Nike creates brand awareness to make target customers remember by advertising in various medias, most of people will recognize Nike in the logo swoosh. Most people recall Nike brand and need to buy Nike products in the market effect the market share of Nike expect to increase every year from 2011 to 2020 increase from 17 percent to 27.2 percent . The US athletic footwear market Nike got 8 % in the first quarter of 2015 and Nike was the most dominant brand by far with a market share of 62% . Nike is the leader in basketball footwear. The market share of Nike and Jordan brands combined is estimated at more than 90% . The market share has been steadily on the rise.