In this article, we’re breaking down Nike.com’s infrastructure from the perspective of a CDN sales rep. Our goal is to give you a blueprint for dissecting any company’s cloud footprint.

Assess size of cloud footprint

To make the assessment, we’ll start with the Overall Company Spend, which you’ll find next to the company name on a company report:

Nike’s overall company spend is in the highest tier: Tier A, which starts at $500K/month. If you click on the spend, you’ll see an estimate of $2.8M as the spend. This indicates that Nike operates a significant amount of infrastructure to handle its web strategy and traffic demands.

Below the spend is a chart for the distribution of global traffic. Many companies will show 0 or - in regions, but with a company like Nike, we see an even distribution around the globe, meaning it will need service providers that can provide cloud solutions in these regions. 

Most providers aren’t going to be strong in every region, which leads to a  multi-vendor strategy by Nike.

Key Takeaway: Nike has a large digital presence around the globe and spends a lot of money on services to keep it running.

The technology stack

We look under the hood to understand the cloud service providers that are keeping Nike’s footprint online and running at maximum capacity:

Starting with the Overall Category Spend, Nike spends the most on CDN ($100K) and Hosting ($500K). This backs up our assessment of Nike as having a significant global operation.

Nike requires investment in CDN to meet e-commerce demands and power its media machine.

The high spend in Hosting indicates that it operates many entities. These could be subsidiaries like Converse, various community websites, and multinational versions of its proper sites.

If we dig further into CDN, it’s clear that Akamai is the primary provider. Akamai likely supports Nike proper and its main entities. 

Since I’m a CDN sales rep, I’m hoping to break in and get a slice of Nike’s spend. It’s highly unlikely that I can dismantle Akamai, so I need to find a smaller opportunity.

Key Takeaway: Nike spends a fortune on Hosting and CDN, and Akamai is the primary CDN provider.

Understanding use cases

Since I’m hoping to break into a smaller segment of Nike’s CDN strategy, I want to see how smaller deployments of CDN are being used: Fastly, CDNetworks, and Varnish.

When we click on Varnish, Intricately shows us the hostnames where Varnish is used. Varnish is currently powering the niketalk.com entities, which is a community for shoe collectors. This is the perfect opportunity for me to try to displace a current provider.

Key Takeaway: By clicking on the providers, we learn a lot about how one is used.

Summary:

  1. Assess size of cloud footprint
  2. Determine who makes up this footprint
  3. Assess how providers are being used
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