Shoes &#34 Between Adidas And Nike; War "

Let's talk about the two great things we are familiar with today.

Brand name,

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The competition between them is like the art of war of Sun Tzu, a sporting goods company. First of all, let's start with their origin.

According to the world clothing and shoe net, Adidas was founded in 1949 and is a Adidas AG member of sporting goods manufacturer in Germany.

Named after its founder Adolf Adi Dassler (Adolf Adi Dassler), began manufacturing footwear products in heto 1920.

Nike was in 1962. Bill Bowerman, a graduate of University of Oregon and alumni Phil knight, co founded a company called "Blue Ribbon", the main sporting goods.

In 1972, the blue ribbon company was renamed Nike and began to create its own legend.

But it is very dramatic that Nike founder Phil knight is a Adidas fan. He spent all his schooldays wearing Adidas clothes and shoes, the so-called deep hatred of love. Phil Knight's goal of building Nike is to defeat Adidas one day. His graduation thesis is how to challenge Adidas to become the global sporting goods supremacy.

The dream is always beautiful, but the reality is cruel. At that time, Adidas's global turnover has reached two billion US dollars.

Though Phil Knight tried many ways, he could not even touch the edges of Adidas.

The so-called persistence is victory. In 1985, Nike finally welcomed its own spring. One person's success helped Phil Knight achieve the dream of surpassing Adidas.

That man is Michael Jordan, the God of basketball.

In 1985, Jordan shot an advertisement for Nike's "walk in the clouds of Jordan", which instantly led Nike's sales to skyrocket and surpass Adidas as the first brand of sporting goods.

In fact, Jordan was only a small celebrity before Nike had filmed an advertisement. At that time, he had just entered NBA for a year. Only a few Bulls fans knew him, but Phil knight was very optimistic about Jordan and made him the spokesman for Nike brand.

With the continuous promotion of advertising, Jordan has become the most famous NBA star.

Jordan said before retiring: it was Phil knight and Nike who turned me into a dreamer.

But you may not know that Jordan is also a standard Adidas fan. Jordan wore Adidas clothes and shoes from an early age. Jordan initially hoped to get a contract from Adidas, but Adidas would only spend 100 thousand dollars on signing the contract, but Nike was different. The price at that time was $2 million, and he promised to build up his personal brand with Jordan as the image, and in the sales of every pair of Jordan sports shoes, he could deduct the percentage of Jordan.

How did Adidas fail to think of its abandonment of Jordan and create a strong opponent for herself? Then Nike successfully signed many famous sports stars such as Kobe, Ronaldo, Lewis and so on, breaking the myth of Adidas King walking alone.

From then on, the situation between the two tyrants was launched.

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Of course, the thin camel is bigger than the horse. Adidas still has a large market. That is a large-scale international sports event. In 1928, when the founder of the company, Adi Dassler made the first pair of sneakers for the athletes of the Amsterdam Olympic Games, the history of Adidas was closely related to the Olympic games. Adidas, the Athens Olympic Games, provided equipment for 26 of all 28 sports.

In fact, it is the international sports competition of the Olympic Games that provides the best platform for Adidas to display the quality of products. It is precisely this marketing feature that has made Adidas.

Then we'll talk about some of their competitions in international sporting events.

1996 you are still an official partner of the Atlanta Olympic Games in the United States. You must know that the Olympic Games are international competitions. Nike certainly is not willing to set up a Nike battalion outside the stadium to publicise your products so that many people mistakenly believe that Nike is also a sponsor of the Olympic Games. "Adidas"

This tactic has also become the main strategy of Nike since 2008. Until the 2008 Beijing Olympic Games, Adidas invested 1 billion 300 million RMB to win the official partner. All athletes were required to wear Adidas's clothes when they went to the stage to receive the award. All the technical officials and volunteers also had to wear Adidas's clothes and shoes.

Of course, Nike is not too ready to sign the agreement with China's 22 sports teams to provide athletes' suits and shoes, but also successfully signed Yao Ming and Liu Xiang.

This trick has made Adidas unable to speak out of the gloom. The strength of Chinese athletes is enough to make Nike famous. In August 18th, Liu Xiang announced that it was a bolt from the blue for L Nike, and Nike immediately convened a meeting to discuss the countermeasures. The final plan of Nike came up with a press conference to express Liu Xiang's understanding. And on the second day of China's major front page, he published a huge advertisement: love competition, love all the dignity, love win it back again, love everything, love glory, love setbacks, love sports, even if it hurts your heart.

This sensational advertisement made Nike win the favor of the masses and won the loyalty of Liu Xiang. I don't know if you still remember that in 2009, Liu Xiang, who had recovered from her foot injury, was stunning in Nike's custom-made mandarin duck shoes, and Liu Xiang changed 5 suits from 15 minutes to the awards.

Liu Xiang's actions really made Nike make a lot of money.

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