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Article Review 2

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Please note that my tutorials are just a help and must not be taken as a ready to submit assignment for
geng good grades. I think that good grades cannot be achieved unless you too put in some eorts and
add the concepts that have been taught in the class. No maer how hard we try, our answers are bound
to be a lile generalized because we don’t know what was taught in the class. Take help and if you are
sa$s%ed with the help, leave a posi$ve ra$ng immediately, irrespec$ve of your grade in the exam. This is
because the tutor has spent $me and eort in giving you help and you also need to read and make
changes to the help before subming it formally. If you are not happy with the tutorial, please contact
me rst. I will refund you. You don’t have to rate F (unfair) to get your money back, this is not ethical.
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Abstract
In my essay I introduce the topic by presenting a brief history of the beginnings of each
of the two firms. Adidas originating in Germany and Nike originating in America. I then
go on to introduce some of the first products the companies made and the technological
breakthroughs they respectively made. I then move onto discuss how both of the firms
have used well known athletes and celebrities to endorse there products and how this
has affected there sales. I identify how advertising has changed over the history of the
companies and how it is no longer about marketing the products that they sell. The
companies now focus on marketing the brand over the product to improve brand equity.
I then talk about how Nike has used ambush marketing to reduce the impact of some of
Adidas’ marketing campaigns. I then discuss the flotation of Nike and Adidas on the
stock exchange and how the new CEO’s at Adidas have changed the way that the
company operates. In conclusion I found that both companies are trying to enter each
others market of origin by purchasing a smaller company from there continent, for
example Nike purchasing Umbro. I found that Adidas must introduce a pioneering
product or the will face the

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risk of falling further behind to Nike.
Present a comparative business history of two firms - Adidas & Nike in respect to their
rivalry
Adidas and Nike are two of largest firms in the sports industry.
“adidas commands nearly a quarter (22 %) of the worldwide athletic footwear and
apparel market.”
(Mcafee/ 4/1/10/ [Online])
“adidas trails behind only Nike, which holds a worldwide market share of 33%.”
(Mcafee/ 4/1/10/ [Online])
The two modern giants are at the forefront of many technological advances in sports
attire and hardware. The competition between the two firms has grown over the pairs
history. I aim to compare and contrast the two in respect to their rivalry, in order to
obtain a greater understanding of the way they operate and identify their similarities and
differences.
Originating in Herzogenaurach, Germany, Adidas was founded by Adolf Dasler, a man
whose aim was to provide every athlete with the best footwear for their respective
discipline. Dasler was a pioneer in the sports-shoe industry and throughout his working
life created some of the footwear that has revolutionised sport as we know it today.
“700 patents and other industrial property rights worldwide are proof of his permanent
quest for perfection.”
(Adidas/ 4/1/10/ [Online])

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Blue Ribbon Sports was founded on 25th of January, 1964 by Bill Bowerman, an
American track and field coach and Philip Knight, one
of Bowerman’s pupils at the university of Oregon. Bowerman originally hand crafted
shoes for his runners and believed,
“there’s a direct correlation between equipment and athletic performance”
(Nike Biz/ 4/1/10/ [Online])
In 1964 the company sealed the right to distribute Onitsuka Tiger shoes, the business
relationship ended in 1971 after a disagreement with the Japanese firm. Nike was born
in 1971 along with the release of Bowerman’s first shoe ‘The Nike’.
Adi Dasler was well on his way to fulfilling his dream, in 1928 athletes at the olympic
games in Amsterdam wore shoes from his workshop. By 1930 Dasler had a workforce
of nearly 100 employees and was making 30 types of shoes for 11 different sports. It
was after the second world war in 1948 when ‘Adidas’ was introduced as the company
name. The iconic three stripes were registered in 1949 and to this day are recognisable
all over the world. It was the 1954 world cup final when the German team were given
boots with screw in studs that could be changed to adapt to any weather condition, this
new technology and the Germans who were the underdogs in the game helped put
Adidas firmly on the map.
In 1970 Bill Bowerman began experimenting with rubber spikes, he poured liquid rubber
into his wife's waffle iron, the result would forever change the design of running shoes,
shortly after this ‘The Nike’ was released and finally in 1978 the company
name was changed to ‘NIKE, Inc’. In December 1980, Nike entered the stock exchange,
two million shares were offered, the revenue generated from the sale of stock would be

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Please note that my tutorials are just a help and must not be taken as a ready to submit assignment for getting good grades. I think that good grades cannot be achieved unless you too put in some efforts and add the concepts that have been taught in the class. No matter how hard we try, our answers are bound to be a little generalized because we don't know what was taught in the class. Take help and if you are satisfied with the help, leave a positive rating immediately, irrespective of your grade in the exam. This is because the tutor has spent time and effort in giving you help and you also need to read and make changes to the help before submitting it formally. If you are not happy with the tutorial, please contact me first. I will refund you. You don't have to rate F (unfair) to get your money back, this is not ethical.Bluehomeworks.comAbstractIn my essay I introduce the topic by presenting a brief history of the beginnings of each of the two firms. Adidas originating in Germany and Nike originating in America. I then go on to introduce some of the first products the companies made and the technological breakthroughs they respectively made. I then move onto discuss how both of the firms have used well known athletes and celebrities to endorse there products and how this has affected there sales. I identify how advertising has changed over the history of the companies and how it is no longer about marketing the products that they sell. The companies now focus on mark ...
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