Essay On Adidas

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

Nike may be typically known for focusing a lot of gear solely on athletes; yet, it is not just for them. Nike’s objective

Nike is the leading and yet renowned supplier of athletic apparel and shoes. The company controls close to 33% of the global athletic shoe market (Dogiamis & Vijayashanker,2009).Nike was founded by Bill Power and Phil Knight in 1962 as a Blue Ribbon Support and then was later on renamed to Nike in the year 1968 (Patrow,2003).The company supplies very high quality product in close to 100 countries with major markets being located in the U.S,U,K, Asia Pacific as well as in the Americas. The company has managed to attain its lead and legendary position via the application of innovative and yet attractive product design which is backed by quality production as well as well crafted marketing strategies.

Since being founded in 1962, Nike has grown from a small fledgling shoe retailer into a world-wide corporate giant. During its first year, sales for Nike were $8000, but as of November 30th, annual sales for Nike were over 12 billion dollars. (hoover) Although Nike already dominates the sporting world, there are many opportunities for growth. According to our research, key strategic challenges facing Nike are increased competition from Adidas with their technological shoe, the Adidas One, and a potentially fatal inability to enter a new growth market such as the extreme sports market. Our recommendations to help Nike confront these challenges consist of developing a product to remain competitive with Adidas, and also an aggressive move

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

The article entitled Under Armour Overtakes Adidas in U.S. Sportswear market, written by Germano, claims that Nike is number one seller of sportswear & footwear in the US market followed by Under Armor. Adidas was directly behind Nike in the US market yet it lost its No. 2 position in the acutely focused U.S. sportswear advertise a year ago to Under Armor Inc., which expanded both clothing and footwear deals at its German adversary's cost. Nike has long held the top roost in U.S. offers of sweats and tennis shoes, with its Nike and Jordan brands representing more than 90% of the American business sector for basketball shoes. Be that as it may, both the footwear and attire divisions of Nike and Under Armor expanded their piece of the overall

The athletic shoe industry stands one of the greatest and most profitable in the world. Currently, global annual athletic footwear revenues stand around $75B per year, with annual US consumers spending close to$20 billion. Unsurprisingly, the largest growth in the industry took place during the 1980’s and 1990’s, during Jordan’s career in which the popularity of athletic and sport oriented casual shoes skyrocketed. Also not alarming is who the dominant player in the athletic footwear market is – Nike. The market share of Nike and Jordan brands combined is routinely measured at close to 50% in this market, proving their sponsorship deal with Jordan in 1984 provided the springboard to which they never have looked back on.

provided respite to the industry and they are making good us e of it. Already most of these

Columbia Sportswear Company is one of the largest wholesalers of outdoor sportswear and equipment in the United States. Columbia Sportswear competes in the consumer goods sector, apparel-clothing industry (COLM Profile- Yahoo! Finance, 2015). As of December 31, 2014, they operated 74 outlet retail stores, 19 branded retail stores, and 5 brand-specific e-commerce Websites in the United States (COLM Profile- Yahoo! Finance, 2015). As an enterprise participating in this industry, one of the major obstacles the company faces is standing out amongst an intense line up of rivals; those of which include Nike, North Face, and Lululemon.

By far the leading competitors in the industry are the three-headed monster of Nike, Under Armor and Adidas. With Nike reporting 13% increase in revenue in North America and the fact that North America accounts for 40% of their revenue alone, Nike is truly the giant of the industry, (“Adidas Vs…”). Though Adidas holds a huge chunk of the market share in European countries, the mainly soccer-oriented company falls behind Nike and Under Armour in the US. Recently Under Armour surpassed Adidas when “Under Armour’s U.S. sales of footwear and apparel totaled $2.6 billion in the 11 months through Jan. 3, compared with $1.6 billion for Adidas, according to data released Thursday by Sterne Agee and SportScanInfo. Both companies trailed Nike Inc.’s

Analysis of Nike Basketball players “wanna be like Mike”, but shoe companies “wanna be like NIKE.” NIKE is the worlds #1 company and controls more than 40% of the US athletic shoe market. The company designs and sells shoes for just about every sport, including baseball, volleyball, cheerleading, and wrestling. NIKE also sells Cole Haan dress and casual shoes and a line of athletic wear and equipment, such as hockey sticks, skates, and timepieces.

In 2005, Adidas the renowned footwear company from Germany was in a raging war with it’s U.S competitor Nike over market share in the field of football footwear and accessories. In the war over market share Adidas acquired Reebok the prominent company in basketball footwear to further gain a share in the U.S. Nike has also gained a lot of grounds in the field of football footwear by it’s aggressive marketing and sponsoring strategy that included the Brazilian national team and other prominent football clubs like Manchester United among many others. Nike strategy paid off and in 2003 Nike edged over Adidas for the first time ever in the European football market with a 34 percent market share against a 30 percent for Adidas.

1. What is adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market? Position: the position of adidas has transferred from “leading supplier of soccer footwear worldwide” to “leading sport brand”. Adidas was founded in Germany in 1920. In 1995, it became a public company as well as the leading supplier of soccer footwear due to its great performance of footwear sales. In 1998, adidas began to move into the U.S. market. Adidas doubled its U.S. market share within only one year, so it hoped to continue to make big move in following years. In its way to U.S. market, adidas confront with the

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.

Adidas is the second largest sportswear and apparels manufacturer (Dogiamis & Vijayashanker, 2009). By far, Adidas holds a market share of 22% (Dogiamis & Vijayashanker, 2009). Adidas had also registered the infamous ‘3 stripes’ as its trademark (Berntson, Jarnemo & Philipson, 2006). The founders of Adidas, Adolf and Rudolf Dassler had the vision of providing athletes with the best suited pair of shoes for their respective sports (Dogiamis & Vijayashanker, 2009). In efforts of achieving that, Adidas is had used the strategy of collaborating with important athletes to gain their insights on the products offered (Berntson, Jarnemo & Philipson, 2006). This contributes to the fact that Adidas had earned