A data profile of the people who buy, follow and care about Nike in Brazil — modelled from more than twelve digital signal sources. Nike has an estimated audience of 9,039,084 people in Brazil.
The average Nike fan in Brazil is 34.8 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Puma, Adidas, New Balance, with strongest over-indexing on Puma (4.04× the country average).
Demographically, the Nike audience skews balanced with an average age of 34.8, and over-indexes on personality traits such as Early Adopter Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Nike fan in Brazil is balanced, around 34.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Puma.
The key figures that characterise the Nike profile in Brazil.
45.6% are female, 54.4% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 45.6% |
| Male | 54.4% |
| Average age | 34.8 |
| Estimated audience size | 9,039,084 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 26% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide Nike audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 24.3% |
| Japan | 9.6% |
| Germany | 6.1% |
Where the Nike audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~4.5M | 2.01× | |
| 02 | Rio Grande do Sul | ~800K | 1.49× | |
| 03 | Santa Catarina | ~600K | 1.47× | |
| 04 | Paraná | ~800K | 1.44× | |
| 05 | Federal District | ~200K | 1.42× | |
| 06 | Rio de Janeiro | ~1M | 1.31× | |
| 07 | Minas Gerais | ~1M | 1.29× | |
| 08 | Espírito Santo | ~200K | 1.23× | |
| 09 | Mato Grosso do Sul | ~200K | 1.17× | |
| 10 | Goiás | ~400K | 1.10× | |
| 11 | Mato Grosso | ~200K | 1.01× | |
| 12 | Paraíba | ~200K | 0.87× | |
| 13 | Alagoas | ~100K | 0.86× | |
| 14 | Amapá | ~30K | 0.84× | |
| 15 | Rondônia | ~60K | 0.81× | |
| 16 | Pernambuco | ~300K | 0.80× | |
| 17 | Pará | ~200K | 0.80× | |
| 18 | Tocantins | ~50K | 0.79× | |
| 19 | Sergipe | ~70K | 0.77× | |
| 20 | Maranhão | ~200K | 0.76× | |
| 21 | Rio Grande do Norte | ~100K | 0.76× | |
| 22 | Bahia | ~400K | 0.75× | |
| 23 | Acre | ~20K | 0.73× | |
| 24 | Ceará | ~300K | 0.68× | |
| 25 | Roraima | ~20K | 0.67× | |
| 26 | Piauí | ~80K | 0.66× | |
| 27 | Amazonas | ~90K | 0.56× |
The strongest cross-interests of the Nike audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 4.04× | ||
| 02 | New Balance | Fashion & Accessoires | 2.66× | ||
| 03 | Streetwear | Fashion & Accessoires | 2.65× | ||
| 04 | Adidas | Fashion & Accessoires | 2.13× | ||
| 05 | Shirt | Fashion & Accessoires | 2.13× | ||
| 06 | Bus | Cars & Mobility | 2.07× | ||
| 07 | Sneakers (footwear) | Fashion & Accessoires | 2.04× | ||
| 08 | Sportswear (activewear) | Fashion & Accessoires | 1.92× | ||
| 09 | Eye shadow | Beauty & Wellness | 1.90× | ||
| 10 | Undergarment | Fashion & Accessoires | 1.83× | ||
| 11 | Shorts | Fashion & Accessoires | 1.79× | ||
| 12 | Hair conditioner | Beauty & Wellness | 1.76× | ||
| 13 | Blouse | Fashion & Accessoires | 1.72× | ||
| 14 | Skirt | Fashion & Accessoires | 1.67× | ||
| 15 | Sephora | Shopping | 1.62× | ||
| 16 | Dresses | Fashion & Accessoires | 1.57× | ||
| 17 | Premier League | Sports | 1.57× | ||
| 18 | Organic farming | Food & Beverages | 1.53× | ||
| 19 | Fitness and figure competition | Sports | 1.51× | ||
| 20 | Sunglasses | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.76× | |
| Quality Awareness | PREMIUM | 1.23× | |
| Extroversion | THRILL | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.61× | |
| Need for Security | CONSERVATISM | 0.68× | |
| Patriotism | CONSERVATISM | 0.72× |
Nike's target market in Brazil covers an estimated 9,039,084 people, concentrated in São Paulo and Minas Gerais.
45.6% of the Nike audience are female, 54.4% are male, with an average age of 34.8 years.
Nike fans show strongest brand affinity for Puma (4.04×), Adidas (2.13×), and New Balance (2.66×) over the country average.
Nike fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Nike itself, the audience over-indexes on Adidas (2.13×), New Balance (2.66×), Dresses (1.57×), and Shorts (1.79×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil 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 Brazil. 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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