According to Ahmed, Rizwan & Brohi, Hina & Bhutto, Arslan & Prithiani, Joti & Khubchandani,

Rabel & Kumar, Sumit & Abbas, Zaheer. (2016). Nike always creates the consumer brand awareness and
has strong brand power for a long time and also makes a position in the market. Nike is having the no 1
seat which cannot be replaced by its competitors so easily because of its long-lasting Slogan “Just Do It”
and symbols “Swoosh” and their sports icons are recognizable for target audience. This strategy made a
distinctive penetration for Nike for the consumers of footwear.

According to The times 100, As a market-orientated organisation adidas continuously identifies

and reviews consumers’ needs to ensure its products meet these needs. It aims to exceed customer
expectations by adapting its product portfolio to meet the changing needs of consumers. It is this focus
on its customers, teamed with product and marketing innovation, that plays a key role in adidas’
success. Adidas’ strategy depends on their consumer’s behaviour and their strategy is to fulfil clients’
wants and needs.

Media(2017) stated that Nike put heavily proportion in their marketing strategies and products
deign. In order to sustain their dominance in the industry and retain their competitive advantages, Nike
actively responds to the market trends and changes in consumer preference by adjusting their
marketing strategies, the mix of existing product offerings, developing new products, styles and
categories, and influencing sports and fitness preferences through various marketing strategies. Now we
discuss the pros of Nike’s core marketing strategies and related them to the relevant marketing theories
help us to depth understanding. Nike reached even the music industry to level up its game in shoe
game. They also use big sports icon as their ambassadors to represent nike or the “Swoosh fam” to put
their name in the game.

According to ipl.org, Adidas Group, the world’s second largest producer of sporting apparel has
had a long and rich legacy of producing some of the highest quality and most technologically innovative
sporting equipment particularly footwear. Champion athletes and sports teams trust the three stripes of
adidas for helping them to achieve outstanding performance when they need it most. Adidas also
acquire big icon in sport and in music industry.

According to Morgan (2020), Experts predict that in 30 years, there will be more plastic in our oceans
than fish. And one study estimates that 90% of seabirds have consumed some form of plastic waste. All
that pollution on beaches and in the ocean is harmful to both marine life and humans. So Adidas is
trying to stop some of that plastic before it reaches the ocean. In 2015, Adidas partnered with the
environmental organization Parley for the Oceans. Their goal? To turn marine pollution into sportswear.
And they've made huge progress. This strategy penetrated the consumers that lives in advocacy in
saving the ocean and its creatures from pollution that comes from the land.
References:

Ahmed, Rizwan & Brohi, Hina & Bhutto, Arslan & Prithiani, Joti & Khubchandani, Rabel & Kumar, Sumit &
Abbas, Zaheer. (2016)Strategic Marketing Plan of Nike. 10.13140/RG.2.1.1558.3122.

https://unblogdemarketing.files.wordpress.com/2015/01/adidas-edition-18-full.pdf

Miles Media. (2017, December 26). A Marketing Case Study on Nike. Retrieved from
https://milesonmedia.com/a-marketing-case-study-on-nike/

n.d.). Retrieved from https://www.ipl.org/essay/Literature-Analysis-Literature-Review-Of-Adidas-

FKUUHQ74AJFR

Morgan, C. (2020, October 27). How Adidas is turning plastic ocean waste into sneakers and sportswear.
Retrieved from https://www.businessinsider.com/adidas-sneakers-plastic-bottles-ocean-waste-recycle-
pollution-2019-8