Adidas And Nike: Global Competition Of Two Horse Races

The world's second largest sporting goods manufacturer, Germany. Adidas Adidas announces its sales in the next five years in the near future. increase 50%.

Herbert Hainna, CEO of the company, said Adidas's revenue in 2015 will reach 170 euros, of which profit growth will be higher than sales growth. Adidas plans to expand its profits by selling more football and basketball apparel in North America, China and Russia.

Adidas wants to replace Nike as the largest sporting goods manufacturer in the world, though it is company There is no specific timetable for the 2015 growth plan. Klaus Krenz, a consumer product analyst at Silvia Quandt & Cie, an investment bank in Frankfurt, Germany, said: "Adidas's ambitious plan can be achieved because the company has a good positioning for the combination of life clothes and sportswear."

Adidas completed sales of 10 billion 400 million euros last year, which is 24% (19 billion euros) lower than Nike, the boss of the sportswear market in the United States. The sales of Puma, its competitor, Puma, reached 2 billion 460 million euros.

As a sporting goods manufacturer, Adidas wants to capture the market share of running and basketball products while increasing sales of sports and fashion products. Adidas's subsidiary Reebok (Reebok) plans to become an industry leader in fitness and training wear around the world, he said.

Herbert Hainna said: "in the past 10 years, we have fundamentally reorganized the competition pattern of our industry, and have drawn the distance between the competitors who once followed us." He compared Adidas and Nike to the global competition of the two horse races.

Adidas sees North America, Russia and China as the future growth market, and plans to get half of its sales in those regions and countries in 2015. Adidas will open about 2500 new stores in China's second tier cities in five years, he said. Adidas plans to increase its market share in Russia by 10% to 70% in 2015, making it the largest supplier of outdoor clothing in Russia.

Adidas's operating profit will increase by at least 11% in 2015, he said. According to Bloomberg data, the company's operating profit increased by 5.05% last year and will reach 10.66% in 2015.

Puma, headquartered in Germany, announced recently that it plans to achieve an annual turnover of 4 billion euros in 2015. "Adidas's development plan is closer to reality than Puma," he said.