Comparison of Marketing Strategies between Nike and Adidas

Abstract

The main goal of the study is to examine the causes of Adidas’s comparatively slower growth and poorer market performance. Using a literature analysis approach the study will concentrate on secondary data from sources like marketing case studies financial statistics and company reports. Three primary perspectives will be used in this paper to analyze the problem: variations in branding and marketing tactics, external effects like COVID-19 and revenue trends. Adidas, despite being a globally recognized sportswear brand, has experienced slower growth and weaker market performance compared to major competitors like Nike. This study aims to explore the main reasons behind Adidas’s relative underperformance. Using a literature analysis approach, the research relies on secondary data such as marketing case studies, financial reports, and industry analyses. The study examines the issue from three key points: Revenue of Adidas from 2000 to 2023, the impact of external factors such as the COVID-19 pandemic, and marketing and Advertising Strategies. Findings show that Adidas has been less aggressive in digital marketing and influencer partnerships, making it harder to attract younger consumers.