Adidas vs Nike Case Study

“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” (Adidas Group, 2013). Adidas is a world-wide known corporation that is headquartered out of Herzogenaurach, Germany. Adidas specializes in manufacturing a wide range of products such as clothing, shoes and various accessories for consumers. Adidas is the second biggest sportswear apparel company in the world and the largest in Europe (Adidas Group AG, 2016). The company was founded by Adolf Dassler in the mid 1950s when he started designing shoes. The world is a competitive workplace and Adidas has many close competitors such as Nike and Under Armour. In the future, Adidas strives to keep their standards up to par and remain at the top of the industry around the world.

Innovation: In such a mature and competitive industry, continuous innovation is crucial to the success of the company as it gives a unique selling point that rivals do not have. Both product and process innovation are Nike’s

The company has launched the Nike products, which embody a love of sport, discipline, ambition, practice, and other athletic traits.

Nike has totally changed the sports footwear and sportswear market. Nike's huge selection of merchandise consists of specialized workout equipment, footwear, clothing, accessories and sports components. Nike is among the world's biggest brands and a leader in the sportswear industry because of their advertising, innovative products and sponsorship of top teams and

Their research and development division spreads across every other division in the entire company. Their global expansion adds to their inspiration and creativity and they are showing no signs of slowing down. Nike has become a global household brand and they have dominated their market. Famous athletes and designers strive to work with Nike to create new lines which only helps Nike’s reputation as the best brand for serious athletes. They not only keep track of style trends but also fitness trends as well to keep up with the changing times.

Introduction Originally founded by Phil Knight and Bill Bowerman, Nike is now the market leader in the manufacturing of sportswear and gear and enjoys possessing more than 47% of the market share across the globe. Nike's mission is to bring inspiration and innovation to every athlete (Nike Inc., 2015). According to them, you are an athlete if you possess a body. The company has over 600 shops around the world and has offices situated in 43 countries outside the United States. Most of its factories are located in Southeast Asia, including China, Indonesia, Taiwan, India, Vietnam, Thailand, Philippines, Pakistan, and Malaysia.

Nike is one of the most well-known companies in the world that offers different products like clothing, equipment, footwear and accessories. Internationally, Nike not only has the lead in athletic products such as running shoes, sandals, casual shoes and basketball shoes among others, but also it is ahead of its competitors with their line of athletic clothing like pants, shirts and shorts for everyday wear. Apart from this, Nike is also tries its best to make clothing with special fabric that contributes to the welfare of the athlete when using it, the highly specialized technology put in these clothes have helped Nike to be the number one sponsor of important sports around the world.

Nike Inc. is a very successful publicly traded sportswear and equipment company based in the United States. Nike is a multi-national and Fortune 500 company. It has reached achievements in their innovation in products that Nike has become one of the most recognized companies today and companies dream to have what Nike has created. The main headquarters for the company is in the Portland metropolitan area near Beaverton, Oregon. Nike leads the world in supplying athletic apparel and shoes. Nike shows how devoted they are in the satisfaction of their customer’s needs that it shines upon their mission statement and encompasses their vision. Nike ensures to go far and beyond expectations so that their customers receive quality products and services. Nike was founded in 1964 as Blue Ribbon Sports, but goes back to the 1950’s, and with their extensive history it only adds up to its impressive reputation in the Sports industry.

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed

Research & Development is considered one of the key elements for Nike to maintain its competitive advantage in the

The NIKE Company, is engaged in the design, development, marketing and selling of athletic footwear, apparel, equipment, accessories and services. Nike Company operating segments include North America, Western Europe, Central & Eastern Europe, Greater China, Japan and Emerging Markets. However, the Nike Company portfolio brands include the NIKE Brand, Jordan Brand, Hurley and Converse. The Company sells their products to retail accounts, through their retail stores and Internet Websites, and through a mix of independent distributors and licensees across the world. The Company's products are manufactured by independent contractors (Guru Focus, 2017)

Nike has seldom manufactured products own premises, except their air bladders. The shoes are manufactured through outsourcing and alliances with other companies. A successful company like Nike formed its organization on the customer values that have the MOST impact on the consumers mind – Design/R&D, Marketing and Distribution. Even though manufacturing is a vital function to perform, Nike realized that there were other ways to go about this function and thereby save both cost and maintain its focus on the critical customer value areas.

Nike has an umbrella of brands under its name like Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, etc. Nike is a highly recognizable brand across the globe as because of it’s swoosh logo and the trademark “Just Do It.”. Nike is endorsed by many famous sports personality which makes the brand more desirable.

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.