While the incident, which occurred during one of the most anticipated college basketball games of the year, is certainly embarrassing, it likely won't affect Nike's prominent standing within the sport, according to Bloomberg Intelligence analyst Chen Grazutis. If you combine Nike and its Jordan brand, the company has more than 90 percent of the basketball market. Nike reported $4.35 billion in wholesale equivalent basketball sales in fiscal 2018, about 14 percent of its overall sales.