Anatomy and archetype of Nike and Adidas Part 1

In this last article, as a picture is worth a thousands of words, we decided to sum up our work by illustrating it with graphs and models.

Nike and Adidas Anatomy

 



Nike and Adidas Archetype
 






We can observe that Adidas and Nike are totally opposed in terms of brand archetype. Indeed, Nike is more in the performance and the innovation in order to stay at the top level whereas Adidas is friendlier and tends to be closed of all its consumers.
This scheme seems to be relevant and coherent because Adidas has not any interest to be in the same brand archetype of Nike which is a monster in the sportswear market.
Managing Brand strategy

Co-branding
 
Adidas and Nike managed their strategies using joint-venture co-branding. Indeed, in 2006, Adidas launched a partnership with the famous jeans brand named Diesel. In the same time, Nike created a joint venture co branding with Levi’s, the direct competitor of Diesel. All these collaborations are the fruit of the future sportswear lifestyle mixing fashion style and sport style that we know today.
However, Nike went one step further. In 2012, Nike and Apple launched a new product called Nike+IPod. The concept is a system composed of 2 receptors. One is placed on the basket shoes and the other is directly connected to the Ipod. The main goal is to measure the performance of the consumer. The strategy clearly appears as an ingredient co-branding where the two brands combine their knowledge and added value in order to have a better product. In the same way, a future partnership will probably exist between Nike and Apple in 2015 as we said in the previous article (Adidas and Nike Communities).




Marie-Caroline Lassagne
Alexandra Tsarkova
Irina Kalashnikova
Mengdi Li
Edouard Lévêque

sources:

-          Après l’accord entre Diesel et Adidas, Nike signe un partenariat avec Levi’s”, article by metronews, in 2007

“Nike+Ipod” article in Wikipedia: http://fr.wikipedia.org/wiki/Nike%2BiPod