Nike and Adidas fall in this category of competition, where they position the brand as global sportswear and manage their brands identity in nearly the same ways. Branding strategies of both brands focus on heavy advertising spending and sponsorship programs for events and teams. Among the similarities among their marketing strategies there lie some variations also in order to challenge each other’s position.
Adidas endorsement programs focusing on major global events like Olympics, sports associations like FIFA, and renowned teams. In contrast, Nike focuses on individual sports legends like Roger Federer and tiger Woods etc. Nike has introduced Nike town shops in all the major cities around the globe, whereas Adidas has initiated the Adidas Street Ball Challenge in 1992 soon become a huge success. In this challenging strategy both competitors focus on their brands and take initiatives to grow their brands in new directions.
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