Both companies produce practically identical product lines of sport footwear, apparel and equipment. They propose pretty the same services, for instance, personalization of sneakers and clothes, gadgets, applications.
As for the score in Global Brand Simplicity Index* in 2013, Nike took #27 and Adidas ranking was #33.
Nike and Adidas have quite similar marketing strategies, but their methods of implementation are different. Nike focuses more on North American market, whereas Adidas is more presented on European one. Nike does not have any production plants, they outsource to Asia, mainly Taiwan and Korea. Adidas executes its products in Germany, and just recently started to pass some sourcing to Asian countries.
One of the key factors of Nike’s marketing campaign is to sponsor popular sportsmen and teams, such sport celebrities as Cristiano Ronaldo, Rafael Nadal and a football team Manchester United etc. As they are extremely popular worldwide, it encourages Nike’s sales to go up.
Adidas sponsoring is about big events and organizations, for instance, FIFA, EUFA Champions League and Summer Olympics.
Nike proposes clothes, shoes and accessories for running, skateboard, football, basketball, training, tennis, golf, American football and snowboarding. Anyhow their main target markets are basketball and running. Nike’s markets used to be domestic (USA), but in recent years they expanded internationally.
Adidas offers everything for football, running, basketball, training, golf, rugby, natation and tennis. Key markets are soccer and tennis. They are always based in Europe and well known internationally.
Sources:
* Demonstrating the impact of simplicity on revenue, loyalty and innovation.
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