A data profile of the people who buy, follow and care about Nike in Australia — modelled from more than twelve digital signal sources. Nike has an estimated audience of 2,593,137 people in Australia.
The average Nike fan in Australia is 35.4 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Sneaker collecting, Sneakers (footwear), JD Sports, with strongest over-indexing on Sneaker collecting (2.97× the country average).
Demographically, the Nike audience skews balanced with an average age of 35.4, and over-indexes on personality traits such as Early Adopter Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Nike fan in Australia is balanced, around 35.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sneaker collecting.
The key figures that characterise the Nike profile in Australia.
50.5% are female, 49.5% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 35.4 |
| Estimated audience size | 2,593,137 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 26% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 14% |
of the worldwide Nike audience comes from Australia.
| Country | Share |
|---|---|
| United States | 24.3% |
| Japan | 9.6% |
| Germany | 6.1% |
Where the Nike audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.28× | |
| 02 | New South Wales | ~1M | 1.16× | |
| 03 | South Australia | ~200K | 1.10× | |
| 04 | Western Australia | ~300K | 0.96× | |
| 05 | Queensland | ~600K | 0.95× | |
| 06 | Tasmania | ~50K | 0.95× | |
| 07 | Australian Capital Territory | ~50K | 0.95× | |
| 08 | Northern Territory | ~20K | 0.67× |
The strongest cross-interests of the Nike audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sneaker collecting | Fashion & Accessoires | 2.97× | ||
| 02 | NBA playoffs | Sports | 2.97× | ||
| 03 | NBA Finals | Sports | 2.75× | ||
| 04 | JD Sports | Shopping | 2.13× | ||
| 05 | ASICS | Fashion & Accessoires | 2.13× | ||
| 06 | Louis Vuitton | Fashion & Accessoires | 2.11× | ||
| 07 | Streetwear | Fashion & Accessoires | 2.10× | ||
| 08 | Adidas | Fashion & Accessoires | 2.04× | ||
| 09 | Sneakers (footwear) | Fashion & Accessoires | 1.98× | ||
| 10 | Foot Locker | Shopping | 1.94× | ||
| 11 | New Balance | Fashion & Accessoires | 1.91× | ||
| 12 | UEFA Champions League | Sports | 1.87× | ||
| 13 | Gucci | Fashion & Accessoires | 1.87× | ||
| 14 | Manchester United F.C. | Sports | 1.81× | ||
| 15 | The Iconic | Shopping | 1.76× | ||
| 16 | Expensive Taste | Business & Career | 1.73× | ||
| 17 | South Korea | Travel & Leisure | 1.72× | ||
| 18 | Premier League | Sports | 1.67× | ||
| 19 | Men's Fitness | Sports | 1.62× | ||
| 20 | Uniqlo | Shopping | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.38× | |
| Design Affinity | PREMIUM | 1.20× | |
| Indulgence | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.63× | |
| Quality Awareness | PREMIUM | 0.67× | |
| DIY Mentality | THRILL | 0.73× |
Nike's target market in Australia covers an estimated 2,593,137 people, concentrated in New South Wales and Victoria.
50.5% of the Nike audience are female, 49.5% are male, with an average age of 35.4 years.
Nike fans show strongest brand affinity for Sneaker collecting (2.97×), Sneakers (footwear) (1.98×), and JD Sports (2.13×) over the country average.
Nike fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~1M), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Nike itself, the audience over-indexes on Sneakers (footwear) (1.98×), JD Sports (2.13×), Streetwear (2.1×), and ASICS (2.13×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Nike. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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