Generation Z Nike vs Adidas

1. Adidas vs. Nike
By: Richard Rodriguez

3. Background
Nike was originally found in
1964 by Philip Knight and
Bill Bowerman, as “Blue-
Ribbon Sports”. The name
was change to Nike in 1978
coming from the Greek
goddess of victory, which
clearly shows its magical
impact upon the grounded,
yet amazing success of
brand in the market. Nikes
headquarter is located in
Oregon USA.

4. Background
Adidas startup phase began
in a small town in Bavaria,
Germany in 1924. Adidas is
much older as compared to
its American Rival, found in
1948. The name “Adidas is
based on the name of the
founder Adolf Adi Dassler,
the iconic name act to
support the purpose of their
products, standing for “all
day, I dream for Sport”.

5. Symbols
The Nike symbol, the swoosh was created in 1971 by a women named Carolyn Davidson.
She was working with Philip Knight, attempting to create a new logo for the company and
out of frustration she drew a sloppy check mark on her paper which was later to become
the signature of Nike.

6. Symbols
ADIDAS: Adolf registered the company with three stripes logo in 1949, as Adidas
(“Adi” from his nickname and “Das” from Dassler). Adidas has three stripes as their
performance logo and a trefoil representing the Adidas Original heritage line of
product.

7. Adidas Group
Brand Extension
• Reebook
• TaylorMade
• Yeezy
• “HU” Pharrell
Williams

8. Nike Group
Brand
Extension
• Jordan
• Nike SB
• Nike Golf
• Nike plus
• Off-White
• LeBron
James

9. Sponsorships
One of the most key aspects
of Nike’s marketing strategy is
sponsoring popular athletes
and teams. While Adidas also
recognizes the importance of
sponsorship, it’s not as
aggressive in its approach
regarding sponsorship as
Nike is. Nike’s main focus has
always been to sponsor the
most popular athletes and
teams.

10. Sponsorships
Adidas on the other hand
mainly sponsors big events
and organization, for
example it’s the official
sponsor of FIFA, UEDFA
Championships League and
the Summer Olympics.

11. Nike Values
Mission Statement: To bring inspiration and innovation to every athlete in the
world.
Top 5 most trusted:
1- Oreo (75 %)
2- Nike (69.3%)
3- Hershey’s (67.1)
4- Kraft Mac & Cheese (63.8%)
5- Little Debbie (62.5%)

12. Adidas Values
Mission Statement: The Adidas group strives to be the global leader in the
sporting goods industry with brands built on a passion for sports and a sporting
lifestyle. We are committed to continuously strengthening our brands and
products to improve our competitive position.

13. Nike Diversity Generation Z
Nike was considered to be
trustworthy by 69.3 of
Generation Z surveyors.
More Generation Z tend to
trust brands they have been
interacting with throughout
their childhood. This
generation is also
influenced by political
controversy that Nike has
taken a part in.

14. Adidas Diversity Generation Z
• Due to the Calculation the
spending habits of
Generation Z customers.
Adidas took the top spot with
a 3.4 percent increase from
the same survey last year.
The results suggest that the
popularity of these brands is
largely due to collaboration
efforts such as Adidas Yeezy
Boost sneakers. Also new
models of fashion are in fact
generation z and millennial
role models.

15. Overall 2018

16. Generation Z survey
In Person Votes Social Media Votes
38%
62%
Adidas
Nike
25%
75%
Adidas
Nike

17. References
• https://careers.adidas-group.com/life-
here/diversity?locale=en
• http://fortune.com/2016/05/16/nike-diversity-
transparency/
• https://footwearnews.com/2018/focus/athletic-
outdoor/nike-diversity-women-minorities-misconduct-
1202546627/
• https://www.forbes.com/sites/stanphelps/2015/04/15/cult
ure-is-king-three-ways-adidas-is-striving-to-build-a-
culture-of-extraordinary/#599b62cd73a1