This paper analyzes the marketing approaches of rivaling companies, ADIDAS and Nike.

When thinking of athletic clothing the first two names that pop into most people's minds are Nike and Adidas, they have been product rivals for years. They have been known to have the same target market, same type of merchandise, and the same type of prices. More than ever, they are attempting to differentiate the two brands in their customer's eyes, especially when selling their athletic wear to women. Both Nike and Adidas have positioned …

…same convenient global availability, dependable merchandise, and standard prices, Nike was able to successfully advertize through implication of a "good guy" image. They want their customers to perceive them as encouraging and empowering to women rather than a company that idolizes the typical size two model. Adidas was also effective in positioning their brand by combining their initial look with an urban style. Whether one prioritizes comfortableness, performance, or fashion, Adidas has made the accommodations.