NIKE vs ADIDAS :

A COMPARISON
- Kriti Narang
- Tamanna Dua
 INTRODUCTION
● Nike: Founded by Bill Bowerman as Blue
Ribbon Sports in 1964, in USA .Nike,
officially established in 1971, evolved into a
global sportswear giant. Known for iconic
products, innovative marketing, and athlete
endorsements, Nike symbolizes athletic
excellence worldwide.
● Adidas: Adidas, founded in Germany in 1949
by Adolf Dassler, became a leading sportswear
brand. Known for the iconic three stripes, it
blends performance and style, leaving a lasting
impact on global athletics.
 WHAT DOES THEIR LOGO MEANS;

Nike Adidas

The logo of nike represents the The three strips in the logo represents a
wing of the greek goddess of mountain, pointing out towards
victory. challenges and goals people need to
overcome.
BRAND ENDORSEMENT
Nike Endorsements
Nike's roster of athletes includes some of the biggest
names in sports, such as LeBron James, Serena Williams,
and Cristiano Ronaldo. Nike has also signed endorsement
deals with up-and-coming stars like Zion Williamson and
Luka Doncic.
Adidas Endorsements
Adidas has a strong presence in soccer, with
endorsements from stars like Lionel Messi
and Paul Pogba. They also have deals with
basketball players like James Harden and
Damian Lillard, as well as runners like
Kenenisa Bekele and Joyciline Jepkosgei.
 TURNOVER DIFFERENTIATION
NIKE
Nike consistently reports higher annual
revenue. In 2020, nike’s revenue was approx
$37.4 billion , a 7% increase from previous
year. The companies direct-to-consumer sales
grew by 13% driven by strong digital sales
ADIDAS
In 2020 Adidas generated around $21.2
billion. A 6% increase from previous year.
The companies e commerce sales grew by
37% and its north america sales grew by
11%.
 TURNOVER RATIOS
Turnover ratio for nike was 1.5 times and 1.17 times for adidas. Profitability ratios are
the best way to see how the companies is doing so far.

Nike Adidas
Profitability ratios

Profit margin 9.69% 3.29%

Return on assets 14.48% 5.85%

(ROA)

Return on 24.88% 11.02%

equity(ROE)
 PRICE DIFFERENTIATION
NIKE
● Nike tends to position itself as a
premium brand
● Signature lines endorsed by high-
profile athletes, such as LeBron
James or Cristiano Ronaldo
● Price range - 2.5k - 68 L
ADIDAS
● Adidas generally offers a broader
range of price points.
● While Adidas has premium and
high-performance lines, it also
provides more affordable options
in its product portfolio.
● Price range -2k- 16 L
 STRATEGIC DIFFERENTIATION
BRAND
IDENTITY
● Nike: Often associated with
innovation and athleticism.
Their "Just Do It" slogan is
iconic.
● Adidas: Known for its
emphasis on heritage and
authenticity. The three
stripes are a distinctive
feature.
Marketing
Approach
● Nike: Often employs
emotionally impactful and
inspirational marketing
campaigns.
● Adidas: Focuses on
storytelling, often
incorporating cultural and
lifestyle elements into its
marketing.
Target Audience
● Nike: Appeals to a broad
audience, with a focus on
athletes and those pursuing
an active lifestyle.
● Adidas: Targets a wide
range of consumers,
including athletes but also
those interested in casual
and fashionable wear.
CURRENT ASSETS CAPITAL LIABILITY
NIKE
As of march 31, 2022 Nike’s current
assets were $25.9 billion while their
assets were $34.8 billion. Their total
liabilities were $15.7 billion , and their
shareholders equity was $19.1 billion.
ADIDAS
As of March 31st 2022, Adidas’
current assets were $10.1 billion,
while their total assets were $22.2
billion. Their total liabilities were
$11,2 billion and their shareholders
equity was $11.0 billion.
 CONCLUSION
Nike positions itself as an innovative and performance-
driven brand, emphasizing cutting-edge technology, high-
profile athlete endorsements, and a competitive spirit. The
"Just Do It" slogan encapsulates Nike's ethos, and the brand
often leads in product innovation and bold marketing
campaigns.

On the other hand, Adidas focuses on authenticity and

heritage, incorporating classic design elements like the iconic
three stripes. Its marketing approach involves storytelling
and collaborations that extend beyond the realm of sports to
encompass culture and lifestyle. Adidas embraces inclusivity
and a more laid-back image.
THANK YOU