instantly give a response to consumer needs. This model has prompted global investors tocontinue to be optimistic about Adidas, allowing the company to maintain stable growth formany years.On the other hand, Nike has actively established relationships with famous athletes by
creating a "star effect" to increase the visibility of the Nike brand(Virginia and Vieites, 2014).For example, Nike has signed an exclusive contract with Michael Jordan, and its core productline of basketball shoes and clothing has sold strongly increase. Since then, the focus ofNike's marketing has shifted to international social media from traditional media. In short,Nike is evaluating the return on investment of athletes on Facebook and Twitter followers.For example, with the club agreement, Nike is also more willing to sign a contract with asocial media that has a large number of active followers and many core fans.It can be seen from the comparison of Nike and Adidas' search popularity on the Internetthat Nike and Adidas are steadily occupying the top ten, which may be related to the cutting-edge marketing model developed by both companies. Through the active attention on socialmedia, the signing of a team with many core fans has increased the brand's visibility andmade it more pictured online.Figure 2 Most pictured brands on Twitter worldwide between September 2018 to February 2019(Clement, 2019)Nike VS Adidas: The Marketing StrategiesThe marketing strategy of Adidas focuses on differentiated services. Adidas has long beencommitted to optimizing services and processes at the enterprise level to cope with the
competition. In 2014, Adidas launched a centralized sales strategy to support the growingglobal market. The group has an independent global sales department responsible forbusiness activities and brand promotion. This global sales department includes twosubsidiaries, wholesale, and retail, to meet the needs of two business models. Thediversified brand portfolio enables the company to meet all market needs from professionalathletes to almost every consumer, thus allowing Adidas to maintain a unique identity in theindustry to maintain its core competitiveness.Meanwhile, Nike has always focused on innovation as the core of its growing businessstrategy. The company's development aims to use innovation to become a more sustainablesupplier of sports products to meet competition and customer needs(Nike Growth Story,2018). At the same time, Nike continues to focus on a wide range of differentiationstrategies. On this basis, Nike has developed three different sports product, productionmodels. The first is the difference between target groups: men, women, and children.
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