BCG Matrix of Nike 

Nike is a sportswear American multinational company. Phill Knight and Bill Bowerman founded the sportswear brand in 1964. Today, we’ll discuss the BCG matrix of Nike; four growth-share matrix analysis quadrants like; stars, cash cows, question marks, and dogs.

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The BCG matrix of Nike would focus on the four growth-share matrix analysis quadrants like stars, cash cows, question marks, and dogs. Here’s the Nike BCG matrix growth-share matrix analysis example as follows;

BCG Matrix of Nike 

Let’s discuss the four growth share matrix quadrants in the BCG matrix of Nike; they’re as follows;

Stars of Nike

The star quadrant in the Nike BCG matrix growth-share matrix analysis example comprises such sportswear products and services that have a higher market share and higher growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main star products and services of the sportswear brand Nike are as follows;

I-Nike Air Max, Zoom, Flyknit

Nike Air Max, Nike Zoom, and Nike Flyknit are some of the star products of the sportswear brand Nike. According to an estimate, the Nike Air Max brand contributed solely roundabout 2.7 billion USD of sales in 2023. They have a higher growth rate and they contribute significantly to the revenue and profitability of the company by staying ahead of the competition.

II-Footwear & Shoes

According to an estimate, Nike shoes and footwear contribute roundabout 64% of the total revenue of the sportswear brand Nike. The footwear generated annual revenue of 33 billion USD in 2023. It has a higher market share and growth rate and it contributes significantly to the overall revenue of the brand.

Cash Cows of Nike

The cash cow quadrant in the Nike BCG matrix growth-share matrix analysis example consists of such sportswear products and services that have a higher market share and slower growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main cash cow products and services of the sportswear brand Nike are as follows;

I-Equipment & Accessories

Approximately 4% of the total revenue of the sportswear brand Nike comes from the sale of sports equipment and accessories. The brand employs celebrities and public figures for the promotion of its branded products, sports equipment, and accessories. The reason Nike has a slower growth rate in the category of sports equipment and accessories; is because of the tough competition and market saturation.

II-Apparel

Approximately 28% of the total revenue of the sportswear brand Nike comes from the sale of apparel and clothing. They contribute significantly to the revenue and profitability of the sportswear brand; market saturation has slowed down the company’s growth rate. However, the sportswear brand offers apparel and clothing for men, women, and children.

Question Marks of Nike

The question mark quadrant in the Nike BCG matrix growth-share matrix analysis example includes such sportswear products and services that have a lower market share and higher growth rate. They have the potential to contribute to the revenue, sales, and profitability of the sportswear brand; if the company works on the weak areas. However, some of the main questions mark products and services of the sportswear brand Nike as follows;

I-Nike Converse, Jordan, Hurly

Nike Converse, Nike Jordan, and Nike Hurly are the question market products and brands of Nike; they have earned a limited market share, but their growth rate is very high. They have the potential to become the star products of the company; if the company fixes some of its issues and weak areas.

II-E-commerce Platform

Nike sales from the e-commerce platform increased by 16% in 2022 and it contributed roundabout 5.4 billion USD to the overall sales and revenue of the company. The annual increment of Nike digital and e-commerce platform sales is approximately 25%.

Dogs of Nike

The dog quadrant in the Nike BCG matrix growth-share matrix analysis example outlines such sportswear products and services that have a lower market share and lower growth rate. They don’t contribute significantly to the revenue, sales, and profitability of the sportswear brand; instead, they consume a lot of capital resources of the company. However, some of the main dog products and services of the sportswear brand Nike are as follows;

I-Nike Hoodland Boots

Nike Hoodland Boots falls under the category of dog quadrant because of the poor design and high pricing. They couldn’t make a bigger impact on the market; they have a limited market share and growth rate.

II-Nike FuelBand

Nike FuelBand only contributed sales and revenue of roundabout 5 billion USD in 2022 and they lost in the market due to the tough competition. They have a limited market share and growth rate, and they’re consuming the capital resources of the company.

Conclusion: Nike BCG Matrix Growth Share Matrix Analysis 

After an in-depth study of the BCG matrix of Nike; we have realized that Nike is the world’s leading sportswear brand. If you are learning about the Nike BCG matrix growth share matrix analysis example; then you should keep in mind the abovementioned four quadrants; stars, cash cows, question marks, and dogs.