Nike is a world-renown sports and athletics apparel brand that was established in the early 1960s. For the first 10 years, the company was known as ‘Blue Ribbon Sports’, however it changed its name to Nike in the early 1970s. As at the end of 2017, the Nike brand was valued at $30 billion, making it the most successful sports brand in the world. This paper discusses the merits and demerits of Nike’s primary marketing approach. It also examines its top three competitors and how it can gain a higher competitive advantage.