It's been a very good year for Nike. For many Americans, the Nike swoosh has become as iconic as baseball, Coca-Cola and apple pie, and I am no different.
I follow many hunky athletes, and the vast majority of them tend to pick the shoe giant as their provider for all things athletic – famous or not. According to Advertising Age, Nike is soaring above all other competitors in 2012, and they have the London Olympics to thank for that. Who didn't watch the Olympic Games this year? I don't think I have seen that many big British celebs since I spotted Victoria Beckham's bunions at the Royal Wedding several years ago.
All joking aside, sporting events of this magnitude mean big bucks for the shoe industry. Since so many athletes have hitched a ride on the Nike train, the world's biggest sporting stage allowed the shoe behemoth to sponsor eight of the 16 countries that were featured in the Euro 2012 soccer championship (can you say "eye candy?!") and were able to flawlessly etch the iconic swoosh across the swimsuits, athletic shorts and tennis shoes of many competitors at the 2012 Olympic Games. Not that the swoosh was the first thing to catch my eye, but…
To date, Nike currently holds 55 percent of the market share and is awash with $24 billion in profits for 2012 – both up 4 percent from 2011 despite the dismal economy (I don't know about you, but my shoe-shopping habit has certainly taken a dive this year). What is even more amazing is that Nike didn't have to bombard me with annoying commercials to get there. Like my trusty orthotic, their products usually speak for themselves.
There is a reason why Nike is continually on top when it comes to athletic shoes. According to Shape magazine, the best athletic shoes for women includes Nike's Zoom line, which was launched this year in lieu of the London Olympic Games. Many athletes with foot problems – both male and female – swear allegiance to Nike because of their great arch support and balance that so many active participants need.
According to Advertising Age, only $3 billion of their skyrocketing profits came directly from consumer sales, but the good news is that they are starting to change that. By expanding their retail footprint with what they call "brand experience stores" this year, Nike is hoping to reach and even larger consumer base. It certainly looks to me that this shoe giant is here to stay.