Nike advertising spend, FY2026

Nike (NKE) reported $4.8B of advertising expense for the fiscal year ended May 31, 2026. That is 10.2% of revenue of $46.4B. Up 1.4% from FY2025.

Ad spend, FY2026
$4.8B
year ended May 31, 2026
Change vs prior year
+1.4%
vs FY2025
Share of revenue
10.2%
of $46.4B revenue
Rank by ad spend
#15
of 336 companies

Key facts

  • Ad spend is 1.5x its FY2016 level ($3.3B), in line with revenue (1.4x).
  • FY2026 is the highest year on file, going back to FY2009.
  • Largest increase +23.6% in FY2022; largest cut -13.3% in FY2021.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 10.2% of revenue, up from 7.0% in FY2021.
  • Nike spends more on advertising than 96% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.0x the median of 5.2%.

Ad spend by fiscal year

$0 $2B $4B $6B FY2009 (ended 2009-05-31): $2.4B FY2010 (ended 2010-05-31): $2.4B FY2011 (ended 2011-05-31): $2.3B 2011 FY2012 (ended 2012-05-31): $2.6B FY2013 (ended 2013-05-31): $2.7B FY2014 (ended 2014-05-31): $3B 2014 FY2015 (ended 2015-05-31): $3.2B FY2016 (ended 2016-05-31): $3.3B FY2017 (ended 2017-05-31): $3.3B 2017 FY2018 (ended 2018-05-31): $3.6B FY2019 (ended 2019-05-31): $3.8B FY2020 (ended 2020-05-31): $3.6B 2020 FY2021 (ended 2021-05-31): $3.1B FY2022 (ended 2022-05-31): $3.9B FY2023 (ended 2023-05-31): $4.1B 2023 FY2024 (ended 2024-05-31): $4.3B FY2025 (ended 2025-05-31): $4.7B FY2026 (ended 2026-05-31): $4.8B 2026 $4.8B

Ad spend as % of revenue

0% 5% 10% 15% FY2009 (ended 2009-05-31): 12.3% FY2010 (ended 2010-05-31): 12.4% FY2011 (ended 2011-05-31): 11.7% 2011 FY2012 (ended 2012-05-31): 11.2% FY2013 (ended 2013-05-31): 10.8% FY2014 (ended 2014-05-31): 10.9% 2014 FY2015 (ended 2015-05-31): 10.5% FY2016 (ended 2016-05-31): 10.1% FY2017 (ended 2017-05-31): 9.7% 2017 FY2018 (ended 2018-05-31): 9.8% FY2019 (ended 2019-05-31): 9.6% FY2020 (ended 2020-05-31): 9.6% 2020 FY2021 (ended 2021-05-31): 7.0% FY2022 (ended 2022-05-31): 8.2% FY2023 (ended 2023-05-31): 7.9% 2023 FY2024 (ended 2024-05-31): 8.3% FY2025 (ended 2025-05-31): 10.1% FY2026 (ended 2026-05-31): 10.2% 2026 10.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 May 31, 2026 $4.8B +1.4% $46.4B 10.2% MarketingAndAdvertisingExpense 10-K Jul 15, 2026
FY2025 May 31, 2025 $4.7B +9.4% $46.3B 10.1% MarketingAndAdvertisingExpense 10-K Jul 15, 2026
FY2024 May 31, 2024 $4.3B +5.5% $51.4B 8.3% MarketingAndAdvertisingExpense 10-K Jul 15, 2026
FY2023 May 31, 2023 $4.1B +5.5% $51.2B 7.9% MarketingAndAdvertisingExpense 10-K Jul 17, 2025
FY2022 May 31, 2022 $3.9B +23.6% $46.7B 8.2% MarketingAndAdvertisingExpense 10-K Jul 25, 2024
FY2021 May 31, 2021 $3.1B -13.3% $44.5B 7.0% MarketingAndAdvertisingExpense 10-K Jul 20, 2023
FY2020 May 31, 2020 $3.6B -4.3% $37.4B 9.6% MarketingAndAdvertisingExpense 10-K Jul 21, 2022
FY2019 May 31, 2019 $3.8B +4.9% $39.1B 9.6% MarketingAndAdvertisingExpense 10-K Jul 20, 2021
FY2018 May 31, 2018 $3.6B +7.1% $36.4B 9.8% MarketingAndAdvertisingExpense 10-K Jul 24, 2020
FY2017 May 31, 2017 $3.3B +1.9% $34.4B 9.7% MarketingAndAdvertisingExpense 10-K Jul 23, 2019
FY2016 May 31, 2016 $3.3B +2.0% $32.4B 10.1% MarketingAndAdvertisingExpense 10-K Jul 25, 2018
FY2015 May 31, 2015 $3.2B +6.0% $30.6B 10.5% MarketingAndAdvertisingExpense 10-K Jul 20, 2017
FY2014 May 31, 2014 $3B +10.4% $27.8B 10.9% MarketingAndAdvertisingExpense 10-K Jul 21, 2016
FY2013 May 31, 2013 $2.7B +5.3% $25.3B 10.8% MarketingAndAdvertisingExpense 10-K Jul 23, 2015
FY2012 May 31, 2012 $2.6B +11.2% $23.3B 11.2% MarketingAndAdvertisingExpense 10-K Jul 25, 2014
FY2011 May 31, 2011 $2.3B -0.5% $20.1B 11.7% MarketingAndAdvertisingExpense 10-K Jul 23, 2013
FY2010 May 31, 2010 $2.4B +0.2% $19B 12.4% MarketingAndAdvertisingExpense 10-K Jul 24, 2012
FY2009 May 31, 2009 $2.4B n/a $19.2B 12.3% MarketingAndAdvertisingExpense 10-K Jul 22, 2011

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Nike in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
10 Capital One $5.9B 11.0% +29.0% FY2025
11 JPMorgan Chase $5.5B 3.0% +11.2% FY2025
12 Coca-Cola $5.4B 11.3% +5.9% FY2025
13 Walmart $5.4B 0.8% +5.9% FY2026
14 Progressive $5.1B 5.9% +28.2% FY2025
15 Nike $4.8B 10.2% +1.4% FY2026
16 Expedia $3.9B 26.5% -2.5% FY2025

Full ranking of 336 companies · Biggest increases #230 · Up 5+ years in a row #64

Questions

How much does Nike spend on advertising?

Nike spent $4.8B on advertising in fiscal 2026, the year ended May 31, 2026, according to its 10-K filed Jul 15, 2026.

What percentage of revenue does Nike spend on advertising?

10.2% of revenue in fiscal 2026 ($4.8B of $46.4B). The median across the 336 companies tracked is 5.2%.

Is Nike spending more on advertising?

Yes. Ad spend rose 1.4% in fiscal 2026 from fiscal 2025. It has risen 5 years in a row.

How does Nike rank by advertising spend?

#15 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Nike's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Jul 15, 2026
Accession number
0000320187-26-000088
Company
NIKE, Inc., CIK 320187, SIC 3021 (Rubber & Plastics Footwear)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Nike advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Jul 15, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/nike/advertising-spend/
Download
CSV, all years · CSV, all 336 companies