Nike Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 9.6k pieces of influencer content sponsored by Nike over the last 12 months.
This report breaks down where & how Nike invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with Nike, see here: Nike influencers.
Influencer activity throughout the year
Nike's influencer campaigns are active year-round with notable month-to-month fluctuation. The two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
Nike's influencer activity by month
Number of sponsored posts
Nike's influencer output appears relatively consistent throughout the year, averaging about 796 sponsored posts per month. November recorded the highest volume at 970 posts (22% above average), while February was the quietest at 294 posts.
Nike's influencer activity by month (views)
Total views on sponsored video posts
December generated the most views at 256.9M, while January recorded the least at 30.9M. Across all tracked posts in the 12-month window, average views per post were 191.4k. Interestingly, the highest-view month (December) does not align with peak post volume (November), which could indicate performance differences across months. The top-performing tracked post, by @badboyshah, generated 80.8M views.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Nike's sponsored influencer collaborations break down by social platform:
- Instagram: 7.3k posts (76%)
- TikTok: 2.1k posts (22.2%)
- YouTube: 168 posts (1.8%)
Nike's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Nike.
Here are 3 examples of Nike's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
badboyshah x Nike
Influencer bio
Collaboration metrics
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emilyyharrigan x Nike
![TikTok post by @emilyyharrigan for Nike. Caption reads: [...] make your holiday shopping easy 🎁 These....](https://images.od.modash.io/c088abb89b8e8f16994616469d43f74cacaef958)
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
NatyGraciano x Nike
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on Instagram, this is what it looks like:
- Reels: 51.7%
- Posts: 48.3%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
For their top social platform (Instagram), here is a breakdown of the type of influencers Nike are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Nike's influencers average views (Instagram)
Based on each influencer's average views per post
With 31.4% of partnerships featuring creators averaging 10K-50K views, Nike's strategy suggests cost-efficiency and engagement-focused partnerships. The 1K-5K views segment is also prominent at 21.7%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (27.0M avg views/post):
shreyasiyer96 x Nike
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
And here is another example with a smaller creator on Instagram (10.0k avg views/post):
enrico_mattia_rocchi x Nike
![Instagram post by @enrico_mattia_rocchi for Nike. Caption reads: [...] grazie anche a @cisalfarun @cisalfasport....](https://images.od.modash.io/b6a03176da997a784dd1a621af360c91db4d2a55)
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Nike's repeat partnerships
Out of 6.1k unique influencers in our dataset, 329 of them (5%) posted content for Nike in 3 or more separate calendar months. The most consistent partner is @stevenatto, who has collaborated across 12 months with 50 total posts.
Here are 3 examples of Nike's repeat influencer partnerships, with links to the sponsored content.
stevenatto x Nike
![Instagram post by @stevenatto for Nike. Caption reads: [...] (Jordan 1 Self Expression)🤯
#nike365....](https://images.od.modash.io/9eaf51aad42f15f2a02fa5ac4fd1c3b4d39165a6)
![Instagram post by @stevenatto for Nike. Caption reads: [...] Are they worth buying?
#nike365....](https://images.od.modash.io/a02243b96e287df81779689676f88a593d9b9976)
artunipek x Nike
![Instagram post by @artunipek for Nike. Caption reads: [...] @polarturkiye @shokzturkiye @nikerunning e....](https://images.od.modash.io/8caad2a0788216e4d4d0824061eb33be9fefd9b0)
![Instagram post by @artunipek for Nike. Caption reads: [...] yapmak 🫶🏻🫶🏻🫶🏻🫶🏻
@niketraining....](https://images.od.modash.io/c4e68f6ac81f35497ddef3dcb2930e2fce2d13ff)
![Instagram post by @artunipek for Nike. Caption reads: Nike Trainer Exchange 2025♥️
İnbox’a [...].](https://images.od.modash.io/650f7f1bfa9e2a849c82651fda5aa93fa72c60d6)
kerclarke x Nike
![TikTok post by @kerclarke for Nike. Caption reads: [...] Hazel's arrival called for the @Nike Vomero....](https://images.od.modash.io/3608eed091cbaa839d4ab5fb7f5d7545f30d3a7d)
![TikTok post by @kerclarke for Nike. Caption reads: [...] been wearing gear from the new @Nike....](https://images.od.modash.io/1e58e25e4c227821eda1997d87781a7a313767a8)
![TikTok post by @kerclarke for Nike. Caption reads: [...] 18 from @DICKS Sporting Goods @Nike is their....](https://images.od.modash.io/b0a685dd058c2658f112fcc9786bb7ffa54a0f9c)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Nike's influencer activity vs. related brands
Nike competes across performance sportswear and athletic footwear with massive cultural influence and athlete marketing. Reebok and lululemon are major competitors that overlap on training and lifestyle audiences, making them strong benchmarks for influencer and ambassador strategy.
Total influencer content
Nike vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Nike leads with 9.6k sponsored posts, significantly outpacing lululemon (4.1k posts) and Reebok (1.2k posts). Across all three brands, the average volume is 5k posts, indicating mature, scaled influencer programs. Nike has more than twice as many total posts as lululemon and over eight times as many as Reebok.
By social platform
Nike vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Nike leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Nike at 7.3k, lululemon at 2.7k, Reebok at 1k posts. Nike's activity is particularly concentrated on Instagram. Nike posts far more on Instagram and TikTok than lululemon and Reebok, and leads on YouTube as well.
Read more influencer strategy breakdowns
Looking for more like this? Here are 2 similar influencer marketing strategy breakdowns for other brands:
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