Nike – additional information
Nike’s measured media spending in 2013 focused on television and magazines. The $40.8 million invested in TV advertising was likely to reach a broad audience, as the medium is consumed in 115.6 million TV households in the United States. Magazine ad spending was likely to be directed to sports, fitness or health publications, where it would reach a narrower group of people, who would, however, be interested in sports and health-related topics and for this reason more susceptible to sportswear ads.
Nike was the most valuable apparel brand in 2012. Its brand value amounted to 16.26 billion U.S. dollars, beating such competitors as H&M or Adidas hands down. The company’s global revenue almost doubled between 2005 and 2013, growing from 13.74 billion U.S. dollars to 25.31 billion. North America and Western Europe generate more than a half of the revenue, and other important regions are Greater China and emerging markets. Footwear comprises roughly two third of all sales. However, the apparel and the equipment divisions have been expanding. Nike’s share in the global athletic footwear market amounted nearly 20 percent in 2013, and according to projections it will grow by more than seven percent until 2020. It is worth mentioning, however, that in 2013 it scored below average on consumer satisfaction and it was also beaten by its main competitor Adidas in that category.