Nike is a worldwide recognised sports brand which is worth $140 Billion today, but it was not like that 60 years ago when in 1964 Phil Knight showed his passion towards athletics and started selling shoes for athletes and he slowly added on many more products and now Nike covers all the sports categories.


There are many brands that competes Nike, which includes adidas, puma, under armour etc.

Adidas is Nike’s topmost competitor which is a German athletic apparel and was established in 1949 and is worth more than $22 Billion.

Puma is a multinational manufacturer of sportswear and was established in 1948, It is the third largest sportswear manufacturer in the world and is worth nearly $6 Billion.

Under Armour is an American sportswear company, which is again a big competitor of Nike. It was started in 1995 by Kevin Plank and is worth nearly 4 and a half Billion Dollars.

Target Market

Gen Z is a large diving force for Nike. Nike’s market segment involves four categories, geographic, demographic, psychographic and behavioural, which are discussed below.

Demographic segmentation

For Nike’s demographic segmentation, the firm included various age groups, gender, and the customer’s financial status. Nike has classified its products according to gender and group, typically between 15 and 55 years old. The company also categorizes its products from men, women, and kids.

Geographic segmentation

The presence of physical stores in different parts of the world. is one of Nike’s strategies under its geographic segmentation. This segment acknowledges that each country has varied lifestyle habits and cultures. The company introduced different products for various countries that meet the customers’ needs. Nike conducts multiple promotional campaigns in the US, Europe, Australia, Asia, Africa since sports vary in regions and cities.

Psychographic Segmentation:

Nike’s psychographic segmentation tackles offering their customers a selection of products that can cater to their needs and suit their interests. This stage in the Nike market segmentation allows Nike to explore the preferences of every customer.

Behavioural Segmentation

Finally, the behavioural segmentation of Nike is about providing benefits to customers through clothing, comfortable footwear, and essential sports equipment. Nike also creates a series of versions for a product to satisfy the preferences of each customer.

Brand’s Website

As I have gone through Nike’s website many times and I have recognised many good and bad things in it like.

Size of Photos and Text

If we see the Primary header menu on the main website, it is a bit small. Also, Logo on the header menu seems too small than the actual website as it should be.

As we can see in the red boxes, Headings and text seems too small. Also, logo, which is the main and very important part of the website, it is also too small, which is not good for a well-known website like this one (Nike).

If we see in the green box there is empty space just above the main slider or Header, which also do not deliver a good reputation to the customers engaging with the website.

As we can see in the blue box, the text is too big as compared to the other texts. If we see the offer below the primary heading, it is bold and very eye-catching, but it could be better and it could enhance UI, if it was a bit small.

More examples of this can be seen below.

A collage of a person and a shoe

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In the above photo, we can see that photos are too large that 3 photos took the whole page and the heading above the photos is way too small, and also text below the photos is small as well that someone have to focus in order to see it.

We can see somethings good in the brand’s website like color scheme is very good and also quality of photos and videos is also good that it attracts the customers to see more details.


Concluding all, texts could be made better, and the thing they did good is photos and videos quality and color scheme. If Nike focus these things their website could look a bit more professional.

Competitor’s Website

If we see the competitors, they have many good and bad things in their websites too. Like, if we see the Adidas’s website’s photo below, we can see that the photos of the products listed are very good size. Price labels are a bit small as they should be, the product’s names are the perfect size and also we can see the Favourites’ button on the top right corner of the photo, which is again good size and seems good.

A collage of shoes

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But if we see same things on Nike’s website, photos are way too big that just 3 of them took the whole page, also buttons in the pictures don’t look good with that white background and the heading on top is very small as compared to the product photos, which doesn’t look good.

A collage of a white shoe

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If we see the Puma’s website, they also have many things to improve. Like as Nike, photos are big and in Puma’s website we can see that in some places text can’t be seen easily, which is not a good thing. Like if we see the photo below.

A group of people posing for a picture

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In the above photo we can see that, the heading text is a bit difficult to be noticed if we randomly scroll down the website. The photo color is the problem, if we see there is white color in photo and as it be seen one can easily ignore the text on the write side.