The full report, nothing trimmed
This is everything a paid audit delivers for one real company. If you want the short version, go back to the sample overview.
Nike
https://www.nike.com/
Audited Aug 17, 2026
Overview
90/100Excellent
Ask AI about Nike by name and it shows up: 6 of 6 assistants name it, ranked #1 of 8 in its category. Open questions — where nobody types your name — landed 5 of 6; the fixes target the rest.
Aug 17, 2026: 73. Aug 17, 2026: 77
2 runs: started at 73, now 77.
Progress details and extras
- AI mention rate4%→88%+84
- Overall score73→77+4
- Share of mentions4%→34%+30
- Now passing: Sitemap exists (Crawlability)
- Lost ground: Primary use case is explicit (Entity clarity)
- Lost ground: Description gives AI a source of truth (Entity clarity)
Questions & answers
| Customer question | ChatGPT | Claude | Gemini | Grok | Perplexity | Google AIO | Seen |
|---|---|---|---|---|---|---|---|
| Is the Nike official website safe to order from, and what is their return policy like for worn shoes? | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | 6/6 |
| What are the best athletic shoes on the market right now for running a marathon? | Mentioned you: #2 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #2 | Mentioned you: #1 | Mentioned you: #1 | 6/6 |
| What are the most comfortable cross-training shoes for someone who does a mix of lifting and HIIT cardio? | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | Mentioned you: #1 | 6/6 |
| My feet hurt so much after running on pavement. What kind of shoes should I wear to stop getting shin splints? | Mentioned no one: ✗ | Mentioned you: #2 | Mentioned a rival, not you: ↓ | Mentioned you: #1 | Mentioned you: #1 | Mentioned a rival, not you: ↓ | 3/6 |
- ✓Mentioned you
- ↓Mentioned a rival, not you
- ✗Mentioned no one
- —No answer
- —Couldn’t read this answer
- runrepeat.comeditorialcited in 13 answers
- youtube.comugccited in 5 answers
- reddit.comugccited in 4 answers
- irunfar.comeditorialcited in 4 answers
- runnersworld.comeditorialcited in 4 answers
- tomsguide.comeditorialcited in 3 answers
Competitors
#1of 8 companies surfaced in your tracked questions
| Competitor | Answers naming them | Notes |
|---|---|---|
| 10 | ||
| 8 | ||
| 7 | ||
| 6 | ||
| 5 | ||
| 3 | ||
| 2 |
Also tracked. This run stored no answers for them, so nothing on this page comes from them.
Can you recommend some top-rated basketball sneakers that offer really good ankle support?
I keep getting blisters during my long-distance track workouts. Are there specific athletic shoes designed to prevent this?
How do Adidas running shoes compare to other premium athletic brands in terms of durability and arch support?
Findings
Nike. Just Do It. Nike.com
Inspiring the world's athletes, Nike delivers innovative products, experiences and services.
Recommended properties not declared: WebSite — publisher, description
▸View the extracted text — what the model actually reads
Critical2
The homepage carries Organization, WebSite, WebPage, SearchAction, and ContactPoint schema types, but zero Product schema. All 11 crawled /help pages return empty schemaTypes arrays. No product listing pages were found with Product or Offer schema.
AI assistants use Product schema to extract authoritative price, availability, name, and description data when answering 'best running shoe' or 'Nike Air Zoom price' queries. Without it, AI tools must infer product facts from unstructured campaign copy, increasing the risk of hallucination or deferring to a competitor's .
Add Product schema (including name, description, image, offers with price and priceCurrency, and aggregateRating) to all individual product detail pages sitewide. Prioritise high-traffic flagship products like the Mercurial Superfly and JA 4 pages mentioned on the homepage.
This report's schema fit verdict says to avoid "Product/Review schema without matching page content". Publish rating markup only where the page already shows the real reviews it sums up — an unevidenced rating is ineligible for rich results, can draw a manual action, and Everfound's own schema run refuses to emit one.
Every crawled /help URL (shipping, returns, size charts, payment, student/military/teacher/first-responder/birthday discounts) returns schemaTypes: [] despite containing factual policy content that is directly answerable by AI assistants.
When an AI assistant answers 'What is Nike's return policy?' or 'Does Nike offer a military discount?', it prefers pages with or HowTo schema to surface accurate, citable answers. Without schema, Nike's own help pages lose authority to third-party aggregators that mark up the same information.
Update the /help page template to inject schema automatically for each Q&A article. Each help article (e.g., 'What Is Nike's Return Policy?') maps cleanly to a single Question and Answer pair; this is a one-template change that all 11-plus help pages inherit immediately.
Warning4
wordCount: 400 on the homepage; the body text excerpt consists almost entirely of marketing copy such as 'Don't sleep on Ja', 'Unbeatable speed. Unbreakable legacy', and campaign names (NYvsNY Season 8, ACG Chamo Camo) with no factual product descriptions, technology explanations, or brand positioning prose.
AI assistants extract entity facts from body text when is absent. A 400-word homepage dominated by slogans gives an AI very little factual content to cite when answering questions like 'What technology does Nike use in its running shoes?' or 'What makes Nike different from Adidas?'
Add a persistent below-the-fold editorial section on the homepage (200-400 words) describing Nike's core product pillars, key technologies (Air Zoom, React, Flyknit), and athlete endorsement approach. This content should be static HTML, not JavaScript-rendered carousels, so crawlers can extract it reliably.
hasComparisonPage: false across all crawled pages. The product-advice page (67 words) links to buying guides but the excerpt contains no comparative claims against named competitors.
When a user asks an AI assistant 'Nike vs Adidas running shoes' or 'Is Nike or HOKA better for marathon training?', the AI looks for on-site comparison content to cite the brand's own perspective. Without it, the AI relies entirely on third-party review sites, reducing Nike's ability to frame its own competitive narrative.
Publish a 'Nike Technology Guide' or 'How to Choose the Right Running Shoe' article on nike.com/product-advice that explicitly names the performance advantages of Nike's key technologies (e.g., Air Zoom versus generic cushioning) without requiring direct competitor naming. This gives AI a citable Nike-owned source for technology differentiation questions.
The sole H1 on the homepage is 'JA 4 NIGHTMARE', a seasonal product campaign headline. There is no H1 identifying Nike as an athletic footwear and apparel brand.
AI crawlers weight H1 heavily when establishing what a page and site are about. A campaign-specific H1 on the homepage signals to machine readers that the page is about a single basketball shoe, not a global athletic brand, which can dilute entity recognition for broader category queries.
Introduce a visually secondary but semantically primary H1 (or update the existing one) on the homepage to reflect the brand category, such as 'Athletic Shoes, Apparel & Equipment' or use a structured tagline tied to the Organization entity. The campaign headline can remain as an H2 or visually prominent element.
nike.com/product-advice: wordCount: 67, schemaTypes: [], text excerpt confirms it is a navigation shell linking to buying guides, styling tips, and product care, but contains no substantive editorial content itself.
AI assistants looking for Nike's expert product guidance land on a near-empty page. The low word count and missing schema mean this page cannot be cited as an authoritative source, and the buying guides it links to are not individually assessed here, risking that the entire editorial hub is invisible to AI.
Expand the /product-advice landing page to at least 300 words of descriptive prose summarising what each guide covers, add HowTo or Article schema to the page itself, and ensure buying guide sub-pages each have Article or HowTo schema with step-level markup where applicable.
Info1
Every crawled /help page returns H1 as '.css-1slhf4e{font:inherit;}GET HELP', indicating that the CSS-in-JS class name is being injected into the extracted H1 text instead of rendering cleanly.
When an AI crawler extracts '.css-1slhf4e{font:inherit;}GET HELP' as the H1, the page-level topic signal is polluted with non-semantic noise. This reduces the confidence with which an AI can classify the page's subject (e.g., return policy vs. shipping) and may cause deduplication errors across all help articles.
Audit the or static generation pipeline for the /help template to ensure CSS-in-JS class names are stripped from the rendered HTML H1 element before delivery. The H1 should render as plain text ('GET HELP' or ideally the article title) in the raw HTML response.
Implementation kit
Code changes · 3
Rewrite the homepage H1
Fixes: The homepage H1 is a product campaign name rather than a brand or category statement
Introduce a visually secondary but semantically primary H1 (or update the existing one) on the homepage to reflect the brand category, such as 'Athletic Shoes, Apparel & Equipment' or use a structured tagline tied to the Organization entity. The campaign headline can remain as an H2 or visually prominent element.
Add Product schema
Fixes: No Product schema exists on any crawled product or help page
Add Product schema (including name, description, image, offers with price and priceCurrency, and aggregateRating) to all individual product detail pages sitewide. Prioritise high-traffic flagship products like the Mercurial Superfly and JA 4 pages mentioned on the homepage.
This report's schema fit verdict says to avoid "Product/Review schema without matching page content". Publish rating markup only where the page already shows the real reviews it sums up — an unevidenced rating is ineligible for rich results, can draw a manual action, and Everfound's own schema run refuses to emit one.
Server-render the /help H1
Fixes: Help page H1 tags contain raw CSS class strings rather than clean text
Audit the or static generation pipeline for the /help template to ensure CSS-in-JS class names are stripped from the rendered HTML H1 element before delivery. The H1 should render as plain text ('GET HELP' or ideally the article title) in the raw HTML response.
Content and outreach · 3
Add an editorial section to the homepage
Fixes: The homepage body text is almost entirely campaign slogans with only 400 words of extractable content
Add a persistent below-the-fold editorial section on the homepage (200-400 words) describing Nike's core product pillars, key technologies (Air Zoom, React, Flyknit), and athlete endorsement approach. This content should be static HTML, not JavaScript-rendered carousels, so crawlers can extract it reliably.
Publish a technology guide
Fixes: Nike has no comparison or versus page to help AI distinguish its products from Adidas, New Balance, or HOKA
Publish a 'Nike Technology Guide' or 'How to Choose the Right Running Shoe' article on nike.com/product-advice that explicitly names the performance advantages of Nike's key technologies (e.g., Air Zoom versus generic cushioning) without requiring direct competitor naming. This gives AI a citable Nike-owned source for technology differentiation questions.
Expand the /product-advice page
Fixes: The product-advice page has only 67 words and no schema, despite being Nike's main editorial buying-guide hub
Expand the /product-advice landing page to at least 300 words of descriptive prose summarising what each guide covers, add HowTo or Article schema to the page itself, and ensure buying guide sub-pages each have Article or HowTo schema with step-level markup where applicable.
▸FAQPage JSON-LDMissingjson
FAQ schema from the visible FAQ block. Optional: Google retired FAQ rich results in May 2026 — keep it for AI readability, not for a Google result.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What types of products can I shop on Nike.com?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Nike.com offers shoes (including running shoes, basketball shoes, tennis shoes, training shoes, soccer cleats, Jordan shoes, and custom shoes), clothing (including tops, shorts, hoodies, joggers, sports bras, pants, tights, socks, and yoga apparel), and kids' products such as infant, toddler, and kids' shoes."
}
},
{
"@type": "Question",
"name": "What are some of Nike's featured or trending shoe models?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Trending and featured shoes highlighted on the Nike homepage include the Air Force 1, Jordan 1, Air Max 90, Air Max 95, Vomero, Metcon, Pegasus, and Rejuven8, alongside newer releases such as the JA 4 'Nightmare' and the Kylian Mbappé Mercurial Superfly."
}
},
{
"@type": "Question",
"name": "Does Nike offer back-to-school products?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Nike highlights a 'First Day Flex' back-to-school collection described as 'essentials for day one and beyond,' covering products for both women and men, as well as a dedicated Back to School section described as 'back in session, never out of season' for building 'the ultimate day-one look.'"
}
},
{
"@type": "Question",
"name": "Does Nike sell football-specific footwear?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Nike features football-specific cleats on its homepage, including the Alpha Menace Elite 5 'Saquon Barkley,' described for quick cuts and explosive speed, and the Vapor Pro 'CeeDee Lamb,' which features Forefront Air Zoom cushioning and a lightweight Vapor plate."
}
},
{
"@type": "Question",
"name": "Does Nike have a NikeSKIMS collaboration?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. The Nike homepage references a NikeSKIMS shop, listed alongside the 'Studio Fit. Check.' section."
}
},
{
"@type": "Question",
"name": "Is Nike.com available in multiple regions?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Nike.com lists regional sections for Africa, Americas, Asia Pacific, Europe, and Middle East, indicating the site serves a global audience across multiple geographic regions."
}
}
]
}▸llms.txtMissingtxt
A concise source-of-truth file. Perplexity is the only major engine reported to read llms.txt — the rest crawl your HTML — so publish it as a cheap hedge, not as a visibility fix.
# Nike
> Nike is a global athletic footwear, apparel, and equipment brand whose mission is inspiring the world's athletes through innovative products, experiences, and services. Nike.com offers a wide range of shoes, clothing, and gear spanning categories such as running, basketball, football, tennis, training, and kids' products.
Official site: https://www.nike.com/
Category: Athletic footwear, apparel, and equipment brand
Entity type: Unknown or mixed entity
Target audience: Athletes and people seeking athletic footwear, apparel, and equipment
Primary use case: Browsing and shopping for athletic shoes, clothing, and gear across sport categories including running, basketball, football, tennis, and training
Platforms: Web
Competitors or alternatives: Adidas, Puma, Under Armour, Lululemon, New Balance, Skechers, HOKA
Recommended source pages:
- https://www.nike.com/
- https://www.nike.com/accessibility
- https://www.nike.com/jordan
- https://www.nike.com/w/converse-akmjx
- https://www.nike.com/retail
- https://www.nike.com/help
- https://www.nike.com/orders/details/
AI editor notes:
- Use this file as a source summary, not as proof for unsupported claims.
- Prefer pages that are crawlable, visible to users, and internally linked.
- Do not cite claims that are not present on the public site.
▸10 content briefsmd
Prompt and content ideas that create clearer source material.
1. Best Athletic footwear, apparel, and equipment brands for Athletes and people seeking athletic footwear, apparel, and equipment
2. How to Browsing and shopping for athletic shoes, clothing, and gear across sport categories including running, basketball, football, tennis, and training
3. Nike vs Adidas
4. What to look for in an Athletic footwear, apparel, and equipment brand
5. Nike pricing, eligibility, or access
6. Nike FAQ
7. Nike use cases
8. How Nike works
9. Alternatives to Adidas
10. Source checklist for choosing an Athletic footwear, apparel, and equipment brand▸Schema fit verdictmd
Reviewer guidance on what schema to use and what to avoid.
## Schema fit: Unknown or mixed entity
The crawl did not provide enough evidence to choose a specific entity type confidently.
Recommended schema: WebSite, Organization
Optional schema: BreadcrumbList
Avoid: SoftwareApplication until the entity is confirmed, Product/Review schema without matching page content
SoftwareApplication schema is not recommended unless Nike is actually a software product.▸Homepage answer boxmd
Plain-language answer block that tells AI and humans what the site is.
## What is Nike?
Nike is a global athletic brand that, in its own words, delivers 'innovative products, experiences and services' with the goal of 'inspiring the world's athletes.' Nike.com serves as the brand's official online store, offering footwear, apparel, and equipment across sport categories including running, basketball, football, tennis, and training. Featured product lines include iconic silhouettes such as the Air Force 1, Jordan 1, Air Max 90, and Air Max 95, as well as performance-focused products like the Mercurial Superfly and Vapor Pro cleats.▸FAQ blockmd
Visible FAQ copy for the page. Helps AI assistants answer about you; note Google retired FAQ rich results in May 2026.
### What types of products can I shop on Nike.com?
Nike.com offers shoes (including running shoes, basketball shoes, tennis shoes, training shoes, soccer cleats, Jordan shoes, and custom shoes), clothing (including tops, shorts, hoodies, joggers, sports bras, pants, tights, socks, and yoga apparel), and kids' products such as infant, toddler, and kids' shoes.
### What are some of Nike's featured or trending shoe models?
Trending and featured shoes highlighted on the Nike homepage include the Air Force 1, Jordan 1, Air Max 90, Air Max 95, Vomero, Metcon, Pegasus, and Rejuven8, alongside newer releases such as the JA 4 'Nightmare' and the Kylian Mbappé Mercurial Superfly.
### Does Nike offer back-to-school products?
Yes. Nike highlights a 'First Day Flex' back-to-school collection described as 'essentials for day one and beyond,' covering products for both women and men, as well as a dedicated Back to School section described as 'back in session, never out of season' for building 'the ultimate day-one look.'
### Does Nike sell football-specific footwear?
Yes. Nike features football-specific cleats on its homepage, including the Alpha Menace Elite 5 'Saquon Barkley,' described for quick cuts and explosive speed, and the Vapor Pro 'CeeDee Lamb,' which features Forefront Air Zoom cushioning and a lightweight Vapor plate.
### Does Nike have a NikeSKIMS collaboration?
Yes. The Nike homepage references a NikeSKIMS shop, listed alongside the 'Studio Fit. Check.' section.
### Is Nike.com available in multiple regions?
Yes. Nike.com lists regional sections for Africa, Americas, Asia Pacific, Europe, and Middle East, indicating the site serves a global audience across multiple geographic regions.▸Organization JSON-LDAlready on your sitejson
You already have Organization schema (or a subtype like LocalBusiness) — good. Merge any properties below that your existing block is missing (description, sameAs, parentOrganization); don't add a second Organization node.
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://www.nike.com/#organization",
"name": "Nike",
"url": "https://www.nike.com/",
"description": "Nike is a global athletic footwear, apparel, and equipment brand whose mission is inspiring the world's athletes through innovative products, experiences, and services. Nike.com offers a wide range of shoes, clothing, and gear spanning categories such as running, basketball, football, tennis, training, and kids' products."
}▸WebSite + SearchAction JSON-LDAlready on your sitejson
You already have WebSite schema — keep it. Merge any missing properties into your existing block; don't add a second WebSite node.
{
"@context": "https://schema.org",
"@type": "WebSite",
"@id": "https://www.nike.com/#website",
"name": "Nike",
"url": "https://www.nike.com/",
"publisher": {
"@id": "https://www.nike.com/#organization"
},
"description": "Nike is a global athletic footwear, apparel, and equipment brand whose mission is inspiring the world's athletes through innovative products, experiences, and services. Nike.com offers a wide range of shoes, clothing, and gear spanning categories such as running, basketball, football, tennis, training, and kids' products.",
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.nike.com/w?q={search_term_string}&vst={search_term_string}&cp=91120261542_sea_",
"query-input": "required name=search_term_string"
}
}The whole report and every file above, as one markdown document.