BCG Matrix of Nike—A Complete Analysis

Whether you are someone who loves sneakers, is involved in sports, or simply doesn’t like any of these things, chances are you have encountered Nike at least once in your life. The brand is incredibly well-known across the globe, and athletes simply love Nike. However, Nike’s origins lie in a modest beginning as a small-scale operation making only a handful of shoes.

Examining the BCG matrix of Nike reveals the products that have left a notable impact on the industry. This matrix serves as a valuable tool for businesses seeking to categorize their products and identify those that bring in the highest revenue and reach a wider market. Let’s have a look at the Nike BCG matrix after a brief introduction to the company.

Nike Background  

Nike stands out as a prominent producer of sports gear, having a wide range of accessories, footwear, and apparel. Its origin goes back to 1964 when Bill Bowerman and Phil Knight established the company under the name Blue Ribbon Sports. It was later rebranded to Nike Inc. in 1978.

Despite initial challenges, including a public offering in 1980, Nike has consistently demonstrated innovation and maintained consumer interest in its product lines.

Globally renowned for its iconic slogan “Just Do It,” Nike operates globally across continents such as Africa, Europe, the Americas, Asia Pacific, and the Middle East and is massively prominent in these markets despite stiff competition.

BCG Matrix of Nike Analysis

BCG Matrix of Nike


In this quadrant, the items serve as the primary revenue source for a company and show high market growth. It is important for the organization to maintain the profitability of these items by implementing growth strategies and initiatives to ensure they become cash cows in the future.

Nike BCG Matrix analysis highlights Nike shoes and sportswear as the Stars, representing the flagship products generating most of their sales. Among these, the enduringly popular Nike Air Max remains in high demand among a diverse customer base, including athletes and sneaker enthusiasts.

It is evident that Nike continues to enhance its shoe brands through ongoing innovation. It introduces features and styles such as React and Vapor Max to improve the user experience.

Question Mark

Often labelled as the company’s challenging venture, these particular products have a high potential for market expansion but currently face lower market share. Additionally, some of these products are still in the developmental phase, which suggests that implementing a sound strategy could lead to better outcomes for these potential growth areas.

In Nike BCG Matrix analysis, the brand views Nike Converse as falling within the “question mark” category. This brand currently has limited consumer usage, with some individuals even opting for competitors’ offerings instead. Nike categorizes Converse in this quadrant with the belief that well-targeted growth initiatives can still boost its market presence.

Cash Cows

In the BCG matrix, the “cash cow” quadrant represents the dominant force in the market that generates a significant portion of the company’s revenue. Products in this category typically have substantial market share but show minimal growth. However, despite their stagnant market growth, they reliably generate cash flow.

Within the BCG matrix of Nike, equipment and accessories occupy the cash cow quadrant. To extend their market reach, the company uses celebrity endorsements and collaborations with prominent figures.


These products yield modest profits with minimal investment—often just standing at the breakeven point. Some companies persist in their production, while others cease support entirely. In a nutshell, these “dogs” offer negligible contributions to overall company success.

Nike’s BCG Matrix categorizes Nike SB, or Nike Skateboarding, within the “dog” quadrant due to its limited market share and growth. Notably, within the skateboarding community, Nike SB doesn’t hold a primary position. Consequently, it receives minimal support from its target demographic.

Despite its status as a “dog,” Nike SB remains in the company’s BCG Matrix. Nike has reintroduced and revamped its Nike SB Zoom Stefan Janoski OG, aiming for a more positive response from the market this time around.

Read about the BCG matrix of Samsung.

Summing it up

Nike, a well-known brand globally, started modestly but now dominates the sports gear industry. Its BCG Matrix analysis categorizes products into Stars, Cash Cows, Question Marks, and Dogs. Stars like Nike Air Max drive revenue with high market growth. Question Marks like Nike Converse have potential but face low market share. Cash Cows, like equipment and accessories, bring steady revenue. Dogs, like Nike SB, offer minimal profit despite efforts for improvement.

ShaharYar Ahmad

ShaharYar Ahmad is a business graduate and a professional SEO content writer who has been working since December 2019. Currently, he is a Top-Rated Freelance Content Writer at Upwork (The biggest freelancing platform in the world). He mainly writes about marketing, finance, business, law, advertising, Saas, M&As, corporate governance, real estate, and Fintech. He has worked with International Saas and Fintech/Payment processing companies (as a freelance content contributor and ghostwrites blog posts). ShaharYar has been creating content for Marketing Tutor since January 1, 2021 and Orchid Homes Real Estate since January 2023.

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