AI Visibility Audit Nike
How Nike shows up in ChatGPT, Gemini, and Perplexity today — and what's missing underneath to make the signal stronger on the next audit.
01 — Executive Summary
Key Findings
How the brand performs across AI platforms, review sites, and technical fundamentals.
Nike was mentioned in 43/45 commercial discovery answers across ChatGPT, Gemini, and Perplexity using subtype-specific apparel/retail prompts.
The prompt set is structured as five major offer clusters with three prompts each, so the score reflects product-line visibility rather than one generic apparel benchmark.
Top competing or adjacent brands surfaced in the answer set included: Nike, New Balance, Adidas, Dick’s Sporting Goods, ASICS, HOKA.
The key opportunity is to strengthen crawlable category, product, buying-guide, review, and structured data signals around the specific product clusters where AI assistants currently recommend competitors.
02 — Top Opportunities
Where to focus first
The three highest-impact fixes, ranked by score lift vs effort.
Build product-cluster buying guides
Create crawlable buying-guide and comparison content for the exact product clusters tested in this report. Use natural buyer questions, named product categories, brand availability, sizing/fit details, shipping/returns proof, and review evidence.
Strengthen structured retail signals
Improve Organization, Product, Offer, Review, BreadcrumbList, return policy, and merchant metadata across priority category and product pages so AI/retrieval systems can understand what the brand sells.
Increase third-party retail corroboration
Strengthen presence on consumer review platforms, editorial best-of lists, Reddit/community discussions, and product-category references that AI assistants commonly cite when recommending retailers.
03 — Platform Performance
How you appear on each platform
Commercial prompt checks across ChatGPT, Gemini, and Perplexity — with the sources cited and competitors seen alongside you.
ChatGPT
14/15Gemini
14/15Perplexity
15/15* Gemini and Perplexity queried via API — source citations may be limited vs. browser mode.
04 — Commercial Discovery
Are you recommended when buyers search for solutions?
Nine real-world commercial prompts, asked to each platform. Green dot = mentioned, red = absent.
| # | Prompt | GPT | Gem | Pplx | Rank | Top competitors |
|---|---|---|---|---|---|---|
| 01 | What are the best brands for running shoes? | Mentioned | HOKA, Brooks, ASICS, Dick’s Sporting Goods, Adidas | |||
| 02 | Where can I buy Nike running shoes online? | 1st | Nordstrom, Amazon, New Balance, Macy’s, ASOS | |||
| 03 | Which running shoe brands are best for daily training? | Top 3 | New Balance, HOKA, Brooks, ASICS, Adidas | |||
| 04 | Where can I buy basketball shoes online? | 1st | Amazon, Adidas, Dick’s Sporting Goods | |||
| 05 | What are the best brands for basketball sneakers? | 1st | Adidas, New Balance, Old Navy | |||
| 06 | Where should I shop for Jordan and Nike basketball shoes? | 1st | Dick’s Sporting Goods, New Balance | |||
| 07 | What are the best shoes for gym training? | 1st | ASICS, New Balance, HOKA, Adidas | |||
| 08 | Where can I buy cross-training shoes online? | 1st | New Balance, Dick’s Sporting Goods, Adidas, HOKA, REI | |||
| 09 | Which brands make good workout sneakers? | 1st | Adidas, New Balance, ASICS, HOKA, Brooks | |||
| 10 | What are the best brands for athletic apparel? | Top 3 | Old Navy, Adidas, Lululemon, New Balance, H&M | |||
| 11 | Where can I buy performance sportswear online? | Top 3 | Brooks, Dick’s Sporting Goods, Amazon, Adidas, Lululemon | |||
| 12 | Which brands are best for workout clothes and athleisure? | Top 3 | Gap, Adidas, Lululemon | |||
| 13 | What are the best lifestyle sneakers for everyday wear? | Mentioned | Old Navy, Adidas, New Balance, ASICS, HOKA | |||
| 14 | Where can I buy popular sneakers online? | Mentioned | Old Navy, Nordstrom, Adidas, New Balance, Macy’s | |||
| 15 | Which sneaker brands are best for casual outfits? | 1st | Old Navy, Adidas, New Balance, ASICS, Lululemon |
05 — Polygraph Test
What AI models already know about your brand
We ask each model — without live search — how confident it is in a specific capability. This measures inherent knowledge from training data. Average: 68/100.
"…offers running shoes?"
Strong"…offers basketball shoes?"
Moderate"…offers training shoes?"
Strong"…offers sportswear?"
Strong"…offers athleisure?"
Strong"…offers lifestyle sneakers?"
Strong"…provides personal banking accounts?"
Moderate"…provides hotel booking and vacation rental reservations?"
Moderate"…provides grocery delivery subscriptions?"
Moderate"…provides dental practice management software?"
Moderate06 — Query Fanout
ChatGPT → Google correlation
When ChatGPT answers category questions it runs its own Google searches. These are the actual queries it fired — and whether you rank for them.
| # | query | triggered by | rank | status |
|---|---|---|---|---|
| 01 | →what are the best brands for running shoes | What are the best brands for running shoes? | — | GAP |
| 02 | →where can i buy nike running shoes online | Where can I buy Nike running shoes online? | 1 | MATCH |
| 03 | →which running shoe brands are best for daily training | Which running shoe brands are best for daily training? | — | GAP |
| 04 | →where can i buy basketball shoes online | Where can I buy basketball shoes online? | 4 | PARTIAL |
| 05 | →what are the best brands for basketball sneakers | What are the best brands for basketball sneakers? | — | GAP |
| 06 | →where should i shop for jordan and nike basketball shoes | Where should I shop for Jordan and Nike basketball shoes? | 1 | MATCH |
| 07 | →what are the best shoes for gym training | What are the best shoes for gym training? | — | GAP |
| 08 | →where can i buy cross-training shoes online | Where can I buy cross-training shoes online? | 9 | PARTIAL |
| 09 | →which brands make good workout sneakers | Which brands make good workout sneakers? | — | GAP |
| 10 | →what are the best brands for athletic apparel | What are the best brands for athletic apparel? | — | GAP |
| 11 | →where can i buy performance sportswear online | Where can I buy performance sportswear online? | — | GAP |
| 12 | →which brands are best for workout clothes and athleisure | Which brands are best for workout clothes and athleisure? | — | GAP |
| 13 | →what are the best lifestyle sneakers for everyday wear | What are the best lifestyle sneakers for everyday wear? | — | GAP |
| 14 | →where can i buy popular sneakers online | Where can I buy popular sneakers online? | — | GAP |
| 15 | →which sneaker brands are best for casual outfits | Which sneaker brands are best for casual outfits? | — | GAP |
Showing top 15 of 15 captured queries · Full dataset available on request.
07 — Mention Audit
Review & reputation presence
Third-party signals AI models weigh when deciding whether to recommend you. Results from searching "Nike reviews".
08 — Technical Checkup
Schema & structure audit
46 pages analyzed for the structured-data and HTML signals LLMs use to understand your brand.
Showing representative crawl sample · Full URL list retained in the report data.
Organization schema
No JSON-LD Organization schema detected on 44/46 crawled pages.
Meta description
Missing or empty meta description on 4/46 crawled pages.
FAQPage schema
No FAQPage schema detected on 46/46 crawled pages.
XML sitemap
No reachable XML sitemap at /sitemap.xml.
Server-rendered content
All 46 crawled pages return substantive HTML that AI crawlers can read.
Title tag
All 46 crawled pages have title tags.
AI crawlers allowed
robots.txt does not block major AI crawlers.
Sitemap available
XML sitemap is reachable/referenced for crawler discovery.
Next steps
Want us to help fix this?
Work at Nike? We'll walk your team through the full findings and a prioritized roadmap — or run an updated, deeper report on request. Competitor? See how your own site compares.
This report presents factual, technical findings from publicly accessible pages and public AI platform responses, collected 21 July 2026. It is published for research purposes and was not commissioned by the subject company. Corrections: ai-visibility@webify.io