Rascasse Audience Intelligence

Nike Target Market in United States

Nike has an estimated audience of 54.2M people in United States.

#1among Sportswear in United States
#32among brands in United States#13in Fashion & Accessoires

The average Nike fan in United States is 34.0 years old, balanced, and lives primarily in California.

By number of fans, Nike ranks #1 among the 101 objects in Sportswear in United States — 1,399.9× the group median.

Its fans are 0.8 years younger than the group average of 34.8.

Women make up 46.9% of the fan base, 3.1 percentage points fewer than the group average.

Compared with the other 100 objects in Sportswear, Nike fans stand out for their interest in Princess Polly, Michael Jordan and San Francisco 49ers.

Most fans live in California, New York, Texas.

Top affinities include Princess Polly, Puma, Sneaker collecting, with strongest over-indexing on Princess Polly (3.88× the country average).

Demographically, the Nike audience skews balanced with an average age of 34.0, and over-indexes on personality traits such as Early Adopter Mentality, Luxury Orientation.

The typical Nike fan in United States is balanced, around 34.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Princess Polly.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
54.2M
in United States
Gender
46.9%♀
53.1% male
Age
34.0
average years
Country rank
#352
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Nike

46.9% are female, 53.1% are male, average age 34.0.

Fig. 02

Gender split

46.9%
Female
53.1%
Male
Demographic split for Nike audience in United States
MetricValue
Female46.9%
Male53.1%
Average age34.0
Estimated audience size54.2M
Fig. 03

Age distribution

Ø 34.0
average years
Age distribution of the Nike audience in United States
Age bracketShare%
16-2434%
25-3424%
35-4418%
45-5414%
55+10%
Fig. 04

Worldwide distribution

19.4%

of the worldwide Nike audience comes from United States.

Worldwide audience distribution share by country for Nike
CountryShare
United States19.4%
Japan7.6%
China5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Nike customers by region in United States
#RegionReachAffinity×
01Mississippi~700K1.40×
02New York~4.5M1.33×
03Alabama~1M1.29×
04Georgia~2.5M1.25×
05Oregon~900K1.24×
06Tennessee~1.5M1.22×
07California~7.5M1.19×
08New Jersey~2M1.18×
09Louisiana~900K1.18×
10Maryland~1M1.17×
11Texas~4M1.12×
12Florida~4M1.12×
13Arizona~1.5M1.12×
14Illinois~2.5M1.09×
15Connecticut~600K1.08×
16Nevada~600K1.06×
17South Carolina~900K1.05×
18Massachusetts~1M1.04×
19Utah~500K1.04×
20Arkansas~500K1.04×
21Iowa~500K1.03×
22Washington, District of Columbia~100K1.01×
23North Carolina~2M1.00×
24Michigan~1.5M0.99×
25Washington~1M0.99×
26Ohio~2M0.98×
27Virginia~1.5M0.98×
28Missouri~1M0.98×
29Kentucky~700K0.98×
30Pennsylvania~2M0.97×
31Indiana~1M0.97×
32Oklahoma~600K0.94×
33Nebraska~300K0.94×
34Hawaii~200K0.94×
35Delaware~200K0.94×
36Wisconsin~900K0.93×
37Kansas~400K0.91×
38North Dakota~100K0.90×
39New Mexico~300K0.88×
40Minnesota~800K0.87×
41Rhode Island~100K0.86×
42Idaho~300K0.85×
43South Dakota~100K0.85×
44West Virginia~200K0.83×
45Alaska~100K0.83×
46Colorado~800K0.82×
47Montana~100K0.80×
48Wyoming~70K0.77×
49New Hampshire~200K0.76×
50Maine~200K0.70×
Fig. 06

Affinity by region

Affinity by region — Nike, United States
0.70×1.00×1.40×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Nike audience vs. the country average
#·InterestCategoryAffinity×
01Princess PollyFashion & Accessoires3.88×
02PumaFashion & Accessoires3.49×
03Sneaker collectingFashion & Accessoires3.25×
04Air JordanFashion & Accessoires3.13×
05Michael JordanSports2.94×
06San Francisco 49ersSports2.74×
07StreetwearFashion & Accessoires2.64×
08NBA playoffsSports2.48×
09Los Angeles LakersSports2.47×
10NBA FinalsSports2.42×
11AdidasFashion & Accessoires2.41×
12Chicago BullsSports2.36×
13Boston CelticsSports2.31×
14Foot LockerShopping2.26×
15Curly HairBeauty & Wellness2.22×
16Hair ExtensionsBeauty & Wellness2.16×
17Lace wigBeauty & Wellness2.08×
18NBA TVSports1.95×
19Sneakers (footwear)Fashion & Accessoires1.77×
20SpotifyMusic & Radio1.58×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Nike audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Nike audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.20×
Luxury OrientationPREMIUM1.18×
Design AffinityPREMIUM1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Nike audience vs. the country average · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.55×
PatriotismCONSERVATISM0.55×
Need for SecurityCONSERVATISM0.58×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Nike over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/nike-14413” · Methodology