Sample Response
Nike Segmentation and Targeting
Nike is unique in the fact that they have a very general targeted demographic segment –their
stated target market is “all athletes”. However, this does not mean Nike does not use market
segmenting to more precisely define various market segments.
Demographic Variables:
Demographic segmentation is a factor used by Nike to target individuals according to their age,
life-cycle stage, gender, occupation, and generation. Although with apparel and sports the
market can be broad, for the most part Nike primarily targets consumers who are between the
ages of 15-40. The company caters to both men and women athletes equally, and is placing an
increasing focus on tweens and teens to build long-term brand loyalty. Nike addresses this
segment by deploying marketing campaigns about young adults striving to be like their athlete
idols. For example, right before the 2014 World Cup Nike developed a video starring important
Nike sponsored soccer athletes with teenage soccer players.
Nike has recently launched a variety of women’s lines to tap into the fast growing women’s
segment. Currently only 20% of Nike’s revenues are based on sales of products targeted at
women, but this number is expected to grow significantly in the coming years.
