Nike Vs. Adidas: A Never Ending Brand War

Nike Vs. Adidas. A never ending battle of athletic and cultural supremacy. While Adidas came first, founded in 1924 (Adidas-Group), they have since become second best in most financial categories in America to Nike by a considerable margin. While much of Nike’s success comes down to location, their creativity, advertising strategy, and frankly their ability to land Michael Jordan cannot be overlooked.

The History

For Adidas, a European brand based in Germany, soccer was the first market they sought to dominate following its founding. In the 1960s, shortly before Nike’s emergence, the brand focused its advertising on soccer cleats. The ads showcased the brand’s quality and performance record, as well as their creativity, often partnering with top European players and teams to emphasize that Adidas means winning. Fast forward to the 1970s, following Nike’s arrival, Adidas started to shift its branding away from soccer and into running and basketball sneakers, to better position themselves in the American market.

Many of Nike’s early advertising echoed similar techniques of Adidas, promoting their products as the best, and wearing Nike was synonymous with winning. What separated Nike and Adidas in the early years of the rivalry was brand heritage. Adidas had already carved out its spot in the market as a leading presence in the field of athletic performance. However, what first separated the two brands was Nike’s fundamental shift in brand ethos, not only did they want to be the best, but they also wanted to make themselves out as an underdog figure. This was perfectly signified by their signing of then-NBA rookie Michael Jordan.

In the 80s and 90s, to better compete with Nike and Michael Jordan, Adidas began to look at partnering with new superstars, like the members of Run DMC. But Nike’s bold swing on Jordan represented a fundamental change that Nike was in the business of not just sports, but culture. Many of Nike’s best ads came as a result of a partnership between Jordan and film director Spike Lee. While Adidas played it safe in its messaging, sticking with its roots as a high-performance brand that is synonymous with winning, Nike boldly pivoted. Nike wanted to be a brand not just synonymous with winning, but with what’s cool, and it was this risk that allowed them to dominate the first few decades of their rivalry.

While neither brand has undergone a major rebrand, Nike sticking with its swoosh and “just do it” and Adidas always sticking with its three stripes, they have shifted their strategy and brand ethos several times as their rivalry continues.

Modern Day

Fast forward to modern-day and Nike has established itself as a brand that represents athletic performance and social justice champion. Their ads and brand strategy reflect their commitment to empowering athletes and people who purchase Nike products. While Adidas for the most part has stuck to its roots, showcasing that its brand means winning. Although being stagnant is not always the best strategy, Adidas has done a much better job at partnering with major athletes whose influence, like Jordan goes beyond the sport. Their partnerships with Leo Messi, David Beckham, and now Anthony Edwards have further signified this shift.

The latest innovation in this rather one-sided rivalry has again come from Nike. As evidenced by their “Nike by You” customization service and their SNKRS app, the brand has showcased its willingness to position itself as a B2C brand that can provide an online community for its customers. With Adidas still searching for ways to compete, it’s fair to say that Nike’s ability to take risks, embrace modern technology, and create messaging that goes beyond sports has further cemented their dominance in this rivalry.