This model has prompted global investors to continue to be optimistic about

This model has prompted global investors to continue

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instantly give a response to consumer needs. This model has prompted global investors to continue to be optimistic about Adidas, allowing the company to maintain stable growth for many years. On the other hand, Nike has actively established relationships with famous athletes by
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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 product line of basketball shoes and clothing has sold strongly increase. Since then, the focus of Nike'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 a social 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 Internet that 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 social media, the signing of a team with many core fans has increased the brand's visibility and made 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 Strategies The marketing strategy of Adidas focuses on differentiated services. Adidas has long been committed to optimizing services and processes at the enterprise level to cope with the
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competition. In 2014, Adidas launched a centralized sales strategy to support the growing global market. The group has an independent global sales department responsible for business activities and brand promotion. This global sales department includes two subsidiaries, wholesale, and retail, to meet the needs of two business models. The diversified brand portfolio enables the company to meet all market needs from professional athletes to almost every consumer, thus allowing Adidas to maintain a unique identity in the industry to maintain its core competitiveness. Meanwhile, Nike has always focused on innovation as the core of its growing business strategy. The company's development aims to use innovation to become a more sustainable supplier 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 differentiation strategies. On this basis, Nike has developed three different sports product, production models. The first is the difference between target groups: men, women, and children.
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