Abstract
To explore the strategic situation of the sports industry during the Covid-19 Pandemic, this study used some cases of Nike and Adidas about advertisement and sponsorship during the pandemic. Through these analyses, it is clear to see the differences between Nike and Adidas’s operation patterns. It is also clear why Adidas is in a declining tendency during the pandemic. The competition between Nike and Adidas is an inevitable topic in the sports industry. They compete in many sports, such as soccer, basketball, and Esports. This study will collect the data about Nike and Adidas in different areas and analyze how they compete and who is the winner. After a detailed analysis of the cases, this study concluded that Nike is dominant in this competition now, even in some fields that Adidas used to dominate.
Publisher
Darcy & Roy Press Co. Ltd.
Reference10 articles.
1. Dominguze L. Nike vs. Adidas[J]. International Relations Journal 2020, 2020 (39): 37.
2. Keyser A J. Sneaker century: a history of athletic shoes[M]. Twenty-First Century Books, 2015.
3. Levitt D. Adidas and Nike go head to head at the World Cup. Who will win[J]? The Guardian, 2018.
4. Hoffman A N, Gold N, Curtin C. Nike, Inc.: Late Arrival to the “Athleisure-wear” Trend[M]//SAGE Business Cases. Rotterdam School of Management, Erasmus University, 2019.
5. Behr O. Fashion 4.0–digital innovation in the fashion industry[J]. Journal of technology and innovation management, 2018, 2(1): 1-9.