Nike boosts marketing ahead of World Cup year

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Nike is preparing for one of the biggest sports marketing years of the decade, with the 2026 FIFA World Cup in North America expected to be a central platform. Investors are closely watching how the company leverages the event after several sluggish quarters marked by lost market share and tariff pressures.

In FY25, Nike lifted its marketing spend by 9% to $1.63 billion, signaling appetite for big-ticket campaigns under CEO Elliott Hill’s turnaround plan. The company sponsors five of the world’s top-10 FIFA-ranked teams, including Brazil, France, and England — giving it high visibility on the global stage. LSEG data estimates Nike’s selling and marketing expenses could cross $5 billion in 2026.

The stakes are high. Nike’s revenue for the August-ended quarter is expected to decline about 5% year-on-year, with profit margins shrinking 3.7%. Demand in China remains uneven, while U.S. tariffs on imports from Vietnam, China, and Indonesia could add $1 billion in costs. Nike has cut its China sourcing from 16% of production to below 10% to soften the impact.

Beyond football, Nike is also leaning into lifestyle and athleisure, with its recent NikeSKIMS collaboration with Kim Kardashian drawing attention in women’s sportswear. Still, analysts say the brand must re-establish itself as the go-to for serious athletes to recover lost ground against challengers like On, Hoka, and Lululemon.

With the global athletic footwear market forecast to grow from $183 billion in 2025 to $258 billion by 2030, Nike’s marketing blitz around major sports events could prove decisive in reclaiming relevance.