Nike vs. Adidas
Team
Robin Castillo
Sirrea Hayes
Beth Nichols
Ofe Walker
Mission Statements
Nike
To bring inspiration
and innovation to
every athlete* in
the world
* If you have a
body, you are an
athlete
Adidas
To be the leading
sports brand in the
world
*Impossible is
Nothing
http://www.youtube.c
om/watch?v=EPO20Pk
SztE
History
Nike
1964:
Bowerman/Knight
1970: Waffle Iron
1972: Swoosh
1980’s: Sport
Celebrity
Endorsement &
Growth
Adidas
1920’s-30’s:
Dassler
1954: Soccer
1960: 3-Stripe
1984: Summer
Olympics &
Mainstream
popularity
Key Leaders
Nike
Chairman of the
Board: Phil Knight
CEO Nike: Mark
Parker
CFO: Don Blair
President Nike Brand:
Charlie Denson
Global Operations:
Gary M. DeStefano
Adidas
CEO Adidas-group:
Herbert Hainer
Finance Adidas-group:
Robin J. Stalker
CEO Adidas brand:
Erich Stamminger
Global Operations
Adidas-group: Glenn
S. Bennett
Industry / Products
Nike
Athletic Shoes
Apparel
Sports Equipment
Accessories
Adidas
Footwear
Sportswear
Sports Equipment
Business Structure
Nike
NIKE
Five Subsidiaries
–
–
–
–
–
Cole Haan
Converse
Hurley International
NIKE Golf
Umbro
Adidas
Adidas
Two Subsidiaries
– Reebok
– TaylorMade
Market Segments
Nike
Running
– Footwear
– Clothing
Golf
– Footwear
– Clothing
Soccer
– Footwear
– Clothing
Adidas
Sport Performance
– Footwear
Sport Style
– Clothing
Competitive Strategy
Nike
Premium Price
Strategy
Sponsorship
Agreements
No Manufacturing
Adidas
Premium Price
Strategy
Sponsorship
Agreement
Core Competencies
Nike
Outsourcing
Adidas
Implementation of
Joint Operating
Model in Europe
Distinctive Competencies
Nike
Adidas
Competitive Advantages
Nike
Adidas
Industry Trends / Key Issues
Nike / Adidas
Sales are Flat
Low Consumer Confidence in the Economy
Global Issues
Nike
2008: Trade Deficit
with China
Adidas
2008: Global
Sports Partnerships
2009: International
Day of Peace
2009: DJSI Winner
International Ethical Issues
Nike / Adidas
China: Child Labor
Sales Strategy
Nike
Nike.com
United States:
25,000 Retailers
International:
Distributors,
Licensees, and
Subsidiaries
Adidas
Key Customers
Nike
Adidas
Key Competitors
Nike
Adidas
New Balance
Athletic Shoe, Inc
PUMA AG Rudolf
Dassler Sport
Adidas
Nike
Amer Sports Corp
Callaway Golf
Company
SWOT- Strengths
Nike
Swoosh Logo
Innovative
Technology Focus
LIVESTRONG
Campaign
Niketown
Conservative
Finances
Adidas
3-Stripe Logo
Purchased Reebok
to gain presence in
North America
Leader in Corporate
Responsibility &
Sustainability
Buyer Loyalty
SWOT- Weaknesses
Nike
Male Dominate
Executive Board
Labor Costs
Adidas
Male Dominate
Executive Board
SWOT- Opportunities
Nike
Growth in Men’s
Footwear
Recent Growth in
US Market Share
Adidas
Grow Reebok men
Continue Partnership
Development
SWOT- Threats
Nike
Under Armour
Economy
Adidas
Economy
US Market share
shrank 2009
Porter’s – Product Substitution
Nike
Adidas
Porter’s – Rivalry
Nike
Adidas
Porter’s – Buyer Power
Nike
Adidas
Porter’s – Supplier Power
Intense competition among suppliers
keeps manufacturing costs low
Porter’s – Threat of Entry
Nike / Adidas
Under Armour
Financial Analysis
Nike
Adidas
Ratio: 2
Nike
Adidas
Ratio: 3
Nike
Adidas
Ratio 4
Nike
Adidas
Acquisitions
Nike
1995: Bauer
2002: Hurley
International
2003: Converse
2004: Starter
Brands
2008: Umbro
Adidas
2005: Reebok
Divestitures
Nike
Adidas
2007: Starter to
Iconix Brand Group
2008: Bauer
Hockey to Kohlberg
& Co
Current Events
Nike
Adidas
2009: Cirque de
Soleil
2012: London
Olympic and
Paralympics
Partnership
Sustainability
Nike
Adidas
Strategic Direction / Changes
Nike
2007: LIVESTRONG
Challenge
http://www.youtube.co
m/watch?v=RDfCTJQ
TpXs
2009: Profitable
Stock Split 2 for 1
Adidas
2008: Beijing
Olympic Partnership
2009: Business
Realignment
2009: Sold $15.7
million shares of
stock
2009: Cirque du
Soleil Partnership
Recommendations
Nike
Adidas
M
Nike
Adidas
Bibliography
Adidas – Impossible is Nothing. (2006, May 10).
YouTube video posted by sktube. Retrieved
November 27, 2009 from
http://www.youtube.com/watch?v=EPO20PkSztE
Fredeen, B. (2000, Feb. 1). Knowing Nike’s
Customers. Retrieved November 18, 2009, from
Fool.com.
Footwear Industry in USA. (2008). Retrieved
November 22, 2009, from http://www.infomat.com
Bibliography
Hoover’s Inc. (2009). Company Discriptions.
Retrieved November 22, 2009 from
http://www.hoovers.com
LIVESTRONG Challenge 2007 Video. (2007, June
1). YouTube video posted by livestrongarmy.
Retrieved November 27, 2009, from
http://www.youtube.com/watch?v=RDfCTJQTpXs
Mehta, S. (2009, March 5). Fortune. Under Armour
reboots. Retrieved November 28, 2009, from
http://www.money.cnn.com/2009/01/20/technolog
y/mehta_underarmour.fortune/index.htm?postver
sion=2009012613
Bibliography
40 under 40. (2009, October 22) Fortune, Retrieved
November 28, 2009, from
http://money.cnn.com/galleries/2009/fortune/09
01.40_under_40.fortune/index.html
Pienciak, M. (2009, September 2009). The Motley
Fool. Nike’s still got no bounce. Retrieved
November 28, 2009, from
http://www.fool.com/investing/general/2009/09/
30/nikes-still-got-nobounce.aspx?source=isesitlnk0000001@mtt=1.00
Bibliography
Conerly, B. (2008, February 5). Seeking Alpha
website. Nike strategy: divide and conquer.
Retrieved October 19, 2009, from
http://seekingalpha.com/article/63099-nikestrategy-divide-and-conquer
Burke, M. (2008, January 17). Forbes Magazine. On
the run. Retrieved October 19, 2009, from
http://www.forbes.com/forbes/2008/0211/082.ht
ml