Holiday Shopping 25% off Clearance with code NIKEAIR + Free Shipping with code JUSTDOIT, Nike product quality, niche marketing and branding was rewarded when it reached a 25% of American athletic shoe market in 1980. Nike originally followed a niche product style without any television ads. There were print ads and promotional ads though, but it never came up with a television ad strategy till 1982. The first advertisement ran in October 1982 during New York Marathon broadcast. The company has launched several products based on its target market requirements. They look out to provide comfort to their buyers as their first priority.