Nike's typical shopper is a white, GenX male making over $80,000 and dropping about $90 per shopping trip
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- Nike is the largest sportswear company in the world, and currently employs over 79,000 people.
- Data from Numerator shows the average customer spends $87.88 per visit to a Nike operated store.
- Shoppers often buy sneakers from Nike. Shoe sales made up more than half of Nike's revenue in 2022.
Nike is the largest sportswear company in the world, currently employing over 79,000 people.
In its fiscal 2022, ending May 31, Nike earned $46.7 billion in revenue compared to archrival Adidas, which reported about half of that amount last year.
North America is the company's largest market, representing 41% of sales, according to its latest annual report.
Analytics firm Numerator found that the typical Nike customer is a Gen X Caucasian person earning over $80,000 annually. A majority of Nike products are purchased by men, according to the brand.
Nike targets all generations, but especially the all-important 25-34 age group, Start.io said. Millennials are Nike's second most frequent customers after Gen X, at 30%, Numerator found.
Data compiled by Numerator for Insider also shows the average customer spends $87.88 per visit to a Nike-operated store.
When customers buy from Nike, it's usually footwear. Footwear sales made up $29.1 billion, or more than half, of the company's total revenue last year. In addition to classic Nike franchises like Air Max and the Pegasus running line, Nike also houses the Jordan and Converse brands.
Nike finished its fiscal 2022 year with 344 company stores, including 209 factory stores and 87 Converse stores. The average customer visits a Nike store three times per year, according to the mobile marketing platform Start.io.
In its latest annual report, Nike said footwear revenues grew 9%, driven by both Jordan Brand and men's sales last year.
Read more of our typical shopper profiles:
- Meet the typical Adidas US customer, a 20-something who earns just under $100,000 and looks to Adidas for fashion and fitness apparel
- Meet the typical CVS shopper: a white, Gen X, college-educated city dweller earning a high income
- Meet the typical Target shopper, a millennial suburban mom with a household income of $80,000