China Nike's redeemer as marketing budgets are slashed

Rob Clapp

An overview of Nike's marketing spend and revenue since 2010.

Nike has seen its revenue return to growth following the initial impact of the coronavirus pandemic but the company's marketing spend remains in double-digit decline, according to an analysis of the latest company reports.

In the three months ending 28 February 2021, the sportswear giant spent $711m on its marketing, which includes advertising, sponsorship, complimentary products and retail brand presentation.

This equals a drop of 18.3% year on year, a level of decline seen throughout 2020. Marketing spend saw the steepest cuts in the three months ending 31 August 2020, where it fell by one-third (33.5%).

Nike emphasised data-driven and...

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