Nike stores in Colombia

 The sportswear market.

The global sportswear market is already one of the biggest industries of the textile sector and it is projected to continue growing thanks to the rising popularity of sports and healthy lifestyle trends. In Colombia, it has experienced a high growth since the pandemic, and it is interesting to analyze how only a few brands are the leaders of this market globally. In the face of Nike, it remains the biggest sportswear brand in the world, taking more than $44 billion in revenue in 2021. Nike dominates nearly every sport sponsored by amateurs and Olympians, AAU teams to NBA squads, and everything in between. 

Unfortunately, during the pandemic a great number of Nike stores were closed up in colombia. However, this didn’t affect the love, loyalty and desire Colombians have for this brand and now colombian customers not only search for Nike products in official stores but also in retailers.That is why, it is interesting to study the marketing mechanisms that this brand has implemented to generate this connection in all of its customers around the world. It may have to do with their quality, experience, design, brand identity etc. 

In Colombia, consumers have a consistent preference for the Nike brand, which is partly due to the high quality and durability of its products. In addition, the brand's aggressive advertising and marketing have created a strong brand image that resonates with consumers. The availability of Nike products across the country, both in physical stores and online, has also contributed to its popularity. Finally, brand loyalty is an important factor in the buying behavior of Colombian consumers, who tend to buy Nike products again if they are satisfied with their quality and performance, or if they identify with the image and values ​​of the brand. In summary, Nike has managed to establish a solid presence in the sportswear and footwear market in Colombia and is likely to continue to be a leader thanks to its ability to innovate and adapt to the needs of consumers.

Likewise, Nike is one of the companies that focuses the most on consumers, according to a study conducted by Forbes, where it ranks among the top 100 companies that focus on their customers. Unfortunately, this potential has not been fully realized in Colombia due to the lack of investment, preference for other countries, and intense market competition. Nike does not yet have an official website in Colombia, and only a small number of official stores are open, as many of these locations were closed during the pandemic. However, Nike offers a wide variety of its products in Colombian stores, and despite having fewer stores than its main competitor Adidas, Nike manages to be very close to its competition in consumer preferences. For this reason, Colombian consumers are hoping that Nike can focus more on Colombia, as it could easily become the most demanded brand in the Colombian market for sports clothing and accessories.

In conclusion, the buying behavior of Colombians with the Nike brand can be explained by the perception of quality, aggressive advertising and marketing, product availability and brand loyalty. Nike has managed to establish a solid presence in Colombia and has developed a strong brand image that resonates with consumers. As the brand continues to innovate and adapt to consumer needs, it is likely to maintain its leading position in the Colombian sportswear and footwear market.