of different consumer segments.
    • Robust distribution network: Nike has an extensive global distribution network that includes owned retail stores, e-commerce platforms, and partnerships with third-party retailers. This widespread presence enables the company to reach customers in different regions and effectively distribute its products.
    • Strong research and development capabilities: Nike invests heavily in research and development to continuously innovate and improve its products. The company's focus on technological advancements and performance-enhancing features gives it a competitive edge in the market.
    • Effective marketing and advertising strategies: Nike's marketing campaigns are known for their creativity, emotional appeal, and ability to connect with consumers. The company's partnerships with top athletes and teams, as well as its use of social media platforms, help to create a strong brand presence and drive consumer engagement.


    • High dependence on third-party manufacturers: Nike outsources the manufacturing of its products to third-party suppliers, primarily located in Asia. This dependence on external manufacturers exposes the company to risks such as supply chain disruptions, quality control issues, and labor-related controversies.
    • Vulnerability to changing fashion trends: The sports apparel and footwear industry is highly influenced by changing fashion trends. Nike needs to continually adapt its product offerings to stay relevant and meet evolving consumer preferences. Failure to do so could result in a decline in sales and market share.
    • Potential negative impact of counterfeit products: Nike's popularity and strong brand image make it a target for counterfeiters. The presence of counterfeit Nike products in the market not only affects the company's revenue but also damages its brand reputation.
    • Limited presence in certain geographic markets: While Nike has a strong global presence, its market share in certain regions, such as parts of Asia and Latin America, is relatively low compared to its dominance in North America and Europe. Expanding its footprint in these regions could be a growth opportunity for the company.


    • Growing athleisure trend: The increasing popularity of athleisure, which combines athletic and casual wear, presents an opportunity for Nike to expand its product offerings. By introducing more fashionable and versatile products, the company can tap into this growing consumer segment.
    • Emerging markets: Developing countries, especially in Asia and Latin America, offer significant growth opportunities for Nike. As disposable incomes rise and consumer spending on sports and fitness increases, the demand for Nike's products is expected to grow in these markets.
    • E-commerce growth: The rapid expansion of e-commerce presents an opportunity for Nike to reach a wider customer base and increase sales. By investing in its e-commerce platforms and digital marketing strategies, the company can enhance the online shopping experience and drive online sales.
    • Sustainability and ethical sourcing: With increasing consumer awareness and demand for sustainable and ethically sourced products, Nike has the opportunity to strengthen its commitment to environmental and social responsibility. By adopting sustainable practices throughout its supply chain and promoting transparency, the company can attract environmentally conscious consumers.
    • Expansion into new product categories: Nike can explore opportunities to expand into new product categories, such as wearable technology, fitness apps, and health-related services. By leveraging its brand equity and expertise in athletic performance, the company can diversify its revenue streams and stay ahead of competitors.


    • Intense competition: Nike faces intense competition from both established and emerging players in the sports apparel and footwear industry. Competitors such as Adidas, Under Armour, and Puma pose a threat to Nike's market share and profitability.
    • Economic uncertainties: Nike's financial performance is influenced by macroeconomic factors such as economic downturns, currency fluctuations, and trade policies. Economic uncertainties can impact consumer spending and result in reduced demand for Nike's products.
    • Changing consumer preferences: Consumer preferences and trends are constantly evolving, making it crucial for Nike to stay ahead of changing demands. Failure to anticipate and respond to shifts in consumer preferences could lead to a decline in sales and market share.
    • Counterfeit products: The presence of counterfeit Nike products in the market not only affects the company's revenue but also erodes consumer trust in the brand. Nike needs to continue investing in anti-counterfeiting measures to protect its intellectual property and maintain brand integrity.
    • Regulatory challenges: Nike operates in multiple countries, each with its own regulations related to labor practices, environmental standards, and product safety. Compliance with these regulations can be complex and costly, and non-compliance could result in reputational damage and legal penalties.

    Key Takeaways

    • Nike is a publicly traded company, meaning it is owned by shareholders who hold its stocks.
    • Nike's mission statement is to bring inspiration and innovation to every athlete in the world, emphasizing its commitment to innovation and inclusivity.
    • Nike generates revenue primarily through the sale of athletic footwear, apparel, and equipment, both through its own retail stores and online platforms.
    • The Nike Business Model Canvas showcases the key elements of Nike's business model, including its value proposition, customer segments, key activities, and revenue streams.
    • Nike faces competition from companies such as Adidas, Under Armour, Puma, and New Balance, among others. A SWOT analysis of Nike reveals its strengths, weaknesses, opportunities, and threats in the market.


    In conclusion, Nike is a globally recognized brand that has become a household name in the sports industry. As for the ownership, Nike is a publicly traded company, with the majority of its shares held by institutional investors and individual shareholders.

    Nike's mission statement is to bring inspiration and innovation to every athlete in the world. They define an athlete as anyone with a body, emphasizing their commitment to inclusivity and promoting a healthy and active lifestyle.

    Nike generates its revenue through various channels, including the sale of footwear, apparel, and equipment. They have a strong presence in both the retail and e-commerce sectors, with a significant portion of their sales coming from direct-to-consumer channels.

    The Nike Business Model Canvas provides a comprehensive overview of the key elements that drive Nike's success. It highlights their value proposition, customer segments, distribution channels, and key activities that enable them to deliver their products to consumers worldwide.

    In terms of competition, Nike faces stiff competition from other major sportswear brands such as Adidas, Under Armour, Puma, and Reebok. These companies constantly strive to capture market share and innovate in order to attract and retain customers.

    A SWOT analysis of Nike reveals its strengths, weaknesses, opportunities, and threats. Nike's strengths lie in its strong brand image, extensive product portfolio, and effective marketing strategies. However, weaknesses such as labor controversies and dependency on third-party manufacturers pose challenges. Opportunities for Nike include expanding into emerging markets and leveraging digital technologies, while threats include intense competition and economic fluctuations.

    Overall, Nike's success can be attributed to its strong brand positioning, commitment to innovation, and ability to adapt to changing consumer preferences. As they continue to evolve and navigate the competitive landscape, Nike remains a dominant force in the sports industry.

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