Nike and Adidas are major sportswear companies that compete globally. While Nike is currently larger, Adidas has grown rapidly in recent years, narrowing the gap between the two. Nike uses materials like Nike Air and customized options to engage customers, while Adidas focuses on soccer and sponsors athletes. Both companies advertise to a wide audience and manufacture products internationally to reduce costs.

1. Claudio Norori
Ricardo Vivas

2.  Both Nike and Adidas are popular
sportswear companies with a global
market. While Nike is clearly the bigger
shark in the tank, Adidas has
experienced rapid grow in the past few
years, the gap between both
companies is getting smaller and smaller.

3.  Nike Air is the most basic cushioning
material used by Nike; it is made out of a
polyurethane bladder filled with air. It
provides adequate cushioning for the
casual wearer, but may not provide
sufficient or proper cushioning for serious
athletes with individual preferences.

4.  Adiprene: A neoprene-like material that
feels somewhat like "a soft pillow", it is
most often used in the heel of a shoe.
adiPRENE is quite durable, and is meant
to respond to the cushioning needs of
active feet.

5.  Both Nike and Adidas target a huge and
diverse audience, this audience includes
teenagers, adults, and anyone who
practices sports. This makes advertising a
little more complex, because when they
make an ad they have to consider not
only that which teenagers find
appealing, but also what adults and
even kids might find appealing and
interesting.

6.  Domestic market focus
 � Shifted focus to soccer in order to gain
international recognition
 � Started athlete sponsorship *Cristiano ronaldo*
 � new shoes desing to excite "bored customers"
 � Nike Team Sports *explain*
 � Customized products (Nike ID)
 � Uses overseas manufacturing factories to cut
production costs.
 � Perfected its internet site with custom footwear
options
 � Better advertising and marketing strategies.

7.  European market focus
 � Adidas dominates the soccer market
which is considered the "world’s sport."
 � Sponsors different teams and
athletes(Messi)
 � Tries to cut production time and cost in
order to be more efficient
 � Uses low wage labor to cut production
costs
 � Has enhanced marketing and
advertising budget

8.  http://www.youtube.com/watch?v=K04
UajgBAYU
 http://www.youtube.com/watch?v=YjM
gUanz6h0

9.  http://www.youtube.com/watch?v=YjM
gUanz6h0
 http://www.youtube.com/watch?v=lZA-
57h64kE

10.  Nike : put you in the perspective of the
professional soccer player.
 Anyone can use Nike products, even your
granny !.
 Adidas : motivational video, no matter
what your situation is, you can achieve
greateness, you just need a pair of adidas
shoes
 Hey did you noticed that all your favorite
public figures and athletes are wearing
adidas?

11.  Thank you