Competitive analysis of Nike.

1. thebasketballnetwork.com
Created by: Johnny Schirmer
N01157805
Justine Paquette
SPRT-254-ONC
Submitted on: February 21, 2018

2. Nike Inc. is a sports apparel company who focus on
engaging, developing and the marketing of footwear,
accessories and equipment products worldwide. Nike
footwear includes athletic, leisure and casual for
men, women and children.
Nike Inc. helps consumers thrive in a sustainable
economy where people, profit and planet are in
balance.
The product I have decided to focus on is Nike
Basketball footwear.

3. Nike KD X
$180
Nike Kobe A.D
$210
Nike Kyrie 3
$160
Nike Air Foamposite Pro
$305
Nike Lebron Soldier 11 SFG
$175

4. NIKE ADIDAS JORDAN UNDER ARMOUR
Nike Kyrie 3
$160
Adidas Primeknit 2.5 Boost
$145
Jordan SC 3
$165
Under Armour Torch Fade
$120
Nike Lebron Soldier 11 SFG
$175
Adidas D Lillard 3
$165
Jordan Why Not Zero 1
$170
Under Armour Curry 3Zero
$130
Nike KD X
$180
Adidas Harden Vol. 2
$200
Jordan Lunar Super Fly
$190
Under Armour Charged
Controller
$140
Nike Kobe A.D
$210
Adidas Harden Vol. 1 PK
$230
Jordan AJ XXXII Low
$215
Under Armour Curry 4 Low
$150
Nike Air Foamposite Pro
$305
Adidas Tubular Primeknit
$240
Jordan AJ XXXII Mid
$245
Under Armour Curry 4
$160

5. Nike Inc. have created an amazing market for athletic footwear. Each year, new technology is introduced in order
to make new and existing products even better. More than often, current and past NBA superstars will have Nike
affiliated with their name because of the prestigious history associated with the brand.
Although Nike has well perceived athletic footwear, prices can be much higher when compared to their main
competitors which include: Adidas, Jordan and Under Armour. Jordan has been the most favoured shoe in the
past three decades but since then, Nike, Adidas and Under Armour have made a big push to be the best shoe in
the market. With sponsorships and signature athlete shoes, these three brands have come up in the NBA much
more frequently.
Each of these four companies have their own strengths and weaknesses but at the end of the day, it is personal
opinion in which drives profit for each company. Some may look for their favourite players’ signature shoe or
best quality with either Nike, Adidas or Jordan while others will look for the cheapest shoe in Under Armour.
While Jordan has been around longer than any of their competitors, the success of Nike in the past decade has
made them the most loved shoe in the market. Adidas is not far behind with new releases coming out each
month with better technology in each shoe to maximize performance on the court. Under Armour would be
considered the least desired shoe out of the other three as designs are bland and quality is not there when
compared with Nike, Adidas and Jordan.

6. One recommendation I could give Nike are price reductions of their athletic footwear. As mentioned in the
previous slide, Nike is known for their prestige design and quality of their footwear.
When compared to their competitors on Slide 4, they have the most expensive shoes in the market next to
Adidas. If prices are reduced on certain models similar to Under Armour or even below, sales would increase
because of the quality they are known for.
Maintaining quality with a lower-priced shoe would be difficult so in order to be successful, samples would
be given to employees and sponsored athletes for feedback before publicly released. This method is
commonly used in order for the company to not waste profits on a product that will not be perceived well
by the public.
With a lower budget on each model of shoe, designs would have to become more innovative to fit the
publics' needs and if that goal is reachable, Nike would be a top competitor for decades to come.

7. Thunderous Intentions. (2018). Film Room: Russell Westbrook’s brilliant assists are nothing extraordinary. [online]
Available at: https://thunderousintentions.com/2018/01/21/film-okc-thunder-russell-westbrook/ [Accessed 15
Feb. 2018]. (Cover Photo)
Smithson, N. (2018). Nike, Inc. Vision Statement & Mission Statement - Panmore Institute. [online] Panmore
Institute. Available at: http://panmore.com/nike-inc-vision-statement-mission-statement [Accessed 16 Feb.
2018].
Nike Canada. (2018). [online] Available at: https://www.nike.com/ca/en_gb/ [Accessed 15 Feb. 2018].
Footlocker Canada. (2018). [online] Available at: http://www.footlocker.ca/ [Accessed 16 Feb. 2018].