Adidas Can'T Afford To Compete With Nike For So Much Money.

Adidas may never be able to reach Nike's annual sales of 3 billion US dollars, but it is doing everything in its power to make Nike obsolete - first win the taste war, and eventually build enough Street image to win long-term competition, and ADI's endorsement tends to be more avant-garde young athletes or celebrities across the fashion circle.

Nike headquarters's preventive measures and security work are very strict.

The "innovative kitchen" is the design center of Nike, where there are "libraries" showing every shoe produced by Nike, which is open to a small number of backbone designers and researchers.

The "innovative kitchen" carries the important expectation of the sports shoes giant, and can even be regarded as the cradle of the best sneakers in the world.

Later, 3 superstars in the kitchen, designer Dennis Dekovic, Mark Mcna and mark Dolce, were picked up by Adidas, forcing Nike to fight back by legal means.

Dolce once helped Nike develop the most exciting products, including the air force 1 Series (AirForce1), which is the backbone of hip-hop culture advocating flawless design.

The thing is this: in 2014, dissatisfied with the repressive atmosphere in the kitchen, 3 designers began to discuss the establishment of their own design studio.

Adidas just pulled out the olive branch as needed, and they accepted it, and opened Broolyn's studio in Adidas's name.

The 3 designers therefore became "anti Nike": small and smart, free thinking and anti bureaucracy. They had the right to get inspiration directly from the street and join the product manufacturing.

So Nike threw $10 million in a lawsuit, claiming that 3 designers were defaulting, with a series of other indictment, including civil collusion.

The central point of the prosecution is that 3 designers have provided business secrets to Adidas.

Nike claims that he had copied the contents of his laptop and left it as a private design document before leaving.

But after checking all kinds of information provided by electronic equipment and designers, Nike still has no evidence to accuse stealing commercial secrets.

Two months later, Nike and the 3 designers agreed to solve the lawsuit privately.

After that, Adidas quickly incorporated the 3 designers into the company.

Besides,

And Adidas also held court because of a series of other cases.

For example, the design of knitted shoes on both sides has caused disputes.

Before the London Olympics in 2012, Nike and Adidas launched their first knitted sports shoes, Nike's Flyknit and ADI's Primeknit.

Nike was released in February that year, and ADI in July, and praised the product as "the first type of running shoes".

Subsequently, Adidas received a patent infringement lawsuit letter from Nike's German division, calling for the end of the production and sale of Primeknit in Germany.

In August 2012, Nike won the lawsuit, and Adi stopped producing and manufacturing this kind of knitted sports shoes.

As a counterattack, ADI turned to question the justification of Nike's European Patent in a few months.

As a result, Nike's patent is invalid. Adidas can produce shoes with knitted elements freely, but it is not over yet.

Since then, Nike and Adidas have begun selling their respective products in the US respectively.

In the late 2012, in order to prevent Nike from selling shoes, Nike also questioned Nike's patent rights.

Later, Nike lost the lawsuit and appealed again, claiming that he invented the "new" knitted technology and "satisfied the need for more efficient manufacturing of sports shoes for a long time."

In short, the two companies always fight for market share, especially in the United States, where their wars inevitably go to court.

But even so, Nike still occupies the first place.

Rumor helped persuade Nike 3.

Job hopping Adidas is Brian Foresta, deputy director of ADI basketball design. At present, Adidas is even more advanced in this sport.

"When a brand is inserted into a giant wing, just like blood sugar rising, it starts to increase sharply and then weakens."

Fores Kobita said, "I've experienced ADI before, but that's not what we want to do."

On the contrary, he said he decided to stop some projects and continue to invest heavily in promising design products.

"We have competitors like Nike in all respects."

Fores Kobita said, "but they will not threaten us in any way, because they are heavyweight, big companies, too saturated in the market, and I think people are looking for change."

Of course, for Nike, "over saturation" is the other side of the exclusive market.

Adidas may be aggressive, or it may have the courage of the underdog.

But Nike has been winning for so long in the war on sports shoes, so relying on the legacy mode can also easily maintain the fruits of several years.

The brand Jordan endorsed alone accounts for more than 20 times the market share of basketball shoes in the United States than Adidas.