Competitive Edge
Category: Lesson 6.2 – Brand Building

Sneaker supremacy: Nike and Adidas battle for brand love

Nike and Adidas have been ensnared in a relentless rivalry that has commanded the athletic wear industry for nearly 60 years, attempting to out design, out recruit and out cool one another in order to dominate the now $310 billion global sporting goods market. Click here to read the story at

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Aqua’s ‘Barbie Girl’ won’t be in the Barbie movie

While Warner Bros.’ and Mattel Films’ upcoming Barbie movie is sure to have some level of self-awareness about its main character’s status as a real-world cultural icon, Mattel is taking a firm stance against featuring the iconic doll’s very unofficial anthem that basically everyone knows by heart. Click here to read the story at

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NBA Unveils Revamped Finals Logo with Nod to Past Design

The NBA’s 75th anniversary season has come with numerous celebrations of the league’s rich history. The latest way in which the NBA has chosen to harken back to its past is with a revamped Finals logo.  Click here to read the story at si.com. Discussion Questions: What is promotion? Why

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Sportswear brand Fila opening hotel in Shanghai

Fila is putting the leisure in athleisure with the news that the company will be opening a branded hotel in Shanghai in 2024. The athletic wear company founded in Italy is partnering with Hyatt on the lifestyle hotel concept, which will be called Fila House. Click here to read the

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The Washington Commanders’ work is just beginning

The Washington Football Team will now be known as the Washington Commanders. Now comes the hard part. For the team that for decades went by a racist moniker, the official announcement of a new name marks the end of a search that began in earnest 18 months ago.   Click here

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New Balance plans to make digital sneakers for the metaverse

New trademark filings indicate New Balance is stepping into the metaverse. As of January 13, the sportswear company plans to use its branding for various virtual products including apparel, footwear, and sports equipment, according to trademark attorney Josh Gerben. As the world of NFTs and digital fashion grows more popular

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