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 With U.S. retail sales and consumption slowing in 2008, Nike has focused on its international portfolio and pursue growth opportunities in emerging markets. In 2008, Nike's revenue in its EMEA and Asia Pacific regions led the company's growth with a 19% and 26% increase in revenue, respectively.[3] Meanwhile, U.S. sales revenue for Nike has been comparatively flat, growing only 4% in 2008.[3] Since 2004, Nike has invested 11%-13% of revenue in marketing annually.[4] In 2008 for example, Nike's advertising costs equaled 12.4% of its revenue.[4] The marketing takes the form of traditional television and print advertisement, but especially focuses on celebrity athlete endorsements; Nike sponsors marquee athletes in basketball, golf, soccer, and tennis, focusing on recognized brands such as Air Force One and Air Jordan. In the summer of 2008, Nike's extensive advertising efforts in the Beijing 2008 Olympics and European Football Championship led to a 15% surge in the company's 2008 SGA expenses.[5]
[edit] Business Overview  Nike is the largest seller of athletic footwear and apparel worldwide by sales.[7] The company specializes in the development and sale of athletic footwear, apparel and equipment, which together totaled approximately $18.6 billion in sales during Nike's fiscal 2008.[1] Footwear is Nike's largest product category, representing about 52% of the company's revenue.[8] In addition to its namesake Nike brand, the company also develops and markets footwear and apparel products under the Cole Haan, Converse, Hurley International, and Umbro Inc. brand names.[7] Nike sells its products in over 180 countries worldwide through its company-owned retail stores and internet sites, as well as through retailers like Foot Locker (FL) and Dick's Sporting Goods (DKS). The company divides its sales into four regions across the globe- the United States, Europe, Middle East and Africa (EMEA), Asia Pacific, and Central and South America. In 2008, these regions accounted for 34.2%, 30.2%, 15.5%, and 6.2% of Nike's revenue, respectively.[3] [edit] Business Segments[edit] Footwear (52% of Revenue)Nike's footwear products are primarily designed for athletic use, particularly in running, cross-training, basketball, and soccer, although Nike also sells sport-inspired casual footwear like its Air Force Ones footwear line. Footwear sales increased 14% in 2008, reaching about $9.7 billion, and accounted for 52% of Nike's 2008 revenue.[3] Much of the growth in footwear revenue is attributed to the 8% increase in footwear sales in the EMEA region.[9] Approximately 45% and 40% of the company's 2008 footwear sales occurred in the United States and EMEA regions, respectively.[3] [edit] Apparel (28% of Revenue)Nike designs and sells numerous forms of sports apparel ranging from baseball pants to running shorts. Furthermore, the company also markets lines of sports-inspired casual clothing like basic t-shirts and socks as well as college and professional team licensed apparel. Apparel sales totaled $5.2 billion in 2008, a 14.4% increase from a year earlier.[3] Nike attributes much of this revenue growth to a 25% increase in sales in emerging markets like Russia in the EMEA region as well as a currency-neutral 50% increase in revenues from China.[10] The EMEA region accounts the majority of Nike's apparel sales, accounting for 40% the company's revenue earned from apparel.[3] [edit] Equipment (6% of Revenue)Nike also sells performance equipment including sports balls, protective equipment, and golf clubs. Sales of Nike branded equipment reached $1.07 billion in 2008, a 9.5% increase from 2007.[3] This increase was driven primarily by an 18% increase in equipment sales in the EMEA region, which accounted for 40% of the company's equipment sales.[9] [edit] Other (14% of Revenue)Nike also sells apparel and footwear under the Nike Golf, Cole Haan, Converse, Hurley International, and Umbro brand names. Nike earned approximately 14% of its revenue, or $2.6 billion in 2008, from these segments.[11] This represents a 15% increase in sales from 2007[11], which can mainly be attributed to significant growth in the Nike Golf and Converse segments.
 [edit] Financial AnalysisNike's sales have grown 52% since 2004, reaching $18.6 billion in 2008. The rapid increase in sales can be attributed primarily to the rise in consumption emerging markets like Russia and China. For example, sales in emerging markets like Russia and Turkey in the EMEA region increased 25%, while revenues from China climbed over 50% during 2008.[9] Regionally, Asia Pacific sales increased 26% during 2008, followed by Central and South America at 21%, the EMEA at 19%, and the United States at a 4% revenue growth rate.[13] The company's gross margin increased to 45% in 2008, up from 43.9% and 44% in 2007 and 2006, respectively.[1] Nike attributes the increase in gross margin to slight price increases and a reduction in close-out sales because of enhanced inventory managment during 2008.[14] This was partially offset by higher costs of production, as Nike's cost of sales increased 12% in 2008.[15] Furthermore, Nike's SGA expenses increased 18% in 2008, because of a 15% increase in advertising costs associated with the Beijing 2008 Olympics and European Football Championship.[15] Nike earned $1.88 billion in net income in 2008, marking a 100% increase since 2004.[1] Furthermore, Nike's 2008 net income represented a 26.3% increase from 2007 which can be mainly attributed to a significant tax savings associated with the company's purchase of Umbro as well as its improved gross margin.[1] The company operated at a 10.1% net profit margin in 2008, up from 9.1% in 2007, mainly because of increased prices.[1] [edit] Trends and Forces[edit] Company-owned Retail Stores Increase Profit MarginNike has been pushing the development of its own stores, which allow the company to sell at retail prices rather than wholesale ones. Producers and distributors jointly earn a profit per shoe in the area of 12%; retailers earn a profit of 13% per shoe. By selling through its own retail stores, Nike is able to capture both streams of revenue, totaling at 25%.
Nike has opened 88 new stores throughout the world in the last two years, for a 21% increase. This change obscures the fact that Nike has closed factory stores and Niketown stores in favor of non-athletic stores and Nike Stores, which sell at retail prices. The growth of non-athletic stores also reflects the heightened demand for low-performance footwear, discussed below. [edit] Nike's Large Size Reduces Advertising ExpensesWith $18.6 billion in revenue in 2008, Nike was the industry leader.[1] Since 2001, Nike has captured about 35% of the global market. It is largest in the US, with recent market shares in the region of 38%. Nike's scale advantage principally manifests itself in low advertising costs. Scale reduces advertising costs because large brands are inherently recognizable, and because, with a large distribution network, a dollar spent on advertising improves sales in many stores. In 2008, Nike spent $2.8 billion on advertising, 12.4% of revenue.[4] During Q1 2009, Nike's advertising expenses jumped 39% because of higher marketing efforts surrounding the Olympics.[12] [edit] Movement Towards Low-performance FootwearIn the last several years, there has been a growing demand for low-performance footwear in the United States and Europe. Low-performance footwear refers to sneakers not intended for athletic use. For Nike, the term includes its non-athletic brands like Converse, and also its sports culture brands. Although Airmax360 and Air Jordans are designed as basketball shoes, they have such a cultural significance that they appeal to casual wearers and athletes alike. The following graphic demonstrates this trend in the United States.  As the graphic shows, fashion and high-end shoe sales have dominated the footwear industry in the United States in the last few years. However, sales of low-performance shoes continues to grow as marked by the segment's 4.4% increase in sales in 2006.[16] Furthermore, low-performance shoes grew 11% in sales in 2007, as youths worldwide continue to gravitate more towards cheaper footwear options.[17] Despite the longstanding popularity of Converse, Nike has been a relative latecomer to the low-performance market, with an historic concentration in high-performance athletic equipment. In 2002, Nike acquired the sneaker maker Hurley, and in 2003, it bought Converse. Together the two rang up $900 million in sales in 2008, adding to the $496 million of Cole Haan, which Nike acquired in 1988.[11] The three brands represent the main thrust of Nike's movement into the low-performance market, although Nike's sneakers have acquired enough of a cultural cache that they are no longer exclusively used for athletic purposes. [edit] Global Market SlowdownThe global market for athletic footwear has grown in the last several years, but the market is cooling down with a reduced growth rate.
From 2003 to 2004, the market for athletic apparel and footwear grew by almost $7.5 billion, 12%.[17] Between 2004 and 2005, however, it grew by less than $4 billion; in percentage terms, the 6% growth was only half as high as growth a year earlier.[17] Furthermore, in 2007, global footwear sales reached $44.4 billion, a mere 2% increase from 2006,[17] mainly because of weakened consumer spending and the rise in popularity of low-performance footwear. However, Nike has managed better than most others in the industry, as the company's footwear sales increased 9% during Q1 2009.[12] [edit] Growth of China and Other Emerging Markets Leads to More SalesWhile the global and European athletic footwear market has been slowing down, the market for athletic footwear in China has grown at double-digit rates since 2000. With 400 million young people ready to buy shoes, the high growth rate translates into high sales as well. China's increasing wealth and rising middle class have led the Chinese market for retail goods to reach over $232 billion in 2006, with growth expected to be at least 15% annually.[18] Nike's sales in China increased by 50% on a currency-neutral basis in 2008, particularly because of higher footwear sales.[19] Moreover, Nike sponsored the Beijing 2008 Olympics and endorsed 21 of the 26 national teams, which helped spur an additional 50% increase in sales during Q1 2009.[12] Furthermore, the rise of other emerging markets, particularly Turkey, Russia, and Brazil have become considerable growth opportunities for Nike. Sales in Turkey and Russia increased 25% during 2008, and grew an additional 30% in Q1 2009[12] which the company attributes to increases in company-owned retail stores. Also, Brazilian sales increased 30% during Q1 2009.[12] [edit] Nike and Adidas: Head to Head in BeijingThe 2008 Beijing Olympic Games are a marketing gem for active sportswear companies Adidas and Nike. With more than a quarter of a billion emerging middle class citizens in China and the attention of the globe on the Games[20] , both of these sportswear companies are upping the ante for coveted market share in China. In the spirit of the lavish spending (estimated at somewhere near $42 billion) on the Beijing Games by the Chinese government itself[21] , both companies are committing more capital resources to the Games. Nike itself is bringing 28 official Olympic specialty shoes to the Games (which is 11 more than Nike brought to Athens in 2004) while Adidas is bringing 27. While Nike is busy coaxing wushu martial arts masters to its Beaverton compound to perfect a wushu shoe design for the Games[22] , Adidas is managing the construction of its newest store in Sanlitun, China: a 34,000 square foot megastore that is roughly 1.5 times bigger than its current largest store located in Paris.[23] Officially, Adidas is the sponsor of the 2008 Beijing Olympic Games but Nike certainly is not going down quietly in this fight. In FY 2008, Nike’s sales to China exceeded $1 billion[24], making it Nike’s second largest consumer market behind the United States. Both companies realize that the marketing that they are doing right now in Beijing will not only boost sales in the short term but will solidify their brand in one of the fastest growing middle class consumer markets. And these guys don’t want knock offs, they want the real thing. Unfortunately for us here in the United States, this gigantic uptick in marketing and advertisement spending is directed primarily towards the Chinese market and we may never actually see any of it. But on second thought, we can probably just You Tube it. [edit] CompetitionBecause Nike sells products for such a wide variety of sports, it competes against many niche companies that cater to particular sports, like New Balance, but also against similar large athletic footwear and apparel manufacturers like Adidas AG (ADDYY) and Puma AG Rudolf Dassler Sport (PMMAY).
The above statistics provide an overview of performance, but fail to capture the specifics. One important measure is inventory days, which reflects how long shoes sit on the shelf before they are sold.  Nike's inventory days for 1999-2004 were consistently lower than Adidas's or Puma's, but higher than Reebok's in every year since 1999, however. (In 2005, Adidas acquired Reebok to form Adidas Group.) Nike's low inventory days in part reflect its emphasis on retailing: factory outlet stores allow Nike to sell products that have been piling up on the shelves at a low price. Although Nike has closed some factory outlets since 2004, they still represent almost half of all Nike's retail locations. In addition to Nike's footwear competitors, the company also competes with other makers of outdoor apparel, such as V.F. Corporation, Columbia Sportswear and Quicksilver. [edit] Market Share  Nike was the clear market leader, with 31% of the global athletic footwear market in 2007. Looking at the market in the United States, Europe, or Asia reveals a similar picture: Nike's market share in these regions hovers around 36%, followed by Adidas AG (ADDYY) at 20%, with Puma and New Balance as distant third and fourth. The global market for athletic footwear is concentrated, with the top four firms controlling 71%. By contrast, the market for athletic apparel is both larger--$49.5 billion in 2005--and more diffuse; the top five firms control only 27% of the market. Nike is, however, also the global leader in apparel, with a 7% market share in 2007.
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