Nike falls under niche marketing. They have a narrowly defined customer group seeking a distinctive mix of benefits. Their products are mainly aimed at both men and women looking for sports apparel. Nike promises their customers comfort, reliability, style and performance.
Nike sports shoes are priced high. But customers are willing to spend the extra money for the quality and service they receive.
Nike pays top athletes in many different sports to use their products and promote/advertise their technology and design. Nike is the official kit sponsor for the Indian cricket team for 5 years, from 2006 till end of 2010. Nike beat Adidas and Puma by bidding highest. Nike also sponsors some of the leading clubs in world football, such as