Nike and Adidas are two of the largest sports brands in the world. Nike focuses on basketball and running and has expanded globally through high-profile celebrity sponsorships. Adidas' key markets are soccer and tennis, and it has historically focused on Europe but has also expanded internationally. Both companies emphasize innovation in products and utilize premium pricing strategies, though Nike is more aggressive in celebrity sponsorships while Adidas focuses more on sponsoring major sporting events.

2. PRODUCT MARKETING IS?
• In order to understand the reputation of how brands work, we
shall be covering two sports brands and discuss how their
marketing strategies and the brand itself have made their name
in the market. For this paper, we will be covering and narrating
about 'Nike' and 'Adidas’.
• Nike and Adidas are renowned sportswear brands, who have
penetrated, targeted, segmented and positioned their own
brands in the minds of customers.

3.  ALL ABOUT NIKE
• Nike is an American multinational corporation that is engaged
in the design, development, manufacturing, and worldwide
marketing and sales of footwear, apparel, equipment,
accessories, and services. The company is headquartered
near Beaverton, Oregon, in the Portland metropolitan area.
• It is the world's largest supplier of athletic shoes and apparel
and a major manufacturer of sports equipment, with revenue
in excess of US$24.1 billion in its fiscal year 2012 (ending May
31, 2012). As of 2012, it employed more than 44,000 people
worldwide.
• In 2014 the brand alone was valued at $19 billion, making it
the most valuable brand among sports businesses. As of 2017,
the Nike brand is valued at $29.6 billion.

4.  ALL ABOUT ADIDAS
• is a multinational corporation, founded and
headquartered in Herzogenaurach, Germany, that
designs and manufactures shoes, clothing and
accessories. It is the largest sports wear manufacturer
in Europe, and the second largest in the world,
after Nike. It is the holding company for the Adidas
Group, which consists of the Reebok sportswear
company, Taylor Made golf company
(including Ashworth), Runtastic, an Austrian fitness
technology company, and 8.33% of Bayern Munich, the
football club. Adidas' revenue for 2016 was listed
at €19.29 billion.

5. DIFFERENCE BETWEEN NIKE AND
ADIDAS
• Nike and Adidas are two of the most popular sports equipment companies in the
world. Both of their popularity has become so immense that they are literally
household names. They pretty much have the same target: people who love
sports.
• Nike is very well known to today's generation because of their countless celebrity
sponsorships, but of course, their notoriety does not end there. Their principal
target markets are those people into basketball and running, what with their
products mainly focused on these two endeavors. Their market used to be solely
just domestic (the United States), but in recent years, they have expanded
internationally. Their sponsorship on athletes is very prevalent.
• Adidas' key markets are those people in the following sports: soccer and tennis.
They used to have Europe as their sole focus in terms of the market but
internationally, they are well known too. This is because of their soccer
connection, labeled as the world's sport. Some of the companies under Adidas
are Reeboks and Rockport. They also have their share of athlete sponsorships
made over the years.

6. SPONSERSHIPS TAKEN BY:
• 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 it's approach regarding
sponsorships as Nike is.
• Nike's main focus has always been to
sponsor the most popular athletes
and teams.
• For example, Cristiano Ronaldo , roger
fedrer , Rafael Nadal and teams like
Manchester United which are
extremely popular worldwide,
encouraging Nike's sales to go up.
• Adidas on the other hand mainly
sponsors big events and
organizations, for example it's the
official sponsor of FIFA, UEFA
Champions league and the summer
Olympics

7. MARKETING STRATEGIES
• Nike and Adidas have almost similar strategies but different implementation methods.
Both the companies concentrate heavily on technology and strive to produce new and
innovative products. Nike focuses on the American markets whereas Adidas focuses on
the European market.
• Nike does not have any production plants as they only design, distribute and market
their products and hence they outsource to various countries in Asia, mainly Taiwan and
Korea, which outsource their production to China, Indonesia and Vietnam.
• Adidas on the other hand, carry out all their production in Germany and recently has
adopted Nike’s out sourcing policy by outsourcing to Asian countries. Nike and Adidas
both follow a premium pricing strategy which is a strategy where companies charge a
premium price for their products. Their competition is always intense and according to
Anderson (2010) during the world cup 2010 Nike launched the popular “write the future”,
three minute advertisement featuring world cup stars which was a major hit on YouTube
and Adidas replied with their two minute video with celebrities like Snoop Dogg and Daft
Punk into a famous scene from the movie Star Wars.
• Nike sponsored nine teams whereas Adidas sponsored 12 teams.

8. STRATEGIES OF NIKE
• In order to become the world’s leading designer, marketer and distributor
of athletic footwear, apparel and accessories, Nike followed many
strategies. their corporate level strategy, according to Dermesropian,
Drage, Grigaite and Lopez (2004,p.15) is their focus on innovation and
emphasis on their research and development department in order to be
profitable in the long run and they do their best to produce footwear,
apparel and athletic equipment that reduce or eliminate injury, help in
athletic performance and maximize comfort. They continue to expand their
operation in the USA, Asia Pacific, Europe, Middle East, Africa and the
American regions trying to reach as many customers as possible.
• Their business level strategy is a combination of the best cost provider and
broad differentiation strategy, but more emphasis is put on the best cost
provider strategy.

9. STRATEGIES OF ADIDAS
• The strategies of both these sports giants are very similar but Adidas
focuses more the broad differentiation strategy. According to the
corporate level strategy of Adidas also focuses on innovation, trying to
produce new products, services and processes in order to cope up with the
competition.
• In 2009 the Adidas Group strategically decided to move from a vertically
integrated brand structure into a functional multi-rand structure for the
Reebok and Adidas brands. This created a global sales function which were
responsible for commercial activities and a global brands function which
were responsible for the marketing of both brands.
• The global sales function was also split into two departments, wholesale
and retail. This was done in order to sustain their corporate level strategy
for the long run so that these divisions could emphasize and work hard in
their respective departments.

10. MARKETING CHARTS

11. 2018 ANALYSIS FOR NIKE VS ADIDAS

12. ANY QUESTIONS?