Comparison of strategy of Nike and Adidas

Executive Summary:

The purpose of this assignment is to learn about strategy and

strategic management by comparing the strategies of two companies from

the same industry. The strategies of Nike and Adidas have been

compared from the textile industry. Nike and Adidas both specialize in

footwear, apparel and accessories and their competition is intense as

Nike is the market leader and Adidas is the market challenger. The

topics in this assignment cover critical incidents of both Nike and

Adidas that occurred in the past and the comparison between both their

strategies as well their future plans. This assignment shows us the

influence the strategy has on the success or failure of companies and

how companies craft sustainable strategies that help them to retain

their position in the market.

Table of Contents

Page

1.0 Introduction 1

2.0 Literature review

1

3.0 Backgrounds of Nike and Adidas

2

3.1 Company overview of Nike2

3.2 Company overview of Adidas2

4.0 Critical Incidents that occurred in the past3

4.1 Critical incidents that affected Nike3

4.2 Critical incidents that affected Adidas5

5.0 Comparison of the strategies of the companies8

5.1 Strategies of Nike8

5.2 Strategies of Adidas9

5.3 Comparison of the strategies of Nike and Adidas 11

6.0 Future plans of Nike and Adidas 13

7.0 Conclusion 14

8.0 List of references 14

9.0 Bibliography 17

List of figures:

Page

Nike logo 2

Adidas logo2

Air Jordan 3

Products of Nike in the BCG Matrix4

Adidas Samba5

German National Team wearing Adidas in the 1954 football world cup6

Products of Adidas in the BCG Matrix6

Copa Mundial7

Adidas Predator Mania 7

Fig.1) Cristiano Ronaldo8

Fig.2) Michael Jordan8

Fig.3) Tiger Woods8

Fig.4) Zinedine Zidane 10

F.g.5) Kaka 10

Fig.6) Kobe Bryant 10

Adidas Trefoil logo 11

World’s largest LED by Nike 12

Adidas adiPURE III 13

Nike Tiempo Elite 13

1.0 Introduction:

Johnson, Scholes and Whittington (2005, p.9) defines strategy as the

way in which an organisation plans to use its resources effectively in

order to gain a competitive advantage over the long term. In other

words the carefully planned guidelines that organisation’s follow,

which differentiates them from other organisations. Mirow (2005,p.10)

suggests that strategy of Amazon.com,Inc., a multinational electronic

commerce company headquartered in Seattle, focused on providing

customers with low price, convenience and a wide selection of

merchandise. They focused on this strategy and started their website

in 1995 as an online book retailer. They slowly expanded their

products and are currently an online shopping website with the largest

product supplies online earning revenues in billions. Hence we can see

how important strategy is for the success of an organisation. There

are three levels of strategy, which are corporate level, business

level and functional level strategy. Strickland and Thompson (2003,

pp.50, 55 and 56) suggests that the corporate level strategy is the

strategy which is determines the overall purpose and prospect of an

organisation and reflects on how to add value to different parts of

the organisation. The business level strategy provides guidelines on

how to excel competitors or survive in a particular market and the

functional strategy is the contribution made by the resources, people

and processes to the business and corporate level strategies.

Companies strive with their strategies in order to become the leader

in their specific industry or market. Nike and Adidas are the top two

competitors in the footwear, apparel and accessories segment of the

textile industry. The focus of the latter part of this report is on

how these competitors compete with each other using their strategies.

2.0 Literature review:

In order to fully understand about strategy, it is mandatory to know

about the five generic competitive strategies. The five generic

strategies according to Strickland and Thompson (2003, p.150) are low-

cost provider strategy, in which the organisation provides goods or

service at a low cost, broad differentiation strategy, in which the

organisation differentiates its products or services making it appeal

to a vast range of customers, best-cost provider strategy, in which

the organisation provides goods or services of high quality making it

worth the amount they are charging which is lower than their

competitors, a focused strategy based on lower cost, in which the

organisations focus on a narrower buyer segment and provides them

their goods or services at a lower cost than its competitors and

focused strategy based on differentiation, in which the organisation

focuses on a narrower buyer segment and produces product customized

according to their needs.

3.0 Backgrounds of Nike and Adidas:

[IMAGE URL: http://digestingdesign.wordpress.com/tag/nike/]

3.1 Company overview of Nike

According to (www.nikebiz.com) NIKE,Inc. was founded in 1972 by Phil

Knight and Bill Bowerman. It designs, markets and distributes athletic

footwear, apparel, equipment and accessories for a vast range of

sports and fitness activities and are currently the world’s leading

company in the athletic footwear, apparel and accessories segment in

the textile industry. It is based in Beaverton,Oregon and has

subsidiaries such as Cole Haan, which designs, markets and distributes

luxury items such as shoes, handbags and coats. Their subsidiaries

also include Converse,Inc. and Hurley International LLC and Umbro,Ltd.

The revenue of Nike,Inc. as at May 2010 is around US$ 19014 million

according to (www.biz.yahoo.com).

[IMAGE URL: http://www.soccercleats101.com/2009/10/07/adidas-predator-

x-get-ready/]

http://www.biz.yahoo.com/

http://www.nikebiz.com/

3.2 Company overview of Adidas Group:

According to (www.adidas-group.com) Adidas, founded in 1949 by Adofl

Dassler, is a sports apparel manufacturing company. Starting with

athletic footwear such as running shoes and soccer shoes, they

currently manufacture a wide range of products such as bags, watches,

shirts and accessories. They are the second largest sportswear

manufacturer, behind Nike,Inc. Adidas Group is made up of three

companies, Reebok, TaylorMade Adidas Golf company and Rockport. The

revenue of Adidas as at May 2010 is 14878 US$ Million according to

(www.biz.yahoo.com).

4.0 Critical Incidents that occurred in the past:

4.1 Critical incidents that affected Nike:

Nike, Inc. had gone through various incidents which had an impact on

their success. According to Dermesropian, Drage, Grigaite and Lopez

(2004,p.3) in 1972, Nike persuaded marathon runners at Olympic Tracks

to wear their shoes which was an innovative strategy as it resulted in

strong advertising when some of the runners were the top finishers and

popularity of Nike continued to grow throughout the 70s. In 1979 Nike

had 50% of the US running shoe market. In 1988 Nike introduced their

famous slogan ‘Just do it’ and acquired a company called Cole Haan.

They sponsored many famous athletes such as Michael Jordan, a famous

basketball player and Tiger Woods, an excellent young golf player.

During 1992 Nike acquired Canstar sports which included the hockey

equipment maker Bauer and opened its first Niketown store. In early

1995 Nike acquired a license to put its logo on NFL uniforms which

resulted in strong marketing.

http://www.adidas-group.com/

Air Jordan [IMAGE URL: http://www.myairshoes.com/air-jordans/air-

jordan-xx3-officially-unveiled.html]

They launched a new brand called Jordan, in 1997, which was influenced

by the famous basketball player Michael Jordan and one of the most

famous shoes of that brand were called Air Jordan. Some incidents

harmed Nike during 1998 as they had to cut 1,200 jobs due to the fall

of sales in Asia and the demand of athletic shoes fell in 1999. Nike

wanted to diversify and in the year 2000 they shifted a little towards

the technological and electronic sector and introduced athletic

electronics, which included MP3 players, heart monitors, and two-way

radios.

Products of Nike in the BCG matrix [IMAGE URL:

http://www.robmillard.com/archives/BCG%20Matrix%20Big1.html]

They opened their first Nikegoddess store in California in 2001. They

acquired Hurley International, a distributor of action sports apparels

and lost their license to put their logos on NFL uniforms to Reebok in

2002. In 2003 they acquired one of their competitors called Converse

but it continued to operate independently in order to sustain the

brands popular name.

4.2 Critical incidents that affected Adidas:

Adidas also faced various occurrences in order to attain the title of

the second largest athletic footwear sportswear and accessories

manufacturer.

Adidas Samba [IMAGE URL: http://www.bestshoesmen.com/adidas.Men.Samba.Classic.Soccer.Shoe/ detail.html ]

According to (www.adidas-group.com) Adidas registered as a company in

1949 with the three stripes logo as their trademark.

(www.footballshirtculture.com) explains that in the year 1950 they

http://www.footballshirtculture.com/

http://www.adidas-group.com/

http://www.bestshoesmen.com/adidas.Men.Samba.Classic.Soccer.Shoe/detail.html


produced the “Samba” all-round soccer shoes which are even now

considered to be the best classic training shoe today. One of the

biggest successes of Adidas was in 1952 when it was the most common

shoe brand worn at the Olympic Games held in Helsinki. They made the

first track shoes with removable spikes. Emil Zatopek, in Adidas

shoes, won three gold medals in one week creating a huge impact on the

image of the brand.

German National Team wearing Adidas in the 1954 football world cup

[IMAGE URL: http://soccernet.espn.go.com/world-cup/feature?

id=696762&cc=4716&ver=global]

In 1954 Adidas became famous all over the world as the German national

team was victorious in the football world cup for the first time,

wearing Adidas shoes with screw-in spikes. In 1955 Adidas came up a

shoe with exchangeable spikes which became very popular among the high

jumpers. In 1964 Billy Mills won the men’s 10,000 meters wearing the

new Adidas shoe which was considered the lightest shoe weighing 135

grams. In 1969 Adidas produced the world’s first injection molded

multi stud soles of polyurethane, which gave a one year guarantee on

the soles. Adidas began production of balls in 1961 and in 1970 their

football was the official ball of the football world cup. In 1971 the

famous ‘Fight of the century’ where Muhammad Ali and Joe Frazier

fought with each other, both of them wore special boxing shoes

designed by Adidas.

Products of Adidas in the BCG Matrix [IMAGE URL:


Adidas Copa Mundial [IMAGE URL:

http://www.footballbootroom.com/Adidas-Copa-Mundial ]

In 1979, Adidas produced ‘Copa Mundial’, which even today is still

the world’s best selling soccer shoe. In 1986 Adidas introduced

Azteca, the first synthetic world cup matchball in the world. However,

in 1993 Adidas took over Sports Inc., a US based sports marketing

http://www.footballbootroom.com/Adidas-Copa-Mundial

company and Adidas was loosing US$100 million a year. Robert Louis

Dreyfus had become the new president of Adidas and he downsized the

German staff and went subcontracting to China. Adidas once had 70%

market share in the US and it fell to 2% in 1993. In 1994 Adidas made

a comeback by producing the revolutionary soccer shoe called the

Predator during the soccer world cup in the USA. They went public in

1995 and acquired the Salmon Group which consisted of the brands

TaylorMade, Mavic and Bonfire in 1997. The new company is named

Adidas-Salmon AG. They were the first sporting goods company to

chosen as the official sponsor of a soccer world cup in 1998 when they

sponsored the 1998 FIFA World cup in France.

Adidas Predator Mania [IMAGE URL: http://www.produktenews.ch/newsflashartikel.cfm?key=179710]

In March 2002 Adidas launched ClimaCool a footwear with a ventilation

system and introduced the new Predator Mania boots and jerseys with

the dynamic layering concept in the 2002 FIFA world cup with their own

official ball called the Fevernova. They sold over 6 million footballs

and more than 1.5 million jerseys and half a million of the Predator

Mania that year. In 2006 Adidas became the official partner, supplier

and licensee for the FIFA world cup to be held in 2006, 2010 and 2014.

They acquired Reebok International in the same year.

5.0 Comparison of the strategies of the companies:

http://www.produktenews.ch/newsflashartikel.cfm?key=179710

5.1 Strategies of Nike:

In order to become the world’s leading designer, marketer and

distributor of athletic footwear, apparel and accessories, Nike

followed many strategies. Their corporate level strategy, according to

Dermesropian, Drage, Grigaite and Lopez (2004,p.15) is their focus on

innovation and emphasis on their research and development department

in order to be profitable in the long run and they do their best to

produce footwear, apparel and athletic equipment that reduce or

eliminate injury, help in athletic performance and maximize comfort.

They continue to expand their operation in the USA, Asia Pacific,

Europe, Middle East, Africa and the American regions trying to reach

as many customers as possible. Their business level strategy is a

combination of the best cost provider and broad differentiation

strategy, but more emphasis is put on the best cost provider strategy.

They rely heavily on strategic outsourcing and most of their products

are manufactured outside the United States. One of the main reasons

behind their success following the cost leadership strategy is their

extensive network structure that allows them to cancel their alliance

with any company that fails to maintain their standards. They work

very closely with their suppliers which allow them to produce their

goods at a very low price and of superior quality with the newest

technology which makes them the market leader and the rest have to try

producing similar goods close to their standard in order to survive in

the market. They work very hard in their marketing strategies and

which one of the primary reasons behind its success.

Fig.1 Fig.2 Fig.3

Players who wear Nike –

Fig.1) Cristiano Ronaldo [IMAGE URL:

http://s702.photobucket.com/albums/ww24/bleedingblue97/?

action=view&current=Cristiano_Ronaldo_Manchester_United.jpg&newest=1

Fig.2) Michael Jordan [IMAGE URL:

http://www.ionlinephilippines.com/2009/12/michael-jordan-look-alike-

michael-jordan-imposter-video/]

Fig.3) Tiger Woods [IMAGE URL: http://www.dailyworldbuzz.com/tiger-

woods-still-has-support-of-nike-gatorade-and-gillette/4970/]

Nike hired famous basketball player Michael Jordan, tennis player

Serena Williams and Tiger Woods who signed a seven year contract in

order to be the spokesperson of Nike. In 2003 they spent around US$

32.4 million on Net TV commercials and another US$ 39.8 for magazine

ads. In order to become the market leader one has to follow a rigid

http://www.ionlinephilippines.com/2009/12/michael-jordan-look-alike-michael-jordan-imposter-video/


http://s702.photobucket.com/albums/ww24/bleedingblue97/?action=view&current=Cristiano_Ronaldo_Manchester_United.jpg&newest=1


and innovative strategy but to remain as the market leader the

strategy has to be sustainable. According to (www.bizjournals.com) on

a report published by Nike, suggest that they have planned five major

programs in order to keep their corporate level strategy sustainable.

In order to sustain in the long run Nike is now emphasizing more on

the concerns about global warming. They have decided to focus more on

their product design process, eliminating toxics and wastes wherever

possible, start a GreenXchange web marketplace to share intellectual

property which have been designed to act as a catalyst in green

development, establish a lean manufacturing and human resource

management in order to acquire a more equitable supply chain,

establish a social program which combines education and sports

programs for the third world countries and establish a new group call

the Business for Innovative Climate and Energy Policy.

5.2 Strategies of Adidas:

The strategies of both these sports giants are very similar but Adidas

focuses more the broad differentiation strategy. According to

(www.adidas-group.com) the corporate level strategy of Adidas also

focuses on innovation, trying to produce new products, services and

processes in order to cope up with the competition. In 2009 the

Adidas Group strategically decided to move from a vertically

integrated brand structure into a functional multi-rand structure for

the Reebok and Adidas brands. This created a global sales function

which were responsible for commercial activities and a global brands

function which were responsible for the marketing of both brands. The

global sales function was also split into two departments, wholesale

http://www.bizjournals.com/

and retail, which catered to the various needs of both these business

models. This was done in order to sustain their corporate level

strategy for the long run so that these divisions could emphasize and

work hard in their respective departments in order to make the most of

their efforts. This led to the elimination of regional headquarters

and moved towards more direct communication between the local markets

and the global functions.

They implemented a multi-brand strategy by having a diverse brand

portfolio which allowed them to cater all segments of the market from

players to almost everyone. This helped them to keep a unique identity

and concentrate on their core competencies.

Adidas focused their investments in the best marketing and

distribution channels in different countries by critically evaluating

the consumer buying behaviors and their constant struggle to secure

prime shelf space. They have also embraced e-commerce in order to

become more efficient and appeal to more customers and make purchasing

much more easily accessible for them. Their supply chain is closely

communicated and hence it helps them to customize their products which

appeal to a wide range of customers. The organizational culture of

Adidas group obligates employees to be innovative. This culture forces

them to produce goods which are highly innovative and with the use of

the latest technology their products have a very good quality.

According to (ar2001.adidas-salomon.com) using latest technologies

they produce products which enhances performances of players and they

focus on sports such as football, tennis, basketball and even training

shoes which are used by anyone with the ability to run. Their new

technologies have lead to the production of Climacool, a shoe with a

ventilation system and a3 a shoe with an energy management system that

guides and drives an athlete’s foot through each stride.

Fig.4 Fig.5 Fig.6

Famous players who wear Adidas –

Fig.4) Zinedine Zidane [IMAGE URL:

http://s670.photobucket.com/albums/vv70/tomdavies99/?

action=view&current=09_zinedine_zidane_dpa_300.jpg&newest=1]

Fig.5) Kaka [IMAGE URL: http://soccerpitch.co.za/tag/real-madrid/ ]

Fig.6) Kobe Bryant [IMAGE URL:

http://family-fitness.mattters.com/2010/7/2/couldnt-wait]

Adidas Trefoil logo [IMAGE URL:

http://free-extras.com/images/adidas_logo-658.htm]

http://soccerpitch.co.za/tag/real-madrid/

Adidas has world class players who wear their products such as

Zinedine Zidane of France, Alessandro Del Piero of Italy and Kobe

Bryant an NBA champion who is a style icon for basketball lovers. They

also concentrate on their classic items, reintroduce and redesign them

under their Trefoil logo.

5.3 Comparison of the strategies of Nike and Adidas:

According to (http://comparisonz.com) Nike and Adidas have almost

similar strategies but different implementation methods. Both the

companies concentrate heavily on technology and strive to produce new

and innovative products. Nike focuses on the American markets whereas

Adidas focuses on the European market. Nike does not have any

production plants as they only design, distribute and market their

products and hence they outsource to various countries in Asia, mainly

Taiwan and Korea, which outsource their production to China, Indonesia

and Vietnam. Adidas on the other hand, carry out all their production

in Germany and recently has adopted Nike’s outsourcing policy by

outsourcing to Asian countries. Nike and Adidas both follow a premium

pricing strategy which according to Kotler (2003, p.272) is a strategy

where companies charge a premium price for their products. Their

competition is always intense and according to Anderson (2010) during

the world cup 2010 Nike launched the popular “write the future”, three

minute advertisement featuring world cup stars which was a major hit

on Youtube and Adidas replied with their two minute video with

celebrities like Snoop Dogg and Daft Punk into a famous scene from the

movie Star Wars. Nike sponsored nine teams whereas Adidas sponsored

12 teams.

http://comparisonz.com/

World’s Largest LED by Nike [IMAGE URL:

http://johannesburgbc.ning.com/profiles/blogs/nikefootball-delivers-

the]

Even though Adidas was the official sponsor of the World cup 2010,

Nike attached an LED display to a 30 story skyscraper in Johannesburg

where soccer fans could write short messages using popular social

networking websites such as Twitter and Facebook and Nike put up 100

messages on the side of the walls every night.

Adidas adiPURE III Nike Tiempo Elite

[IMAGE URL: http://soccerlens.com/shirts/nike-vs-adidas-buying-

football-shoes-in-2010/6410/]

Umair (2010) compares the constant rivalry between Nike and Adidas

using their products. During the world cup Nike launched an Elite

series for the 2010 world cup called Nike Tiempo Legend Elite which

had customized shoes worn by famous football players such as

Christiano Ronaldo and Cesc Fabregas. Adidas on the other hand,

launched a new collection called Adidas Adipure for the world cup 2010

which also had customized shoes worn by famous players such as Kaka

and Lionel Messi. In soccer Adidas shoes are worn by famous players

such as Zinedine Zidane, Kaka and Lionel Messi, whereas Nike shoes are

worn by Christiano Ronaldo, Wayne Rooney and the original Ronaldo. In

basketball Nike shoes have been used by Michael Jordan and Adidas

shoes have been worn by Kobe Bryant.

6.0 Future Plans of Nike and Adidas:

It is easy to become the market leader or the market challenger for

organisations but sustainability is the primary concern and hence

organisations focus of the sustainability by coming up with strategies

that will make their position sustainable in the long run. According

to (www.environmentalleader.com) Nike’s future plans are to focus on

the environment and production of eco friendly products. They

mentioned in their 2005 and 2006 Corporate Responsibility Report that

they will become carbon neutral by 2011 by reducing their Caron

Dioxide emissions. They have decided to design all Nike brand footwear

in ways through which they can reduce waste production during product

design and packaging. They will eliminate the use of volatile organic

compounds and use more environmental friendly material in their

http://www.environmentalleader.com/

products and be carbon neutral by 2011. Adidas on the other hand

became the official sportswear partner of the London 2012 Olympic

Games. The London Organising committee for the Olympic Games and

Paralympic Games (LOGOC) has few regulations which all of its

partners are obligated to follow. These obligations are focused

towards the environment. Adidas, being a partner of LOGOC has to

follow all these regulations as their future plans are to be the

official sponsor of almost all major events in the world, and in order

to achieve this goal their strategy is to produce environment friendly

goods as well. They have to ensure that all their products are

produced with environment friendly materials, which would protect the

human health and the environment and their packaging should also be

produced with materials that can be recycled. Hence we can see that

both the future plans of Nike and Adidas are quite similar.

7.0 Conclusion:

The main element that determines an organisation’s success or failure

is the strategy it follows. Any industry is vast and the competition

is also fierce and in order to survive in the competition

organisations must devise innovative strategies. Nike and Adidas have

started their journey decades ago and they have struggled but

sustained their positions; Nike as the market leader and Adidas as the

market challenger. Various incidents have occurred in the past to both

the companies which were both good and bad, but it was the strategies

that helped them survive and sustain their positions. The strategies

of both these companies are quite similar and Adidas is not far behind

from Nike, but any small mistake by Nike, might make them the market

challenger and Adidas the market leader. Nike has to be very careful

while implementing their strategies because Adidas is very close to

becoming the market leader. Nike’s initial strategy of being just the

product designer, distributor and marketer gave them the competitive

edge against Adidas, because their investments were low compared to

Adidas as they have production plants, but Nike should be very careful

to sustain their market position.

8.0 List of references:

Books:

Johnson,G., Scholes,K. and Whittington,R.(2005) Exploring

Corporate Strategy: Text and Cases. Seventh Edition. Prentice Hall.

Thompson,A.A., and Strickland,A,J.(2003) Strategic Management

Concept and cases. 13th edition. McGraw Hills.

Kotler,P. ( 2003)Marketing Management, Eleventh Edition, Pearson

Education.

Websites:

(2010) NIKE, Inc. Company Profile,

[URL:http://biz.yahoo.com/ic/14/14254.html] (accessed: 29 August

2010)

(2009) Adidas Group History,

[URL:http://www.adidas-group.com/en/ourgroup/history/history.aspx

] (accessed: 29 August 2010)

(2010) Nikebiz: Company Overview,

[URL:http://www.nikebiz.com/company_overview]/ (accessed: 29

August 2010)

(2010) Adidas AG Company Profile,


2010)

(2010) The history of Adidas,

[URL:http://www.footballshirtculture.com/2006102796/history/adida

s-football-shirt-history.html] (accessed: 29 August 2010)

(2010) Strategy,

[URL:http://www.adidas-group.com/en/ourgroup/strategy] (accessed:

29 August 2010)/

Strategy: Adidas,

[URL:http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adi

das/] (accessed: 29 August 2010)

(2010) Nike vs. Adidas – Compare Side by Side,

[URL:http://comparisonz.com/comparisons/100305/nike-vs-adidas]/

(accessed: 29 August 2010)

http://comparisonz.com/comparisons/100305/nike-vs-adidas%5D/

http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adidas/


http://www.adidas-group.com/en/ourgroup/strategy%5D%20(accessed:%2029%20August%202010)/


http://www.adidas-group.com/en/ourgroup/history/history.aspx


(2009) Adidas: 2009 Sustainability review,

[URL:http://ser2009.adidas-group.com/suppliers/3_4.html]


Articles:

(2010) Nike plans to be Carbon neutral by 2011,

[URL:http://www.environmentalleader.com/2007/05/31/nike-plans-to-

be-carbon-neutral-by-2011] (accessed: 29 August 2010)

Umair,A.(2010) Nike vs Adidas – Buying football shoes in 2010,

[URL:http://soccerlens.com/shirts/nike-vs-adidas-buying-football-

shoes-in-2010/6410] (accessed: 29 August 2010)/

Anderson,A.(2010) Nike vs Adidas: The battle for buzz in the

World cup, [URL:http://www.bizmology.com/2010/06/25/nike-vs-

adidas-the-battle-for-buzz-in-the-world-cup] (accessed: 29 August

2010)

(2010) Nike detail sustainable strategy – Portland Business

Journal,

[URL:http://www.bizjournals.com/portland/stories/2010/01/18/daily

53.html] (accessed: 29 August 2010)

Mirow,M.(2005) Strategies to Achieve Market Leadership: The

Example of Amazon,

[URL:http://preibusch.de/documents/PreibuschS_FleckensteinM_Amazo

n.pdf] (accessed: 29 August 2010)

Images :

http://preibusch.de/documents/PreibuschS_FleckensteinM_Amazon.pdf


http://www.bizjournals.com/portland/stories/2010/01/18/daily53.html


http://www.bizmology.com/2010/06/25/nike-vs-adidas-the-battle-for-buzz-in-the-world-cup%5D%20(accessed:%2029%20August%202010)/



http://soccerlens.com/shirts/nike-vs-adidas-buying-football-shoes-in-2010/6410%5D%20(accessed:%2029%20August%202010)/


Nike Logo [IMAGE URL:

http://digestingdesign.wordpress.com/tag/nike/]

Adidas Logo [IMAGE URL:

http://www.soccercleats101.com/2009/10/07/adidas-predator-x-get-

ready/]





Adidas Samba [IMAGE URL: http://www.bestshoesmen.com/adidas.Men.Samba.Classic.Soccer.S hoe/detail.html ]

German National Team wearing Adidas in the 1954 football world

cup [IMAGE URL: http://soccernet.espn.go.com/world-cup/feature?









action=view&current=Cristiano_Ronaldo_Manchester_United.jpg&newes

t=1









http://www.ionlinephilippines.com/2009/12/michael-jordan-look-

alike-michael-jordan-imposter-video/]

Fig.3) Tiger Woods [IMAGE URL:

http://www.dailyworldbuzz.com/tiger-woods-still-has-support-of-

nike-gatorade-and-gillette/4970/]




Fig.5) Kaka [IMAGE URL: http://soccerpitch.co.za/tag/real-

madrid/ ]

Fig.6) Kobe Bryant [IMAGE URL: http://family-

fitness.mattters.com/2010/7/2/couldnt-wait ]


http://johannesburgbc.ning.com/profiles/blogs/nikefootball-

delivers-the]

Adidas adiPURE III and Nike Tiempo Elite [IMAGE URL:

http://soccerlens.com/shirts/nike-vs-adidas-buying-football-

shoes-in-2010/6410/ ]



9.0 Bibliography:

Books:

http://soccerlens.com/shirts/nike-vs-adidas-buying-football-shoes-in-2010/6410/


http://family-fitness.mattters.com/2010/7/2/couldnt-wait






Johnson,G., Scholes,K. and Whittington,R.(2005) Exploring

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Websites:

(2010) NIKE, Inc. Company Profile,


2010)

(2009) Adidas Group History,

[URL:http://www.adidas-group.com/en/ourgroup/history/history.aspx

] (accessed: 29 August 2010)

(2010) Nikebiz: Company Overview,

[URL:http://www.nikebiz.com/company_overview]/ (accessed: 29

August 2010)

(2010) Adidas AG Company Profile,


2010)

(2010) The history of Adidas,

[URL:http://www.footballshirtculture.com/2006102796/history/adida

s-football-shirt-history.html] (accessed: 29 August 2010)

(2010) Strategy,

[URL:http://www.adidas-group.com/en/ourgroup/strategy] (accessed:

29 August 2010)/





Strategy: Adidas,

[URL:http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adi

das/] (accessed: 29 August 2010)

(2010) Nike vs. Adidas – Compare Side by Side,

[URL:http://comparisonz.com/comparisons/100305/nike-vs-adidas]/


(2009) Adidas: 2009 Sustainability review,

[URL:http://ser2009.adidas-group.com/suppliers/3_4.html]


Articles:

(2010) Nike plans to be Carbon neutral by 2011,

[URL:http://www.environmentalleader.com/2007/05/31/nike-plans-to-

be-carbon-neutral-by-2011] (accessed: 29 August 2010)

Umair,A.(2010) Nike vs Adidas – Buying football shoes in 2010,

[URL:http://soccerlens.com/shirts/nike-vs-adidas-buying-football-

shoes-in-2010/6410] (accessed: 29 August 2010)/

Anderson,A.(2010) Nike vs Adidas: The battle for buzz in the

World cup, [URL:http://www.bizmology.com/2010/06/25/nike-vs-

adidas-the-battle-for-buzz-in-the-world-cup] (accessed: 29 August

2010)

(2010) Nike detail sustainable strategy – Portland Business

Journal,

[URL:http://www.bizjournals.com/portland/stories/2010/01/18/daily

53.html] (accessed: 29 August 2010)








http://comparisonz.com/comparisons/100305/nike-vs-adidas%5D/



Mirow,M.(2005) Strategies to Achieve Market Leadership: The

Example of Amazon,

[URL:http://preibusch.de/documents/PreibuschS_FleckensteinM_Amazo

n.pdf] (accessed: 29 August 2010)

Images:

Nike Logo [IMAGE URL:

http://digestingdesign.wordpress.com/tag/nike/]

Adidas Logo [IMAGE URL:

http://www.soccercleats101.com/2009/10/07/adidas-predator-x-get-

ready/]





Adidas Samba [IMAGE URL: http://www.bestshoesmen.com/adidas.Men.Samba.Classic.Soccer.S hoe/detail.html ]

German National Team wearing Adidas in the 1954 football world

cup [IMAGE URL: http://soccernet.espn.go.com/world-cup/feature?














action=view&current=Cristiano_Ronaldo_Manchester_United.jpg&newes

t=1


http://www.ionlinephilippines.com/2009/12/michael-jordan-look-

alike-michael-jordan-imposter-video/]

Fig.3) Tiger Woods [IMAGE URL:

http://www.dailyworldbuzz.com/tiger-woods-still-has-support-of-

nike-gatorade-and-gillette/4970/]




Fig.5) Kaka [IMAGE URL: http://soccerpitch.co.za/tag/real-

madrid/ ]

Fig.6) Kobe Bryant [IMAGE URL: http://family-

fitness.mattters.com/2010/7/2/couldnt-wait ]


http://johannesburgbc.ning.com/profiles/blogs/nikefootball-

delivers-the]

Adidas adiPURE III and Nike Tiempo Elite [IMAGE URL:

http://soccerlens.com/shirts/nike-vs-adidas-buying-football-

shoes-in-2010/6410/ ]













Comparison of strategy of Nike and Adidas

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