Abstract: The purpose of this study is to investigate the significance of culture in marketing, with an emphasis on cross-cultural marketing. A great part of this paper, carries out a comprehensive assessment on how understanding cultural characteristic dimensions is critical for a clear and effective cross-cultural marketing strategy, using a case study of Nikes marketing techniques in South Africa. This research opens with an introduction to the subject of culture and its influence on marketing. It then dives into the cultural variables that exist in South Africa, as well as how Nike has changed their marketing techniques to suit to this market.