The consumer's perception of brand influences their buying decision in sports industry, so Nike always has been able to position to customer's expectation and athletic fantasy that is endorsed by real athletes. "For serious athletes, Nike gives confidence that provides the perfect shoe for eve sport." This positioning statement from Nike is simple, direct, and tangible. It speaks to their target audience in a clear and concise manner. Positioning has many physical elements, but even more perceptual ones. What is positioning? Who your brand is in the eyes of the manufacturer?