An Analysis of Nike's Issues and Strategic Solutions
Research Article
Open Access
CC BY

An Analysis of Nike's Issues and Strategic Solutions

Junhang Shang 1*
1 Harbin University of Commerce
*Corresponding author: 3213590163@qq.com
Published on 30 July 2025
Journal Cover
AEMPS Vol.205
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-293-5
ISBN (Online): 978-1-80590-294-2
Download Cover

Abstract

Nike, a global sports brand leader, faces a decline in influence and sluggish growth in main business revenue. As a leader in the sportswear industry, Nike's challenges and corresponding solutions provide valuable insights that can inform strategic decision-making for comparable enterprises within the sector. Analyzing Nike's problem-solving frameworks could yield transferable methodologies for industry peers encountering similar operational or market challenges. This study employs data analysis methods to examine Nike's current situation, utilizes the SWOT model to identify the company's strengths, weaknesses, opportunities, and threats, and applies a risk assessment matrix to evaluate the challenges Nike faces while proposing corresponding solutions. Through research, it can be seen that Nike currently faces issues such as supply chain issues, brand localization deficiency, and product innovation deficiency. The newsvendor model could optimize Nike's supply chain; a structured innovation strategy would address product development gaps, while localized design enhancements may improve market adaptation.

Keywords:

Nike’s issues, Nike’s solutions, SWOT model, Assessment matrix, Newsvendor model

View PDF
Shang,J. (2025). An Analysis of Nike's Issues and Strategic Solutions. Advances in Economics, Management and Political Sciences,205,71-76.

References

[1]. Nike, Inc. (2020-2024). Impact report: Purpose moves us. https: //purpose.nike.com

[2]. Ding, T. (2025). Research on precision marketing of Nike brand apparel based on big data. Shanghai Apparel, (01), 11-13.

[3]. Euromonitor International. (2023). Apparel forecasting methods: Global market trends 2023 [Market research report]. Euromonitor Passport Database. https: //www.euromonitor.com

[4]. Ge, W. T. (2023). Application research on product demand forecasting based on demand feature classification in HC company [Unpublished master’s thesis]. Nanjing University of Science and Technology.

[5]. Shih, W. C. (2021). Nike in Vietnam [Case study No. 621-114]. Harvard Business School Publishing. https: //hbsp.harvard.edu

[6]. Nike, Inc. (2021, June 24). Nike, Inc. (NKE) Q4 2021 earnings call transcript [Earnings call transcript]. The Motley Fool. [https: //www.fool.com/earnings/call-transcripts/2021/06/25/nike-nke-q4-2021-earnings-call-transcript/](https: //www.fool.com/earnings/call-transcripts/2021/06/25/nike-nke-q4-2021-earnings-call-transcript/)

[7]. Tan, X. (2022). Research on the localization communication effects of Nike brand: A survey-based analysis of Chinese audiences. Jiangsu Commercial Forum, (11) 17–20. https: //doi.org/10.13395/j.cnki.issn.1009-0061.2022.11.013

[8]. Fu, & Zhan, W. Y. (2021). Fujian Putian cracks down on counterfeit shoe production and sales: Over 30 criminal cases uncovered this year. China Brand & Anti-Counterfeiting, (02), 82.

[9]. Xie, J. X. (2023). Supply chain management and the economic order quantity model. Mathematical Modeling and Its Applications, 12(03), 94-100. doi: 10.19943/j.2095-3070.jmmia.2023.03.11.

[10]. Sun, F. G., & Feng, J. L. (2024). The lululemon experience: Pioneering new market entry strategies and creating fashion labels. China Advertising, (03), 43-48.

[11]. Sun, F., & Feng, J. (2024). The lululemon approach: Pioneering new market entry strategies and establishing fashion benchmarks. China Advertising, (03), 43.

[12]. Liu, S. H. (2025). Research on international brand localization advertising strategies from a cross-cultural perspective. Marketing World, (02), 67-69.

References

[1]. Nike, Inc. (2020-2024). Impact report: Purpose moves us. https: //purpose.nike.com

[2]. Ding, T. (2025). Research on precision marketing of Nike brand apparel based on big data. Shanghai Apparel, (01), 11-13.

[3]. Euromonitor International. (2023). Apparel forecasting methods: Global market trends 2023 [Market research report]. Euromonitor Passport Database. https: //www.euromonitor.com

[4]. Ge, W. T. (2023). Application research on product demand forecasting based on demand feature classification in HC company [Unpublished master’s thesis]. Nanjing University of Science and Technology.

[5]. Shih, W. C. (2021). Nike in Vietnam [Case study No. 621-114]. Harvard Business School Publishing. https: //hbsp.harvard.edu

[6]. Nike, Inc. (2021, June 24). Nike, Inc. (NKE) Q4 2021 earnings call transcript [Earnings call transcript]. The Motley Fool. [https: //www.fool.com/earnings/call-transcripts/2021/06/25/nike-nke-q4-2021-earnings-call-transcript/](https: //www.fool.com/earnings/call-transcripts/2021/06/25/nike-nke-q4-2021-earnings-call-transcript/)

[7]. Tan, X. (2022). Research on the localization communication effects of Nike brand: A survey-based analysis of Chinese audiences. Jiangsu Commercial Forum, (11) 17–20. https: //doi.org/10.13395/j.cnki.issn.1009-0061.2022.11.013

[8]. Fu, & Zhan, W. Y. (2021). Fujian Putian cracks down on counterfeit shoe production and sales: Over 30 criminal cases uncovered this year. China Brand & Anti-Counterfeiting, (02), 82.

[9]. Xie, J. X. (2023). Supply chain management and the economic order quantity model. Mathematical Modeling and Its Applications, 12(03), 94-100. doi: 10.19943/j.2095-3070.jmmia.2023.03.11.

[10]. Sun, F. G., & Feng, J. L. (2024). The lululemon experience: Pioneering new market entry strategies and creating fashion labels. China Advertising, (03), 43-48.

[11]. Sun, F., & Feng, J. (2024). The lululemon approach: Pioneering new market entry strategies and establishing fashion benchmarks. China Advertising, (03), 43.

[12]. Liu, S. H. (2025). Research on international brand localization advertising strategies from a cross-cultural perspective. Marketing World, (02), 67-69.

Cite this article

Shang,J. (2025). An Analysis of Nike's Issues and Strategic Solutions. Advances in Economics, Management and Political Sciences,205,71-76.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: The 4th International Conference on Applied Economics and Policy Studies

ISBN: 978-1-80590-293-5(Print) / 978-1-80590-294-2(Online)
Editor: Florian Marcel Nuţă Nuţă, Xuezheng Qin
Conference website: https://www.icemgd.org/
Conference date: 20 September 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.205
ISSN: 2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

For authors
For editors
For reviewers

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.