The Battle Between Nike And ADI'S Struggle For Hegemony Is Falling Into The Wave Of Endorsement.

For decades, no company seems to be able to subvert Nike, the global sports shoe giant of $86 billion.

But recently, Adidas has suddenly launched a large-scale "arms race": digging up designers, signing superstars, developing modern technology, and trying to get rid of the throne.

Nike's endorsement strategy seems to be: beating opponents.

It is reported that they spent a total of 8 billion dollars on publicity endorsements since 2002, and can know a bit from the company's all star lineup.

Young people have caught the attention of the tide.

Last August, Adidas announced the signing.

Rookie - Justice Winslow, who won the national championship in Duke last year.

After signing the contract with Adidas, he said: "what they do to Kanye and the sports classics is changing the rules of the game."

Adidas may never be able to reach Nike's annual sales of 3 billion US dollars, but it is making every effort to make Nike obsolete - first win the taste war, and eventually build enough Street image to win long-term competition.

Experts estimate that the size of the global sports shoes market is around $55 billion, which is more than the national GDP in Ethiopia.

No one likes to buy sports shoes more than Americans, and they buy more and more.

According to the NPDGroup survey, US consumers spent $28 billion on sneakers in 2014, almost 50% more than they did 5 years ago.

NPD analysis of Matt Powell, who claims to be "sports shoes scientist", believes that this growth will continue in the foreseeable future. He said we are entering a "eternal country of sports shoes".

It controls 62% of the US market share, while ADI's share of the US market is only 5%. The reasons for its hegemony are various: large size, fashionable appearance, strong endorsement, and cater to the traditional supporters of the veteran brands of Portland pioneers and Jordan, which are some of the coolest and most desirable Sports shoes. It employs 650 designers, more than any shoe manufacturer (only 200 of Adidas), and gives them unrivaled resources.

Nike is willing to make huge bets, and when it comes across problems, it will admit mistakes and move on.

Over the past few years, Adidas seems destined to lag far behind Nike in the US.

ADI is rooted in football culture. (now it still provides clothing for clubs including Manchester United, AC Milan and Real Madrid) and maintains a position as top sports shoe retailer in Western Europe.

Although it has offices in the United States, most of its designers and executives are stationed in Germany's global headquarters.

The average American consumer often can't buy ADI's products, and it's not surprising that ADI also discriminate against American rugby, baseball and basketball "San Sheng".

This situation has changed since 2014, along with North America.

When the new president Mark Kim took office, he launched an unpredictable challenge to Nike - Kanye's shoes were only a small part of it.

Under the leadership of Kim, Adidas invested heavily in advertising and swallowed new spokesmen.

Last summer, Adidas hit Adidas's heaviest hit, a higher price than Nike snatched NBA's "long bearded legend", which reportedly spent $200 million on a 13 year deal.

In fact, Adidas is in the most active marketing activities in the company's history, just as American singer and music producer Farrell designed his own dots, Adidas sneakers and lime green jacket.

In 2014, Adidas also sold a pair of $800 pairs of sneakers with Gothic Rock designer Rick Owens. Owens is the Dark Lord of senior men's clothing, combining his grotesque sports shoes with sheepskin.

The YeezyBoost350 low tube shoe was launched in June last year, using seamless textile mesh upper and lace rope, which was sold out within an hour.

Adidas has also developed a key innovative technology in the Boost product line, which uses patented elastic foam material on the sole.

And Adi pforms the positioning of Adidas sports classic series (Originals trifoliate) sports shoes such as Stan Smith and StanSmith into Superstar, not just sneakers, but more direct fashion.

In addition, ADI's creative director was pferred from Germany to the United States with a team of top designers. They were shouldered from Nike to seize the US market.