EXECUTIVE SUMMARY 

 Introduction 

This report is a strategic business analysis of Nike, Incorporated focusing on the following areas: 

1. The company’s history, leadership, mission, vision, and values 

2. A PESTLE analysis to assess external threats to the business 

3. Analysis of the company’s financial statements 

4. Analysis of marketing strategies 

5. Strategic recommendations going forward 

Key Points 

• Nike has a long reputation and history that keeps it the #1 sportswear brand in the world. 

• There are several external factors that the company must monitor and hedge against. 

• Nike’s financials reflect strong leadership and agility. 

• Nike is missing the mark in some strategic areas, including marketing. 

Recommendations 

Are all *athletes represented in the Nike-verse? Is leadership doing all it can to push digital as the new normal? Is Nike truly creating the future of sport, or losing influence in the present? 

These are the questions that must be pondered to keep Nike #1. To “be on the offensive always” as its core values dictate means constantly pushing the envelope, forging new paths, and being a trailblazer for others. Nike has lived up to this reputation…until now. More can be done. More aggressive and innovative plays must be called. This strategic recommendation will illuminate and address these blind spots: 

• Increased diversity and inclusion in marketing, visuals, and planning by embracing gender neutrality and fluidity 

• Reduce overhead spending by shrinking the Nike footprint and incorporating emerging technologies 

• Cultivate a stronger relationship with current customers and forge a bond with the next generation of customers by playing on their turf