As technology has developed so have opportunities for advertisers to

communicate with audiences. There are more outlets for consumers to

absorb content. Websites, social media, video platforms, on demand
television and audio have all seen steep growth curves during the past
decade.

Technological factors include production techniques, information and

communication resources, production, logistics, marketing, and e-commerce
technologies. These affect how an organisation operates, sells its
products, interacts with, and gathers intelligence on customers,
suppliers, and competitors.
It enhances production process, create value and streamline operations
costs. Businesses that embrace technology have a lot of growth potentials to
unlock. Newer inventions touch the customers directly and create a unique
digital experience that matters to productivity and sales.

technology, thus helps businesses become efficient and reach out to

more people than is possible by traditional marketing methods. 

technology has positively impacted the effects of traditional marketing. With

big data to back it up, online ads can reach consumers in more ways
than ever before.
Business technology helps small businesses improve their
communication processes. Emails, texting, websites and apps, for example,
facilitate improved communication with consumers.
 Both Nike and Adidas use celebrity and team endorsements as the base for marketing
their products. Nike traditionally sponsors teams and Adidas sponsors individual players.
The overall marketing strategy adopted by both firms is highly researched and
successful. They must keep innovating and achieve profits through high volume and low
cost. 

Adidas trying to capture the market with lower prices. Differentiation Nike offers its
consumers the option to customise their own shoes on its website, a huge differentiation
that Adidas does not have. Nike also has a large array of innovative product s, including
the Nike+, in collaboration with Apple. Adidas stands for competing and winning over
yourself attitude, aptly represented by their slogan ͞Impossible is Nothing͟. 
 Nike is known for coming out with innovative products like Nike+. Adidas on the other
hand offers customers the same value but at a marginally lower cost. Both Nike and
Adidas are taking full advantage of the newly expanding footwear market. They offer
discounts during strategic occasions and increase sales. 

Nike centred their brand ehuity model on the platformsi the endorsement focus strategyi
creating a dominant media presencei development of Flagship storesi NikeTown and sub
branding. The Adidas strategies were based on, endorsement focus strategy, advertising,
sponsorship programs focusing on major global events, sports associations, and teams,
and sub-brands. To create brand awareness both companies have been using
endorsement strategies in their brand-building programs. 
Adidas took up the competition with Nike through raising their advertising budget to a
level that made it possible to compete with Nike on the same conditions and the same
strength as Nike did to capture the consumer interest. Adidas did not just spend
moremoneyq they made an impact with brilliant efecutions. 

Nike has attained a considerable competitive advantage due to its reputation for quality
and innovation. Both Adidas and Nike have used the same theoretical systems to create
their brand building programs. The companies are benchmarking each other, using the
techniques from each other͛ s successes. 
They have a narrowly defined customer group seeking a distinctive mix of benefits. Their
products are mainly aimed at both men and women looking for sports apparel. Adidas
and Nike promise their customers comfort, reliability, style and performance. Both the
companies have lived up to their reputation in the world of sports shoes.
To keep up with the competition, Adidas generates close to 60 new foot-friendly designs
each year. 

They provide a brand value and have established themselves in the market of footwear
industry and consumers are proud to be associated with them. Nike and Adidas have a
variety of sports shoes which suit various needs of various customers. From basketball to
gym shoes, they cater to all needs in the athletic shoes industry. Nike and Adidas are into
extensive advertising campaigns which reflect their positioning in the minds of their
customers. Adidas stands for competing and winning over yourself attitude, aptly
represented by their slogan ͞Impossible is Nothing͟. Nike communicates a provocative and
aggressive winner attitude with their͟ Just Do It͟ slogan. Both Nike and Adidas use
celebrity and team endorsements as the base for marketing their products. Nike
traditionally sponsors teams and Adidas sponsors individual players. hey have been
largely successful with recovering the value generated as the market is mostly receptive
to their innovative and advanced products. The younger generation loves the brand value
and are willing to pay a premium price for the products offered. With the increase in
awareness among people about the importance of wearing the right kind of shoes for a
particular sport and the quantum leap in the buying power of customers, the athletic
footwear has been fast growing. Sustaining Value According to our survey, both brands
have been successful at retaining customers. Adidas has higher brand loyalty among the
two, but Nike͛s cutting edge technology enables it to maintain its customer base. 
Both Nike and Adidas are fully exploiting the growing footwear market. Nike is forever
trying to bring out cutting edge technologies and innovative ideas to meet their customers͛
growing needs. Adidas and Nike are competing with each other to gain the N ͞ o. 1͟
position. The increase in the buying power of the customers has also been fully utilised
by both the brands. They have priced their products with a huge margin that people are
willing to pay because of the brand value associated with them.
Pros:
- Nike always chooses
athletes, especially those
who have won, to
introduce, as
spokespersons such as
Runner Steve Prefontaine,
Michael Jordan, LeBorn
James.
It creates attention, trust,
trend for target customers,
brings profits to the
company.