Nike vs.

Adidas

Mission Statements
Nike To bring inspiration and innovation to every athlete* in the world * If you have a body, you are an athlete Adidas To be the leading sports brand in the world *Impossible is Nothing
http://www.youtube.c om/watch?v=EPO20Pk SztE

History
Nike 1964: Bowerman/Knight 1970: Waffle Iron 1972: Swoosh 1980s: Sport Celebrity Endorsement & Growth Adidas 1920s1920s-30s: Dassler 1954: Soccer 1960: 3-Stripe 31984: Summer Olympics & Mainstream popularity

Key Leaders
Nike Chairman of the Board: Phil Knight CEO Nike: Mark Parker CFO: Don Blair President Nike Brand: Charlie Denson Global Operations: Gary M. DeStefano Adidas CEO Adidas-group: AdidasHerbert Hainer Finance Adidas-group: AdidasRobin J. Stalker CEO Adidas brand: Erich Stamminger Global Operations AdidasAdidas-group: Glenn S. Bennett

Industry / Products
Nike Athletic Shoes Apparel Sports Equipment Accessories Adidas Footwear Sportswear Sports Equipment

Business Structure
Nike NIKE Five Subsidiaries
Cole Haan Converse Hurley International NIKE Golf Umbro

Adidas Adidas Two Subsidiaries

Reebok TaylorMade

Market Segments
Nike Running
Footwear Clothing

Adidas Sport Performance

Footwear

Golf
Footwear Clothing

Sport Style
Clothing

Soccer
Footwear Clothing

Competitive Strategy
Nike Premium Price Strategy Sponsorship Agreements No Manufacturing Adidas Premium Price Strategy Sponsorship Agreement

Core Competencies
Nike Outsourcing Adidas Implementation of Joint Operating Model in Europe

Industry Trends / Key Issues

Nike / Adidas Sales are Flat Low Consumer Confidence in the Economy

Global Issues
Nike 2008: Trade Deficit with China Adidas 2008: Global Sports Partnerships 2009: International Day of Peace 2009: DJSI Winner

International Ethical Issues

Nike / Adidas China: Child Labor

Sales Strategy
Nike Nike.com United States: 25,000 Retailers International: Distributors, Licensees, and Subsidiaries Adidas

Key Competitors
Nike Adidas New Balance Athletic Shoe, Inc PUMA AG Rudolf Dassler Sport Adidas Nike Amer Sports Corp Callaway Golf Company

SWOTSWOT- Strengths
Nike Swoosh Logo Innovative Technology Focus LIVESTRONG Campaign Niketown Conservative Finances Adidas 3-Stripe Logo Purchased Reebok to gain presence in North America Leader in Corporate Responsibility & Sustainability Buyer Loyalty

SWOTSWOT- Weaknesses
Nike Male Dominate Executive Board Labor Costs Adidas Male Dominate Executive Board

SWOTSWOT- Opportunities
Nike Growth in Mens Footwear Recent Growth in US Market Share Adidas Grow Reebok men Continue Partnership Development

SWOTSWOT- Threats
Nike Under Armour Economy Adidas Economy US Market share shrank 2009

Acquisitions
Nike 1995: Bauer 2002: Hurley International 2003: Converse 2004: Starter Brands 2008: Umbro Adidas 2005: Reebok

Divestitures
Adidas Nike 2007: Starter to Iconix Brand Group 2008: Bauer Hockey to Kohlberg & Co

Current Events
Nike Adidas 2009: Cirque de Soleil 2012: London Olympic and Paralympics Partnership

Strategic Direction / Changes

Nike 2007: LIVESTRONG Challenge
http://www.youtube.co m/watch?v=RDfCTJQ TpXs

2009: Profitable Stock Split 2 for 1

Adidas 2008: Beijing Olympic Partnership 2009: Business Realignment 2009: Sold $15.7 million shares of stock 2009: Cirque du Soleil Partnership

Bibliography
Adidas Impossible is Nothing. (2006, May 10). YouTube video posted by sktube. Retrieved November 27, 2009 from http://www.youtube.com/watch?v=EPO20PkSztE Fredeen, B. (2000, Feb. 1). Knowing Nikes Customers. Retrieved November 18, 2009, from Fool.com. Footwear Industry in USA. (2008). Retrieved November 22, 2009, from http://www.infomat.com

Bibliography
Hoovers Inc. (2009). Company Discriptions. Retrieved November 22, 2009 from http://www.hoovers.com LIVESTRONG Challenge 2007 Video. (2007, June 1). YouTube video posted by livestrongarmy. Retrieved November 27, 2009, from http://www.youtube.com/watch?v=RDfCTJQTpXs Mehta, S. (2009, March 5). Fortune. Under Armour reboots. Retrieved November 28, 2009, from http://www.money.cnn.com/2009/01/20/technolog y/mehta_underarmour.fortune/index.htm?postver sion=2009012613

Bibliography
40 under 40. (2009, October 22) Fortune, Retrieved Fortune, November 28, 2009, from http://money.cnn.com/galleries/2009/fortune/09 01.40_under_40.fortune/index.html Pienciak, M. (2009, September 2009). The Motley Fool. Nikes still got no bounce. Retrieved November 28, 2009, from http://www.fool.com/investing/general/2009/09/ 30/nikes-still-got-nobounce.aspx?source=isesitlnk0000001@mtt=1.00

Bibliography
Conerly, B. (2008, February 5). Seeking Alpha website. Nike strategy: divide and conquer. Retrieved October 19, 2009, from http://seekingalpha.com/article/63099-nikestrategy-divide-and-conquer Burke, M. (2008, January 17). Forbes Magazine. On the run. Retrieved October 19, 2009, from http://www.forbes.com/forbes/2008/0211/082.ht ml