Shifts in Target Demographics

Nike's marketing strategies have also come under scrutiny, particularly their focus on younger, serious athletes, which seems out of step with the interests of today’s consumers. Many believe that the company's advertising has been slow to adapt to the lifestyles and preferences of new generations, particularly Gen Z, which is gravitating toward brands that blend performance with fashion. Competitors such as Lululemon and New Balance have successfully captured attention by emphasizing lifestyle over strictly athletic messaging. As a result, Nike's attempts to appeal to a broader audience have not resonated effectively, leading to a loss of relevance in key demographic markets.