Nike Consumers demand Strategies

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In fact, the overseas market accounts for a high proportion in Nike’s total sales. Until last year, Nike’s international market sales beyond the U.S. market sales lasting for four years, but the U.S. market still the Nike’s largest market. Although 61% of Nike’s revenue from athlete shoes and Nike occupies 45 percent of the U.S. athletic shoe market cannot help but be influenced by consumers' demand to owning another pair of sneakers. Nike is not the only one in suffering from American customers’ new preference with alternative footwear like hiking shoes and leather boots. Adidas and Reebok have experienced a difficult time too. Nike has got a shock and decreased total sales due to the global financial crises in 2008 and 2009. Nike's total sales declined from $19.08 billion in fiscal 2009 to $18.96 billion in fiscal 2010, just a little higher than the year 2008 (18.63 billion). In Mark Parker’s leadership, Nike builds up sports fashion as the company’s core business, until recently, people still believe that Nike can achieve this goal is simply unbelievable as its corporate culture of male chauvinism . In the Past 3 years, Nike air max apparel sales rose 30% in the world due to the impetus of fashion sportswear, in fiscal 2010, 2011, 2012, the company’s total sales reached 18.96, 20.89, 24.12 billion U.S. dollars separately.

Without doubt, Nike still needs to deal with many challenges. In the United States, to meet growing market demand, Puma, K-Swiss, Diesel and other manufacturers introduced retro-style sneakers. In Europe, Nike high-end shoes sales experienced a dramatic rise for many years began to decrease. The Adidas – Salomon also made the best of opening up North America basketball markets, Nike’s market share account for 60%. In the imitation of Adidas, Nike shox shoes, contracted with three NBA All-Star team players: Kevin Garnett, Tracy Macready and Tim Duncan will wear Adidas sneakers. In the other hand, Nike makes effort to meet

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