Competitive Edge - Sports & Entertainment Marketing News

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.

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Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. Are Nike and Adidas direct or indirect competitors?
  4. How long have the two brands been rivals?
  5. What is market share?
  6. Why is market share important to brands like Nike and Adidas?
  7. According to information from this story, which brand is ahead financially?
  8. Do you think that could change over time? Why or why not?
  9. What is brand loyalty?
  10. Do you think either brand has a high level of loyalty among consumers? Why or why not?
  11. What is a mission statement?
  12. According to this story, what is different about each brand’s mission statement?
  13. What is leadership?
  14. Why is leadership important to a sports organization?
  15. How do you think leadership has impacted this rivalry? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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