Background

NikeNike,
and founded in Adidas,
its Competitors Under Armour,
Analysis
1964, is a global established in founded in 1996,
leader in 1949, is another is a relatively
sportswear, prominent player newer entrant
footwear, and in the sportswear compared to Nike
equipment. industry. It is and Adidas. The
Known for its recognized for its brand focuses on
iconic "Just Do three-stripes logo performance-
It" slogan, Nike and a diverse enhancing
has built a strong range of products apparel, footwear,
brand image that cater to and accessories,
centred around sports and using innovative
innovation, lifestyle markets. fabric
performance, and technologies.
athlete
endorsements.

Strategy Nike focuses on Adidas Under Armour

innovation, emphasizes concentrates on
athlete collaborations performance-
endorsements, with designers driven apparel
and a premium and celebrities, and gear,
image. Pioneers aiming to bridge especially in the
in performance- sports and realm of
enhancing streetwear. moisture-wicking
technology. and compression
technologies.

Strengths  Strong brand  Successful  Focus on

equity and collaborations performance
recognition with high- and
globally. profile innovation
 Extensive celebrities resonates
athlete and with athletes
endorsements designers. and fitness
with top-tier  Diverse enthusiasts.
sports product range  Strength in
personalities. targeting compression
 Technological various and
advancement segments, moisture-
s in products, including wicking
 like the Nike sportswear technologies.
Air and and fashion.  Growing
Flyknit.  Strong presence in
presence in athletic
soccer and footwear.
other
international
sports.

Platforms  Active on  Similar  Presence

social social on social
media media media
platforms presence platforms
like on such as
Instagram, platforms Instagram,
Twitter, like Twitter,
Facebook, Instagram, and
and TikTok. Twitter, Facebook.
 Owns a and  Direct-to-
robust e- Facebook. consumer
commerce  Offers focus with
platform for online online
direct sales. shopping sales and
 Physical via its brand
stores and website. stores.
partnership  Operates
s with physical
retailers stores
worldwide. globally.

Successful  "Just Do It"  "Impossible  "I Will":

Campaign campaign: is Nothing": Empowering
Inspiring and Inspirational campaign
motivational, campaign highlighting
featuring featuring athletes'
athletes athletes' dedication
overcoming stories. and hard
challenges.  Collaborative work.
 "Dream campaigns  "Rule
Crazy": like Adidas Yourself":
Featuring Originals and Featuring
 Colin Kanye West's athletes in
Kaepernick, Yeezy line. repetitive
addressing  "Run for the training,
social issues Oceans": emphasizing
and Combines dedication.
promoting sport and  "The Only
courage. sustainability Way Is
 "Unlimited , promoting Through":
You": Part of ocean Focused on
the conservation. resilience and
campaign determination.
during the
Olympics,
promoting
individuality.

Marketing  Nike  Adidas  MyFitnessPal

Initiatives Training Running app: Helps
Club (NTC) app: Tracks users track
app: runs and nutrition and
Provides offers workouts,
workout personalized aligning with
plans and coaching. fitness goals.
promotes  Confirmed
brand app: For
engagement exclusive
. releases of
 Nike limited-
SNKRS edition
app: Offers products.
exclusive
sneaker
releases and
content for
sneaker
enthusiasts.
 Collaborations and Streetwear Appeal
Adidas: Adidas has successfully cooperated with well-known designers and
celebrities in order to bridge the gap between sports and streetwear.
Collaborations such as Adidas Originals and Yeezy by Kanye West attract a
wide range of customers, including fashion-forward customers. Beyond
athletic performance, these alliances promote brand attractiveness.
Changes for Nike: Nike might pursue more high-profile collaborations with
fashion designers, singers, or artists to expand its product offerings and
attract a broader audience interested in streetwear.

 Sustainability and Social Responsibility

Adidas: Adidas' "Run for the Oceans" campaign blends athletics and
sustainability, and it appeals to environmentally aware customers. This
technique is in line with modern consumer ideals and benefits the brand's
image.
Changes for Nike: Nike could boost their sustainability efforts by investing
in ecologically friendly materials, encouraging ethical production practises,
and establishing sustainability-focused advertising to attract environmentally
concerned customers.

 Niche Sport Focus

Adidas: Adidas' significant presence in individual sports, such as football
and basketball, enables the brand to engage deeply with these sports' loyal
fan communities.
Changes for Nike: Nike might consider increasing its focus on niche sports
by forming partnerships and developing specialised items for sports with
dedicated communities, allowing them to connect with fans more effectively.

 Focus on Performance Technology

Under Armour: Under Armour is well-known for emphasising cutting-edge
performance-enhancing technology in sportswear, particularly moisture-
wicking textiles, and compression gear.
Changes for Nike: Nike should invest even more in creating cutting-edge
performance innovations for its products, increasing its reputation as a
functional and innovative sportswear manufacturer.

 Health & Fitness Integration

Under Armour: Under Armour's MyFitnessPal app provides a full fitness
monitoring experience that is consistent with the brand's emphasis on
performance and health.
Changes for Nike: Nike may increase their relationship with fitness fans by
developing or improving fitness monitoring apps that give training
schedules, nutrition advice, and performance tracking.

 Targeted Athlete Empowerment Campaigns

Under Armour: Under Armour's "I Will" and "Rule Yourself" campaigns
reward athletes' devotion and discipline, and they resonate with people who
strive for health and achievement.
Changes for Nike: Nike may create campaigns that highlight athletes'
personal stories and passion to their art, emotionally connecting with those
aspiring to greatness.