Nike Competitors

Nike is an American multinational company involved in the designing and manufacturing of sports footwear, apparel, equipment, and other accessories. Nike began as Blue Ribbon Sports in 1964, opening its first retail outlet in 1966 and launching the Nike shoe brand six years later. Today, Nike has stores in over 170 countries with approximately 73,000 stores. The trademark “swoosh” logo is one of the most recognizable brands in the world and has been valued at $32 billion alone. Nike is generally considered as one of the big three in sports apparel, with the other members Adidas and Reebok being its primary competitors.

CompetitorDescriptionKey InsightsCompetitive OverlapDifferentiation
AdidasA global sportswear and athletic footwear company known for its athletic apparel, footwear, and accessories. Adidas competes with Nike in the sportswear and athletic gear market.Adidas offers a wide range of athletic apparel, shoes, and accessories, focusing on sports performance and style.Both compete in the sportswear and athletic gear market, providing apparel, footwear, and accessories for athletes and active individuals.Adidas’ emphasis on sports performance and its distinct design aesthetics.
Under ArmourAn American sportswear and performance apparel brand that specializes in athletic clothing, shoes, and accessories. Under Armour competes with Nike in the sportswear and athletic gear market.Under Armour offers performance-oriented sportswear, footwear, and accessories designed for athletes and fitness enthusiasts.Both operate in the sportswear and athletic gear market, targeting athletes and individuals seeking high-performance apparel.Under Armour’s focus on advanced fabric technologies and innovation.
PumaA multinational sportswear and athletic footwear company that designs and manufactures athletic apparel, footwear, and accessories. Puma competes with Nike in the sportswear and athletic gear market.Puma offers sportswear, athletic shoes, and accessories with a focus on sports lifestyle and fashion-forward designs.Both compete in the sportswear and athletic gear market, providing athletic apparel, footwear, and accessories with an emphasis on style.Puma’s sporty and fashion-forward design aesthetic.
ReebokAn American sportswear and athletic footwear company known for its athletic shoes, clothing, and accessories. Reebok competes with Nike in the sportswear and athletic gear market.Reebok offers athletic apparel, footwear, and accessories, emphasizing fitness and training products.Both operate in the sportswear and athletic gear market, providing apparel, footwear, and accessories for sports and fitness enthusiasts.Reebok’s focus on fitness and training products.
New BalanceAn American sportswear and athletic footwear company known for its athletic shoes, particularly in running and walking categories. New Balance competes with Nike in the sportswear and athletic footwear market.New Balance specializes in athletic footwear for running, walking, and sports, with a reputation for comfort and fit.Both compete in the athletic footwear market, especially in running and walking categories, offering shoes known for comfort and fit.New Balance’s emphasis on comfort and its reputation for fit and support.
ASICSA Japanese sportswear and athletic footwear brand that focuses on running and athletic shoes, apparel, and accessories. ASICS competes with Nike in the sportswear and athletic footwear market.ASICS offers a wide range of athletic footwear, apparel, and accessories with a strong focus on running and sports performance.Both operate in the athletic footwear market, with ASICS specializing in running shoes and sports performance gear.ASICS’ emphasis on running technology and sports performance products.
FilaAn Italian-South Korean sportswear and footwear brand known for its athletic and lifestyle apparel, shoes, and accessories. Fila competes with Nike in the sportswear and athletic gear market.Fila offers athletic and lifestyle apparel, footwear, and accessories with a blend of sporty and retro styles.Both compete in the sportswear and athletic gear market, providing athletic and lifestyle products with a focus on style.Fila’s combination of sporty and retro design elements.
ConverseAn American shoe company known for its iconic Chuck Taylor All Star sneakers and casual footwear. Converse competes with Nike in the casual and lifestyle footwear market.Converse offers a range of casual and lifestyle sneakers and footwear, including the iconic Chuck Taylor All Star.Both operate in the casual and lifestyle footwear market, with Converse specializing in classic and iconic sneakers.Converse’s timeless and iconic Chuck Taylor All Star sneakers.
Columbia SportswearAn American sportswear and outdoor apparel company known for its outdoor clothing, outerwear, and gear. Columbia Sportswear competes with Nike in the outdoor and sportswear market.Columbia Sportswear offers outdoor apparel, outerwear, and gear designed for outdoor enthusiasts and adventurers.Both operate in the sportswear and outdoor apparel market, providing clothing and gear for outdoor activities.Columbia Sportswear’s focus on outdoor-specific products and technologies.
SkechersAn American lifestyle and athletic footwear company known for its casual and performance footwear styles. Skechers competes with Nike in the casual and athletic footwear market.Skechers offers a wide range of casual and athletic footwear, emphasizing comfort and lifestyle appeal.Both compete in the casual and athletic footwear market, targeting consumers seeking comfort and a blend of style and performance.Skechers’ focus on comfort and lifestyle-oriented footwear.


Adidas was founded by Adolf Dassler in Germany in 1949, but the company now has a significant presence in the North American market.

Like Nike, Adidas enjoys several high-profile sponsorships as part of an aggressive marketing strategy.

The company also owns brands such as Reebok and TaylorMade and controls the training technology platform Runtastic. 

In an increasingly green world, Adidas has many strengths.

Favoring research and development into sustainability, the company also uses organic cotton in its plastic-free products.


Although Reebok is wholly owned by Adidas, the company functions as an independent entity. 

The company has a reputation for innovation in sports footwear design, releasing products such as Reebok Zig, Reebok Gym, and Reebok Pump.

It also has long-standing associations with professional sports, including football and cricket.

Reebok has also invested heavily in creating a consistent ambiance across its international stores.

This has created a brand identity that consumers associate with comfort, fashion, and trend-setting.


Asics is a Japanese company founded in 1949 that now has almost 900 stores in 33 countries. 

While Asics sells in the USA and the UK, it has a focus on the Asian and Australasian markets where it has been a mainstay for decades.

The core focus of Asics is research and development, with a company vision of “creating quality lifestyle through intelligent sports technology”.

Indeed, it has a dedicated facility where innovation is driving products that promote healthy and fulfilling lifestyles for consumers.

Nike founder Phil Knight once applied to be a sales agent for Asics USA.

However, the relationship between Nike and Asics has deteriorated over the years with several litigation suits.

Under Armour

Under Armour was founded in the USA in 1995 by Kevin Plank.

Originally, Plank designed comfortable and lightweight sports apparel using innovative fabrics that dried quickly.

The Under Armour moisture-wicking system was so successful that Nike, Adidas, and Reebok would soon release their own versions. 

Today, the company has quickly grown to offer a complete line of clothing, with 300 manufacturing facilities and 41 offices worldwide.

Although Under Armour is a young company, it ranks fourth for global shoe sales. It also ranks as the fifth most valuable sports brand.

Like the major players, it has secured several high-profile endorsements and affiliations securing deals with Major League Baseball, NBA, and PGA golf stars.

Key takeaways:

  • Nike is one of the big three of sports apparel. The other two members are Adidas and Reebok.
  • Adidas is well placed to take advantage of the green revolution with a focus on sustainability and organic cotton clothing.
  • Relatively newcomer Under Armour is attracting attention in the sports apparel market because of its innovative moisture-wicking sportswear. The company has also moved quickly to secure several high-profile endorsements.

Key Competitors of Nike:

  • Adidas:
    • Founded in Germany in 1949, Adidas has a significant presence in the global sports apparel market.
    • Engages in aggressive marketing and enjoys high-profile sponsorships.
    • Owns brands such as Reebok, TaylorMade, and Runtastic.
    • Focuses on sustainability and uses organic cotton in plastic-free products.
  • Reebok:
    • Owned by Adidas but functions as an independent entity.
    • Known for innovative sports footwear design, including products like Reebok Zig and Reebok Pump.
    • Associated with professional sports like football and cricket.
    • Invests in creating a consistent brand ambiance across international stores.
  • Asics:
    • Founded in Japan in 1949, Asics operates nearly 900 stores in 33 countries.
    • Focuses on the Asian and Australasian markets, emphasizing research and development for intelligent sports technology.
    • Dedicated innovation facility for creating products that promote healthy lifestyles.
    • Previously had a relationship with Nike founder Phil Knight but has faced litigation suits over the years.
  • Under Armour:
    • Founded in the USA in 1995 by Kevin Plank.
    • Initially known for moisture-wicking sports apparel with innovative fabrics.
    • Offers a complete line of clothing and ranks fourth for global shoe sales.
    • Secures high-profile endorsements and affiliations with major sports leagues and athletes.

Related to Nike

Who Owns Nike

The Knight family owns Nike. Indeed, the top individual shareholder is Travis A. Knight, son of Philip Knight, co-founder of Nike, with a 7% stake in Class A stocks and a 2.7% stake in Class B stocks. On the other hand, the Knight family also controls the company tightly through their Trusts and an LLC called Swoosh (the Nike logo’s shape is a “swoosh”). Through individual shares, Swoosh LLC, and Travis Knight’s irrevocable trust, the Knight family controls over 97.1% of Class A and 21.4% of Class B stocks.

Nike Business Model

Nike follows a wholesale strategy combined with a very strong direct distribution. The company makes money primarily from footwear. As of 2022, over 62% of revenues came from footwear and 29% from apparel. The most successful Nike brand is the Jordan Brand, which in 2022 generated $5.2 billion in revenue. Nike is the master of demand creation and generation through its influencer campaigns, where athletes become an inspiration for everyday people.

Nike Strategy

Nike leverages both a wholesale and direct distribution strategy. Indeed, while still in 2022, most sales come from wholesale distribution, in reality, since 2020, Nike has been ramping up its direct distribution through its NIKE stores and e-commerce platform (SNKRS).

Nike Revenue

Nike generated most of its revenue from footwear. Indeed, in 2022, Nike generated over $29 billion in revenue from footwear, over $13.5 billion in apparel, $2.35 billion in equipment, and over $1.6 billion from the Converse brand.

Nike Financials

Nike generated over $47.7 billion in revenue and over $6 billion in net profits in 2022, compared to over $44.5 billion in revenue and almost $5.8 billion in 2021.

Nike Mission Statement

Nike’s vision is “To bring inspiration and innovation to every athlete in the world.” At the same time, its mission statement is to “do everything possible to expand human potential. We do that by creating groundbreaking sports innovations, by making our products more sustainably, by building a creative and diverse global team, and by making a positive impact in communities where we live and work.”

Nike SWOT Analysis


Nike Competitors


Jordan Business Model

Jordan follows a demand generation business model, where its iconic brand works as a propeller for the sale of its footwear and apparel, that in 2022 generated more than $5 billion in revenue for Nike or more than 10% of its total revenue.

Converse Business Model

Converse is an independent brand part of Nike’s family of brands. Indeed, Converse generated $2.35 billion in revenue in 2022. And like Nike, it follows an heave Wholesale distribution strategy, where most of its sales are made, through footwear. However, Converse follows also a direct distribution approach where it sells directly via its monobrand stores.

Competitors Case Studies

Zoominfo Competitors

Zoominfo is an American software-as-a-service (SaaS) company founded by Henry Schuck and Kirk Brown in 2007. The company sells access to the most comprehensive B2B database in the world to help sales and marketing teams better communicate with prospects. Zoominfo held an IPO in June 2020 raising $935 million. Like similar software companies that are valuable to remote teams, demand for the Zoominfo platform increased because of the coronavirus pandemic. It is now used by over 20,000 businesses, with clients including T-Mobile, Zoom, Amazon, and Google.

Spotify Competitors

Spotify is the world’s largest music streaming platform with over 381 million users across 184 markets around the world. The company was founded by Martin Lorentzon and Daniel Ek in 2008 in response to the shutdown of peer-to-peer music service Napster. Spotify became a success because it was the first company to determine how to distribute music legally and compensate the music industry at the same time. The platform now offers various curated music discovery services, music stations, audio customization, and private listening. In recent times, it has also ventured into the streaming of audiobooks, podcasts, comedy, poetry, and short stories.

Poshmark Competitors

Poshmark is a social commerce marketplace where users can buy and sell new or used clothing. The company was founded in 2011 by Manish Chandra, Tracy Sun, Gautam Golwala, and Chetan Pungaliya. Poshmark is one of many companies looking to profit from the explosive growth in the second-hand clothing and resale industry, which is expected to be worth around $51 billion by 2023. Scores of women, in particular, are opting to sell their unwanted fashion items online instead of donating them to charity or thrift stores.

Afterpay Competitors

Afterpay is an Australian fintech company operating in Australia, Canada, the United Kingdom, New Zealand, and the United States.  Founded in 2014 by Nick Molnar and Anthony Eisen, the company enjoyed a first-mover advantage in the buy-now-pay-later (BNPL) space. Less than seven years later, the company reached 13.1 million active customers with gross sales amounting to $10.1 billion. Despite its success, some suggest the company has lost its edge in the buy-now-pay-later space with the emergence of several high-profile competitors exerting their influence and giving merchants more choice.

Carvana Competitors

Carvana is an online used car retailer with vending machines located around the United States. The company was founded in 2012 by Ryan Keeton, Ben Huston, and Ernest Garcia III. The company is the fastest growing online used car retailer in North America and was recently one of the youngest companies to be added to the Fortune 500 list. While Carvana is currently the only American company selling cars in vending machines, its growth and success have not gone unnoticed by other players. In this article, we’ll take a look at some of the company’s major competitors.

Carvana Competitors

Carvana is an online used car retailer with vending machines located around the United States. The company was founded in 2012 by Ryan Keeton, Ben Huston, and Ernest Garcia III. The company is the fastest growing online used car retailer in North America and was recently one of the youngest companies to be added to the Fortune 500 list. While Carvana is currently the only American company selling cars in vending machines, its growth and success have not gone unnoticed by other players. In this article, we’ll take a look at some of the company’s major competitors.

GoodRx Competitors

GoodRx is an American healthcare company known for its telemedicine platform and a website and mobile app that track prescription drug prices. As part of this service, the company makes drug coupons available for free to consumers. GoodRx was created by Trevor Bezdek, Doug Hirsch, and Scott Marlette. Hirsch, an early employee at both Yahoo and Facebook, got the idea for the company after picking up a prescription with private health insurance and still having to pay $450. Given the high variability in prices between different pharmacies, Hirsh went on a mission to make prescription drug prices more transparent and affordable for ordinary Americans. Revenue in the second quarter of 2021 amounted to $177 million with over 7.5 million app customers using the GoodRx app. While the company was the first to provide a comprehensive list of pharmacy drug prices, new players have entered the market. The rest of this article will be devoted to looking at the main GoodRx competitors.

DoorDash Competitors

DoorDash Competitors
DoorDash is an online food ordering and delivery platform founded by Tony Xu, Stanley Tang, Andy Fang, and Evan Moore in 2013. Together with its subsidiaries, DoorDash has a 56% market share in food delivery and a further 60% in the convenience delivery sector.

Pepsi Competitors

In 1965, PepsiCo acquired Frito-Lay in what the chairmen of both companies called a “marriage made in heaven”. The resultant company transformed PepsiCo from a soft drink organization and set it on a path to becoming one of the world’s leading food and beverage companies.  Today, PepsiCo claims to operate in more than 200 countries and territories around the world with seven distinct divisions and many successful brands.

Coca-Cola Competitors

The Coca-Cola Company has 21 different billion-dollar brands or brands that generate more than $1 billion or more in revenue each year.  The company also sells its products in nearly every country in the world, with Cuba and North Korea the only two countries where it is not sold officially. What’s more, the Coca-Cola brand is worth $87.6 billion, making it one of the most valuable among all companies. Though these figures allow Coca-Cola to enjoy market dominance in many countries, the company is nevertheless subject to intense competition.

Disney Competitors

Headquartered in Burbank, California, Disney has global reach and influence with its universally popular resorts, movies, streaming services, video games, and merchandise.  But as one of the largest media conglomerates in the world with a diverse range of products in multiple marketplaces, Disney is no stranger to competition. 

IBM Competitors

International Business Machines Corporation (IBM) is an American multinational technology company. It was founded in New York as the Computing-Tabulating-Recording Company in 1911 by Charles Ranlett Flint. IBM is a diverse company with a similarly diverse portfolio of products and services. It produces and sells hardware, middleware, and software. It also offers hosting and consultancy services in nanotechnology and mainframe computers. What’s more, IBM has a strong culture in research and development, filing the most U.S. patents of any business for the past 28 years.

Uber Competitors


Starbucks Competitors

Starbucks is a multinational coffee chain headquartered in Seattle, Washington. It was founded by Jerry Baldwin, Zev Siegl, and Gordon Bowker in 1971. From a single and very humble bean roasting store in Pike Place Market, the company is now a global giant operating almost 33,000 stores around the world. This large global footprint obviously increases the competition for Starbucks in many different markets. The coffee industry itself is also highly competitive, with established players including McDonald’s and Dunkin’ Donuts.

Boeing Competitors

Boeing is best known for designing and manufacturing commercial aircraft, but the company also produces helicopters, rockets, satellites, spacecraft, missiles, and telecommunications infrastructure. Founded in 1916 by William Boeing in Seattle, Washington, the company is one of the largest aerospace manufacturers and defense contractors in the world.

Google Competitors

While Google (now Alphabet) has been born as a search engine, it is now a diversified company, even though its core business remains search, as most of its revenues still come from Google, the search engine, and YouTube, the “video engine.” However, as a tech giant, which business is primarily based on advertising, the company does compete with Facebook, Twitter, Microsoft (with Bing), and Amazon (with e-commerce search and its advertising machine).

Peloton Competitors

Peloton is a media and exercise equipment company primarily making money making money via its fitness products. The idea for the company came from John Foley, who argued that technology could help time-poor individuals get a full workout at home. The company competes with other players like Bowflex, NordicTrack, Life Fitness, MYX Fitness.

IKEA Competitors

IKEA was founded in 1943 by Swedish businessman Ingvar Kamprad as a mail-order catalog business. The company is best known for selling affordable flat-pack furniture, but it also sells home accessories and kitchen appliances. Today, IKEA offers approximately 9,500 products across 445 stores in 52 countries. With such broad reach, IKEA is not immune to competition.

Airbnb Competitors

The Airbnb story began in 2008 when two friends shared their accommodation with three travelers looking for a place to stay. Just over a decade later, it is estimated that the company now accounts for over 20% of the vacation rental industry. As a travel platform, Airbnb competes with other brands like, VRBO, FlipKey, and given its massive amount of traffic from Google. Also, platforms like Google Travel can be considered potential competitors able to cannibalize part of Airbnb’s market.

Salesforce Competitors

Salesforce is a cloud-based customer relationship management (CRM) provider, allowing businesses to build meaningful and sustained relationships with their customers. With robust, customizable software that integrates with social media, Gmail, and Microsoft Outlook, the Salesforce CRM platform is rated highly among businesses of all shapes and sizes. Recent data has shown that the company has captured 19.5% of the global CRM market.

Shopify Competitors

In just fifteen short years, Shopify has grown from humble beginnings to become one of the fastest-growing eCommerce platforms online. The Shopify eCommerce solution is perhaps best suited to users who desire an easy, flexible and affordable starter solution for their online store. The provider now has upwards of 820,000 stores accounting for 20% of the total market share. However, the continued success of any company in the dynamic digital market is never guaranteed.

Netflix Competitors

Netflix is the largest streaming video subscription service in the world. Created by Reed Hastings and Marc Randolph in 1997, the company has revolutionized the video content subscription model with over 139 million subscribers in 190 countries. The success of Netflix is due to two factors. The first is a recommendation system that gives suggestions on what customers should watch based on their viewing history. The second is the vast catalog of content on offer – produced by third parties and by Netflix itself. These factors have resulted in Netflix competing against influential TV networks and film producers for viewership.

Nike Competitors


YouTube Competitors

YouTube is the most popular online video platform, a hybrid between a video search engine and a social media platform with a continuous feed prompted by social interactions and engagement. In fact, the platform is so popular that is the second most visited website on the internet. After being acquired by Google in 2006 for $1.65 billion, the platform now boasts over 2 billion registered users. Collectively, these users upload 500 hours of video every minute. The platform competes with other video engines like Vimeo, Dailymotion, and social platforms like IGTV, TikTok, and Twitch.

Zoom Competitors

Zoom is a video platform, which enabled remote working. As such it competes with other large tech players like Google and Microsoft for the productivity space, and other startups like Slack and Go-To-Meetings.

Tesla Competitors

As an electric automaker and builder of sports cars and now trucks, Tesla’s competitors comprise companies like Ford, Mercedes-Benz, Porsche, Lamborghini, Audi, Rivian Lucid Motors, Toyota, and more. At the same time, Tesla is an electric energy production and storage company (SolarCity); it competes with Sunrun, SunPower, and Vivint Solar. And as an autonomous driving company, it competes with companies like Zoox, Waymo, and Baidu with the self-driving software.

Amazon Competitors

Amazon is a consumer e-commerce platform with a diversified business model spanning across e-commerce, cloud, advertising, streaming, and more. Over the years, Amazon acquired several companies. As it operates across several industries, Amazon has a wide range of competitors across each of those industries. For instance, Amazon E-commerce competes with Shopify, Wix, Google, Etsy, eBay, BigCommerce.

Read Next: Business Competition, Direct vs. Indirect Competition

About The Author

Scroll to Top