Nike (NKE) is the largest seller of athletic footwear and apparel in the world, ahead of Adidas, Puma and Under Armour. Its business is focused on product design and development, marketing and sales. Key product categories are running, basketball, the Jordan Brand, soccer, training and sportswear. Nike has more than 1,150 retail stores in the United States and internationally, and employs approximately 76,700 workers worldwide. In 2021, Nike's global revenue amounted to about $44.54billion U.S. dollars., up from $37.4 billion in 2020 (Statista 2020c).
In the following strategic analysis report, the author undertook a pestle analysis and Swot analysis of Nike, assessing how numerous external macro factors such as a ban of China cotton products, a post covid shrinking economy globally, low consumer confidence, advancements in wearable technology and changing consumer habits have impacted Nike. PESTLE is used to identify key drivers of change and how they have affected Nike and competitors. This is followed by a Nike SWOT analysis assessing how Nike can use its internal strengths to take advantage of external opportunities, while mitigating internal weaknesses and arising threats.