nike vs reebok case study

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Branding Strategies of the Big Four: Nike, Adidas, Reebok, Under Armour

One of my sports marketing students wrote this fantastic review of the differences in branding strategies of the big four athletic brands in the U.S. Increasingly, brands like these are utilizing social media data from companies like Affinio to help shape their branding strategies.

Nike's  branding of "Just Do It" falls in line with their broad appeal to go out achieve greatness in anything you desire. Whether it is on Twitter, Facebook, or Youtube, Nike constantly advertises its wide array of sporting shoes and merchandise. Their recent videos on YouTube of  Short a Guy and  Find Your Fast  have many scenes dedicated to different sports and physical activities, thus reinforcing their brand image of being able to supply your athletic need no matter what the sport. Nike also incorporates the "cool" look into all types of shoes and merchandise. They capitalize on the fact that many people like to look good while they are performing an activity, which enables them to be part of the mainstream consumer crowd.

Adidas is the closest company to Nike in terms of marketing strategy. The company focuses heavily on soccer and has a wide variety of apparel and accessories. They have struggled in the basketball space. Their top two sponsored players, Derrick Rose and Dwight Howard, have seen drastic decrease in performance over the past few years. When they were initially signed, both of these players were arguably in the top 5 best players in the NBA. After many injuries and disappointing seasons, people in the basketball community do not look fondly on adidas basketball shoes as they correlate the injuries of these two superstars to the footwear and accessories they wear. It seems that adidas has pulled back much of their marketing efforts in the sport of basketball. Adidas has moved outside of the sports market with the development of a new shoe that is made almost entirely from ocean plastic. They hope to attract a new target market with this product - "green" consumers. They also have discussed plans of opening a new factory in Detroit to bring new jobs to the city. They hope to use the projects to win hearts and minds of the people in that part of the country and hopefully influence them to buy from them.

Reebok mostly brands itself as specializing in exercise and fitness. CrossFit is their main selling point, as it provides everybody with a chance to compete and perform in the activity no matter what the age. They realized the market for the ever-expanding fitness craze was there for the taking and they seized the opportunity. Being as many people do not know of CrossFit competitors, they realized they needed somebody to represent their image that had similar objectives. This is where Reebok signed Ronda Rousey and Jon Jones. Both of these people are fighters in the UFC and Reebok realized that the same training that the fighters of MMA do compares to the training of many fitness and CrossFit participants.

Under Armour is a brand that focuses heavily on football. If one thinks of a brand associated with high school football, then you are probably going to think of Under Armour. They are currently seeking to expand into other sports and recently signed NBA superstar Stephen Curry. They hope to break into the NBA scene and occupy the space left by adidas. Their base marketing message seeks to "pump up" the viewer and get them motivated to compete. Their commercials and ads have a gritty tone to them and they almost always provide a glimpse into motivational training or into an important moment in the game.

This blog post was written by Samford University student Derek Partridge.

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Nike: Changing the Sneakers Game

• Format: Print
• | Language: English
• | Pages: 23

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Anita Elberse

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• January 2020
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Nike: Changing the Sneakers Game (Video Playlist)

• Nike: Changing the Sneakers Game (Video Playlist)  By: Anita Elberse
• Nike: Changing the Sneakers Game  By: Anita Elberse, Bryce Aiken and Howard Johnson

Product Innovation in the Global Fashion Industry pp 79–111 Cite as

Nike: An Innovation Journey

• Michelle Childs 5 &
• Byoungho Jin 6  
• First Online: 29 November 2017

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Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management ((PSP:GFBM))

Nike is an American multinational company that has evolved to become a global leader in athletic wear with annual sales exceeding $21 billion in 2016, more than half of which is attributed to international markets. Since its inception in 1964, Nike has been an innovation leader in product development, marketing and consumer experience. Due to a dedication to continuous innovation, Nike has been able to sustain a competitive advantage within the athletic apparel and footwear marketplace. This case highlights key points in Nike’s journey of innovation and examines how Nike has successfully emerged as a global champion within the athletic wear industry. Based on these analyzed strategies, this case provides implications that are relevant for practitioners and academics.

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With roots in beach culture, Hurley was established in Southern California in 1999 by Bob Hurley. Initially, it was known for surf-related products but eventually became a youth lifestyle brand (Transworld Survey, 2002 ).

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Department of Retail, Hospitality, and Tourism Management, The University of Tennessee, Knoxville, TN, USA

Michelle Childs

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Byoungho Jin

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Childs, M., Jin, B. (2018). Nike: An Innovation Journey. In: Jin, B., Cedrola, E. (eds) Product Innovation in the Global Fashion Industry. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52349-5_4

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Published : 29 November 2017

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Nike vs Reebok: UX Wars

Lace up! Running is a great way to stay in shape, and at America’s colleges and universities, it’s not uncommon to see students taking advantage of spacious and beautiful campuses to go for a run.

This usability testing study challenged female students to buy custom running gear from one of two footwear competitors: Nike , or Reebok . Which site provides a better user experience for this flow?

Scenario: You are a freshman at college and want to stay in shape by running around campus. You want a stylish shoe that will provide you with support and comfort during your runs.

1. Find a pair of running shoes to customize

2. Customize your shoes by putting your name on the sole.

3. Find shipping price.

Task 1: Find a pair of running shoes to customize

Navigational simplicity

As users began their search for a shoe to customize, both the Nike and Reebok websites were organized and clear. Most users’ first instinct was to navigate towards the “Women” tab, which was located near the center of the top bar on both sites.

A strength of both sites is that “Design Your Own” ( Reebok ) or “Customize” ( Nike ) is an option both on the top bar and also under the “Women” tab, in case users hover there instead – as most of them did. Once users hovered on “Women,” most noticed Reebok’s “Design Your Own” or Nike’s “Customize with NikeID.”

One user, Caroline, faced a series of issues when searching for a customizable shoe on Nike . She clicked on the “Customize” option on the top bar; however, each shoe that she subsequently chose was deemed “unavailable” by the site. She clicked around to find different shoes only to be blocked by messages including “Product unavailable,” “Time out – Site down,” and “We can’t find the page you are looking for.” These errors ultimately caused Caroline to give up on finding a shoe.

Mariel and Steph faced some obstacles when searching for customizable shoes on Reebok . Mariel easily navigated the site to find a shoe that she liked; however, she soon realized that the shoe she chose could not be personalized with her name on the sole. She was forced to click through two more additional shoes until she found what she wanted.

On the other hand, Steph decided to use the search function to find her shoes. When she searched for “customize,” she was presented with a page that was unclear to her. She claimed it was “not effective” because she was still unsure which shoes she could customize. Eventually, she found the “Design Your Own” tab and completed the task.

Task 2: Customize your shoes by putting your name on the sole.

Customization confusion

Nike and Reebok were both considered aesthetically pleasing and visually well-designed, but in terms of usability, the two sites fell short for nearly all users during this task. While both sites had many options for users to create the shoe they desired, it was difficult for them to access everything the sites provided.

As users attempted to add their name to the sole of a customizable shoe, the common word they used for both websites was “confusing.” Many of the users had to forfeit the shoe they initially chose and select another in order to put their name on the sole, despite the shoe being labeled as “customizable.”

The problem seemed to be that it is unclear what part of the shoe can be customized . Mariel stated about Reebok, “I think that the overall layout should specify whether or not you can customize with your name, since that is a big part of it as far as friends I have who want personalized shoes.”

After finding a shoe on Reebok that could be personalized with the user’s name, the default color of the text presented a challenge. The text color was the same as the color of the sole in most cases; therefore, when a user entered her name to be applied to the shoe, she could not see it displayed on the sole. The user believed she had completed the task but could not see her customization.

Despite this confusion, Reebok was commended by Liliya for its presentation . She said, “It shows the exact picture from different angles, and I could change every little detail.” Clear headings also made it easy for users to find the section for customizing the sole, as shown below.

For the Nike users, each person had a problem figuring out how to customize the sole of their shoes, calling the customization tool “confusing,” “difficult to understand,” and “ not intuitive .” This caused many to become frustrated, and in two instances users gave up on the task completely after attempting to customize for several minutes.

Steph felt overwhelmed by all of the customizable options. First she had to complete her “NikeID” by ticking off a list of green checkmarks. She did not understand all of the “ shoe terms ” on the site, which presented problems when she tried to customize the shoe – jargon such as “heel underlay” and “flywire” were unfamiliar and made the process harder to comprehend. In the end she could not even find the option that would allow her to add her name to the sole, and as a result did not complete the task.

While both sites caused confusion for a majority of the users, the Reebok users were eventually able to successfully work through the usability issues. In comparison, some of the Nike users were too perplexed by the complicated design, and Nike lost their business. While both sites have a lot to offer in the customization realm, Reebok presented these options with more clarity than Nike.

Reebok beats out Nike on this task, but more by default than by the effectiveness of its own design.

Task 3: Find the shipping price

Mostly Intuitive

On both Nike and Reebok, the shipping price was not explicitly stated until the product was added to the cart. However, most users found the shipping price with relative ease , as they already knew they needed to add the product to their cart before seeing how much shipping costs. Reebok had a message advertising free shipping on their homepage, which was helpful to one of the users who did not go to the checkout screen first.

Caroline and Mariel both described this task as “easy” on the Nike and Reebok sites, respectively. They both found the shipping price on their checkout screens.

When Steph added her customized shoes to her cart on the Nike site, she found out shipping is free and the product would arrive in 17-22 days. She made a comment about the shipping time being “too long,” but did not try to look for faster shipping prices. Steph also said that going to the checkout screen was an extra step that dissuaded her from assigning a task usability rating of 7 (Very easy). So, although she knew how to find the price, she had to go to another screen to find it and that required some effort.

The process of customizing a shoe rather than simply choosing a pair to purchase made it more difficult to find the shipping price. On the Reebok site, Liliya attempted to “save” her shoe , which led her to a login screen. She thought she needed to register in order to find the shipping price, so she went back to the home screen; there, at the top of the page, she saw “free shipping on orders over $49” and concluded that her shipping would be free, since her order was $110.

In general, the Reebok site seems to do a better job of making the shipping price visible on their website. On both sites, users knew they had to add the shoes to their cart to see it, but still thought this extra step was unnecessary, and the shipping price could be more quickly accessible. But overall, this task was considered fairly intuitive and easy by most users.

Both the Reebok and Nike sites were described as aesthetically well-designed and mostly easy to navigate. However, the biggest problem that both Nike and Reebok users faced in this test was the customization step.

The process of customizing your shoes by adding a personalized message was confusing and difficult for the users. From choosing a shoe that can be customized to actually adding the desired customization, the process involved many complicated steps and even required knowledge of shoe jargon. In the end, it was Reebok that achieved more clarity in their design. Some Nike users became so frustrated that they gave up entirely.

All of this leads us to pronounce that

this month’s UX Wars winner is…

UX Wars January: Domino’s vs Pizza Hut UX Wars February: OkCupid vs Match.com UX Wars August: Yelp vs Zomato

By Dana Hadjiyane, Jessica Bain, & Aleksandra Simeonova

Related post, ux wars: lyft vs. uber.

UX playoffs: Food delivery bracketology

Ux wars: ehow vs wikihow.

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Nike vs. Reebok Marketing Strategies, Essay Example

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Nike and Reebok might have started as shoe manufacturers but have evolved since then to become one of the leading lifestyle brands in the world. Both companies do business on a global scale and are aware of the growing competition due to globalization. As a result, they understand the importance of marketing strategies in setting oneself apart from the competition. Nike and Reebok spend considerable efforts and resources on marketing and their respective marketing strategies share both similarities and differences.

One of the similarities between Nike’s and Reebok’s marketing strategies is that both utilize sports celebrities to emotionally appeal to the targeted market segments as well as build credibility for the products. Nike has arguably mastered the art of celebrity sponsorships and has sponsored a wide range of athletes over the years including Michael Jordan, Tiger Woods, Andre Agassi, Kobe Bryant, and Lebron James. Reebok doesn’t have the same resume as Nike but its latest marketing strategy does emphasize sponsorship of sports athletes that may boost its brand profile. Some of the athletes under contract with Reebok are Eli and Peyton Manning (Lefton).

Another similarity between the two companies’ marketing strategy is that they are both devoting considerable resources to digital marketing. Nike is so committed to digital marketing that the company’s TV and print advertising dropped by 40 percent in just three years in the U.S. (Cendrowski). Similarly, Reebok which is in the process of reinventing itself now designs marketing campaigns with a major focus on social media (McMains).

Another similarity between Nike’s and Reebok’s marketing strategies is that both companies are increasingly becoming consumer-oriented as opposed to product oriented. There was a time when both companies primarily focused on product innovation and hoped the products would sell themselves. But now Nike doesn’t just develop products and hope they will sell themselves but is actively studying consumers and their needs to provide specific solutions. Nike’s push in digital technology reflects this and the company now directly collects massive data on its customers and is more directly engaged with them (Cendrowski). Similarly, Reebok is now focused on creating products that are lightweight and flexible in order to make fitness lifestyle convenient for customers (Adidas Group).

One of the major differences between Nike’s and Reebok’s marketing strategy is that while Nike continues to exert major focus on traditional sports like American Football, soccer, and basketball, Reebok has been reinventing itself as more of a fitness lifestyle brand and moving away from major focus on traditional sports.. Reebok struck a 10-year deal with CrossFit in 2010 and now sponsors CrossFit Games. The tagline for the company’s 2012 marketing campaign even claimed, “ The Sport of Fitness Has Arrived .” (Zmuda). Reebok also has partnership with fitness group Les Mills which owns Bodypump and Bodycombat programs and also organizes Spartan obstacle course races (Bryan).

Nike’s and Reebok’s marketing strategies have several similarities such as use of sports celebrities to emotionally appeal to customers, major emphasis on digital marketing, and greater focus on consumer needs. But at the same time, Reebok’s marketing focus is more limited as opposed to Nike. Nike continues to focus on traditional sports such as soccer and American Football but Reebok has almost shifted its entire focus on fitness lifestyle.

Adidas Group. mission and values. 10 March 2014 <http://careers.adidas-group.com/reebok/mission-and-values.aspx>.

Bryan, Victoria. Adidas calls in fitness experts to revive Reebok. 2 October 2013. 10 March 2014 <http://www.reuters.com/article/2013/10/02/us-adidas-reebok-strategy-idUSBRE9911BZ20131002>.

Cendrowski, Scott. Nike’s new marketing mojo. 13 Februry 2012. 10 March 2014 <http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/>.

Lefton, Terry. Reebok keeps foot in NFL by re-signing Manning brothers. 7 May 2012. 10 March 2014 <http://www.sportsbusinessdaily.com/Journal/Issues/2012/05/07/Marketing-and-Sponsorship/Reebok.aspx>.

McMains, Andrew. Reebok’s Marketing VP Talks New Campaigns, Social Media Strategy. 3 March 2011. 10 March 2014 <http://www.adweek.com/news/advertising-branding/reeboks-marketing-vp-talks-new-campaigns-social-media-strategy-126347>.

Zmuda, Natalie. Watch the Spot: Reebok Highlights CrossFit Connection in New Campaign. 13 January 2012. 10 March 2014 <http://adage.com/article/news/reebok-highlights-crossfit-campaign/232101/>.

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REEBOK CASE STUDY

        Reebok started out not with a running shoe but with an athletic shoe that designed for women which was called “the freestyle” aerobics shoe. Between 1987 and 1989, Reebok was the world’s #1 athletic footwear brand. Over the Nike regained the #1 share of the U.S. athletic footwear market. This made Reebok enter into many complications because their economic market began to drop. Since Reebok’s main emphasis was on women’s athletic shoes and Nike was dealing with men athletic shoes, it was giving Reebok major competition. Many people would buy men shoes basically because they see that all sports teams have them on and they want what they have. My main recommendation for Reebok is to find a way to get more male athletes to endorse their products so they can catch the interest of younger children between the ages of 12-17.

        The main thing dealing with Reebok shoes is, you have to go over the S trengths, W eaknesses, O pportunities, and T hreats.

Strengths - they remained #2 to Nike, which would not give them too much trouble passing over Nike. They contained World Wide distribution, which gave them a chance to try to win over customers in different countries. The best thing that they have is that they have good financial strengths. As long as they are maintaining a good financial status, they would be able to purchase more products and stay in competition with their competitors.

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Weakness - the weaknesses that Reebok has are; their main product is based on women’s shoes, which are not a massive marketing product. Women’s shoes are starting to sale because of the growth of women’s sports but they will never be able to top the market of men’s shoes. The major weakness of Reebok is that they are trying to reach the wrong age group of consumers. Since Reebok has like a walking or running shoe they are basically catching the interest of people in the age groups of 25-45 to buy their product. As soon as those consumers stop purchasing their product, they do not have any younger people that are interested in their product.

Opportunities - Reebok is provided with many new opportunities that can help them market a new style of shoes. They are provided with new technologies, which can help them produce a new modern style of shoe or a shoe for an athlete that no one has seen before. Another opportunity that Reebok can have is the chance to get more athletes to endorse their product. If Reebok gets more athletes, that would give them a chance to get the athlete to get in commercials and get their product out to the public and catch the interest of young consumers.

Threats - Reebok’s major threat has to be its competitors. If Reebok is able to overcome its competitors by bringing out a new style and not just catching the attention of the mature market they would be able to beat out their competitors. Once Reebok comes up with a unique style and massive advertisement they would be able to over power their competitors.

        Reebok has to try to find solutions to 2 major problems, which are their short term, and long-term problems. The short-term problem that Reebok has is that, they have to find a way to reach consumers in the age range of 12-17 so they can sale more products. If they were able to develop a product that catches the interest of young people then they would sell more product. The long-term problem that they have to overcome is, they have to find a way to over power Nike and become the #1 selling shoe in the world. If Reebok would be able to come up with a catchy slogan and a shoe that catches the interest of young consumers, then they would not have much of a problem catching up with Nike. They do not have the power to overcome them just yet because Nike has more experience over them but over a period of time they would have a chance to become the #1 selling Shoe Company in the world.

Solutions - A few solutions that Reebok can use to solve their problem would be to go to more athletes and get them to endorse their product. If they can get them to endorse there product then the can get more commercial advertisements. By them getting more advertisements on television they would be able to get the word out to younger viewers. If they get the word out the can have both young and older people buying their product. Another solution could be for Reebok to increase their prices on their shoes. If they charged more for their product they would make a bigger profit. If Reebok makes a bigger profit that would open doors for more opportunities to purchase more products that they can put into stores. They can even get enough products to open their own store so they would not just have to sell their shoes out of a regular shoe store. There are so many things that Reebok can do but it is just up to their marketing and advertising team to come up with a good solution to sell more of their product.

Recommendation - My main recommendation for Reebok is to get the attention of younger consumers. If they are able to get the attention of younger consumers they are guaranteed to sell more of their product. If Reebok gets more children to buy their product and they have the ability to get more famous athletes to endorse their product, they will sell more products and make more money.

Document Details

• Word Count 949
• Page Count 4
• Level University Degree
• Subject Business and Administrative studies

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Nike vs Reebok

Reebok vs nike: side-by-side brand comparison.

Compare Nike vs. Reebok side-by-side. Choose the best activewear brands for your needs based on 1,440 criteria such as newsletter coupons, Apple Pay Later financing, PayPal Pay Later, Shop Pay Installments and clearance page . Also, check out our full guide to the top 10 workout clothing brands .

Know someone shopping for Nike or Reebok? Share this comparison via Gmail or Facebook .

Nike vs. Reebok: Side-by-Side Comparison

Nike vs. reebok: compare store policies & checkout features.

Nike vs Reebok: Difference and Comparison

Premium athletic clothing from Nike and Reebok is aimed at helping athletes perform better in all major sports.

Every year, the firms compete over markets and customer positions, and they invest millions in Research and Development to improve existing goods. Nike and Reebok have polar opposite reputations when it comes to quality and aesthetics.

Even though these two renowned running shoe companies are always found beside each other in most stores, there is a significant contrast in how they are viewed. Nike is considered a fashionable popular brand, and Reebok is a sporty neutral third party.

Key Takeaways Nike focuses on innovation and high-performance products, while Reebok targets fitness enthusiasts and casual consumers. Nike holds a larger market share and brand recognition than Reebok. Reebok offers more affordable products compared to Nike’s premium pricing strategy.

Nike vs Reebok

Nike is an American multinational corporation that designs, develops, and sells a wide range of athletic footwear, apparel, and accessories. It is known for its innovative product designs and marketing campaigns. Reebok is a British-American company that produces athletic footwear, apparel, and accessories. Reebok is known for its innovative designs and marketing campaigns.

The University of Oregon’s Phil Knight track athlete and coach Bill Bowerman created Nike on January 25, 1964, initially known as Blue Ribbon Sports (BRS).

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Originally operating in Eugene, Oregon, this firm has been used as a reseller of Japanese shoe manufacturer Onitsuka Tiger.

Otis Davis, a college sprinter from the University of Oregon coached by the Bowerman and Olympic gold medallist at the Summer Olympics of 1960, said that his trainer constructed for him the first pair of Nike shoes, in contradiction of Phil Knight’s assertions.

Joseph William Foster began their career at the age of fourteen in 1895 in the bedroom of her dad’s cupboard store in Bolton, England.

He established his firm, J.W. Foster, in 1900 when his ideas were advanced, and subsequently united with his sons and changed the company name to J.W. Foster & Sons.

Foster has constructed an Olympic plant, which has been known for its “running pumps” among sportsmen. To debut its usage of spikes, Golden Kicks: this footwear which transformed sports game is the innovative pump for the firm.

Comparison Table

What is nike.

Nike, Corporation is an American multinational business that designs, develops, manufactures, and markets footwear, clothing, equipment, accessories, and services across the world.

This firm was based in the Portland metropolitan region near Beaverton, Oregon.

Nike is a prominent maker of inventive footwear as well as achievement gear across the world. Nike’s managing director, Phil Knight, has become a strong supporter of his alma mater, the University of Oregon.

Several charitable projects have been launched by the Knights and Nike to improve the quality of services, equipment, and clothing given for Oregon student-athletes.

As more than just a result, Nike has gained even more awareness and exposure amongst elite athletes.

Oregon’s sporting teams use cutting-edge equipment with cutting-edge functionalities and features regularly. In 1966, Nike began as a simple store, selling products from many other brands (Onitsuka Tiger) until deciding to develop their own.

Nike began real shoe manufacturing in the 1970s, as well as the company has now produced equally useful and stylish footwear for virtually every outdoor and indoor activity imaginable.

What is Reebok?

Reebok had made a big push by concentrating on pro basketball, football, and hockey gear.

Reebok sports features several improvements that are helping to boost its completion percentage within NHL and lower pro leagues, while Reebok football is also on the rise.

Many footwear fans were drawn towards the NBA , and Reebok has led the way in this area as well, with numerous shoes endorsed by notable players.

Reebok does have a complicated history, in part because it is controlled either by the Adidas Group, which oversees several other sporting goods firms.

These were initially established in England in 1958 and were called after the Grey Rhebok antelope to reflect their emphasis on speed and efficiency when running.

Reebok faded from view in the culture over time owing to a lacklustre advertising campaign in the 1990s, but it didn’t stop them from improving its innovation through items like the DMX series, which had superior weight distribution.

Since August 2005, Reebok International Limited, American footwear and apparel business, has become a subsidiary of German sports goods giant Adidas. Reebok manufactures and distributes clothes and footwear for fitness, jogging, and CrossFit.

Main Differences Between Nike and Rebook

• Reebok shoes appear to be very heavy and not comfortable, but Nike shoes are light in wear and very comfortable.
• Rebook is a subsidiary company, but Nike is a public company.
• Reebok sneakers are a superior choice for both running and walking. But Nike is a superior choice for running only.
• Rebook comes out on top in terms of toughness, but Nike is best for its durability
• Reebok has less reputation for making some very well athletic boots on the market. But Nike has quite a track record of making the best athletic shoes available.

• https://www.emerald.com/insight/content/doi/10.1108/EUM0000000006242/full/html?fullSc=1
• https://cibg.org.au/index.php/cibg/article/view/article_7672.html

Last Updated : 28 July, 2023

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24 thoughts on “nike vs reebok: difference and comparison”.

The article effectively highlights the contrasting brand images of Nike and Reebok, with Nike positioned as a fashionable popular brand and Reebok as a sporty neutral third party. This differentiation is crucial in understanding their market positioning.

I completely agree. The distinct brand images of Nike and Reebok contribute to their unique appeal among consumers. It’s interesting to see how these brands have cultivated their distinct identities.

The article’s coverage of Nike and Reebok’s philanthropic initiatives, particularly towards improving the quality of services, equipment, and clothing for Oregon student-athletes, exemplifies their broader impact beyond commercial success. It sheds light on their commitment to sports and community welfare.

I agree. Nike and Reebok’s efforts to enhance the athletic ecosystem demonstrate their dedication to fostering sports development and improving the well-being of athletes. It’s an essential aspect of their brand ethos.

The article effectively evaluates the strategic focus of both Nike and Reebok, emphasizing Nike’s innovation and high-performance products, as well as Reebok’s targeting of fitness enthusiasts and casual consumers. These distinctions are crucial in understanding their market positioning.

I concur. The strategic analysis of Nike and Reebok’s market positioning provides valuable insights into their product offerings and consumer target segments. It’s a nuanced comparison of both brands.

The detailed comparison between Nike and Reebok’s founded dates, material, popular designs, prices, and fitting offers a comprehensive analysis of their products and market positioning. It’s informative and insightful for consumers and sports enthusiasts.

Indeed. The comparison table presents a thorough examination of the key attributes of Nike and Reebok products, assisting consumers in making informed choices. It’s a valuable resource for those interested in athletic footwear.

The cultural and historical backgrounds of Nike and Reebok are well-presented in the article. It adds context to the brands’ development and how they have contributed to the athletic footwear industry.

I appreciate the focus on the historical context of Nike and Reebok. It enhances our understanding of these brands’ origins and the influences that shaped their products and marketing strategies.

The article’s emphasis on the philanthropic efforts of Nike and its impact on elite athletes is insightful. It demonstrates the broader influence of these brands beyond their commercial success.

The article provides an in-depth analysis and comparison of Nike and Reebok. It is interesting to note the differences in their target markets and brand recognition. Nike’s emphasis on innovation and high-performance products is commendable.

The details about the founding of Nike and Reebok are fascinating. It’s insightful to see how these companies originated and evolved over time, shaping the athletic footwear industry.

I agree, the article provides a comprehensive comparison of both brands’ history, product offerings, and pricing strategies. It clearly highlights the unique selling points of Nike and Reebok.

The description of Nike’s evolution from a simple store to a leading international brand is fascinating. It demonstrates the company’s growth and innovation in athletic footwear and performance gear over the years.

The article’s focus on Nike’s charitable projects and its support for Oregon student-athletes adds depth to our understanding of the brand’s commitment to sports and community development.

The transformation of Nike’s business model and its impact on the athletic footwear industry is insightful. It showcases the brand’s journey towards becoming a global leader in sports apparel and equipment.

The article’s thorough evaluation of Nike and Reebok’s brand recognition, target markets, and product pricing strategies offers valuable insights into their competitive landscape. It provides a holistic understanding of these renowned athletic brands.

Absolutely. The article’s comprehensive analysis of Nike and Reebok’s market positioning and business strategies enriches our understanding of the athletic footwear industry. It’s a noteworthy comparison of these industry leaders.

The comparison table effectively summarizes the key differences between Nike and Reebok in terms of material, popular design, price, and fitting. This information is valuable for consumers looking to make informed purchasing decisions.

Absolutely, the detailed comparison table is a great resource for consumers. It provides a clear understanding of the distinct attributes of Nike and Reebok products, aiding in product selection.

The article’s in-depth overview of Nike and Reebok’s historical foundations, innovative designs, and philanthropic efforts offers a comprehensive understanding of these influential brands. It encompasses both their commercial and societal impacts.

Absolutely. The article delves into the multifaceted aspects of Nike and Reebok, capturing their contributions to the athletic footwear industry and the communities they serve. It’s a well-rounded assessment.

The article’s nuanced approach to comparing Nike and Reebok, encompassing their cultural, business, and social influences, provides a holistic view of these brands. It’s an enlightening read for consumers and enthusiasts.

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A Project Report on A COMPARATIVE MARKET STUDY: NIKE VS ADIDAS. Submitted By

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Strategy is about the most crucial and key issues for the future of organizations. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company's performance by analysing case studies, articles and the annual report of Nike Inc. and Adidas Inc. The study attempts to find out the relevance of the strategies adopted by these companies, which are globally successful athletic apparel companies in the context of Bahrain. The findings of the study highlight Nike's strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. The Adidas strategies focus on the broad differentiation, innovation, trying to produce new products, services and processes in order to cope up with the competition. It embraces a multi-brand strategy, emphasis on expanding activities in the emerging markets, continuously improving infrastructure, processes and systems, foster a culture of challenging convention and embracing change, foster a corporate culture of performance, passion, integrity and diversity. These strategies coupled with its resources and unique capabilities form the basis of sustainable competitive advantage for both the companies. INTRODUCTION: The strategy is a path towards achieving the optimum goals of individuals, groups and organizations. In addition, it leads to a best use of companies' available resources and it also guides the company to stay in a business successfully and continuous improvements for its processes. The definition of strategy could be differ from one author to another, but the most common definition is that the strategy is long term plans and approaches towards the intended visions and objectives. It is a general framework that specified the organizations' plans, policies and approaches to meets its objectives, goals and end results. The way an organization used to shape its strategies could be differentiate from other organizations in order to make its products unique and remarkable. Globally, companies formulate their strategies based on their visions and reaching the satisfaction of customer's needs, requirements and expectations. Subsequently, they use those strategies as a baseline to compare their actual performance with planned ones, to evaluate the end results and ensuring the continuing organizational excellence. There are many kinds of strategies that are pursued by the companies; Such as cost leadership, differentiation and the focus strategies (Porter, 1985), services strategies, growth strategies. Based on the goals, the companies form those strategies and they rank them upon the priorities. It is more than important for any organization to put strategies and not any strategies; the correct strategies which are formulated after a long time of studying and after numerous number of brainstorming among the top management members. Therefore, those strategies then to be implemented by converting the organization's plans and policies into real actions through the best use of available resources such as: human resources, budgets and technological advance; in order to enhance the organization's performance, productivity and sustainability.

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Dengan teknologi modern saat ini, internet merupakan sebagai gaya hidup seluruh masyarakat. Dalam teknologi internet saat ini masyarakat banyak menggunakan Facebook sebagai alternatif sarana untuk berkomunikasi. Facebook sendiri saat ini memiliki sebuah fitur fanspage yang berguna untuk diikuti pengguna. Dalam hal ini bertujuan untuk memasarkan dan memperkenalkan produk pakan cacing dari olahan sampah organik. Dimana admin telah mempromosikan produk pakan cacing dengan melakukan 3 pelaksanaan secara berkala. Dalam pelaksanaan 1 yaitu 7 pengguna yang melihat, 2 pengguna yang menyukai fanspage, Diikuti dengan 2 pengguna yang melihat secara detail. Serta 2 pengguna yang mengikut untuk terus perkembangan fanspage pakan cacing. Kemudian pelaksanaan ke 2 yaitu 22 pengguna yang melihat, 4 pengguna telah menyukai, 5 pengguna yang melihat detail dan 4 orang pengguna untuk terus mengikuti halaman fanspage. Pada pelaksanaan ke 3 yaitu 31 pengguna yang telah melihat. 11 pengguna menyukai halama...

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Nike vs Adidas Case Study: Who Is Winning? All You Need To Know

• Written by 440 Industries
• Fashion Business , Fashion Management
• December 19, 2022

An in-depth comparison between the two sneaker giants: Adidas and Nike on performance, popularity, and athletic ability.

Introduction .

There’s been a long debate about which is better, Nike or Adidas when it comes to sneakers. If you like to travel, then the importance of footwear is not lost on you. Two brands come to mind when you think of sneakers. There has been a long history between these two businesses, and everyone is curious to know who is better in terms of performance and revenues. Both brands have earned a reputation for excellence in their respective fields. Discover who is the king of the Nike vs Adidas battle by diving into the world of sneakers. 

Adidas vs Nike: A Trip Down Memory Lane

The sportswear manufacturer Adidas remains the largest in Europe and the second largest globally following Nike. The company was founded by Adolf Dassler and his brother Rudolph Dassler. Together, they established the Dassler Brothers Shoe Factory. Adolf enjoys sports such as soccer, boxing, skiing, and football. He understood that each sport is different, and the success of each activity is generally determined by the footwear used during the activity. He recognized a market for sport-oriented shoes and began creating them with the goal of improving the performance of athletes. 

After the brothers separated in 1949, Rudolph founded PUMA, while Adidas founded Adidas. At the time, PUMA was Adidas’ greatest competitor. Adidas was named after the first two letters of Adolf’s name and the last three letters of his second name. Choosing the logo was based on the unique features of Adidas’ shoes, and the three stripes symbolized comfort as well as a shoe design.

As the world’s largest athletic footwear company, the American giant, Nike was founded on January 25, 1964. By 2014, Nike had a market capitalization of 19 million US Dollars and had become the most recognized brand within the sports industry. In the beginning, Nike was known as Blue Ribbon Sports (BRS). The founders of Nike are Bill Bowerman and Phil Knight. Phil Knight was an Oregon track athlete in 1964. The name BRS was changed to Nike in 1971 and was derived from the Greek goddess of victory. Initially, the company was a distributor for a Japanese shoemaker, Onitsuka Tiger. 

By 1917, the relationship between Nike and the Japanese shoemaker was gradually coming to an end. Nike was already walking on their first line of shoes at the time, and it was introducing the SWOOSH. Carolyn Davidson designed this masterpiece. In 1977 , Nike released its first advertising campaign known as there is no finish line. After 1988, Nike adopted the slogan just do it. This has enabled Nike to effectively expand its product line to a wide range of countries.

Adidas vs Nike: Performance and Revenues

This shoe company employed over 61 thousand people worldwide in 2021 , and generated revenue of 21 billion US dollars in the same year . After realizing that North America accounted for 40% of the global sports market in 2017 , the brand made it a point to dominate this market. Because of this, Adidas has always focused on this market. Despite Adidas’ smaller size when compared to Nike, this shoe brand stands out because it understands what consumers are looking for and focuses its efforts accordingly.

This shoe company employed over 73 billion people worldwide in 2021 , and generated revenue of 21 billion US dollars in the same year . Since Nike’s global revenue in 2017 was the biggest in the world, it chose North America as its target market. Nike has a strong marketing and sponsorship agreement to back up its actions. The vast revenue Nike generated in 2017 has partly been attributed to a contract signed in 2015. Adidas and Nike competed to provide the NBA with uniforms, and Nike won the bid.

Nike vs. Adidas: Production and Suppliers

The majority of Nike’s production is carried out in Asia, but Nike also manufactures in America, while Adidas manufactures in Europe. In addition, Nike has a small part of its production in Africa, and Nike owns over 500 factories in four separate companies , which manufacture footwear, equipment, and apparel. The leading manufacturer of Nike shoes is China and Vietnam each accounting for 36% of the total manufactured worldwide.  

Meanwhile, Adidas operates over 800 factories throughout 55 countries . Vietnam produces approximately 40% of its footwear, while Indonesia controls 25% of the production process. China only produces 19% of Adidas’ footwear.

Nike vs. Adidas: Perception

Adidas appears to be winning the Nike vs Adidas argument in this category due to its collaboration with influencers, celebrities, and musicians. Adidas adopted an approach that focuses on streetwear sneakers. It collaborates with top celebrities, including Kanye West and Beyonce. Nike, on the other hand, emphasizes sports rather than celebrity collaborations. With the present athleisure trend moving sportswear to the office, Adidas stands a better chance in the market with this approach. 

In addition to his billion-dollar fashion empire derived largely from his Yeezy sneakers, Kanye West is one of the most familiar names in the Nike vs Adidas rivalry. Originally, Kanye West partnered with Nike and released three styles within five years. Kanye West announced in 2014 that he was moving the partnership to Adidas. In 2015, Adidas launched Yeezy , and the partnership has been quite successful. 

In contrast, Nike collaborates with celebrities of a different type. The Air Jordan trainer is regarded as one of the most popular celebrity sneaker brands due to its collaboration with Michael Jordan. These sneakers were introduced in 1985 and remain popular today. However, some individuals claim that they no longer have a cool factor to them. It is also worth noting that Nike partnered with Paris Saint Germain Football Club in 2018 and the team became the first to wear Jordan merchandise. The advertisements were centered around top footballers, Neyman and Mbappe. In a way, it is the foundation of both companies’ success as it forces them to grow their direct-to-customer relationships. Although Nike holds the majority of the market share, Adidas is rapidly closing the gap with its cool factor. Nike is the owner of the most prominent company, but Adidas is quickly closing the gap.

Nike vs. Adidas: Construction

The most important thing when choosing running shoes is to ensure that they fit comfortably. While there are occasions when you need narrow shoes, you may also prefer wider ones because of their comfort. When comparing Nike and Adidas, it is imperative to understand how both brands fit. Despite the fact that both brands offer a variety of features in their running shoes, there are certain distinctions to be made.

Uppers refer to the entire part of a shoe that covers the foot. Uppers are created by stitching or molding all parts of the shoe above the soles to form a single unit to attach the insole and outsole. 

Those searching for comfortable, lightweight, and breathable uppers will be pleased to note that Nike provides precisely those qualities. The Nike Flyknit offers high-strength fibers without adding heavy weight. The fibers are woven into the upper so that it fits like a sock. Nike’s knit pattern varies slightly with each sneaker. Some of these shoes have tighter weaves to provide greater support, while others have loose weaves to provide greater flexibility. 

On the other hand, Adidas uses lightweight ventilated uppers that ensure your feet remain comfortable regardless of how many miles you run. Adidas’ knitted uppers are well known for their comfort.

In spite of the fact that Nike offers a variety of midsoles including carbon plates, carbon plates are not a regular part of its footwear. Nike’s top midsole technology is Nike React. Essentially, this technology utilizes a midsole that offers plenty of cushioning without sacrificing energy return. Additionally, it does not add a significant amount of weight to the shoe. You will feel nice and pillowy when you squeeze a Nike React shoe before it returns to its original form. As a result, the midsole of the Nike shoe provides a high level of cushioning and energy return.

Alternatively, Adidas is best known for its Boost technology, which was introduced in 2013. It is a groundbreaking cushioning technique that combines Thermoplastic Polyurethane with pressure-responsive properties. As a result of the compression feature, shock absorption is greatly enhanced and the show bounces back to its original state. This technology contributes to consistent performance because it provides excellent energy returns. As well as delivering outstanding energy returns, the Boost technology offers durability, temperature regulation, comfort, and flexibility, regardless of the weather conditions.

It is also important to consider the outsole in the Nike vs Adidas brand battle. Nike sneakers are guaranteed durability regardless of where they are purchased. The rubber outsoles of the shoes are thick and have deep grooves that channel water efficiently. Adidas, on the other hand, utilizes Continental Rubber outsoles that provide excellent traction. Thus, the sneakers are safe and easy to use when wet. A famous description of this rubber outsole is that it is durable and grippy, which makes it an excellent choice for running in inclement weather.

Nike vs. Adidas: The Future

With a whopping worth of $85.54 billion US dollars in 2022, the sneaker industry continues to grow every day , and investing in marketing is crucial to a brand’s success. With such a lucrative size, it’s no wonder top sports brands compete for market share. It is evident that Nike and Adidas are doing exceptionally well and setting new financial records in the Nike vs Adidas argument. Nike has focused on expanding into China, while Adidas is looking to grow in North America. While Nike seeks new materials, Adidas focuses on design. Although Nike is the most popular of the Nike vs Adidas brands, Adidas is the winner regarding the cool factor. At the end of the day, it all depends on the individual’s preference as both brands have great features.

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Adidas Case Study – Best Ideas for the Real Fans

In 2023, the German sportswear maker Adidas AG celebrates its 74rd anniversary. After all these years into the game, the brand is as popular as ever. Adidas constantly improves its designs, collaborating with celebrities like Beyonce, Kylie Jenner, and Pharrell Williams. A student can learn many helpful business lessons from the Adidas case study!

• 🤔 Adidas Facts
• 💡 Adidas Case Study Ideas
• 📈 Marketing Plan
• ☎️ Supply Chain
• 🦖 Sustainability Strategy
• 🤓 Crisis Management
• 📱 Social Media
• 👟 Adidas Vs. Nike
• 🎾 Adidas Vs. Reebok
• 🔥 35 Adidas Case Study Examples

🔗 References

🤔5 facts about adidas people don’t know.

• The company was founded in 1924 by Adolf Dassler, a shoemaker’s son. However, the most recognized trademark with the three stripes was not Dassler’s original idea. He purchased it from the Finnish shoe brand for two whiskey bottles and €1600.
• Adidas’s iconic sneakers “Stan Smith,” were initially named after Robert Haillet , the French tennis star. However, Stanely Smith was considered a better candidate to represent the tennis shoe model.
• There was a park in Boston called “Adidas Park,” where nobody but people with Adidas Adidas brand clothes were allowed.
• Adidas was the first to make a microchip for their sneakers to check the amount of calories athletes burn.
• Michael Jordan, the world-famous basketball player, almost signed a deal with Adidas before going for the Nike shoe brand. Check out our Adidas research topics to learn more surprising facts about the company!

💡 Adidas Case Study – Ideas for Any Taste

Numerous external and internal factors influence Adidas’ financial performance. When doing an Adidas case study, a student can focus on the company’s marketing approach, supply chain , or CSR policy. Here’re some more ideas!

• The history of Adidas company.
• Corporate values and mission.
• The role of Adidas’ executive board.
• Key products and collaborations.
• Manufacturing process.
• Supply chain.
• Strategic management.
• The global presence and market influence.
• Employment and internships at Adidas.
• E-commerce and digital marketing.
• Advertising campaigns.
• Target customers.
• Official sponsorship.
• Key market competitors of Adidas.
• Sustainability principles.
• Adidas’ environmental initiatives.
• Criticism of a company.
• CSR policy.
• Crisis management.
• Adidas’ financial figures.

📈 Adidas Marketing Plan

• Adidas uses marketing to build a bond with the audience Adidas interacts with its customers with the help of social media and ads. It creates a strong bond that makes the customers come back for new purchases. The brand works to create excitement around the world of sports on a personal level.
• Adidas takes inspiration from the cities The company carefully determines which items sell better and in what specific areas. For example, in London, Adidas primarily focuses on selling soccer-related products. Meanwhile, the main product focus in New York is basketball or baseball.
• Adidas collaborates with athletes Collaborating with professional athletes helps Adidas enhance its creativity in branding. Adidas’ partnerships also include major music and fashion artists to reach out to people who are not into sports. For example, When Adidas had a deal with Kanye West to create Yeezy footwear, it became one of the most popular footwear lines in the industry.

☎️ Adidas Supply Chain Case Study

• Subcontractors,
• Material providers,
• Adidas’ Speedfactory Speedfactory is a factory where robots do most of the work. Products are assembled using 3D printing, which increases the efficiency of mass customization. Compared to the months it takes to make a sneaker using the traditional supply chain, Speedfactory completes production in a few days.
• Adidas’ Click and Collect program To make the consumer experience easier, Adidas has created a multidimensional purchasing program—” Click and Collect “. It enables consumers to choose how they prefer to shop. For example, if the product a customer wants to order is available at the online shop, they can reserve it immediately and take it from any store.

📘 Adidas Case Study Ethics

• Adidas’ anti-discrimination policy Adidas Company believes all employees have the right to work in a safe and respectful environment with equal opportunities. The company has a Legal & Compliance department that investigates all reported violations of the company’s policy.
• Adidas’ integrated management system policy for health and safety Adidas has created an integrated management system (IMS) approach to ensure all operations happen safely and healthily. This policy controls the performance of the whole organization, including all the brands and locations.
• Adidas supporting the employees during COVID-19 When the pandemic hit, Adidas continued to pay workers during the shutdown period, including the migrant workers who could not return to their residences. Moreover, Adidas provided earlier cash and year bonuses to help workers meet their daily needs.
• Adidas joining the fur-free initiative In 2021, Adidas announced joining the global Fur-Free Retailer program . Frank Henke, senior vice president of sustainability at Adidas, says that the number of their vegan products is growing. For example, the famous sneakers Stan Smith and Superstar are already available as vegan versions.

🦖 Adidas Sustainability Strategy

• An overview of Adidas’ sustainability Consumers ranked Adidas as number 53 out of the 100 most sustainable brands . While the brand is already seen as sustainable, there is still room for improvement. For example, Adidas promises that by 2025, nine out of ten of its products will be sustainable.
• Adidas sustainability targets Adidas applies the Three Loop Strategy when creating its products: sportswear is made from recycled materials, made to be remade, or made with renewable materials. By 2030, the company promises to reduce greenhouse gas emissions by 30%.
• Adidas & Allbirds eco-collaboration In 2020, Adidas and Allbirds announced a collaborative project to find solutions for reducing the industry’s emissions. Two sports brands also wanted to show that competitors can work together. They collaborated to create a running shoe that clocks in at just 2.94kg CO2 per pair.
• Kermit the Frog in Adidas’ latest sustainability campaign In 2021 Adidas released a 60-second commercial where Kermit talks about the danger of climate change. The loveable frog character says it’s not easy to be green. The campaign shows Adidas’ commitment to lowering its carbon footprint and using only 100% recycled polyester.

🤓 Adidas Crisis Management

• Adidas social media crisis In 2017, on the second day of the Annual Boston Marathon , Adidas sent an email to all the participants, saying: “Congrats, you survived the Boston Marathon.” It was a huge mistake, considering that Islamic terroristic actions occurred four years earlier near the marathon’s finish line. It took Adidas less than four hours to publicly apologize on social media.
• Adidas handling its PR crisis In 2018, US prosecutors charged ten people, including Adidas’ director of global sports marketing, with bribery and fraud. When the scandal got public, Adidas’ share price dropped 2.5%. Soon Adidas responded via email, saying that the company is committed to ethical business practices and is ready to cooperate with the authorities.
• Adidas losing out in China After the Coronavirus pandemic, statistics reveal that Chinese shoppers prefer their local brands to Western companies. As a result of the boycott, Adidas’ sales there fell 16% in the second quarter. For now, Adidas assumes that the company will soon see a steady recovery in China.

📱 Adidas Social Media Case Study

• An overview of Adidas’ social media strategy The most striking feature of Adidas’ branding strategy is that it’s more than selling sportswear. It’s about pitching a lifestyle. Adidas’ catchy taglines are one of the most recognized slogans of modern brands. Another characteristic is that Adidas has powerful collaborations with athletes, singers, and designers.
• Adidas’ campaign “She Breaks Barriers” This initiative began in 2019 from a social media post where Adidas asked athletes to share the challenges and barriers they face. Using the collected responses, they developed a campaign to address inequality for female athletes. The company’s goal is to give women in sports more visibility.
• Adidas’ campaign “End Plastic Waste” In 2020, Adidas started a massive social media campaign with the message “End Plastic Waste.” This hashtag is in the top 10 hashtags used by Adidas on Instagram. Later Adidas made a documentary on its YouTube channel about its contributions to ending plastic waste.

👟 Adidas Vs. Nike Case Study

• Ultraboost,
• Adidas vs. Nike: the business model Adidas’ business focuses on creating innovative products to fulfill customers’ specific needs. For example, the company has unique speed models in its supply chain, which helps Adidas to respond quickly to consumers’ needs. On the other hand, the main focus of Nike has been building solid and promising networks and partnerships with celebrity athletes like Michael Jordan.
• Adidas vs. Nike: marketing strategies Adidas opens its doors to all athletes and other consumers worldwide on its social media websites. The company has a “Calling All Creators” campaign to collect customers’ opinions and build new partnerships. In the case of Nike, the company heavily relies on its storytelling abilities. Their marketing campaigns are often built around telling real stories.

🎾 Adidas Vs. Reebok Case Study

• Adidas vs. Reebok: brands’ history The story of Adidas begins in the 1900s in Bavaria, Germany when the founder Adolf Dassler started making running shoes for athletes. When Robert Louis Dreyfus became the new CEO, he bought the Reebok company in 2005. Reebok was founded in Bolton, United Kingdom, by Joseph William Foster in 1958. The company aimed at making innovative footwear but only became wide-known after Adidas AG finally bought it.
• Adidas vs. Reebok: materials and manufacturing Adidas uses natural and synthetic materials for production. One of Adidas’s sustainable initiatives, “Made to be remade,” makes it possible to return worn-out shoes. Reebok has product lines made from plant-based materials, recycled plastic waste, and organic cotton. The company’s unique footwear technologies, like Reebok Pump, provide athletes with better traction.
• Adidas vs. Reebok: pricing strategies Price is an essential element of the marketing mix of Adidas. The brand charges premium prices for its high-quality products. Adidas’ sportswear is aimed at high-end customers. On the opposite, Reebok has a very flexible pricing policy. When the company introduces any new product, they keep a low pricing strategy until customers’ demand rises.

🔥 Adidas Case Study – 35 Best Examples

• Adidas Group’s financial statement analysis. This paper analyzes Adidas Group’s financial performance over the years and how it can be improved.
• Adidas: new service development . The essay describes the five features of Adidas’ services and determines their impact on the company’s performance.
• Adidas shoes: a situation analysis . This paper provides Adidas’ SWOT analysis and compares the company with its key competitors in the market.
• Adidas company’s position and performance. This paper analyses Adidas’ products and the company’s value chain to reveal what changes should be made to increase the profit.
• Marketing strategy of Adidas in the UAE . This essay is dedicated to Adidas’ marketing position in the United Arabic Emirates and how the company has won the citizens’ trust.
• Adidas company’s vision, mission, and competition. This paper reflects on Adidas’ business vision and mission and how they have evolved.
• The case of the Adidas and Nike sneakers market . This essay focuses on the strengths and weaknesses of the two top sneakers brands.
• Sustainability in the Dutch sneakers industry: Adidas and Nike . This essay sample identifies consumer perception of the two competing brands and their effects on the companies’ CSR practices.
• Nike and Adidas products: price and income elasticity . This paper reviews the income elasticity of Nike Company and Adidas Company.
• Adidas: digital marketing analysis . This paper focuses on Adidas’ social media marketing and mobile marketing strategies.
• The Nike Inc.: opportunities and challenges . The author of this essay explores the existing challenges in the sportswear industry with the example of Nike.
• Nike: strategic operations management . This paper considers Nike’s operation strategies to satisfy customers’ demands in the market.
• Nike Inc.’s financial and strategic analysis. This essay provides a SWOT analysis of Nike company, Adidas’ key competitor in the market.
• Nike’s project failure with the supply chain system. In this essay, the author lists the main weaknesses of sports brands’ supply chains and how they can be fixed.
• Nike Golf: company analysis and evaluation project . This essay analyzes one of Nike’s brands and its market presence.
• Nike promotion and distribution strategy . This writing provides an overview of Nike’s promotion strategy and the company’s marketing tools.
• Reebok company’s market environment. This paper analyzes the market environment and strategic position of Reebok company.
• Puma company’s international business strategy. This paper focuses on Puma’s marketing strategies to maintain leadership in the international sportswear market.
• Under Armour: company issues analysis . This essay analyses the business challenges Under Armour has faced in the sports shoe market.
• Changing footwear industry: impact of online shopping . This paper investigates the macro-level changes that footwear retailers are undergoing in the era of online shopping’s increasing popularity.
• Work conditions and labor practices at Adidas.
• Adidas company’s human resource development policy.
• SWOT analysis of Adidas company.
• Analysis of Adidas’ promotion strategy.
• Effects of globalization on Adidas company.
• Adidas’ business code of ethics .
• The role of marketing research at Adidas.
• Adidas’ e-marketing and online presence.
• Adidas company’s strategic management.
• Adidas company’s social media marketing.
• Global supply chain at Adidas company.
• The analysis of Adidas’ current CSR report.
• Comparison of Adidas’ and Nike’s product hierarchies.
• The analysis of Adidas’ corporate culture.
• Adidas company’s decision-making strategies.
• What is supply chain management? | IBM
• Adidas | History, Products, & Facts | Britannica
• What Is the Executive Board of a Corporation? | Small Business – Chron.com
• (PDF) Sourcing Practices of Adidas | Vasant Kothari – Academia.edu
• adidas Sustainability | End Plastic Waste | adidas US
• Recycling Basics | US EPA
• SWOT Analysis: How To With Table and Example

Walmart Case Study | Best Case Study Topics

Mcdonald’s supply chain issues – a case study on supply and demand analysis.

Puma -The Rise of Top Sportwear Brand in India, A Business case study

How Puma won the Indian sportswear brand war

After the pandemic Lockdown , the war on the Indian economic sector was started again. global brands like Amazon, Adidas, Nike, Puma was started competing with each other. but as of now the brands like Nike and Adidas in India were outplayed by the brand called puma.

How do they manage to do the amazing thing?

The rise of the Puma sports brand in India was an extraordinary story

in the year 2006 Puma entered the Indian market 2006 Tum over was just 22 crores in sales At the same time, Nike has 49 crores in sales Adidas were having 186 crores in sales Reebok 354 crore rupees in sales when we fast forward to 2020 13 years after the introduction of Puma as a brand in India

Puma went on to become the biggest sports brand in India today how they beat global brands like Adidas and Nike in India?

When it comes to competition how do they manage to kill their competition.

2020 statistics

Adidas 1250 crore rupees in sales Nike 831 crore rupees in sales Reebok 407 crore rupees in sales Puma 1413 crore rupees in sales went on to become the most iconic brands of India

Not only Puma was successful after the pandemic in 2020 But over the years PUMA was very very profitable in a consistent manner. How do they beat the competition? What is their strategy to become a market leader? what are the lessons we can learn from PUMA? in 2006 Puma entered the Indian market all the top brands were having a very good time. Adidas as having Sachin Tendulkar as their brand ambassador Nike happened to be the official kit sponsor of the Indian cricket team All of them were reasonably well at that time Puma was nowhere in the top spot of the top brands in India at that time

Indian Sports industry

Indian Sports industries were having 3 major problems at that time

The sports industry was too small for the big brands

It is very complex as India is the union of states culture, language, etc

India is too price-sensitive as well.

However Indian cricket team sponsor Nike was having 99 crores in sales initially

and after sponsoring team India from 2006 to 2010 for the period

Nike revenue only went on to become 186 crores. 96 crores to 186 crores

but this time around one brand was killing the Indian sports segment in 2010. who are they?

The brand was Reebok

how is that possible to beat national team sponsors Nike and global brand Adidas in India? When it comes to understanding the success of the Reebok brand the important thing was Reebok’s market positioning

Reebok was positioned not as a performance brand but as a fashion brand in India at that time. Reebok’s majority of sales were come from selling shoes and the footwear segment in India, Reebok style statement campaigns have iconically created a buzz in the market young Indian superstars and cricketers were part of Reebok campaigns

Yuvraj Singh and Mahendra Singh Dhoni were brand ambassadors for

Reeboks’ newly launched shoe segment ad campaign.

The z-tech shoe’s ad campaign for Reebok was a super hit in India the ad went on to perform really well in the market.

Marketing Approach As a Sports and Fashion Brand

what is the advantage of Being a sports fashion brand? in India people Buy one shoe. one for all uses in daily life In India,

We don’t play too many sports a few only We don’t play more games like Americans for understanding this In India, local Galli cricket was played by wearing slippers ,

do you know anyone wearing sports shoes and playing this game If we position ourselves as a fashion brand we can solve these issues 2010 Reebok scandal was broke out 8600 crores scam Was in the public domain? And it went on to create a controversy. Reebok And Adidas merger strategy didn’t go well as well that time and that was a fall of Reebok The Fall of the Giants called Reebok

PUMA’S Plan

After the fall of Reebook Puma become an opportunist what they have done was they are adapted to the situation and made the moves like reebok only same cut- copy- paste. like the way, what exactly Reebok fashion brand has done in India already. Slowly Puma went on to fill the shoes of Reebok They adapted to the price sensitivity market equations of the Indian market Puma has opened 340 stores in 150 cities,

single location-based model, One city only one outlet. in the at 340 stores 320 Of the Puma stores where Having that franchise model. in this time, Reebok closed 300 stores of their 900 stores in India all the Reeboks B2B and b2c segment dealers middlemen and retail partners was replaced by Puma

Market-based products Puma even released from flip flops to sandals for the common public to attract their customers Lifestyle brand Positioning with the likes of Jacqueline Fernandez as their brand ambassador and many more celebrities They went on to become a fashion inspiration brand. by their positioning A stylish brand Then the Puma has opened social clubs food drink chain venue in Bangalore it was a success for youngsters. Again music and counts and Series connected by Puma under the campaign called Puma loves vinyl Their intention was Connect with customers on a personal level.

Meantime Nike was sponsoring the Indian men’s cricket team Puma was behind a few celebrities Puma launched a gully boys series with Divine 9.5 million views they got it on YouTube Meantime In the women segment, they got few celebrity brand ambassadors At last, they got Virat Kohli as their brand ambassador then the brand got an extra boost and Recently they got KL Rahul on the side as well I n total, the success of the puma was based on three FACTORS 1.blueprint of Reebok 2.strategic expansion 3.customer-centric approach 2020 Adidas is also position 10 the fashion brand with Deepika Padukone and Ranveer Singh

Lessons from this PUMA marketing Strategy case Study for our entrepreneurs and marketer are : audience interest does not mean sales interest alone is not purchasing power, people love cricket means sports goods will sell Easley in India An example of coca-cola passionate for sports and affordable luxury for the game was the Positioning Above 1000 rupees for any sportswear won’t sell easily in India

but the products are game inevitable items only sell more than that.

This is why Nike failed and coke won in their campaigns learned lessons from the Reebok Learning from other brands mistakes will help your brands to grow and succeed entry barrier Nike and Adidas were set the bar so high, the very high price for their product. Puma adopted its product more affordable for the common peoples

About The Author

Rahul Chakrapani

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കേരളത്തിലെ മത്സ്യ മേഖല വികസനത്തിൻറെ സാദ്ധ്യതകൾ

ആരാണ് ഈ രാഹുൽ ചക്രപാണി ?

3 thoughts on “puma -the rise of top sportwear brand in india, a business case study”.

Genuine assessment and I support you.

GOOD ANALYSIS

wonderful article… nice presentation…

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