Nike Experiences Surge in Website Visits and Sales Amid Summer Olympics, Reports Reuters

By Ananya Mariam Rajesh

The Summer Olympics is proving to be a significant boost for Nike, as the global sporting event has increased demand for the brand’s latest product releases while allowing it to outperform competitors, according to data from research firm Similarweb.

During the first week of the Olympics, from July 26 to August 1, Nike and Puma both saw an increase in traffic to their direct-to-consumer websites, unlike Adidas, Hoka, and On, which experienced declines in visits during the same period. On July 31, site visits reached a peak of 2 million, coinciding with U.S. gymnast Simone Biles winning her seventh Olympic gold medal after the women’s team event.

Of the visits to Nike’s website, approximately 86,900 were associated with actual sales, while Adidas drew around 532,500 visitors, with only 3,600 likely resulting in purchases. Daniel Reid, a Senior Insights Analyst at Similarweb, noted that if the athletes and teams sponsored by Nike continue to succeed, it could further enhance the brand’s visibility and maintain strong conversion rates throughout the Olympics.

The company has committed to spending more on this Olympic cycle than in previous years, aiming to revitalize sales and compete with emerging rivals. CFO Matthew Friend disclosed in June that nearly $1 billion is being reinvested into consumer-focused initiatives for fiscal 2025, which encompasses product launches and expanded marketing efforts during the Paris Olympics.

As the world’s leading sportswear manufacturer and an official sponsor of the U.S. Olympic and Paralympic teams, Nike has released a wide range of products, including the Jordan 4 Retro SE shoes and an Olympic Electric Pack featuring 55 shoe designs, such as new iterations of the Alphafly 3 and Pegasus.

On the resale marketplace StockX, the Jordan 4 Retro SE Paris Olympics Wet Cement, priced at $225, became the top-selling Olympic product, with over 8,373 trades recorded by the end of July.

Despite these successes during the Olympics, Nike has faced challenges this year competing in the running, performance, and casual shoe market against brands like On, Hoka, and Adidas, struggling with innovation and strategic missteps. Drew Haines, the merchandising director at StockX, remarked that while Nike is still facing difficulties overall, the Olympics is definitely generating interest, positioning Nike as a key winner in this context.