Nike Net Promoter Score 2023 Benchmarks

Last known Net Promoter Score is


Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012. As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.

The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also owned Bauer Hockey between 1995 and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and the Swoosh logo.

Quick facts about Nike


Athletic footwear and apparel, sport equipments and other athletic and recreational products


January 25, 1964; 53 years ago (1964-01-25) (as Blue Ribbon Sports) 1971 (as Nike, Inc.)

Key people

Phil Knight (Chairman Emeritus) Mark Parker (Chairman, President & CEO)


Washington County, Oregon, United States (Near Beaverton, Oregon)

Traded as

NYSE: NKE DJIA Component S&P 100 Component S&P 500 Component

Consumer Brands / Retail/E-tail companies with similar Net Promoter Score

Company Score
Nike 30
Adidas 28
Ralph Lauren 33
Overstock 24
eBay 38
H&M 21
Gap 21
Louis Vuitton 40
Target 43
Gucci 45

What is Net Promoter Score?

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Is Nike's NPS of 30 considered to be good?

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / Retail/E-tail is 50.

Browse NPS benchmarks

How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Nike sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Nike with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where comes in.

What is Why is useful?

After successfully using Net Promoter Score for our own e-commerce projects,
 we have decided to let anyone benefit from what we've learned.

We have founded in 2016 to help e-shops, SaaS services and startups better understand their customers, improve their services and increase their revenues. is an easy-to-setup tool for tracking segmented customer satisfaction using Net Promoter Score.

Learn more

Other companies with Net Promoter Score similar to Nike

Company Industry Score
Beats Music Consumer Brands / Entertainment 30
Apple iTunes Consumer Brands / Entertainment 30
National Research University Higher School of Economics Education 30
Google Play Consumer Brands / Internet 30
Nike Consumer Brands / Retail/E-tail 30
Nokia Consumer Brands / Electronics 30
American Express Financial Services / Credit cards 29
HP Consumer Brands / Electronics 29
Budweiser Consumer Brands / FMCG 29
Kaiser Permanente Insurance / Health and Life Insurance 31

Net Promoter Score benchmark sources

Score Date Source
30 2013-04-01

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