Nike: ad spend in the U.S. 2009-2018

The sporting goods giant Nike invested 1.44 billion U.S. dollars in advertising its products in the United States in 2018. On a global scale, the company reported spending 3.3 billion U.S. dollars on advertising and promotion in 2017, and increasing those expenses to 3.6 billion U.S. dollars in 2018.

As one of the largest and most recognizable sports brands on the planet, it is not surprising that Nike invests heavily into its promotional campaigns each year. In 2018, the sports company celebrated 30 years of its tagline, “Just Do It” and created a special campaign for that purpose. It featured former NFL star Colin Kaepernick and raised the company’s market value by about six million U.S. dollars.
According to annual reports, in 2017, Nike was the most valued apparel brand, with a brand strength score of 92 and AAA+ rating, making it the most powerful brand in the sector and third most powerful across all sectors. In fact, Nike is far ahead of adidas in terms of brand value, surpassing the competitor by close to 20 billion U.S. in recent years. It also outranked other sporting goods companies such as Puma and Sketchers to claim the top spot for well-known sports brands in 2018. That year close to 90 percent of adults admitted to being familiar with the Nike.

Nike's advertising spending in the United States from 2009 to 2018

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Release date

June 2019


United States

Survey time period

2009 to 2018

Supplementary notes

Data for 2011 not available.
The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for 2009 to 2013 come from earlier AdAge publications.
Figures have been rounded.

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