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阿迪达斯是世界上生产体育用品的第二大公司。它成立于1920年，阿迪达斯的创始人是Rudolph和Adi Dassler两兄弟，公司生产了第一双拖鞋后，他们决定成功制作运动鞋，这让他们打开自己的制鞋厂。如今它是最成功的体育用品公司之一。

耐克最初是在1962年开始的蓝带体育用品公司。耐克公司的创始人是Bill Bower man和Phil Knight。耐克从其作为体育用品运动领袖的起步。它还被公认为世界领先的制造商、设计师、销售商和分销商。

Adidas is the second largest company who manufactures sporting goods all over the world. It was established in 1920.The Original founders of Adidas were two brothers Rudolph and Adi Dassler .The companys first manufacture were slippers and after that they decided to make sport shoes which went so successful that it led them to open their own shoe making factory in 1926. Then it didnt look back and today it is one of the most successful company in sporting goods.

Nike was initially started in 1962 as a blue ribbon sports. The founders of Nike were Bill Bower man and Phil Knight. Nike from its modest start grown as a sporting leader in sporting goods. It is also now recognised as world s leading manufacturer, designer, marketer and distributor.

Market and Literature Review of Adidas and Nike

Market Share and Sales

In 2009, the Market shares of Adidas was 22% of the worldwide athletic footwear while on the other end the market shares of Nike was about 33 % .

In 2009 the sales percentage of Adidas reported decline in profits. In last quarter of the 2009 its sales percentage was declined by 5 % which was because of their increase in Marketing costs. While in 2010 the financial report shows that there is 15 % increase in their sale because of 2010 FIFA World Cup. On the other end the sales of Nike in the fourth quarter of 2009 was decreased down by 7 %. While the first quarter of 2010 shows 53 % increase in net income.

Target Audience

In case of target audience both Adidas and Nike have different target audience globally. The main target audience of Adidas are between 12-34 years consumers specially involved in sports. There are various sports which are targeted by Adidas that includes gym regulars, NBA players, Football etc and also the youth who believes in living a sporty life style.

While Nike on the other end has very specific target audience .It focuses mainly on males and females, who are between 18 35 years old. As Adidas, Nike also focuses on football players under its target audience.

Product: Adidas

The products of Adidas are divided in to 3 Categories

Adidas Performance Sports shoes, perfumes, eye wear

Adidas Original Superstar Sneakers, Vintage Clothing, Adicolor Trainers

Adidas Style Caps , Bags , Belts , Hand Gloves Etc

Nike

Nike Products Sports Shoes , Sunglasses,

Trainers,BodyCare,Sneakers, Hoodies , Clothes ,Caps , Bags , Perfumes etc

Price :

Adidas

There are various Pricing strategies which are followed by Adidas according to its product. But generally it uses Market skimming strategy, that is the price of the product depends upon its colour, look etc for example: white colour shoes of Adidas is more expensive than other colour shoes.

Nike

As compared to Adidas , the price of products of Nike are high. It adopts different and Competetive pricing startegy than Adidas, it is based on the basis of premium segment as target customers . Nike as brand has high premium , s