Jordan Brand is part of Nike, Inc. It sold $7.0B in fiscal 2026 (year to 31 May 2026), 16% of Nike Brand revenue ($45.2B) and 15% of Nike, Inc.’s $46.4B. Jordan’s revenue fell from $8.7B in fiscal 2024, a 19% drop, faster than Nike Brand’s 8%.
Sources: Nike Form 10-K for fiscal 2026. Analysis by The Business Engineer.
How we source: figures on this page come from the company’s own filings (SEC 10-K, 10-Q and earnings releases, or its annual report), with the period stated next to each number. Last refreshed October 2026. Our methodology.
Jordan Brand vs Nike Brand
| Fiscal year | Jordan Brand | Nike Brand | Jordan share* |
|---|---|---|---|
| FY2026 | $7.0B | $45.2B | 15.6% |
| FY2025 | $7.3B | $44.7B | 16.3% |
| FY2024 | $8.7B | $49.3B | 17.6% |
Source: Nike fiscal 2026 10-K. *Calculated.
What drives the difference
One company, two brands. Jordan is managed as a brand within Nike and reported within Nike Brand revenue; Nike, Inc. also owns Converse ($1.2B in fiscal 2026) (10-K).
Channel shift. Nike Brand sales through NIKE Direct fell to $17.7B from $21.5B in fiscal 2024, while wholesale was $27.5B (10-K).
What to watch
- Nike’s turnaround under CEO Elliott Hill (Nike fiscal 2026 10-K).
- Q1 fiscal 2027 results (Q1 fiscal 2027 release).
Keep exploring
Earlier analysis and background
Earlier analysis and background (pre-2026 figures)
The text below is the earlier version of this page. Its figures refer to earlier periods and some were corrected above; the current, sourced figures are in the sections above.
Nike is a footwear powerhouse comprising various brands, including Jordan and Converse. Indeed, Nike generated over $51.22 billion in revenue in 2023 (which included the Jordan brand), compared to Jordan’s $6,59 billion in revenue in 2023. Thus the Jordan brand represented 12.8% of Nike’s revenue in 2023.
Business Model Element ยท Nike ยท Jordan Brand ยท Similarities ยท Differences ยท Competitive Advantage
Customer Segments
Nike: Athletes, sports enthusiasts, lifestyle buyers
Jordan Brand: Athletes, basketball fans, sneaker enthusiasts
Similarities: Both target athletes and sports enthusiasts. Nike caters to a broader range of sports and lifestyles. Jordan Brand specializes in basketball culture and sneaker enthusiasts.
Differences: Nike has a more diverse customer base spanning various sports and lifestyles. Jordan Brand has a focused customer base centered around basketball culture and sneaker enthusiasts.
Competitive Advantage: Diverse Customer Base (Nike), Basketball Culture Focus (Jordan Brand).
Value Proposition
Nike: Performance, innovation, iconic branding
Jordan Brand: Basketball heritage, iconic sneaker designs
Similarities: Both offer iconic branding and sneaker designs. Nike emphasizes performance and innovation. Jordan Brand highlights its basketball heritage and stylish designs.
Differences: Nike’s value proposition extends to a wide range of sports and performance gear. Jordan Brand’s primary focus is on basketball culture and lifestyle, offering limited-edition sneaker releases.
Competitive Advantage: Innovation and Performance (Nike), Basketball Heritage (Jordan Brand).
Channels
Nike: Retail stores, e-commerce, wholesale
Jordan Brand: Retail stores, e-commerce, collaborations
Similarities: Both use retail stores and e-commerce for sales. Nike also sells through wholesale channels. Jordan Brand collaborates with athletes and celebrities for limited-edition releases.
Differences: Nike’s distribution network is broader, including wholesale partners. Jordan Brand relies on limited-edition sneaker collaborations to create buzz and drive sales.
Competitive Advantage: Extensive Distribution (Nike), Limited-Edition Collaborations (Jordan Brand).
Customer Relationships
Nike: Brand loyalty, community engagement
Jordan Brand: Brand loyalty, sneaker culture engagement
Similarities: Both brands build strong brand loyalty. Nike engages with its community through events and campaigns. Jordan Brand fosters engagement with basketball fans and sneaker enthusiasts.
Differences: Nike has a broader community across sports and lifestyles. Jordan Brand’s community is more focused on basketball culture and sneaker enthusiasts.
Competitive Advantage: Diverse Community Engagement (Nike), Basketball Culture Focus (Jordan Brand).
Key Activities
Nike: Research, design, marketing, manufacturing
Jordan Brand: Design, marketing, limited-edition releases
Similarities: Both engage in design, marketing, and product development. Nike emphasizes research, manufacturing, and global marketing. Jordan Brand focuses on limited-edition sneaker releases and marketing.
Differences: Nike’s operations encompass a broader range of sports and product categories. Jordan Brand specializes in basketball footwear and limited-edition releases.
Competitive Advantage: Diverse Product Categories (Nike), Limited-Edition Focus (Jordan Brand).
Key Resources
Nike: Brand, manufacturing facilities, R&D centers
Jordan Brand: Brand, design, celebrity endorsements
Similarities: Both rely on their brand’s strength. Nike owns manufacturing facilities and operates R&D centers for innovation. Jordan Brand leverages iconic designs and celebrity endorsements.
Differences: Nike has a more extensive range of products and owns manufacturing facilities. Jordan Brand focuses on iconic sneaker designs and celebrity collaborations.
Competitive Advantage: Manufacturing and R&D Facilities (Nike), Iconic Design Focus (Jordan Brand).
Key Partnerships
Nike: Sports teams, athletes, retailers
Jordan Brand: Athletes, celebrities, sneaker boutiques
Similarities: Both partner with sports teams, athletes, and retailers. Jordan Brand collaborates with athletes and celebrities for signature releases.
Differences: Nike’s partnerships extend to various sports teams and retailers globally. Jordan Brand’s collaborations are often tied to basketball culture and limited-edition sneaker releases.
Competitive Advantage: Global Partnerships (Nike), Limited-Edition Collaborations (Jordan Brand).
Revenue Streams
Nike: Footwear, apparel, equipment sales
Jordan Brand: Footwear, apparel, limited-edition releases
Similarities: Both generate revenue through footwear and apparel sales. Nike’s revenue is diversified across various sports. Jordan Brand relies on limited-edition sneaker releases as a significant revenue source.
Differences: Nike has a broader range of product categories, resulting in more diversified revenue streams. Jordan Brand generates a substantial portion of its revenue from limited-edition sneaker releases.
Competitive Advantage: Diverse Revenue Streams (Nike), Sneaker Release Focus (Jordan Brand).
Cost Structure
Nike: Manufacturing, marketing expenses
Jordan Brand: Design, marketing expenses
Similarities: Both have costs related to manufacturing and marketing. Nike’s manufacturing expenses are higher due to its broader range of products. Jordan Brand focuses on design and marketing expenses.
Differences: Nike’s cost structure includes manufacturing costs across various product categories. Jordan Brand’s expenses are primarily tied to design and marketing efforts, particularly for limited-edition releases.
Competitive Advantage: Broader Manufacturing Costs (Nike), Design Focus (Jordan Brand).
The Jordan Brand’s popularity has been strong for decades, yet it has increased further since 2019.
Nike has followed a similar pattern.
Overall it’s tough to analyze Jordan separately from Nike and vice-versa, as Jordan is a crucial element of Nike’s success.
In fact, not only Jordan’s brand has passed over 5 billion dollars in direct revenue.
The popularity of the Jordan Brand also spurred the sales of other Nike footwear indirectly.
Take the case of the Nike Jordan 1 and the Nike Dunk, both designed by iconic designer Peter Moore.
The Jordan 1 was first launched in 1985 as a signature shoe for Michael Jordan and was hugely successful.
And in the same year, Nike launched the Dunk, which has a similar design.
The interesting part of the Jordan shoes is that they are iconic and become trendy from time to time, thus spurring the consumers’ interest in buying them and the indirect interest of consumers to purchase similar models released by Nike.
Indeed, in the 2020s, we saw a similar phenomenon with the rise in popularity of the Jordan 1.
The success of the JordaWhich also propelled the sales of the Nike Dunk and other models.
Therefore, the Jordan shoes go through various hype cycles (depending on Jordan’s model, which trends every few years).
This also boosts the sales of Nike’s realized shoes in a more stable form, as Nike can capitalize on this brand’s success in revenue across its various segments!
Nike in charts
Related to Nike
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.
