Operating Expenses
Sales & Marketing
Nike Sales & Marketing decreased by 14.4% to $1.09B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 0.2%, from $1.09B to $1.09B. Over 4 years (FY 2021 to FY 2025), Sales & Marketing shows an upward trend with a 10.8% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryGrowth
SignalContext dependent
VolatilityModerate
First reportedQ1 2014
Last reportedQ3 2026Apr 1, 2026
How to read this metric
An increase may signal aggressive growth strategies or higher customer acquisition costs, while a decrease could indicate cost-cutting or a shift toward organic growth.
Detailed definition
Represents the total costs incurred to acquire new customers and promote brand awareness through advertising, promotiona...
Peer comparison
Standard across financial services; peers often report this as 'Marketing and Business Development' or 'Advertising and Promotion'.
Metric ID:
selling_and_marketingHistorical Data
20 periods
| Q4 '21 | Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | Q2 '26 | Q3 '26 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $997.00M | $918.00M | $1.02B | $854.00M | $1.06B | $943.00M | $1.10B | $923.00M | $1.09B | $1.07B | $1.11B | $1.01B | $1.09B | $1.23B | $1.12B | $1.09B | $1.25B | $1.19B | $1.27B | $1.09B |
| QoQ Change | — | -7.9% | +10.8% | -16.0% | +24.2% | -11.1% | +16.9% | -16.2% | +18.3% | -2.1% | +4.2% | -9.2% | +7.9% | +12.4% | -8.5% | -3.0% | +15.2% | -5.2% | +7.2% | -14.4% |
| YoY Change | — | — | — | — | +6.4% | +2.7% | +8.4% | +8.1% | +2.9% | +13.4% | +1.1% | +9.5% | -0.1% | +14.7% | +0.7% | +7.6% | +14.8% | -3.1% | +13.5% | +0.2% |
Range$854.00M – $1.27B
CAGR+1.9%
Avg YoY Growth+6.3%
Median YoY Growth+7.0%
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Nike's sales & marketing?
- Nike (NKE) reported sales & marketing of $1.09B in Q4 2025.
- How has Nike's sales & marketing changed year-over-year?
- Nike's sales & marketing increased by 0.2% year-over-year, from $1.09B to $1.09B.
- What is the long-term trend for Nike's sales & marketing?
- Over 4 years (2021 to 2025), Nike's sales & marketing has grown at a 10.8% compound annual growth rate (CAGR), from $3.11B to $4.69B.
- What does sales & marketing mean?
- The total amount spent on advertising, marketing, and sales activities to acquire and retain customers.