The company is not forthright in terms of its strategic partnerships, which has created suspicion and brought attention to the company's overall lack of transparency.
Nike has been cited numerous times for poor working conditions in what have been described as sweatshops, low wages, and child workers in its manufacturing facilities, which has tarnished some of its brand image.
Nike is focused on its footwear business, which can be somewhat risky considering that market trends change and most companies sustain themselves through a product diversification strategy.
Because the company chooses to do business with retailers that also stock their competition's brands, there is a loss of exclusivity and the risk that consumers may opt for the other brand based on price and selection.
The overall high prices of Nike products often positions it as a premium brand that is out of reach for many and has even become the subject of criminal cases when people have been shot for their Nike shoes. This adds to the company's brand dilemma and pricing strategy in terms of what type of brand they are and could cause alienation and eventual migration among more price-conscious consumers.