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Analysis of Nike and Adidas IMC Mix

Analysis of Nike and Adidas IMC Mix

Amna Nasir

87198

MCM 322, Case Studies in IMC

Dr. Mustafa Taha

30 April 2023
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Analysis of Nike and Adidas IMC Mix

Analysis of Nike and Adidas IMC Mix

Multinational companies are companies that operate all around the world. It is not as simple to

just keep the business going at this rate. That is why multinational companies must strive to grow

by implying integrated marketing communication (IMC). IMC can help companies ensure that

all communications a company uses are linked or integrated together. This in return can create

brand synergy and help in brand awareness and brand loyalty. In this paper, I analyze and

compare two multinational athletic apparel companies, Nike and Adidas, in terms of their

websites and IMC elements. I also give recommendations for the brands to increase their IMC

efficiency, and finally a comparison between the two brands.

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Analysis of Nike and Adidas IMC Mix

Nike

Nike UAE Official Online Store. Just Do It. Nike AE

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Analysis of Nike and Adidas IMC Mix

Nike is a multinational athletic apparel company. It was established in 1964, by Bill

Bowerman and Phil Knight (Robinson, 2022). Nike has thousands of retail locations around the

world where it sells shoes, clothes, and sports equipment (Robinson, 2022). Every year, more

than 900 million items are sold worldwide (Robinson, 2022). Nike markets several products

under its own brand, including, but not limited to Nike Pro, Nike+, Nike Blazers, Nike Dunk, as

well as Air Max, Air Jordan, Phantom, and many more (Tighe, 2022a). Nike is the most valuable

apparel brand in the world with a brand value of over 30 billion dollars (Tighe, 2022a). They also

have many employees and customers. Their employees reached 79,100 in 2022 (Tighe, 2022a).

While their website visit reached 152.9 million visitors in January 2023 (Similarweb a, n.d.)

Analysis of Nike’s Website

The website interface looks very well designed and functional. It is also user-friendly and

optimized for mobiles. The first thing to notice about the website is a GIF showing a new shoes

collection and when you click on it, it will direct you to the shopping page. The website as a

whole has a clear and unified page

layout (Frankish, 2021). The color

scheme is in white and black but uses

splashes of colors for their promotional

pictures and campaign designs

(Frankish, 2021). Another thing to notice

is the banner on the top of the page that

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Analysis of Nike and Adidas IMC Mix

has a QR code to download the app. Moreover, Nike website has many calls to actions such as

calling to shop now, click to learn more, and sign up for email. Another thing that made

navigating through the website easier is the categories shopping. In the home page there is a

“shop by sport” option for basketball, tennis, football, training, yoga, running, and many more.

As well as shopping by gender. This feature can speed up the time a customer will spend on the

website and can also reduce any annoyance and inconvenience when searching for a specific

gear from a specific category. The website also includes live chat to provide customer service.

This allows customers to resolve their issues quick and in real time (Dick, 2022). Additionally,

the website offers links to all of their social media pages so that users can follow them and stay

informed of any news that is released about Nike and its products (Frankish, 2021).

Nike’s Message Strategy

The brand messaging strategy is how a brand communicates what the brand is to the

target audience (userpiolt, 2022). It all comes down to what a brand says, how does it say it, and

how does it make sure the message gets across (userpiolt, 2022). Nike’s uses emotional message

strategies to invoke consumers feelings and emotions and match them with their products. The

goal of these message strategies is to make the product more endearing, increase recall of the

appeal, improve comprehension of the advertisement, and

elicit emotions that eventually influence the consumer's

reasoning and lead to action (Nandi, 2020). For example,

you will see the athletes’ sufferings, hardships, struggles, and

pain in Nike’s advertising messages which make it upload/t_fit760w,f_auto,q_auto:best/

newscms/2018_36/2554591/180904-nike-
emotionally relatable. Nike's advertisements also emphasize
colin-kaepernick-ad-ew-539p.jpg
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Analysis of Nike and Adidas IMC Mix

the fact that if athletes work hard for their objectives, they will succeed

and thereby they get a sense of motivation in life (Thekeepitsimple,

2022). The brand also points out self-doubt when a person faces

challenges in life but at the end, they achieve what they want by https://jobs.nike.com/media/images/
IWD_inclusivehiring.original.jpg
not giving up (Thekeepitsimple, 2022). Another message strategy

Nike uses is based on inclusivity and diversity (Thekeepitsimple, 2022). Nike considers athletes

of all backgrounds, ethnicities, gender, and age; thus, everyone relates to the advertisements

(Thekeepitsimple, 2022). But also, Nike focuses on various sports to make everyone feel

included (Thekeepitsimple, 2022).

Strength and Weakness of Nike Marcom Mix

Nike employs integrated marcom components that are consistent and help the brand

create synergy. Nike's integrated marketing communications (IMC) mix includes public

relations, publicity, branding, direct marketing, sponsorships, and digital marketing. The main

components of Nike's digital IMC strategy are the website, mobile apps, and social media

platforms. Additionally, Nike advertises on social media and search engines to attract potential

customers to its website and products. Despite the fact that the content's type and quality vary

greatly among platforms, it can be said that the organization has a stable online presence. For

example, the website is tailored for online shopping, and you will not find general information

about the brand in it. While social media they post all kinds of content, such as videos,

inspirational quotes, product announcements, advertisements, and other content.

One of the key strengths of Nike’s marcom mix is the use of Instagram as their social media

vehicle and owned media. Nike has over 100 million followers on Instagram, and they receive
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Analysis of Nike and Adidas IMC Mix

many likes and comments on their posts. This means that the consumers are highly engaged by

the brands owned media. Another strength

of Nike is providing mobile apps for health

and fitness, including Nike Run Club and

Nike Training Club. Both apps have

outstanding user reviews and are among

https://www.facebook.com/nike/
the top 50 health and fitness apps in the Apple Store.

Also, Nike promotes their product through these apps and can gain

revenue too.

However, there are also some weaknesses of Nike’s marcom mix. First,

the brand has unstable online present. To illustrate, Nike’s Instagram is

updated weekly while their Facebook page the last post was in 2022

(StudyCorgi, 2022). This can affect the customers’ engagement as people

are less likely to follow Nike on multiple channels if only one or two of

them are regularly updated. Besides, by abandoning Facebook, Nike has

also abandoned a significant share of its customers as Facebook is one of the https://twitter.com/nikestore
top used social

media platforms in the world (StudyCorgi, 2022). The second weakness is the lack of likes and

engagements on product-based posts (StudyCorgi, 2022). To further explain, Nike’s Twitter has

about 5million followers and on recent product- based post it received only 22 comments,

141likes, and 23 retweets.

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Analysis of Nike and Adidas IMC Mix

Sponsorship and Celebrity Endorsement

Nike heavily relies on sponsorship and celebrity endorsement to increase brand awareness and

popularity. Nike also sponsors many Olympics, sports events, and international events

(Thekeepitsimple, 2022). One of the most successful celebrity endorsements is Nike and Michael

Jordan's partnership. The partnership was so successful that Nike and Jordan introduced a new

brand variant, the Air Jordan line of athletic footwear (Branding, 2018). Nike also has some

unique sponsorship deals with the Indian national cricket team, the national soccer teams in

Brazil and Portugal and many soccer teams. This is also a great way Nike can get its logo on

uniform and inside stadiums around the globe (Johnson, n.d.). Increasing incredibility,

enhancing brand image, and boosting sales are a few of the major benefits of endorsement and

sponsorship (Woods, 2017). Overall, Nike succeeded in integrating all the IMC marcom mix.

My Recommendation for Nike as an IMC Advisor

My First recommendation for Nike is to establish an even presence across all social

media, including Facebook. Nike should use all their social media accounts equally because

some target audience prefer following the brand on one platform only. Also, it is important to use

a mixture of social media platforms to increase audience reach. My last recommendation for

Nike is to make product announcements more exciting, interesting, engaging to customers.

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Analysis of Nike and Adidas IMC Mix

Adidas

adidas Official Website | adidas United Arab Emirates

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Analysis of Nike and Adidas IMC Mix

Adidas is also a multinational athletic apparel company. It was founded on 1949, by Adi

Dassler. Adidas has about 1990 stores worldwide (Tighe b, 2023). The brand is large and

consider the biggest competitor to Nike. They have many employees and customers. In 2022 the

employees number reached 59,258 employees worldwide (Tighe d, 2023). Also, the brand is

increasing its sustainability. Adidas is committed to resolving the global plastic crisis and

improving the state of the ocean (Filthy Rebena Vintage, 2021). They reuse plastic waste to make

apparel and footwear. For instance, the Futurecraft Loop is a shoe made entirely of recyclable

plastic waste (Filthy Rebena Vintage, 2021). According to Reuters, adidas has the second largest

budget for sponsorships among sports gear companies but spends about 25 per cent less on it

than Nike does (Johnson, 2013). While their website visit reached 28.3 million visitors in

January 2023 (Similarweb b, n.d.). Adidas sold 419 million shoes worldwide in 2022 (Shoes

effect, 2023). There are also other companies that are under Adidas Group such as Reebok,

Rockport and TaylorMade, which is also known as TaylorMade-adidas Golf (Reference, 2020).

Analysis of Adidas’ Website

The website interface looks simple and easy to navigate. Although it could be an

advantage, it makes the website bland and boring. Same as Nike’s

website, the color scheme is also black and white. The first thing to

notice is the call to action to join adiclub, however, it seems like it

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Analysis of Nike and Adidas IMC Mix

has not been updated as the offer is for Ramadan.

Another thing to notice is the large picture that

also calls to action for adiclub members to shop

and discover more. The website heavily advertises

for the adiclub members which might be

frustrating for viewers, and it also can decrease the click through rate if the viewer could

not find what they wanted. Unlike Nike’s website, Adidas’ website did not have sports

categories to shop from. Another thing worth mentioning is the absence of customer

service chat on the main page, instead you must scroll all the way down and click on help. This

might be a weakness of Adidas’ website because if customers need help to solve their issues, they

want something quick and easy to find. Overall, the website could be better if some content is

updated and mor focused on customer service.

Adidas’ Message Strategy

Adidas message strategy is similar to Nike’s. It uses

emotional appeal to invoke consumers’ feelings and emotions.

(Press. 2020). Adidas uses powerful storytelling in their ads to

build an unbreakable emotional connection with their audience

(Shastri, 2023). Their campaigns were effective not only because

of the use of technology, the gorgeous shoes, or even the attractive models in the advertisements

(Shastri, 2023). But also, it was effective because it evoked feelings, told true stories, and left a

lasting impression on those who saw it. Moreover, Adidas also engage in social causes and social

awareness, connecting with deep, and important global values. For example, the 2013 campaign,
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Analysis of Nike and Adidas IMC Mix

#MyGirls, was designed to support women by recognizing young

girls and female athletes who loved being active (Shastri, 2023).

Product placement is one of Adidas' primary marketing strategies.

Product placement is the practice of referencing brands by

including them in other works, such as movies and television

shows. Adidas' success is also a result of all of its partnerships

with legendary athletes like Lionel Messi and Cristiano Ronaldo (Shastri, 2023). Adidas

branding strategy was more than just selling sportwear, it is about pitching a lifestyle. Not to

mention the great Adidas slogan, "Impossible is nothing," make the brand recognizable and help

in creating a strong relationship with their customers. It is simple, catchy, and speak to the

consumers directly. It also explains what the brand stands for. It outlines the essence, voice, the

core values, and objectives for the brand. (Stanciu, 2021).

Strength and Weakness of Adidas Marcom Mix

Adidas employes many IMC marcom that resulted in the success of the brand. Adidas

integrated marketing communications (IMC) mix includes public relations, publicity, branding,

direct marketing, sponsorships, and digital marketing. The main components of Nike's digital

IMC strategy are the website and digital marketing, social media, public relations, and

sponsorship. Adidas underwent digital transformation in order to become a digital company. The

majority of the company's marketing budget is now allocated to digital campaigns and social

media (buildd, n.d.). Adidas focuses on utilizing the power of digital channels to offer its

customers engaging and customized experiences. Adidas's focus shifts because of changing

consumer behaviors brought on by an increase in online purchases as a result of the digital

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Analysis of Nike and Adidas IMC Mix

transformation. As an illustration, as part of its "Own

the Game" growth strategy, Adidas is investing more

than € 1 billion in digitalization, including digital

marketing. Adidas tries to engage with customers

and offer tailored experiences. In other words,

Adidas encourages a personal sense of enthusiasm

and excitement for sports. The brand uses every touchpoint, including

social, mobile, and retail, to engage with customers and deliver a

memorable and intimate experience. Adidas aims to be everywhere

its customers are by using insights from digital analysis (DAN,

2023). Adidas also has a great social media presence. The brand has

an account in all the major social media platforms for various

products that are aimed for different personas. (Stanciu, 2021). It

uses it as an owned media. It also uses it to create hype and buzz about the brand, products, or

exiting collaborations. Through their social media, Adidas promotes social causes, sustainability,

and women's empowerment (Stanciu, 2021). It also uses its social media to engage with the

customers.

Sponsorship and Celebrity Endorsement

Adidas uses sponsorship and celebrity endorsement to increase brand awareness and

boost the brand's reputation. Adidas has improved its creativity by partnering with top

technology companies and professional athletes. (Erica, 2021). The most prominent partnership

is the 1970s partnership with Muhammad Ali was one of Adidas’. It was a great collaboration as
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Analysis of Nike and Adidas IMC Mix

Muhammad Ali was one of the most well-known athletes in the world. Adidas launched the

"Impossible is Nothing" campaign, featuring Muhammad Ali and his daughter Laila Ali in the

first of a series of smart brand endorsement and positioning strategies. (Stanciu, 2021). Adidas

also partners with other celebrities in addition to working with professional athletes. Major

musicians and designers are involved in these collaborations. Adidas produces must-have

styles that appeal to people outside of the sports community (Erica, 2021). It has collaborated

with athletes like Lionel Messi, Damian Lillard, James Harden, Billie Jean King, and Candace

Parker. Most recent collaboration is with jenna Ortega. Adidas chose jenna Ortega because they

think that she is a true reflection and champion of individualism and versatility (Adidas, n.d.).

She is also an actress, advocate, producer, and a style icon (Adidas, n.d.). Jenna perfectly

embodies the values that adidas Sportswear was created to uphold and serves as a fitting

representation of the way the next generation is entering the world (Adidas, n.d.). Another

important collaboration is Adidas x Gucci. The two brands have created something that everyone

will want. Each desirable piece from the clothing collaboration maintains Adidas' contemporary

ubiquity while adhering to Gucci's edgy, exclusive elegance (McAuliffe, 2022). Overall, Adidas

made wise endorsement decisions and collaborations that complemented their vision and brand

identity.

My Recommendation as an IMC Advisor

My recommendation for Adidas is to improve the consumer service on the website. As it

was hard to find it on the website and customer usually want quick help to solve their issues.

Beside the website looks boring. They could add more categories and add a call to action to

download their app. Another thing Adidas could do is use billboards and transport as a tool to
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Analysis of Nike and Adidas IMC Mix

attract a diverse target audience by appealing to their emotions and developing a distinctive

image of Adidas product lines (UKEssays, 2018). Lastly, Adidas could use other traditional

media such as TV to advertise. This is because TV can reach a mass audience. Besides, TV and

digital advertising because a person could be watching TV and scrolling on their phone. TV will

encourage viewers to interact with online content with greater depth. This

nurtures consumers' relationships and establishes consumer brand loyalty. Online can make TV a

more effective medium, and this synergy will grow over time (TEC, n.d.).

Comparison Between Nike and Adidas

The two brands are the biggest competitors in the market, and they try to overcome each

other all the time. Nike and Adidas have been engaged in a never-ending battle for dominance in

the sportswear industry (Diffzy, 2022). Although Nike perform better in terms of revenue, Adidas

had performed better in recent years (Diffzy, 2022). However, both brands take very different

approaches. Nike focuses on instilling inspiration in its customers, encouraging them to "just do

it," (Tsarkova, 2014). Nike also appeals to a customer's innermost desires, including the need to

excel, triumph, and be the One (Tsarkova, 2014). Their slogan "Just Do It" alludes to their drive

for success and competitive nature while also promising success (Tsarkova, 2014). While Adidas

takes a more direct approach (Tsarkova, 2014). They focus on superiority, speed, energy, passion,

strength, and control. They attempt to wake the warrior (Tsarkova, 2014). The main focus of

Nike's marketing strategy is to create an emotional connection with the consumer (Startup

Booted, 2022). When it comes to sports and fitness, Nike's brand image has always

been inspirational, motivational, and innovative (Startup Booted, 2022). Nike has achieved

this through its significant global presence, celebrity endorsements, and high-profile

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Analysis of Nike and Adidas IMC Mix

sponsorships (Startup Booted, 2022). While Adidas uses innovative marketing strategies, such as

partnerships with celebrities and artists, to create buzz about its products (Startup Booted, 2022).

The basis of Adidas' digital marketing strategy is the development of a wide range of content that

appeals to various demographics. By providing various types of content through numerous

channels, this strategy enables Adidas to simultaneously target multiple segments (Startup

Booted, 2022). Overall, Nike and Adidas employ different approaches and interact with their

customers in various ways.

In conclusion, both Nike and Adidas employes the IMC components in a way that it

creates synergy and increases brand awareness. Also, the usage of IMC components can help in

creating brand loyalty by building trust, sending personalized messages, and engaging the

customers. Finally, both brands also need to consider some changes in their IMC mix to

maximize their revenue and boost their campaign efficiency.

Reference
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Analysis of Nike and Adidas IMC Mix

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%2C%20Jenna%20Ortega%2C%20makes,all%20that%20she%20stands%20for.

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about it. New York Posts. https://nypost.com/2022/06/07/adidas-gucci-collection-launch/

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Analysis of Nike and Adidas IMC Mix

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