The two like-for-like direct competitors I
chose was Nike and Adidas. First off, Nike. According to (Wikipedia), the founders of this company are Phil Knight
and Bill Bowerman on January 25, 1964 and was known as Blue Ribbon Sports
before it officially became Nike, Inc. On May 30, 1971. Nike is an
American multinational corporation that is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. This company headquartered near
Beaverton, Oregon, in the Portland metropolitan area which happens to be the
world’s largest supplier of athletic shoes and apparel and a major manufacturer
of sports equipment. On the other
hand, Adidas. According to (Wikipedia), the founder of this company is Adolf “Adi”
Dassler along with his brother, Rudolf, in 1924, had established a shoe factory
and named it Dassler Brothers Shoe Factory before Adidas. Adidas is also a
multinational corporation, founded and headquartered in Herzogenaurach,
Germany, that designs and manufactures shoes, clothing and accessories. It
became the largest sportswear manufacturer in Europe, and second largest in the
world, after Nike.


    Here is a discussion and a
comparison of products in the shoe category between Nike and Adidas. Firstly,
Nike shoes. One of Nike’s shoes is called ‘Nike Air’. According to (Nike’s
website), the features of this product is consist of pressurized air inside a
tough, yet flexible bag. The Air Sole units are located in the midsole beneath
the heel, forefoot or in both areas. What this does is it compresses to reduce
the force of impact. The Air Soles then immediately recover to its original
shape and volume, ready for the next impact. One of the benefits of this shoe
is that it is lightweight. The cushioning of this shoe reduces the weight of
the shoe without reducing performance. This will cause the shoe to be lighter
so that less energy to be exerted by the athlete during performance. On the
other hand, Adidas shoes. One of Adidas’s shoe is called ‘Ultra Boost ST’.
According to (Running Room), this shoe has highly responsive cushioning mixed
with satisfying comfort, it provides a propulsive running experience with
plenty of support. One of the benefits for this shoe is its outsole, it is able
to run the full length of the shoe and it provides extraordinary durability
with energized transitions.


    Besides all that, here is how
Nike and Adidas achieved their brand awareness and brand image. Starting with
Nike. According to (Success Story), Nike’s brand logo ‘Swoosh’ and tagline ‘Just
Do It’ had become a commonly recognisable logo in the American households. In
1985, Nike designed signature shoes for an NBA player named Michael Jordan.
This had made Michael Jordan’s popularity increase tremendously and it took
Nike’s sales to break new records. Nike had really achieved brand awareness
through celebrities such as Michael Jordon, Tiger Woods, Cristiano Ronaldo and
so on. Next is Adidas. Celebrities like Zinedine Zidane, Michael Ballack, and
Allyson Felix have been asscociated with Adidas. A variety of sports like
football and other games like Basketball, Golf, Tennis, and Gymnastics have
barely gone without adidas’ involvement. The major focus of Adidas is football
kids and its associated equipment. Team kits for football teams like Bayern
Munich, A.C. Milan, Chelsea and Real Madrid are supplied by Adidas. The company’s
strategies have focused a lot on successful players, innovative public focused
brands, and brand extension. This was how Adidas achieved its brand awareness.

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    According to (Mazrahul Haque,
2015), the positioning statement of Nike is “For serious athletes, Nike gives
you confidence that provides the perfect shoe for every sport”. In current
competitive environment, one of the global leaders in sporting goods industry,
Nike, has established a strong position for enhancing athletic life style. The
consumer’s view of brand influences their buying decision in sports industry,
so Nike has always been able to position to customer’s expectation and athletic
fantasy that is presented by real athletes. Nike’s effective Marketing Mix
Program supports the brand positioning in the target market. The products are
considered to be effective and comfortable to the athletes. Because of its high
quality shoes, the prices are usually higher than the normal brand. So, the
consumers perceive it as high-end product. For Adidas, according to (Chowdhury,
2015), Adidas had established their brand positioning based on making beliefs
and values. They already reached their positioning at top level. They start
with their slogan “Impossible is nothing”, which created beliefs to customers.


   Lastly, the brand elements for
Nike and Adidas. According to (Aqib, 2017), one of Nike’s brand element is
brand name and logo. This company has a powerful brand name and meaning which
helped them obtain success. The majority of people knows Nike and their symbol,
which is simple, easy to remember and unique. The brand awareness is truly, in
the mind of their customers. Other than that, the packaging. Nike uses their
brand name and slogan on every packaging of theirs. For Adidas, according to
(Jimmy, 2014), one of the brand element is meaningfulness. The Adidas logo
represents durability and elegance, consist of a three parallel-stripped design
that symbolizes a mountain pointing towards the goals and challenges ahead.
Secondly, memorability. The logo is memorable to all customers. 


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