ADVERTISEMENT

Nike and Adidas have entirely different ideas of how to take over the US (NKE)

Nike and Adidas are two of the small number of retail companies faring well in the retail apocalypse, but they disagree on how to reach their customers.

  • Nike and Adidas are two of the small number of retail companies faring well in the retail apocalypse.
  • But, the companies disagree on whether to reach their customers through scale or quality.
ADVERTISEMENT

Amid an ongoing retail apocalypse, athletic fashion companies like Adidas and Nike have stood out as bright spots, faring better than malls and department stores. But, the brands have been fiercely battling each other to expand their shares of the athleisure and sneaker markets and they have very different ideas about how to do that.

Nike's plan to outmaneuver the competition involves a " target="_blank"massive transformation" according to CEO Mark Parker. A big part of Nike's plan involves improving how it presents itself to its customers and focusing on the perceived quality of the brand. Nike decided to cut back its number of retail partners from 30,000 to just 40 as a part of its transformation. The ones remaining are willing to work with Nike to offer unique branded experiences for the company's products.

Adidas, on the other hand, is taking an entirely different approach, instead focusing on scale. The company's CFO, talked with UBS about how it wants to try to get on as many US shelves as possible.

ADVERTISEMENT

'

Speirs said Adidas is balancing its long-term ambitions to capture as much market share as possible with short-term demands from shareholders. Speirs notes, however, that the sporting goods market is especially fickle and subject to changing brand popularity.

A waning grasp of customers' preferences is what led Nike to rethink its strategy. Jordan shoes, one of Nike's biggest brands, is a good example. The brand lost its crown as the undisputed king of the sneaker market because Nike's production process was too slow and the presentation wasn't quite right.

Nike has grown its share price 9.21% this year and was trading around $56.74 Wednesday afternon. Adidas has risen 23.05%.

FOLLOW BUSINESS INSIDER AFRICA

Unblock notifications in browser settings.
ADVERTISEMENT

Recommended articles

Mastering adaptation: Strategies for soccer league matches

Mastering adaptation: Strategies for soccer league matches

10 African countries that waste the most food in 2024

10 African countries that waste the most food in 2024

US troop withdrawal from Niger hangs in the balance

US troop withdrawal from Niger hangs in the balance

Detained Binance executives sue Nigerian authorities for human right violation

Detained Binance executives sue Nigerian authorities for human right violation

Nigeria's central bank increases minimum capital base for banks

Nigeria's central bank increases minimum capital base for banks

Sony’s creators convention redefines the creative landscape for content creators

Sony’s creators convention redefines the creative landscape for content creators

Exploring the popularity of progressive jackpot slots in Indonesia

Exploring the popularity of progressive jackpot slots in Indonesia

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

10 African countries with the lowest life expectancy according to the World Bank

10 African countries with the lowest life expectancy according to the World Bank

ADVERTISEMENT