Nike and Adidas

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Marketing Management-508 NIKE & ADIDAS Ceyhun Canavar (X02426914) 5 September 2012 Nike vs. Adidas Introduction Nike, Inc. is a major publicly traded clothing, footwear, sportswear, and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment. Adidas AG is a German sports clothing manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), and Rockport. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. What Adidas has done recently to compete with Nike? Attaining market share is important to both Nike and Adidas. In order to maximize their market share, both Nike and Adidas have placed a great importance in developing their branding and marketing strategies on the net through web appearance and user friendly functionalities such as ease of purchase, speed, and navigation. Adidas follows several strategies to place its product in the market, however, most of them are strategies adopted by Nike and simply followed by Adidas. For instance, according to the reports, in order to sell its core brand soccer gear and equipment in 2008, Nike Company invested into the advertisement with $1.7 billion. And Adidas also made an investment of $1.6 billion. However, Adidas has signed contract with twelve out of the thirty-two teams to support them to compete in the world cup that year despite of the fact that Nike Company has won much sponsorships deals. Adidas seems

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