The two like-for-likedirect competitors I chose was Nike and Adidas. First off, Nike.
According to (Wikipedia),this company was founded by Phil Knightand Bill Bowerman on January 25, 1964 and was known as Blue Ribbon Sportsbefore it officially became Nike, Inc. On May 30, 1971. Nike is anAmerican multinational corporation that is engaged in the design, development,manufacturing, and worldwide marketing and sales of footwear, apparel,equipment, accessories, and services.
This company headquartered nearBeaverton, Oregon, in the Portland metropolitan area which happens to be theworld’s largest supplier of athletic shoes and apparel and a major manufacturerof sports equipment. On the otherhand, Adidas. According to (Wikipedia), the founder of this company is Adolf “Adi”Dassler along with his brother, Rudolf, in 1924, had established a shoe factoryand named it Dassler Brothers Shoe Factory before Adidas. Adidas is also amultinational corporation, founded and headquartered in Herzogenaurach,Germany, that designs and manufactures shoes, clothing and accessories.
Itbecame the largest sportswear manufacturer in Europe, and second largest in theworld, after Nike. Here is a discussion and acomparison of products in the shoe category between Nike and Adidas. Firstly,Nike shoes.
One of Nike’s shoes is called ‘Nike Air’. According to (Nike’swebsite), the features of this product is consist of pressurized air inside atough, yet flexible bag. The Air Sole units are located in the midsole beneaththe heel, forefoot or in both areas. What this does is it compresses to reducethe force of impact. The Air Soles then immediately recover to its originalshape and volume, ready for the next impact. One of the benefits of this shoeis that it is lightweight. The cushioning of this shoe reduces the weight ofthe shoe without reducing performance. This will cause the shoe to be lighterso that less energy to be exerted by the athlete during performance.
On theother hand, Adidas shoes. One of Adidas’s shoe is called ‘Ultra Boost ST’.According to (Running Room), this shoe has highly responsive cushioning mixedwith satisfying comfort, it provides a propulsive running experience withplenty of support. One of the benefits for this shoe is its outsole, it is ableto run the full length of the shoe and it provides extraordinary durabilitywith energized transitions. Besides all that, here is howNike and Adidas achieved their brand awareness and brand image.
Starting withNike. According to (Success Story), Nike’s brand logo ‘Swoosh’ and tagline ‘JustDo It’ had become a commonly recognisable logo in the American households. In1985, Nike designed signature shoes for an NBA player named Michael Jordan.This had made Michael Jordan’s popularity increase tremendously and it tookNike’s sales to break new records. Nike had really achieved brand awarenessthrough celebrities such as Michael Jordon, Tiger Woods, Cristiano Ronaldo andso on. Next is Adidas.
Celebrities like Zinedine Zidane, Michael Ballack, andAllyson Felix have been asscociated with Adidas. A variety of sports likefootball and other games like Basketball, Golf, Tennis, and Gymnastics havebarely gone without adidas’ involvement. The major focus of Adidas is footballkids and its associated equipment. Team kits for football teams like BayernMunich, A.C.
Milan, Chelsea and Real Madrid are supplied by Adidas. The company’sstrategies have focused a lot on successful players, innovative public focusedbrands, and brand extension. This was how Adidas achieved its brand awareness. According to (Mazrahul Haque,2015), the positioning statement of Nike is “For serious athletes, Nike givesyou confidence that provides the perfect shoe for every sport”.
In currentcompetitive environment, one of the global leaders in sporting goods industry,Nike, has established a strong position for enhancing athletic life style. Theconsumer’s view of brand influences their buying decision in sports industry,so Nike has always been able to position to customer’s expectation and athleticfantasy that is presented by real athletes. Nike’s effective Marketing MixProgram supports the brand positioning in the target market. The products areconsidered to be effective and comfortable to the athletes. Because of its highquality shoes, the prices are usually higher than the normal brand. So, theconsumers perceive it as high-end product.
For Adidas, according to (Chowdhury,2015), Adidas had established their brand positioning based on making beliefsand values. They already reached their positioning at top level. They startwith their slogan “Impossible is nothing”, which created beliefs to customers.