Competition between brands
Today, the sneakers market has taken an important part in our society today it represents 90 billion dollars. We then have several major brands such as Nike, Adidas or even Vans who share the demand in this sector. However even if in the sneakers market, Nike and Adidas share the first two places, their competitor continues to be successful with customers.
As the numbers show, many people buy sneakers today. Whether for collection or clothing, each sneakers has a goal behind the sale of the latter. For example, Vans sneakers will have a goal and a less streetwear clientele will be much more lyfestyle sneakers, which can be worn every day compared to Nike shoes which are much more streetwear. These brands then have different commercial strategies in order to position themselves on the market and have their customers.
Nike and Adidas the great figures of the sneakers market
Nike and Adidas have one thing in common, they are both brands that specialize in athletic footwear. Both dominate the sneakers market and have the best sales figures. Nevertheless Nike remains the leader in this industry with a turnover of 24.2 billion dollars in 2018 against 15 billion for Adidas. In addition, their places can be explained by the fact that they were able to win against their competitor by buying their shares and having a better positioning than the latter. Reebook is now the property of Adidas and Converse that of Nike for example.
Everyone knows Nike and its famous comma, the American firm knows and has a certain notoriety. She knows her success through the athletes who represent this success and this value for money. in the world of sports. However, Adidas will bring a more global, attractive and aesthetic vision of the sneakers. The latter will also choose to be represented by artists better known to the public. It will then offer a larger choice of original pair and collection than at Nike. For example, rapper Drake's Yeezy sneakers collection released sandals as shoes. If Nike has decided to embody streetwear in these sneakers, then Adidas has decided to focus on a pair of streetwear sneakers that can be worn in the office or in everyday life which therefore broadens its clientele through diversification. . Despite similar products, we can see that what differentiates these two companies then remains their commercial strategy and for whom their product is addressed.
Unfair competition and the issue of plagiarism?
With the success that surrounds the sneakers market unfortunately comes with fraudulent methods to make money. The big brands then face unfair and illegal competition which is counterfeiting. These products are all the more sold at a much lower price and are difficult to control for brands.
Recently the Nike brand is seen copying the design of one of its Air Max by the artist Lil Nas X and the company MSCHF. They released without Nike's permission a pair identical to the AIR MAX 97 but a customized version "Satan" with satanic details and real human blood.
