Comparing Market Shares between Nike and Adidas

nike vs adidas oyestory

For the intrepid explorer, having a reliable pair of sneakers is essential. The great thing is, these shoes can be paired with virtually any outfit. You can’t go wrong with such footwear, as they are comfortable and fashionable, helping to elevate your style. Moreover, sneakers are incredibly versatile and offer unparalleled comfort.

When discussing sports shoes, apparel, or sportswear, two names that come to mind are Nike and Adidas. These two well-known international companies, one based in the United States and the other in Europe, have been a top choice in their sector for some time. Virtually everyone is familiar with these two brands. Moreover, as they are both in the same industry, Nike and Adidas have been in continuous rivalry. Both companies are focused on sportswear, particularly shoes, and have created two distinct labels that are known all over the world. Although Nike has a higher net worth, Adidas has been outperforming it in recent years.

Does Nike have more success when compared to Adidas?

These two companies have created a legacy of delivering top-notch sports equipment, shoes, and other components, and have built up a dedicated customer base who value their groundbreaking technologies, quality, and design. Nonetheless, when trying to decide between the two, which one reigns supreme?

In this blog, we will compare Adidas and Nike in terms of their history, growth, technology, business model, future plans and more. Whether you’re into sports or just need some cool casual clothes, this breakdown should help you decide which brand is the most suitable choice for you.

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Established in 1964 as Blue Ribbon Sports and later renamed to Nike in 1971. | Started in 1949 in Germany, with global recognition in the 70s and 80s.


Experienced quick expansion in the 70s and 80s due to the implementation of new technologies such as Air cushioning and their “Just Do It” advertisement. | Saw significant growth in the 70s and 80s due to their iconic designs and revolutionary technologies.

Market Expansion

Currently has a strong presence in North America and Europe, and is growing in Asia, Africa, and South America. | Primarily in Europe and North America, but is expanding in Asia and South America.

Tracing the Development of Adidas

Adidas has come a long way since its inception, with its remarkable growth and success being the result of hard work and dedication. The company’s roots date back to the 1920s, when it was first founded by Adolf ‘Adi’ Dassler. From its beginnings in a small German town, the company has grown to become one of the most iconic and beloved sports brands in the world. Over the years, Adidas has consistently released innovative products, as well as continuing to partner with some of the best athletes and sports teams. This combination of quality and innovation has allowed it to dominate the global market and remain a leader in the sports industry.

Beginning as “The Dassler Brothers Shoe Factory”, Adidas is now the number one sportswear manufacturer in Europe and the second-largest in the world. The company was founded by Adolf and Rudolf Dassler in 1924, both who had a passion for sports. The pair created shoes that were designed to enhance the performance of athletes in any sport.

In 1949, a split between two brothers caused the establishment of Adidas, founded by Adolf Dassler, and Puma, formed by Rudolf. The two businesses became huge competitors then. The name Adidas was derived from the initials of Adolf Dassler and the company’s logo, three stripes, was integrated into the design of the shoes for extra comfort.

Throughout the 70s and 80s, the business increased in size due to the incorporation of fresh technologies and an emphasis on sustainability. From the 90s to the 2000s, Adidas stepped into foreign markets, and took over other companies in order to solidify their place in the sportswear industry.

In 2017, Adidas earned an annual revenue of 21 billion euros and had a brand value of 7 billion US dollars. That year, the company employed 5,888 people globally and half of its sales were in the footwear sector. When compared to Nike, Adidas has a smaller consumer base and is trying to reach a broader audience in North America. With its “Impossible is nothing” logo, in December 2022, its net worth was estimated to be $25.64B.

The Expansion of Nike Through the Years

Nike, which has been around for decades, has seen a steady rise in popularity and reach, with its products now being available worldwide. The company has come a long way since its inception, and its growth and success continue to be impressive.

The world-famous American multinational corporation, Nike, is the biggest maker and supplier of sports shoes and apparel. Established in 1964 under the name of “Blue Ribbon Sports” by Bill Bowerman and Phill Knight, who was a track athlete at the time, it was renamed to Nike in 1971 after the Greek goddess of victory. Nike began as a distributor for the Japanese shoemaker, Onitsuka Tiger. Bowerman created his first piece of footwear for Otis Davis, who then went on to win two Olympic gold medals in 1960.

Blue Ribbons Sports made a total of $8000 from the sale of 1300 pairs of Japanese running shoes. Initially, the tag name was “There is no finish line,” which was altered to “Just do it” in 1988. According to the 2021 statistical data, Nike is the highest valued sports business brand in the world at $30.44 billion.

In the 1970s and 1980s, Nike saw a surge in expansion due to the addition of new technologies such as Air cushioning and the “Just Do It” slogan. This growth was sustained in the following decades with global expansion and the purchase of other brands.

Nike is renowned as the most important sports brand globally, but particularly in North America. As opposed to Adidas, they place their main focus on the citizens of this region and have extensive promotional and sponsorship deals to back it. This has helped them bring in 30.57 billion euros in revenue in 2017. Back in 2006, Nike was still the top dog with 13.44 billion euros and Adidas right behind with 10.08 billion euros. Furthermore, Nike won the bid in 2015 and became the single provider of uniforms to the NBA. According to the reports of December 2021, the total global revenues of Nike for 2021 are estimated to be $44.54 bn.

A Contrast of Nike and Adidas in Terms of Technology


Nike’s ZoomX is a cushioning foam that is light, responsive, and resilient in running shoes. Adidas’s Boost technology gives energy return and comfort through its cushioning system.


ZoomX is a combination of different foam materials. Boost is composed of TPU pellets merged to form a foam.

Technological Advancements from Nike

Nike creates shoes that are lightweight due to their composition of polyester, rubber, and cotton. Additionally, the brand implements ZoomX technology to allow for superior speed while running. Additionally, the toe caps are made with holes to provide breathability and hygiene for feet. Furthermore, Nike is well known for its attractive designs. While Nike does generate more money than Adidas, customer reviews have become worse and the brand has not come up with an innovation as large as Yeezy from Adidas.

A comparison is made between the Adidas ultra boost and Nike Air VaporMax sneakers.

Technology Utilized by Adidas

Adidas has developed a range of technology to enhance the performance of their products. They have created fabrics that are lightweight, breathable, and able to wick moisture away from the body. They have also developed a system that can be used to track the performance of their athletes. This system provides data such as heart rate, speed, and power output which can be used to optimize training and performance.

Adidas prioritizes quality and customer satisfaction more than anything else. To understand the athletes’ preferences and comfort, they often consult them for their input which eventually helps them to invent Boost technology. This technology is a cushioning system that involves a Thermoplastic Polyurethane (TPU) material that is able to compress when pressure is applied.

Adidas Ultra Boosts are slightly heavier than Nike shoes. The construction of these shoes include a full-length midsole which gives the wearer a cushion-like feeling. Comfort is prioritised here and the wearer feels more energy with each stride. The shoe models also have run toe padding for additional comfort, which provides shock absorption for a more consistent run. Other notable shoes from Adidas are the Y-3 collection, Ultra boost, Gazelle and Supernova.

Comparing the Business Models of Nike and Adidas

Nike has a wholesale set-up, in which it provides its goods to vendors who then sell them to customers. They also directly provide their products to clients through their own stores and digital market. Adidas has a combination of wholesale and direct-to-consumer approach, where they sell their products through resellers, their own stores, and through the internet.

The Operating Model of Nike

Nike’s business model is predicated on a wide range of activities, from design and production to marketing and retail. The company creates and sells a variety of products, such as athletic apparel, shoes, and accessories, and is known for its innovative and appealing designs. The company focuses on creating a strong brand identity and promoting its products through endorsements, influencer marketing, and other marketing strategies. In addition, Nike has an extensive retail presence both online and in brick-and-mortar stores, allowing it to reach consumers across the globe. Moreover, the company has a strong emphasis on research and development, which helps it stay ahead of the competition and develop new products. Finally, Nike has established relationships with suppliers, manufacturers, and other partners in order to ensure that it has the resources to create and deliver quality products.

For many years, Nike has been a leading sports apparel manufacturer, taking an aggressive approach to creating networks and alliances with popular athletes. To illustrate this, the exclusive contract made between Nike and Michael Jordan in 1984 serves as a prime example. This partnership has become one of the most renowned in sportswear history, with both parties receiving various advantages. Michael Jordan experienced a surge in net worth, while Nike was able to take a dominant position in the basketball sneaker industry. In addition, the demand for common stock ownerships was also heightened.

The American sportswear company has diverted from classic media ads and is now heavily invested in social media promotions. Nike’s focus is on athletes who have the highest Return on Investment according to their social media presence. Additionally, they opt for the teams which have the most discussion and connection with core followers on their social media handles.

Since recognizing the potential for growth within digitization, Nike has made major strides in its marketing and product development. As an example, the FuelBand – a $150 electronic bracelet – is an indicator of Nike’s commitment to the digital age. It measures a person’s activity, including sports, swimming, jogging, and walking. Additionally, the company is striving to cut down production costs and create environmentally conscious products. The Flyknit Racer is an example of Nike’s success in this area.

The Commercial Structure of Adidas

Adidas has developed a commercial model which is based on creating, marketing and distributing sportswear, footwear, and accessories. This model focuses on creating products that are both stylish and functional and are aimed at athletes, as well as everyday customers. While the majority of sales occur in Adidas’ physical stores, the company also has a significant online presence which allows them to reach more customers. Additionally, Adidas has partnerships with numerous other companies in order to further expand their reach.

Adidas’s core focus is creating products that meet the needs and wants of the public. Rather than spending money on endorsements, the business concentrates on creating merchandise that prioritizes performance for both everyday people and athletes. Adidas evaluates and enhances its productions, infrastructures and technology to stay ahead of the trends, as well as streamlining its global product range to reduce complexity. Additionally, the brand is regularly engaged in consolidating its warehouse base and harmonizing its market-service.

Adidas has implemented a variety of strategies to bring about the highest-quality shopping experiences for customers. These strategies include introducing new efficiencies in the supply chain, which allows for a more prompt response to consumer demand. This has caused international investors to be motivated to invest in the company’s common stock. Additionally, the company has experienced noteworthy growth for many years.

Strategies of Nike and Adidas for Promotion/Identity Building

Nike and Adidas have employed different approaches when it comes to marketing and creating an image for their respective brands. Nike has focused on celebrity endorsements and product placements, while Adidas has taken a more grassroots approach, utilizing local events and influencers to build their brand identity. Both companies have achieved great success in this endeavor, and their marketing efforts have been essential to their success.

Nike emphasizes athletics and exercise, aiming their campaigns at athletes and fitness-minded people. | Adidas also centers their marketing around exercise and health, but they additionally target fashion-focused customers through partnerships with fashion companies and designers.

Nike’s advertisements often display enthusiastic and empowering images that show the bond between sports and personal fulfillment. | Adidas also utilizes vibrant, energizing content in their ads, and they additionally emphasize the fashionable aspect of their products by collaborating with fashion brands and designers.

Utilizing Marketing and Branding Tactics by Nike

Nike has established certain strategies in terms of marketing and branding for their products.

When considering the marketing efforts of Nike, one is immediately aware of the company’s firm position in the market. The brand works hard to build a powerful reputation as a sportswear company and has succeeded in doing so through the use of various marketing tactics. Below is an overview of the main marketing tactics employed by the brand:

Positioning of Products – Over time, Nike has taken great care in the placing of their goods. For instance, they have specialized in supplying “athletic footwear” to the sports enthusiast, which has allowed them to tap into this particular market. Based on Nike’s market segmentation, the firm targets athletes, those who partake in sports, and those who strive for a fit lifestyle.

Creative Ability of Storytelling – Nike has made use of their storytelling prowess. The company, as it was established by athletes, has an authentic narrative that backs it up. Bill Bowerman, the founder of Nike, was the first to incorporate this concept of telling real stories. At the start of Nike’s journey, Bill crafted stories for his own goods, which assisted the company to link with their viewers.

A Focus on Social Media Marketing – As soon as Nike recognized that their public was present on Social Networks, they chose to aim for various social media networks. This helped Nike notice a quick rise in their presence on social media networks and in their earnings. Here are some main features of their social media tactics: They concentrate on user-generated material, Nike partners with celebrities, They often connect with customers on social media, Nike draws influencers and enables them to promote the brand.

Makes for Easy and Hassle-free Purchasing via their Website – Nike has created an easy and reliable website which neatly arranges all their goods in a user-friendly format. The website of Nike reflects the confident and daring attitude of Nike users, which the company is proud of. Nike also has clever product suggestions on their website, which simplifies the buying process for the customers.

Loyalty Program – Nike has an enthusiastic group of over 100 million members who reportedly have used the website more than three times more than the occasional buyers. Nike utilized this data to emphasize their loyalty programs, which has helped them to expand their loyalty programs.

An advertisement from Nike is presented, highlighting the company’s products and services. This advertisement is designed to encourage people to make use of the brand’s offerings. It emphasizes the quality and appeal of Nike’s products and services.

Strategies Adopted by Adidas for Brand Promotion and Awareness

The sportswear giant Adidas has employed a variety of marketing/branding techniques to ensure the reach of their products and services. These strategies have been used to boost the popularity of their diverse offering and create an image of themselves as a trusted international brand.

In recent times, Adidas has seen a rapid rise through the utilization of effective marketing approaches. The company has seen an impressive increase of 17.6%, with an additional $5.8 bn since 2015 – a figure which surpasses Nike’s growth of $4.3 bn at an average rate of 6.8%. The following list outlines the strategies which have allowed Adidas to remain ahead of its competitors:

Digital Marketing Plan and Technical Progress – The source of Adidas’ success can be attributed to the efficient implementation of their digital marketing strategy. With a growing e-commerce channel, digital production processes, and adapting to technological advancements, the company has been able to generate a great amount of revenue while connecting with customers.

The Speed of Production – Adidas is well-known for their speed of production, kept up by completely digitalized technology, including 3D printing and robotics at Speedfactory in Ansbach.

Interaction with Clients – Adidas has an outstanding relationship with customers, appearing on leading social media platforms and maintaining constant engagement with them.

Noteworthy Collaborations and Partnerships – Adidas embraces creativity, inviting sportspeople and other individuals from all over the world with a creative eye to collaborate with the brand. An example of this is the “Calling All Creators” campaign. In addition, Adidas also teams up with famous football players, singers, and athletes to motivate buyers and their target audience.

Strategic City Selection – Adidas has decided to carry out their operations in London, Los Angeles, New York, Paris, Shanghai, and Tokyo, which have been strategically essential for their growth.

Profits of Nike and Adidas

The financial gains of Nike and Adidas have been observed to be quite substantial. Both companies have witnessed an increase in their returns over the past few years. It is evident that their success is driven by the ever-increasing demand for their products. Furthermore, their effective marketing strategies have also contributed to their profitability.

Revenue in 2021 | Nike | Adidas

Amount | $39.1 Billion USD | $25.0 Billion USD

Growth Rate | 9% Year-over-Year | 15% Year-over-Year

Main Areas | North America, Europe and Asia Pacific | Europe, North America and Asia Pacific

Revenue of Nike

In FY20, Nike achieved a revenue of approximately $37.4 billion. As of 2021, the company has employed over 75,400 workers. It is evident that Nike is the premier sportswear brand, setting the standard for other brands in the industry. With 73,300 workers, Nike is a formidable presence in the field of sportswear.

Financial Results of Adidas

Adidas has recently reported its revenue.

Adidas reported a revenue of $11.15 billion in FY20 and had an employee count of 22,037+ at the time. As a major player in the sports apparel market, the company is a major competitor of Nike. In the quarter ending September 2021, Adidas’ revenues were noted to be around $6.78 billion and the number of employees was over 62,285.

Manufacturers and Distributors of Nike and Adidas

The production of Nike and Adidas products is handled by a variety of suppliers. These suppliers provide materials and labor to create the items that are then distributed by the two companies. Nike and Adidas have their own set of vendors who are responsible for making and delivering the products.

The majority of Nike’s products are made in contract factories located in Asia. A large portion of Adidas’ items are made in factories across Asia.

Nike has a global network of suppliers they source materials and components from. Adidas is connected to a worldwide array of suppliers from which they acquire components and raw materials.

Nike and Its Supply Chain

Nike’s production and the suppliers it uses are integral to the company’s success. These two components form a key part of the company’s operations, providing essential resources and materials.

Nike, an American company, does not manufacture its shoes domestically. As of now, it has factories in 40 different countries, with the majority of its production coming from China and Vietnam. Chinese suppliers are responsible for 23% of their production and Vietnam is contributing 16%, typically in the form of apparel and footwear.

Manufacturing and Providers of Adidas

Adidas has a range of manufacturers and suppliers that are essential in providing the products to their customers. They take great care in selecting these providers to ensure that the quality of their products is maintained. They have an extensive network of suppliers who work with them to provide the materials and components that are used in the production of their products. This allows them to maintain their high standards of quality and ensure that their customers receive the best products available.

Adidas has factories in over 55 countries, and the majority of their shoes are produced in Asia, including Vietnam, Indonesia, and China. Of those three, Vietnam creates the most, at 44%. Indonesia is in second place, creating 25%, and China follows at 19%. Additionally, the brand has some production centers in India, Thailand, Turkey, Germany, and the US.

The attractiveness of Nike and Adidas

The two top sports brands, Nike and Adidas, have a certain charm that entices people to buy their products. Both companies have a long history of success and offer quality merchandise. They have managed to develop a large customer base through their marketing campaigns and innovative designs. As a result, Nike and Adidas have a very cool factor associated with them.

Musician Collaborations – Kendrick Lamar and Drake have been included in Nike’s exclusive product collections and marketing campaigns. Adidas has worked with Kanye West and Pharrell Williams on special product series and promotion initiatives.

Celebrity Partnerships – LeBron James and Serena Williams have been featured in Nike’s collaborations. James Harden and Kylie Jenner have been part of Adidas’ celebrity partnerships.

Adidas has achieved a great deal of success with their athleisure collaborations with Kanye West and Beyonce, whereas Nike has focused more on their sports sponsorships of prominent figures like Serena Williams, Roger Federer, Tiger Woods, Kobe Bryant, and Lebron James. This has enabled Adidas to become the trendsetter in the “cool factor” category.

Eric Liedtke and Kanye West have joined forces.

The athleisure trend has been embraced by Adidas in their effort to dominate the market, with Kanye West being a prime example. Through the partnership with Adidas, West has established a mega-successful fashion empire, Yeezy, now worth a billion dollars.

Nike Jordan Sneakers, which are associated with Michael Jordan.

Whereas the Air Jordan collection of trainers by Michael Jordan has been the most successful celebrity-branded lines for Nike with annual sales of over $3 billion, its initial launch in 1985 has led to its cool factor diminishing. Adidas has celebrities like David Beckham, Pharell and Novak Djokovic as its endorsers, while Nike’s supporters include Drake, Roger Federer, Cristiano Ronaldo and others.

Comparing Nike and Adidas Through Sports Sponsorship

Sports Sponsorships – Nike is a well-known presence in the sporting world, sponsoring major events and teams, like the NFL, NBA, and FIFA World Cup. Adidas is likewise a significant presence in the world of sports, sponsoring the UEFA Champions League, MLS, and the Olympics.

Athlete Endorsements – Nike has a long-standing relationship with famous athletes and teams to advertise its products. Similarly, Adidas has associations with prominent athletes and teams to promote their items.

For many years, sponsoring sports has been a popular practice among firms. Notably, Nike is often the primary supplier of the NBA’s apparel, shoes, and uniforms.

Adidas outdid Nike in 2018 with regards to its sponsorship of teams for the Football World Cup. With 12 teams wearing Adidas and 10 teams wearing Nike, Adidas was associated with the reigning World Cup champions Germany, along with Argentina, Spain, Belgium, Colombia, Egypt, Iran, Japan, Mexico, Morocco, Russia, and Sweden.

The two enterprises have continually strived to outdo each other in terms of sponsoring more teams for events such as the FIFA World Cup, Olympics, and NBA basketball games.

The Prospective Strategies of Nike and Adidas

Nike and Adidas have both outlined their plans for the future, with the intention of continuing to develop their businesses and remain successful. Both companies have already implemented various methods in order to achieve their goals, such as introducing new products and services, enhancing marketing activities, and expanding into new markets. They are determined to stay at the forefront of their industry and continue to expand their presence and influence.

Future Intentions – Nike is striving to become more environmentally friendly and strengthen their digital presence, including the utilization of augmented reality and personalization technology. Adidas is aiming to raise their focus on sustainability and to invest in technology and innovation to enhance the customer journey.

In a recent statement from Nike CFO Matt Friend, the company is now aiming to surpass the $50 billion revenue mark. To accomplish this, they plan to make 50% of their operations digital-driven by 2025. On the other hand, Adidas is focusing on achieving climate neutrality in its own operations by 2025 and globally by 2050.

The Competition Between Nike and Adidas: The Real Showdown

A never-ending rivalry rages between the leading sneaker companies. This competition began in 1976, when Nike hired John Brown and Partners as their advertising team and embraced aggressive marketing, thus taking over 60% of the athletic shoe sector. The renowned “Just do it” campaign, initiated by Nike in 1988, is now regarded as one of the greatest ad slogans of the 20th century.

In 2014, Adidas teamed up with Ye (formerly known as Kanye West) and the Yeezy Boost shoes were declared to be superior to Jordan Sneakers. This sparked a rivalry between the two and people began to prefer Yeezy’s.

Adidas offers a line of apparel called Yeezy.

The competition between the two for sponsorship is another issue. Nike has made a stir by sponsoring some of the renowned figures in sports, such as Serena Williams, Roger Federer, Tiger Woods, Kobe Bryant, and Lebron James.

At the same time, Adidas also demonstrated their worth by sponsoring some of the most renowned names from the realm of sports and music such as David Beckham, Novak Djokovic, Lionel Messi, Beyonce, and Ye. Reports suggest that Nike offers more to their sponsors than Adidas does.

Even during The Covid, the rivalry between the two major sneaker companies did not cease. Nike initiated the production of face masks, while Adidas manufactured face shields.

Making a Comparison Between Adidas and Nike – Which Brand is the Best?

No matter our heritage, the two main names in sports gear, Nike and Adidas, are almost always at the front of our minds when we’re looking for footwear and other sports-related items.

Nike has a clear advantage over its top competitor, Adidas. With a 50% market share in sportswear and strong celebrity endorsements, including Michael Jordan, Nike is out-earning and out-performing Adidas in terms of revenues and profits. The German brand, founded in 1949, is revered for its quality and durability, despite having a smaller market share. This is largely due to the split between the Dassler brothers, Rudolf and Adolf, which led to the creation of two separate brands: Adidas and Puma. While the brothers never reconciled, the result of their separation ultimately provided the world with two of the leading brands in the sportswear industry.

At the end of the day, it is a subjective decision to pick between Adidas and Nike as one’s preferences will decide which brand is more desirable. Both of the labels have an excellent status and produce goods of a high standard. In the end, it is up to the individual to figure out which company best fits their own fashion, ease, and efficiency specifications.

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