Branding the World of Sports

What does Nike spend on marketing?

Posted by ZA on November 12, 2009

Nike is one of the top brands in sports and the #1 shoemaker in the world.  The athletic apparel and footwear giant was founded in 1964 by Phil Knight and Bill Bowerman.  Formerly known as Blue Ribbon Sports, the company now has recognizable brands across many sectors: Nike, Jordan Brand, Nike Golf, Converse, Hurley, Nike Soccer, Umbro and Cole Haan.

Nike has more than 30% global market share in the athletic footwear category and almost 10% share of the athletic apparel market.  Nike’s market share in the United States is higher, they have almost 40% of the U.S. market.  Nike had almost $19 billion in global revenue in 2008 (source).

Nike reinvests approximately 12% of their revenue into marketing, which includes advertising, endorsements and sponsorship deals.  In 2008, Nike spent almost $3 billion dollars on marketingNike’s U.S. budget is close to $800 million. Nike is seeing strong results from their spending because their 3 top brands (Nike, Jordan, Converse) grew 11% in September, while competitors Adidas, Reebok and New Balance fell by an equal amount (source: AdAge).

Top Marketing Execs at Nike:
Phil Knight – Chairman/Founder
Mark Parker – President & CEO
Charlie Denson – President, Nike Brand
Ken Dice – VP, Marketing – North America
Trevor Edwards – VP, Global Brand
Joaquin Hidalgo – VP, Brand Marketing
Keith Houlemard – President, Jordan Brand
Jared Morris – US Marketing
John Slusher – VP, Global Sports Marketing
Howard White – VP, Sports Marketing – Jordan Brand


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