STRENGTHS
Nike is a very recognizable brand due to the popularity of its logo and slogan, “Just Do It.”
Nike is known for collaborations with well-known athletes like, LeBron James, Serena Williams, Giannis Antetokounmpo, Naomi Osaka and others.
Nike has been a partner with the NBA since 1992 and the WNBA since the start of the league in 1997.
Nike is the largest supplier of sneaker wear and apparel in the U.S.
WEAKNESSES
Nike’s classic sneaker look isn’t as popular anymore and isn’t selling as much.
Nike consistently competes with Adidas and Under Armour because they sell similar products.
Nike has been exposed for its sweatshop practices in Indonesia, China and Vietnam.
Since Nike is popular in the U.S., it relies heavily on the US for revenue.
OPPORTUNITIES
Nike should shift its focus from sneakerwear to other sectors, such as wellness, as many wellness brands are beginning to do.
Nike should hire new sneaker designers to give their classic shoes a new fresh look.
Nike should focus on the technology of its running shoes due to emerging running sneaker brands going viral.
Nike should expand its market to reduce its heavy reliance on the U.S.
THREATS
Nike’s stock has a negative sentiment and isn’t performing well in the market; investors are encouraging shareholders to sell.
New brands emerging, like On and Hoka, selling running shoes puts Nike’s running line at risk.
Nike frequently faces supply chain problems, which hurt the brand’s reputation.
Nike has to deal with the counterfeit market, which could sell counterfeit versions of the sneakers, potentially hurting the brand.