Like all major athletic brands, Nike aims to be true to size, but there's still a perception out there that Nike shoes run smaller than Adidas and other sneakers. As it happens, some Nike shoes do run small, but generally the House of Swoosh runs a little larger than the Three Stripes. So as a rule of thumb, take a half-size smaller in Nikes than your typical size in Adidas.
Ultimately, when it comes to figuring out whether to size up or down for Nikes, the answer is that it depends on the model. All the big shoe brands aim to be true to size, but above all, they aim for consistency. Some styles run large, some run small, and some are true to size (TTS). In each case, the fit should be predictable and consistent for every pair.
Big or small, the important thing is that the shoe fits you right. Generally, you should have about a thumb's width at the toe and should be able to slide a finger snugly behind your heel in the shoe.