The Athletic Shoe Industry

Paper Summary:

This paper discusses the main players in the sports shoe industry: Nike, Adidas and Reebok. It examines the merits and marketing strategies of each brand individually and the global competition between them. It evaluates trends in the athletic shoe industry and shows how Nike, Reebok, Adidas and other sports companies are fitting in as the new fashion powerhouses although not in the same category as Giorgio Armani and Gianni Versace!

From the Paper:

"Nike builds its image by concentrating on the benefits of difference and diversity. In Ireland Nike is the governing brand among 12-13 year old males. Adidas is the second preference here, with Reebok a relatively distant third. Nike depicts the best way to adapt a product without depending on brand-name recognition or the withholding of product attributes. The personality of their product patronizes loyalty among people of different ages. Nike ads presenting women with icon of competition even victory and a motto of self-reliance describe a version of feminism that is affirmative with their aspirations. In Southeast Asian countries, Nike footwear is a symbol of class and status. The prices charged here are relatively high, since the disposable income is low as compared to United States. The Nike slogan, "just do it" revitalize people to believe everything is possible as long as you believe in yourself and does not give up. Hence, when purchasing Nike sportswear, customers do not only purchase the utilitarian product but recognize with the values and attitudes allied with the "Nike story". Nike footwear are well known, but its basketballs, golf bags, soccer pads, football gloves and watches are less celebrated. Nike products are produced all over the world and have to some extent monopoly in the sports-shoes business."

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