Businesses today are showing great interest in finding effective ways to attract and retain customers, simply because e-commerce is evolving rapidly and that competition is evolving rapidly. increasing over the years. As a result, most businesses are focusing more on developing their e-marketing methods because it can build a better relationship between the customer and the business and eventually lead to greater consumer loyalty. Electronic marketing is also a priority as it has become increasingly popular internationally in recent years as it is a very quick and easy way to convey messages and promote products and services of the company. It’s also a fun way for businesses to show off their individuality and range of offerings in terms of products, services and communications. Essentially, e-marketing allows businesses to create strong connections with consumers, engage them, and allow easy access from almost anywhere. This project will examine Nike's e-marketing environment through Porter's Five Forces analysis, ultimately showing that businesses can face both threats and opportunities in a marketing environment (Kotler et al , 2001). Additionally, it will illustrate how Nike uses social media sources such as YouTube, Facebook, Twitter and Instagram to attract new customers to its own website. It does this by offering motivational videos featuring famous professional athletes wearing their gear. It also promotes its services by providing product photos, along with detailed descriptions of their features, along with inspirational messages. This report will also show the relationship between some of the eight different factors called the 8Cs and what Nike's marketing department did in order to achieve...... middle of paper ...... resist the electronic marketing environment in which he evolves. This project uses this model to identify Nike's situation, focusing on the intensity of its competitive rivalry, the bargaining power of suppliers, the bargaining power of customers, the threat of new entrants and the threat of products substitution. The following section describes the importance of social media for Nike in attracting customers to its website. However, the main goal of Nike is to keep the customers on the website and it achieves this by focusing on the 8Cs factors such as the innovative idea of ​​“Nike+” which falls under the “Choice” factor. The final part of this essay provides some recommendations focusing on the “Contact Interactivity” and “Care” factors with examples such as 24/7 online chat service and a “product availability service” for customers who prefer to shop in-store..