Nike adspend continues to grow

Rob Clapp

A quarterly overview of Nike's advertising expenditure since FY10/11.

Nike's advertising expenditure has continued on its growth path, rising 7.1% to US$3,577 million in the fiscal (FY) 17/18 period (year ending 31 May), according to annual reports. Since FY10/11, the sportswear giant has seen a compound annual growth rate (CAGR) of 5.6% and shown no signs of stopping.

Adspend in Q4 (Mar-May) has grown the most since FY10/11, recording a CAGR of 6.9%. Q2 (Sept-Nov) was lower at 6.2% and Q3 (Dec-Feb) registered 5.9%. While Q1 (Jun-Aug) experienced the lowest CAGR at 3.3%, it registered over $1,000 million in adspend in FY16/17, a first for Nike.

In company reports,...

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