Abstract The factors such as worsening economic situation in the world, increased competition from other shoe manufacturers, price-conscientious customers, falling demand, and supply cuts play into Nike’s loss of its market positions. The biggest blow was delivered to Nike’s luxury and the upmarket segment with major retailers’ decisions to opt-out of the pricey shoes and make a shift towards consumer trends, which dictate the purchase of middle-priced footwear. Taking the above problems into account, the case study seeks to propose and substantiate the solutions that would mitigate Nike’s ramifications and foster its market position. An array of solutions might be proposed, although only the most justified and workable need to be selected and implemented eventually. The case study will provide choice and rational substantiation of the selected solutions. Finally, a SWOT analysis will be carried out to highlight the strengths and weaknesses, as well as opportunities and threats. A deep SWOT analysis will help to ascertain whether the proposed solutions are feasible and workable against the backdrop of current economic and social trends. Nike: Case Study The golden years for Nike, which were the 90’s when the company’s orders increased its inventory supply, are long gone. Currently, Nike has to tackle an array of problems in order to retain and foster its market positions. Major factors that play into Nike’s loss of the market may be attributed to worsening economic conditions all over the world. Consumers are becoming more price-conscientious, shifting their interest from upmarket and luxury brands towards less expensive, middle-priced models. Nike’s supply problems with Foot Locker, a major shoe retailer, added more to its financial problems in 2002. The Foot Locker and Nike feud resulted in Nike’s losing $1 billion out of $9.9 billion in word sales. Aside from financial ramifications, Nike is also facing severe criticism from human rights activists and organizations which are accusing Nike of violating workers’ rights by choosing to concentrate their production in developing countries with lower wages and less trade regulation. Agreeing to human watch organizations’ conditions and shifting production to the US or other developed countries would mean increased labor and production costs coupled with higher taxes. The major problem that Nike faces is the declining demand for upmarket, luxury sneakers. The falling consumer interest in over $100 footwear results in approximately 15% – 20% of the total global revenues loss. The market currently shows an increasing trend towards casual, non-expensive wear, although, at the same time, consumers willingly spend ridiculously large amounts on the latest gadgets and phones. This presents an intriguing contradiction to market analysts, and a paradigm shift needs to take place in the minds of consumers in order to be willing to spend more on the upmarket items. This may be achieved by changing consumer trends from casual to luxury footwear. Currently, Nike is strongly associated in consumer minds with sports or casual wear, and that is the main reason why they are not willing to spend more than $100 on shoes. Nike has used Michael Jordan to endorse its products, although basketball is not as popular in Europe as it is in the United States. Rather than try to capture