Business Segments · Demand creation expense
NIKE Brand — Demand creation expense
Nike NIKE Brand — Demand creation expense decreased by 14.1% to $1.07B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 2.3%, from $1.05B to $1.07B. Over 2 years (FY 2023 to FY 2025), NIKE Brand — Demand creation expense shows an upward trend with a 7.8% CAGR.
Analysis
StatementSegment
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ2 2022
Last reportedQ4 2025
Rolls up toSales & Marketing
How to read this metric
Increased spending is often a proactive investment in growth, but if it does not lead to revenue growth, it may signal inefficient marketing spend.
Detailed definition
This represents expenditures related to marketing, advertising, endorsements, and brand-building activities for the core...
Peer comparison
Comparable to marketing and advertising expenses in other consumer-facing retail and apparel companies.
Metric ID:
nke_segment_total_nike_brand_demand_creation_expenseHistorical Data
15 periods
| 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 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $972.00M | $972.00M | $972.00M | $972.00M | $1.03B | $1.03B | $1.03B | $1.03B | $1.19B | $1.08B | $1.05B | $1.21B | $1.15B | $1.25B | $1.07B |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +6.3% | +0.0% | +0.0% | +0.0% | +15.0% | -9.5% | -2.7% | +15.9% | -4.8% | +8.0% | -14.1% |
| YoY Change | — | — | — | — | +6.3% | +6.3% | +6.3% | +6.3% | +15.0% | +4.1% | +1.3% | +17.4% | -2.9% | +15.9% | +2.3% |
Range$972.00M – $1.25B
CAGR+2.8%
Avg YoY Growth+7.1%
Median YoY Growth+6.3%
Similar Metrics at Other Companies
Frequently Asked Questions
- What is Nike's nike brand — demand creation expense?
- Nike (NKE) reported nike brand — demand creation expense of $1.07B in Q4 2025.
- How has Nike's nike brand — demand creation expense changed year-over-year?
- Nike's nike brand — demand creation expense increased by 2.3% year-over-year, from $1.05B to $1.07B.
- What is the long-term trend for Nike's nike brand — demand creation expense?
- Over 2 years (2023 to 2025), Nike's nike brand — demand creation expense has grown at a 7.8% compound annual growth rate (CAGR), from $3.89B to $4.52B.
- What does nike brand — demand creation expense mean?
- The total spending on marketing and advertising to promote the core brand.