18 Incredible Nike Demographic Segmentation - BrandonGaille.com
From the article above;
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Here’s the problem that Nike faces right now. They are a top brand for older Millennials, Generation X’ers, and
Baby Boomers because these are the generations that got to see athletes like Michael Jordan play in person. These names have become synonymous with the Nike brand and the nostalgia drives sales upward. Kids might think their parents are cool, but are they going to wear the same brand of shoes? Not usually. This means the targeted age demographics that are key to Nike’s growth are under-achieving because the brand is actually over-achieving outside of its targeted demographic segments."