Sukkur IBA

University
Business Strategy

Submitted To
Dr. Adnan Kehar

Submitted By
Safi Ullah
BBA-8 (B)

Review of Article for chapter#5

Adidas or Nike

Dated:05/11/2021
Title: Adidas or Nike? Which Retail Giant is Winning The Sneakers
War?[ CITATION Cal19 \l 1033 ]
Nike: Just Do It
Adidas: Impossible is nothing
Nike and Adidas had been in competition in sports wear for a long
time and this competition has been a driver for their success as well.
Nike is a larger brand with a total revenue recorded in 2018 $24.2
billion whereas Adidas had a revenue of $15 billion.
Competitive rivalry between Nike and Adidas:
Nike: Nike is working on goals called ‘The Consumer Direct
Offense’, that aims to change three sides of the business which are
innovation, the supply chain, and the marketplace. The companies is
bring innovation through corbon fiber plate and zoomx foam which
will increase their sales. Nike has also provided greater consumer
experiences by digital membership, personalization in products and
brand experience. Nike is cutting selling and administrative cost down
to bring efficiency by focusing on premium products, digitalized
supply chain and decreasing product costs.
Adidas:
Adidas is working on plan called “creating the new” and its goals is to
make the brand more desirable by speed (fashion trends and stock
availability), cities ( where the majority of the customers are and their
impact on designs) and open source ( It allows the consumers and
outside designers to provide attractive designs). Adidas is also making
its operation on e-ecommerce.
Both Nike and Adidas are doing great in each other competition and
this competition is the major success between them. However, Nike is
a larger brand which operates in USA as compare to Adidas. But
Adidas marketing strategies and sponsorship is closing up the gap.