steady increase in sales within China. Both Puma and Skechers occupy a smaller part of the athletic apparel market, but both enjoy increasing revenues.Demographics of Consumers
NIKE INCORPORATION8Nike is a company that was created to market to the Athletic demographic of the world. The products are designed to be purchased for athletic people. Even though, many people might see Nike as more of a status symbol, the heads of the company still firmly believe they are an athletic company. So it is no surprise that the athletic and fitness community is their main demographic. All of the products tie into the fitness lifestyle. From running shoes, training clothes, and sweat bands they have something in the catalog for every type of athletic events.Now that the company has grown larger, they have divided the key demographics into smaller sub-demographics. On their website you can clearly see different sections for men’s, women’s, and kids’ appeal. But Nikes seems to be working a lot harder to market towards certainsub-demographics. The largest sub-demographic is that of the younger generation. Nike is mainly targeting towards active youth between the ages of 18-40 years old that will be able to spend about $100 on a pair of Nike running shoes. And Nike is marketing towards cities where the younger demographic that is willing to pay for their products are. In a Recent Forbes article from last year, Pamela Danziger states, “Nike's plan to focus on 12 Key Cities in its Consumer Direct Offense: New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan.These are the places the company predicts will generate over 80% of Nike’s projected growth through 2020.” (Danziger, 2017) So it is obvious that Nike recognizes that it needs to focus on areas of the world where it is more likely to find their key demographics living, which in their case are major world Cities.But other than young athletes, Nike is also targeting the sub-demographics of women andrunners. (Lutz, 2015) "Women have a large market in the athletic world; Nike is expanding a lot
NIKE INCORPORATION9of their women’s apparel in the market. Nike is specifically targeting women in their 20’s and 30’s because they are the main contributors to the "athleisure trend.” These are the people that buy leggings with the intent of wearing them to not only the gym, but also when they have to runerrands or maybe grab brunch with friends. And Runners are arguably the most, obvious demographic that comes to mind when people think of Nike. And much of Nike’s innovation efforts are still being focused toward the runner demographic. (Lutz, 2015) They have been working toward new innovations in all of their running products. Nike is also working to create a bigger use for their products by developing other equipment such as their Nike+ app.