Nike's Segmentation Targeting Positioning Marketing Strategy

Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.