Adidas is a German multinational brand that designs and manufactures sports footwear, apparels and related accessories for athletes, sports enthusiasts and fitness lovers. Adidas was founded in 1920 with the name of Dassler Brother Shoe Factory and named as Adidas since 1949. After Nike, which is the world leading brand of footwear, Adidas stand the second largest brand in the world. Adidas most valuable acquisition was Reebok Sportswear Company which took place in 2005 for $3.8 billion. This acquisition allowed Adidas to compete Swoosh Nike.
Let us discuss for key facts and figures of Adidas. The mission of Adidas is to be the best sports company in the world. The company’s worldwide employees are 56,888 that comprising 50% male and 50% female. Adidas has produced 900 million units worldwide in 2017. The net sale made by Adidas was €21.218 billion in 2017 and investing €187 million in R&D. Adidas brand is a huge success but still having strong competition in the market.
List of Top Competitors of Adidas
Do you know which brand is the world’s leaning footwear and clothing brand? Your answer should be none other than Nike. It is the most trusted brand looking for inspiration and invocation in the life of every person who has a body.
Nike Inc. was incorporated in 1969 that designs, manufacture, market and sells sports footwear, apparel and other related accessories and services. Nike Brand, Converse, Hurley and Jordan Brand are the portfolio brands of the company. Nike is a great success through its product innovation and superior quality. Nike is the Top competitor of Adidas.
NIKE Brand Valuation. $122.3 billion
PUMA is worth mentioning and one of the strong Adidas competitors. The reason is that once Puma and Adidas were operated under the brand name of Gebrüder Dassler Schuhfabrik by Rudolf and Adolf. Later on their relations were deteriorated and separate the entity in to two companies Adidas and PUMA. Now PUMA is competing with Adidas brand in the market.
PUMA designs and manufactures, distributes and sales lifestyle and sports products i.e. footwear, apparel and other related accessories. PUMA brand categories consist puma, tretorn and cobra golf. Both Scandinavian Tretorn Group and Cobra Golf were acquired by PUMA in 2001 and 2010 respectively.
PUMA Brand Valuation. $6.8 billion
The third in the competitor list is Under Armour. Another successful brand in the category of sports, footwear and casual apparel founded in 1996. The company shows great commitment and become leader in the apparel and footwear industry. According to the company annual report, it the business activities of UA is to develop, market and distribute footwear, performance apparel and related accessories for women, men and youth. From youth to professionals, Under Armour products are worn by athletes and active lifestyle consumers. Its 66% revenue was generated by apparel products and by region and North America produced 76% revenue. Without any doubt Under Armour is a strong competitor of Adidas.
Under Armour Brand Valuation. $9 billion
New Balance is an American multinational brand that maintained its manufacturing presence in the United States and United Kingdom. This company products are more expensive than its competitors like Adidas, Nike and Under Armour. The reason behind premium pricing is the product quality and technology integration also because USA and UK consumers always prefer high quality products. New Balance is a tough competitor of Adidas and my popular brands in the footwear and apparel category.
ASICS founded in 1949 with the committed to contribute to society through sports. ASICS is Japanese brand engaged in developing, manufacturing and selling of sports goods. The ASICS target market is United States, Australia and United Kingdom. The ASICS announced an online platform for Indian market in December 12, 2018. In 2011 the ASICS replaced Adidas and became official kit manufacture for Cricket Team of Australia. ASICS is amongst many competitors of Adidas.
Fila is a Korean based sport company that manufactures and distributes both sports and leisure footwear and apparel. Fila is a good choice for middle class people who are the major population of any society. Fila has a rich background and remained an important part of several sponsorship e.g. Australian cricket team, Korean football team and many other. The company regularly sponsors events and many athletes and sports personalities are its brand ambassadors.
Hanesbrands is an American apparel brand that designs, manufacture and sells different type of apparels to men, women and youth. There are four basic segments of the company Innerwear, activewear, direct to consumer and international. The Hanesbrands target market is United Kingdom, Italy, France, Spain and Germany. In the apparel segment it is one of Adidas competitors.
Foot Locker is another competitor of Adidas brand. Foot Locker is an American athletic footwear and apparel retailer situated in New York City, They are operating two different segment. The athletic stores through retails and direct to consumer segments through its website and catalogue. It has more than 3000 stores that are located in United Stated, Canada, Asia, Middle East and Europe. The company showed great commitment and ranked 348 on fortune500 list.
Li Ning is a Chinese company that manufacture sports footwear and sports goods. Both in China and different parts of the world Li Ning has many endorsements. In the Chinese market Li Ning is the main Adidas competitors, who are generating 19.8 and 16.8 percent market share respectively, and domestic brand Anta with 8% of market share. As a part of marketing strategy the company is aggressively engaged in contracts and endorsements with different players and sports team.
Anta is a Chinese sportswear company that designs and manufactures and distributes and sells sports footwear, clothing and related accessories under the brand name of ANTA. This sports company is the sponsor and supplier of many sports teams, athletes and associations. Among Chinese sports brands Anta holds the number one position and in the overall Chinese market after Nike and Adidas ANTA hold the third place with 8 percent market share. We can say that Anta is one of the top Adidas competitors of Adidas and Nike in the Chinese market. Anta also buys and distribute international brands like Fila and Descente.