NIKE, Inc.

Overview

NIKE, Inc., founded in 1967 and headquartered in Beaverton, Oregon, designs, develops, markets and sells athletic footwear, apparel, equipment, accessories and related services worldwide, and describes itself as the largest seller of athletic footwear and apparel in the world. Its portfolio is centered on the NIKE brand, alongside Jordan and Converse, with product offerings organized primarily around men’s, women’s and kids’ categories.[1]+3

The company’s NIKE Brand operations are organized around four major geographic segments—North America, Europe, Middle East & Africa, Greater China, and Asia Pacific & Latin America—while Converse is reported separately; NIKE sells through wholesale partners in nearly all countries and operates digital commerce platforms in more than 40 countries, with non-U.S. sales representing about 58% of revenue in fiscal 2024. NIKE states that its mission is “to bring inspiration and innovation to every athlete in the world.” In fiscal 2025, NIKE generated $46.3 billion in revenue and had approximately 77,800 employees worldwide as of May 31, 2025.[5]+6 [1]+9

Products & services

NIKE’s disclosed product portfolio centers on performance athletic footwear, apparel, equipment, accessories and related services under the NIKE Brand, Jordan Brand and Converse. Within the NIKE Brand, products are positioned across Men’s, Women’s and Kids’, with sport-inspired lifestyle products under the Swoosh and other NIKE trademarks; Jordan focuses on athletic and casual footwear, apparel and accessories using the Jumpman trademark; and Converse sells casual sneakers, apparel and accessories under trademarks including Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell.[11] NIKE says its athletic footwear is designed primarily for specific athletic use, though a large percentage is also worn for casual or leisure purposes, and that it emphasizes innovation and high-quality construction.[12] Its sports apparel is sold through many of the same channels as footwear, is also designed primarily for athletic use, and is often marketed in collections; the company also markets apparel with licensed college and professional team and league logos.[13] NIKE’s equipment and accessories line includes bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment and other sports equipment.[14]

The company also highlights a set of proprietary product technologies used across categories, including Nike Air, Zoom, Free, Dri-FIT, Flyknit, FlyEase, ZoomX, Air Max and React.[15] In apparel, NIKE identifies specialized performance fabrics designed to wick moisture away from the body, retain heat, and repel rain and/or snow.[16] In footwear, principal materials include natural and synthetic rubber, plastic compounds, foam cushioning materials, leather, nylon, polyester, natural-fiber textiles and polyurethane films used to make NIKE Air-Sole cushioning components; the company also states that Air Manufacturing Innovation and contract manufacturers supply NIKE Air-Sole and other cushioning components used in footwear.[17][18] Beyond physical products, NIKE offers interactive consumer services and digital products through its platforms, including fitness and activity apps, sport, fitness and wellness content, and digital services and features in retail stores; it also licenses certain apparel, digital devices and applications, and other sports equipment to third parties using NIKE-owned trademarks.[19][20]

In fiscal 2024, NIKE disclosed revenue of $33.427 billion from footwear, $13.775 billion from apparel, $2.075 billion from equipment and $2.082 billion from Converse, against total NIKE, Inc. revenue of $51.362 billion; these figures imply that footwear contributed about 65% of total revenue, apparel about 27%, and equipment and Converse about 4% each.[21] [11]+10

Geographic presence

NIKE’s principal executive offices are at One Bowerman Drive, Beaverton, Oregon 97005-6453.[22][23] The company reports revenue across four main geographic markets: North America, Europe, Middle East & Africa (EMEA), Greater China, and Asia Pacific & Latin America (APLA).[24]

In fiscal 2024, NIKE, Inc. generated $51.4 billion of revenue, including $21.4 billion from North America, $13.6 billion from EMEA, $7.5 billion from Greater China, and $6.7 billion from Asia Pacific & Latin America; these represented about 41.7%, 26.5%, 14.7%, and 13.1% of total revenue, respectively. Converse contributed $2.1 billion separately.[24] Revenues derived in the United States were $21.551 billion in fiscal 2024.[25]

Long-lived assets are concentrated in the United States and China, as well as in Belgium for distribution facilities; in fiscal 2024, NIKE reported $4.837 billion of long-lived assets in the U.S., $757 million in Belgium, $501 million in China, and $1.623 billion in other countries.[26][27] Operationally, NIKE had eight significant distribution centers in the United States, shipped products from 68 distribution centers outside the U.S., operated NIKE- and Converse-owned digital commerce platforms in over 40 countries, and had 668 retail stores outside the United States as of fiscal 2024. The company employed approximately 79,400 people worldwide as of May 31, 2024.[28]+3 [22]+9

Business segments

NIKE, Inc.’s official reportable operating segments are primarily geographic for the NIKE Brand: North America; Europe, Middle East & Africa (EMEA); Greater China; and Asia Pacific & Latin America (APLA). NIKE states that these NIKE Brand segments are defined by geographic regions, and that NIKE Direct is managed within each geography. Converse is also a separate reportable operating segment. By contrast, Global Brand Divisions is included within the NIKE Brand for presentation purposes, and Corporate mainly contains unallocated overhead and similar items rather than a reportable segment.[31]+4

Using fiscal 2024 revenue, segment contribution was led by North America at about 41.6% of company revenue ($21.4 billion), followed by EMEA at about 26.5% ($13.6 billion), Greater China at about 14.7% ($7.5 billion), APLA at about 13.1% ($6.7 billion), and Converse at about 4.1% ($2.1 billion). Global Brand Divisions contributed less than 0.1% of revenue, while Corporate was slightly negative.[36]

Separately from its reportable operating segments, NIKE also discloses revenue by product line and channel, including Footwear, Apparel and Equipment, as well as Sales to Wholesale Customers and Sales through NIKE Direct. Those categories are supplemental revenue views rather than the company’s formal reportable operating segments.[21][32] [31]+6

Company history

NIKE traces its origins to Jan. 25, 1964, when Phil Knight and Bill Bowerman founded Blue Ribbon Sports.[37] NIKE, Inc. was incorporated in Oregon in 1967.[38] In 1971, the company sold its first shoes under the Nike name, marking the emergence of the Nike brand and Swoosh identity.[39]

During the 1980s, Nike’s product history was reshaped by the 1985 debut of the Air Jordan 1, which launched one of the company’s most important franchises.[40][41] In the 2000s, Nike broadened its portfolio through the acquisitions of Converse in 2003 and Umbro in 2008.[42][43] In 2012, Nike announced plans to divest Umbro and Cole Haan to focus on the Nike brand and complementary sport brands.[44][45] Mark Parker served as president and chief executive officer from 2006 to 2020, and John Donahoe succeeded him in January 2020.[46] [38]+9

Sources

• NIKE, Inc. — Full financial report (2025 Y)
  10 citations

  [1][2][3][4][5][8][9][10][22][23]
• NIKE, Inc. — Full financial report (2024 Y)
  28 citations

  [6][7][11][12][13][14][15][16][17][18][19][20][21][24][25][26][27][28][29][30][31][32][33][34][35][36][38][46]
• about.nike.com[37]
• about.nike.com[39]
• www.nike.com[40]
• www.nike.com[41]
• s1.q4cdn.com[42]
• s1.q4cdn.com[43]
• NIKE, Inc. — Full financial report (2012 Y)[44]
• investors.nike.com[45]