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Similarly, Nike fostered other athlete-centric campaigns with Tiger Woods, Serena Williams, Ronaldo, and others, shaping the persona of champions as aspirational figures. These collaborations and storytelling tactics built Nike’s globe-spanning reputation as a brand for winners.
Market Domination and Its Challenges
By 2000, Nike controlled nearly 42% of the global athletic shoe market, a commanding lead. Even as competitors like Adidas, Reebok, and New Balance gained ground, Nike maintained formidable market share—more than 36% in 2022, bolstered by the success of the Jordan line and extensive brand portfolio.