Nike designs and sells athletic shoes, clothing, equipment and accessories under the Nike, Jordan and Converse brands. Most of its shoes are made for specific sports, though many people wear them every day. It sells through its own stores and apps and websites, which it calls Nike Direct, and to wholesale customers such as sporting goods, shoe and department stores, distributors and licensees in nearly every country.
Nike reports its Nike Brand business in four regional segments: North America; Europe, Middle East and Africa; Greater China; and Asia Pacific and Latin America. Converse is reported separately. Sales in the United States made up about 44% of revenue in fiscal 2026, and no single customer reached a tenth of revenue. Nike names adidas, Anta, ASICS, Deckers, Li Ning, lululemon, New Balance, On, Puma and Under Armour among its competitors.
Nike owns almost no factories. Independent contract manufacturers make nearly all of its products, mostly in Asia; factories in Vietnam made about 52% of Nike Brand shoes in fiscal 2026. At the end of May 2026 Nike had about 73,000 employees, including retail and part-time staff, and it ran 347 stores in the United States and 641 elsewhere.