Discuss how Nikes growth can be attributed to its targeting of diverse market global segments. Guidance: The three main segments are (1) performance athletes, (2) participant athletes and (3) those that influence the world and the culture of sport. A different promotional strategy is executed for each segment with many advertisements focusing on lifestyle first and the product second. Additionally, market research helped the company to develop the pyramid of influence, which showed that top athletes influence the majority of the market. Consequently, the company spends millions on celebrity sports endorsements.