Threat of New Entrants
NIKE has always striven to provide a competitive edge to foster the best possible performance in their athletes. This is the reason NIKE continues to lead innovation in footwear, apparel, and equipment. NIKE is a globally recognized brand and has a huge population of loyal customers. For the younger generation i.e. youth especially, NIKE is a fashion brand. Even being a sports brand, it attracts the sports as well as non-sports population. One of the major reasons NIKE is so successful in popularizing its footwear, apparel and sports accessories is because it hires sports celebrities as their spokespeople, including legendary basketball player Michael Jordan, Serena Williams, Tiger Woods. Thus threat of new entrants is low for NIKE.