Nike is the most innovative competitor for Adidas
It was in the 1960s or 1970s when runners could choose only Adidas as the only kind of suitable shoes. Adidas is a German company also a pioneer in the production of lightweight running shoes for competitive athletes. In the 1976 Montreal Olympics games, there were 82 percent winners in track and field competition wearing Adidas sports shoes.
The advantage of Adidas is its test. New materials and technology is adopted trying to make more durable and lighter shoes. It uses kangaroo skin to tension the shoes sides. The four-nailed shoes and competition shoes have nylon soles and replaceable spikes. Being high in quality, innovative and varies in shoes style, Adidas dominated the international competition in this industry in the 1970s.
The booming of healthy sports in the 1970s made Adidas surprised. At that moment, a million of people before who hated to do sports then were interested in the physical exercise. The most popular healthy sports then in the subdivided market was running. It is estimated that there were 25 million to 30 million Americans jogging in 1980 also 10 million persons wearing running shoes for relaxing. Nevertheless, in order to protect its dominant position in the competition market, Adidas did not enter into the jogging market large-scale.
A large number of competitors such as pumas, Brooks, New Brands and Tiger emerged in the 1970s. In addition, a company was more enterprising and innovative emerging too which was Nike. Nike Inc. was founded by a former distance runner in the Oregon University and it was in1972 when it was known by us at the first time in the Olympic Trials held in Eugene, Oregon. Marathon runners wearing Nike shoes then ranked from 4 to 7, while those wearing Adidas shoes ranked 1 to 3 in the contest.
The big success of Nike owed to the program of sandwich crackers sole in 1975. The rubber nails on its soles let Nike shoes more flexible compared with any other shoes available in the market and the sales of Nike in 1976 reached to 14 million Us dollars because of the popularity of sandwich crackers soles and rapid expansion of the travelling shoes market. However, it is sales in 1972 was only two million US dollars and its sales went up quickly from 1976. Today, Nike’s annual sales are more than 3.5 billion US dollars and having 26 percent in sports shoes market, it has become the leader in this industry.
Nike is successful because it pays attention to two things which are researching, technology improvement and the diversification of shoes style. Around one hundred employees in the company are doing research and development work. Some of its research and development activities include high-speed photographic analysis of human motion, having 300 athletes tried on its shoes as well as the continuous experimentation and research for new and improved shoes also materials.
When it comes to its marketing, Nike has the largest range of choices for customers. It attracts different athletes and gives the best travelling shoes producer impression for consumers.
During the peak of jogging in the early 1980s when Adidas was the laggard in the market. Its competitors design more innovative and variety of goods also expand to other sports markets successfully. As the leader in the basketball and youth market, Nike goes into the fashion era too. Adidas’ market share dropped to 4 percent in the 1990s.
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