Even though the factors influencing consumer buying decisions in the U.S. are obviously much less diversified than the entire world, The United States is the most culturally diverse country there is. Because America varies in culture as much as it does, there are many different target markets. In each target market such as golf, cycling, or basketball, Nike has found an icon within the sports to market their product. The best in the business in regards to golf, Tiger Woods, is sponsored by Nike. Every time we see Tiger pump his fist, we also notice the swoosh logo branded on his hat. Nike can advertise their product through newspaper adds or T.V. commercials but people react more to what they see than what they hear. The performance of Nike sports icons influence the consumers on the fence of two products and lead by example that Nike truly is the best in their field.
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