As one of the largest and most recognizable sports brands on the planet, it comes to no surprise that Nike invests significant sums into its promotional campaigns each year. In the 2023 financial year alone, Nike's advertising and promotion costs amounted to approximately 4.06 billion U.S. dollars. That same year, the company generated over 51 billion U.S. dollars in global revenue.
Just Do It
Nike is the world's leading apparel brand. The company is one of the most prominent producers of apparel and footwear and the company's success can be attributed to the brand’s marketing campaigns, as well as sponsorship agreements with celebrity athletes and professional sports teams. Nike’s “Just Do It” slogan is proof of the company’s marketing success and global renown, with the campaign celebrating its 30th anniversary in 2018.
Nike's fame and reception
As a result of Nike's campaigns and investment in marketing, there are few people who are unaware of the brand's existence. In 2022, about 95 percent of online shoppers buying sports and outdoor goods in the United States said they knew what Nike was. Moreover, some 60 percent of these respondents said they liked the brand, with a considerable share also stating that they used and will continue to use Nike products.
Nike's advertising and promotion costs from the financial years of 2014 to 2023
(in billion U.S. dollars)
* Nike's promotional and advertising costs include costs of endorsement contracts, complimentary product, television, digital and print advertising and media costs, brand events and retail brand presentation.
Fiscal years end on May 31 of the respective year.
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Nike. (July 20, 2023). Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars) [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/685734/nike-ad-spend/
Nike. "Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars)." Chart. July 20, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/685734/nike-ad-spend/
Nike. (2023). Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars). Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/685734/nike-ad-spend/
Nike. "Nike's Advertising and Promotion Costs from The Financial Years of 2014 to 2023 (in Billion U.S. Dollars)." Statista, Statista Inc., 20 Jul 2023, https://www.statista.com/statistics/685734/nike-ad-spend/
Nike, Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars) Statista, https://www.statista.com/statistics/685734/nike-ad-spend/ (last visited July 22, 2024)
Nike's advertising and promotion costs from the financial years of 2014 to 2023 (in billion U.S. dollars) [Graph], Nike, July 20, 2023. [Online]. Available: https://www.statista.com/statistics/685734/nike-ad-spend/