Can Nike Really Sleep In North America?

According to the world clothing shoes and hats net, a vigorous NBA

The ceremony did not seem to touch the hearts of investment analysts, and many investment banks are still the biggest in the world.

A less positive evaluation is given.

They believe that the competition between Nike and Adidas is becoming more and more crazy because the distance between them is shortening and the trend of development is going in the opposite direction.

As to who will go on, the result is self-evident.

Analysts at Wall Street's famous investment bank Jefferies

The stock rating is reduced from "buying" to "holding". They think Adidas is making the competition in the US market fiercer. Obviously, the US brand is not in a favorable position.

Adidas has successfully avoided the downward trend of the sports footwear market. The innovation of German brand in product design and marketing has posed a serious threat to Nike.

Jefferies's research report also said that Adidas is very good at integrating retro wind into sports products such as jogging, and has created many explosions and guided fashion.

In short, Adidas is increasing market share rapidly, while Nike and Jordan Brand are compressed.

Tom Nikic, an analyst at Wells Fargo Bank (Tom Nikic), saw a decline in a group of North American sports brands. Besides Nike, Under Armour and Lululemon's annual profit expectations were also not optimistic.

Nikic believes that the trend of sports and leisure is coming to an end. Now the market's products are generally not creative enough, and the sports goods industry will be in the adjustment stage.

He also said Nike was too high on expectations of market demand for its products, and the company's new quarter earnings report may be under pressure.

Although Nike still occupies 44% of the sporting goods market in the United States, Adidas has almost doubled its North American market share to 11.3% in the past year, according to NPD, a US market research firm.

"This has already caused panic within Nike," an analyst from Canada's Financial Services Company Canaccord Genuity told investors.

They also said that Nike's products will be more discounted in the physical stores this quarter, and Nike's performance is not very good at the famous chain stores such as Finish Line and Foot Locker.

According to analysts at Canaccord Genuity, Nike's lack of product innovation capability is also dragging its brand back. They even describe it as "old".

Although Nike's dominance is obvious, it also allows it to cope with the staggering progress, but when the patience of investors really begins to collapse, the tenses will become less well organized.

Jordan Brand has always been regarded as the most stable brand of Nike. If Adidas wants to break through Nike's defense line, it has to cross the "Jordan" first.

In the market segment of sports shoes, Jordan Brand can be regarded as Nike's "humerid minister" and is born with the US gene.

In this continent, Jordan Brand is surpassed by Adidas. I'm afraid you can't even think about it.

But this scene is actually happening.

According to a August data released by NPD, Adidas has surpassed Jordan Brand to become the second largest sports shoe brand in the United States.

For Nike, this is a real weapon.

NPD analyst Matt Powell (Matt Powell) issued a sigh, "I never thought that Adidas could accomplish such a feat in my life."

Adidas's popularity in the North American market is beyond imagination. Last month, Adidas's sales increased by 50% over the same period last year, of which the market share of sports shoes almost doubled to 13%.

According to Adidas's latest quarterly report, sales in the North American market increased by 31% over the same period last year. Obviously, this growth rate is still accelerating, which makes us expect much of Adidas's latest quarterly earnings.

In addition to the retro shoe money Superstar for Adidas in North America, there are Tubular Shadow, which represents the way of life in the future.

Adidas's performance is eye-catching, but Jordan Brand needs to reflect on its own problems.

Compared with the doubling of Adidas's growth, Jordan Brand has almost stopped in the past year.

Move forward, or you'll fall behind.

It is almost unthinkable that "Jordan" shoes can not be sold.

Even if the whole professional basketball shoe market is not as popular as it was in the earlier years, people are willing to believe that Jordan Brand can still be independent.

In recent years, Nike has been a bit flurried. In the field of professional basketball shoes, Jordan Brand is still unmatched, but this is not enough to maintain high performance.

As a result, Nike also moved on the way, and launched some classic sections for Jordan Brand.

At the end of last month, Air Jordan 32 was released. The design inspiration of this shoe is derived from Air Jordan 2, which is 31 years ago.

According to Jordan himself, Air Jordan has been exploring new materials and technologies, making the whole shoe style both retro and modern.

However, compared with Adidas's sales of a pair of fire, the new product of "Jordan" will not be robbed like it used to be.

Foot Locker CEO Dick Johnson (Dick Johnson) seems to have a lot of say in this respect. He thinks that in the North American market, the shoes of Jordan Brand are much slower than before.

In addition, in the second-hand shoe market, the Air Jordan series is also being eaten up by Adidas, and this situation has been going on for some time.

Two years ago, the market share of Jordan Brand's second hand footwear reached 90%, while Adidas occupied only 1%. Now, the German brand has soared to 45%, and it has already been able to fight against Jordan Brand.

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Josh Lubell, an analysis of second-hand footwear trading platform StockX CEO, said that if Nike pursues Jordan Brand blindly, it will weaken its brand value. In the long run, it is not a particularly wise choice.

In the face of the slump in the basketball shoe market, Nike should be in a dilemma.

If the retro wind can not solve the problem, then the problem of Jordan Brand may still appear in the style. For most urbanites, "Jordan" seems not too light, and the space of matching can be limited.

Even if Nike is anxious, it may be hard for us to see Jordan Brand anxiety.

However, what appears before the world is just an "anxious" and "radical" Jordan Brand.

The brand has realized that it is no longer possible to continue to eat Qiao's master's legacy, and to operate himself as a real sports brand.

Not long ago, there was news that Jordan Brand had signed a ten year long contract with last season's NBA regular season MVP Westbrook, the largest contract in the history of the brand.

Thunderbolt is also a natural Jordan Brand player with the highest income.

Qiao boss's meaning is very obvious, is to establish the head card.

In fact, there is no shortage of big players in the gang of Joe, but Leonard, Anthony and other stars. However, under the huge Nike aura, the brand of "Jordan" is still too low-key.

Now, Joe wants to dispel this low key.

Over the past year or so, Jordan Brand has been expanding wildly around the world, and has opened flagship stores in cities such as Chicago, New York and Toronto. Paris and Beijing have also joined the flagship store.

Just this past summer, Jordan Brand was crazy about Chinese presence. Apart from Leonard's China trip, the brand decided to launch personal signature shoes for Chinese spokesperson Guo Ailun.

Indeed, in the face of the threatening Adidas, Nike must strengthen the weapon of Jordan Brand. Otherwise, will it be possible for Nike to sit back and relax in North America?

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