Reminiscent of the cola wars between Coca-Cola and Pepsi, the titans of sports footwear, Nike and Adidas, have been waging a high-stakes campaign in China against the backdrop of the coming Olympic Games. While Adidas is an Olympic Games sponsor and Nike is not, they appear evenly matched with some 3,000 stores each throughout the country. The leading athletic shoemakers are pitted in a marketing frenzy to gain a stronger foothold (no pun intended!) in China and a greater share of the $27.5 billion industry. Combined, Nike and Adidas account for nearly 60% of the worldwide athletic footwear market, though Chinese sportswear maker Li Ning (see previous blog) and Italian shoemaker, Geox (see article, below), among others, are throwing their pebbles in the pond in hopes of generating something of a ripple. Question: do you think Adidas' Olympic sponsorship gives it an edge in this latest battle in the global shoe war?
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http://www.businessweek.com/magazine/content/08_15/b4079058287126.htm?chan=searchhttp://www.forbes.com/markets/2008/06/23/beijing-olympics-sponsorship-markets-equity-cx_jc_0623markets02.htmlhttp://www.forbes.com/opinions/2008/04/23/china-olympics-sponsors-oped-cx_sre_0424olympics.html
http://articles.latimes.com/2007/oct/08/business/ft-olympics8
http://www.businessweek.com/print/globalbiz/content/jun2008/gb20080620_447605.htm
http://online.wsj.com/article/SB121520521471229245.html?mod=sports
1 comment:
I actually don't think this will provide a edge for Adidas. I know they are the official Olympic sponsor, but they are not to sell Olympic apparel outside of Beijing correct?
The difference that I have seen between Nike and Adidas is how nike sells more of the team warm ups and jerseys as apposed to Adidas who is selling all the different styles of shoes for the different sports.
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