Close this search box.

NIKE Business Model Canvas

NIKE Business Model Canvas
Photo By Redd F, Edited By Grey Knight

A Brief History of NIKE

Nike, Inc. was founded in 1964 by Bill Bowerman and Phil Knight under the name Blue Ribbon Sports. The company initially operated as a distributor for the Japanese shoemaker Onitsuka Tiger, selling its products out of the trunk of Knight’s car at track meets. In 1971, Blue Ribbon Sports rebranded as Nike, Inc. and introduced its now-iconic Swoosh logo.

Throughout the 1970s and 1980s, Nike rapidly grew and expanded its product line to include athletic apparel and accessories. The company also signed endorsement deals with high-profile athletes such as Michael Jordan, further bolstering its brand image.

In the early 1990s, Nike faced public scrutiny and controversy over its labor practices in overseas factories. However, the company responded by making significant changes to improve working conditions and monitoring its supply chain.

In the following decades, Nike continued to thrive, becoming one of the world’s leading sportswear brands. It has expanded its market presence globally and diversified its product offerings to include a wide range of sports and lifestyle products.

Today, Nike, Inc. is a multinational corporation with a strong presence in the athletic footwear and apparel industry. It remains a dominant force in sports marketing and is known for its innovative designs, technological advancements, and high-profile collaborations with athletes and celebrities.

Who Owns NIKE?

NIKE, Inc. is a publicly-traded company, meaning it is owned by its shareholders. The largest shareholders of NIKE, Inc. are institutional investors, including mutual funds, pension funds, and other investment firms. The top 10 shareholders of NIKE, Inc. as of the most recent filings are as follows:

1. Vanguard Group, Inc.
2. BlackRock, Inc.
3. State Street Corporation
4. T. Rowe Price Associates, Inc.
5. Fidelity Management & Research Company
6. Capital World Investors
7. Morgan Stanley
8. Northern Trust Corporation
9. Geode Capital Management, LLC
10. Bank of America Corporation

These shareholders collectively own a significant portion of the company and have a large influence on its direction and decision-making.

NIKE Mission Statement

NIKE, Inc.’s mission statement is to bring inspiration and innovation to every athlete in the world. This mission extends to all athletes, whether professional or amateur and encompasses a dedication to creating products and experiences that reflect their passion for sport and fitness. The company also aims to foster a community that celebrates diversity and encourages everyone to reach their full potential. Through this mission, NIKE, Inc. strives to lead the market with its cutting-edge products while inspiring and empowering athletes of all levels.

How NIKE Makes Money?

NIKE, Inc. is a multinational corporation that primarily makes money through the sale of athletic footwear, apparel, and equipment. The company operates through its wholesale, direct-to-consumer, and licensing distribution channels, and generates revenue from its stores, website, and partner retailers. NIKE also earns money through endorsements and sponsorships with athletes and sports teams, as well as from licensing its brand for use in various consumer products. Additionally, the company has recently begun to focus on growing its digital business and investing in technology and innovation to drive growth and increase its revenue streams. Overall, NIKE’s business model is centered around offering high-quality athletic products and leveraging its brand strength to capture market share and drive sales.

NIKE Business Model Canvas

The Business Model Canvas is a strategic management tool that provides a visual representation of the key components of a business model. It outlines the main aspects of a company’s operations and helps to identify potential areas for improvement and growth. This tool is especially useful for entrepreneurs and business leaders who want to understand and communicate their business model in a clear and concise manner.

Customer Segments:

– Athletes: Professional and amateur athletes who want high-quality sports gear and apparel.
– Lifestyle Consumers: Individuals who seek fashionable and comfortable athletic wear for their daily activities.
– Organizations: Sports teams, schools, and companies looking for customized athletic apparel for their members.

Value Propositions:

– Innovative Products: Nike offers high-performance and stylish athletic footwear, apparel, and accessories.
– Brand Trust: Nike is known for its quality, performance, and commitment to sustainability.
– Customization: Nike provides customizable products, allowing customers to personalize their gear.


– Retail Stores: Nike has a global network of company-owned and franchised stores.
– E-Commerce: The company sells its products through its website and various online marketplaces.
– Wholesale: Nike distributes its products to third-party retailers and specialty shops.

Customer Relationships:

– Community Engagement: Nike focuses on building a community of athletes and enthusiasts through social media and events.
– Loyalty Programs: The company offers rewards and exclusive access to its loyal customers.
– Customer Service: Nike provides responsive support to address customer inquiries and concerns.

Revenue Streams:

– Product Sales: Revenue generated from the sales of footwear, apparel, and accessories.
– Licensing and Endorsements: Income from licensing deals and athlete endorsements.
– Services: Revenue from services such as customization and subscriptions.

Key Resources:

– Brand: Nike’s powerful brand identity and reputation are essential resources.
– Manufacturing Facilities: The company owns and operates manufacturing plants for its products.
– Research and Development: Nike invests in designing and developing cutting-edge athletic gear.

Key Activities:

– Product Design and Development: Nike continuously innovates its offerings to meet customer needs.
– Marketing and Branding: The company invests in marketing campaigns and sponsorships to promote its products.
– Supply Chain Management: Nike manages its complex global supply chain to ensure efficient production and distribution.

Key Partners:

– Suppliers: Nike collaborates with suppliers to source high-quality raw materials and components for its products.
– Retailers: The company partners with retailers to distribute its products to a wider customer base.
– Athlete Endorsements: Nike works with professional athletes to promote its products and expand its reach.

Cost Structure:

– Manufacturing Costs: Expenses related to producing Nike’s products, including labor and materials.
– Marketing and Advertising: Costs associated with promoting and advertising the brand and its products.
– Distribution and Logistics: Expenses related to transporting and delivering products to customers.

NIKE’s Competitors

NIKE, Inc. is a global leader in athletic footwear, apparel, and accessories. The company faces strong competition in the sports industry, as other companies strive to capture market share and consumer loyalty. Some of NIKE’s top competitors include:

1. Adidas AG
2. Under Armour, Inc.
3. Puma SE
4. Reebok International Ltd.
5. New Balance Athletics, Inc.

These companies also have strong brand recognition and offer a wide range of products targeting athletes and sports enthusiasts. NIKE, Inc. constantly seeks to differentiate itself and stay ahead of the competition through product innovation and strategic marketing initiatives.

NIKE SWOT Analysis


1. Strong brand presence and recognition
2. Diverse product line in athletic footwear, apparel, and accessories
3. Innovative product designs and technology
4. Global distribution network
5. Strong marketing and advertising strategies


1. Dependence on suppliers in low-cost countries
2. High production costs
3. Vulnerability to negative publicity and brand image damage
4. Limited presence in some emerging markets


1. Expansion into new markets, such as China and India
2. Growth in e-commerce sales
3. Increasing demand for sustainable and eco-friendly products
4. Collaborations with other brands and designers


1. Intense competition from other athletic brands
2. Changing consumer preferences and trends
3. Economic instability and currency fluctuations
4. Potential impact of trade tariffs and geopolitical tensions

Concluding Analysis

In conclusion, the business model of NIKE, Inc. is clearly built on innovation, strong branding, and a deep understanding of consumer trends. With its focus on sustainability and digital transformation, the company is well-positioned to continue its success in the future. As an analyst, I am optimistic about the potential for growth and continued relevance of NIKE, Inc. in the global market. By staying true to its core values and commitment to excellence, I believe that the company will continue to thrive and maintain its leadership position in the athletic apparel and footwear industry for years to come.

Additional Resources

To keep learning and advancing your career, we highly recommend these additional resources:

Business Model Canvas of The Top 1,000 Largest Companies by Market Cap in 2024

A List of 1000 Venture Capital Firms & Investors with LinkedIn Profiles

Peter Thiel and the 16 Unicorns: The Legacy of Thiel Fellowship

9 Biggest IPOs of All Time

List of Fortune 500 Companies in 2023

Receive Daily Startup News

Explore The Pulse of Global Innovation

Delve into the latest news, trends, and insights from startup ecosystems around the world. Stay informed, inspired, and connected to the dynamic landscape of entrepreneurship.

Read by professionals from Y Combinator, AngelPad, 500 Global, and more.

login to your account