Adidas Picks Up Pace in Race Against Nike in North America

Joshua Lockhart 

This article is about the competition between Nike and Adidas. Nike has lead Adidas in North American sales for years. One reason is because Nike is originally from the united states and they have established a strong position in the north american market. They brand is a lot stronger in the united states because that is where it began. Adidas on the other hand is a foreign brand and is less popular for domestic consumers. Adidas is trying to take up sales in the market by strengthening their brand. They did well to achieve this by recruiting pop icon Beyonce to their brand. they will also be selling Beyonce merchandise as well. in addition to her they also have kanye west and Pherrell partnering with them to strengthen their brand. with this partnership strategy the German based company plans to nearly double their e commerce business within the next two years. with the partnership with kanye they were able to increase e commerce by 40% during their most recent quarter. Celebrity partnership is a great marketing strategy because of the strong sense of pop culture withing the united states. This new addition to the adidas brand could make competition a lot more heated in north america as well as worldwide considering beyonces vast popularity. another interesting fact to consider is Adidas's focus on e commerce. this means that Adidas has reconsidered 'how' they want to sell their product. This change is largely due to the success of amazon, taking this new approach could prove very beneficial to the German brand.

i chose this article because i like both brands Nike as well as Adidas. ive seen the immense influence that brand partnerships have had on the popularity of each company. it will be very interesting to see how beyonce will effect the sales of Adidas in the coming years. This article also has many relevant marketing concepts like: branding/ advertising, competition and place. 

link to article:https://www.wsj.com/articles/adidas-picks-up-pace-in-race-against-nike-in-north-america-11556885920