Who Will Win The Battle Between Adidas And Nike In 2015?

2015, it is the sports year, because there is no world cup and no Olympic Games. At the same time, it is also a sports year, because there are other wonderful things outside the stadium.

We say that 2015 is the first year of China's sports industry. In this year's sports circle, there are too many surging waves, competition copyright is killing, big companies are playing a big role and policy dividends are coming.

In fact, there are too many stories to look back on in the world's sports ecological circle.

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In the world sports arena is like a pair of Siamese twins, no one can get rid of their opponents' independent existence.

The competition between them has formed a pole of world sports. In this particular ecosystem, the two parties jointly interpret the resentment and hatred of the world.

The past year has been a special year for the two brands, and their multi facade confrontation has made the seemingly ordinary 2015 spots grow in clusters.

The story also starts with China.

The origin of cooperation between Adidas and Chinese football national team dates back to the 80s of last century. The two sides went through more than 30 spring and autumn together.

Each cooperation cycle keeps pace with the world cup.

Although the Chinese men's soccer team has only one world cup experience in 2002, the cooperation between the two sides can be maintained smoothly and happily due to the super influence of football in China.

During the Brazil World Cup, Adidas will provide more than $100 million sponsorship fee per year for China team.

When the Chinese men's soccer team went out early in 2011, Adidas's belief in the investment belief of the Chinese team was shaken, resulting in the idea of reducing sponsorship fees. This is undoubtedly a huge difference with the Football Association's expectations.

At the beginning of this year, all the dust settled.

The old couple of Adidas and Chinese football finally came to an end and replaced their old rival, Nike.

This is a new ten year journey.

The first test after the two hands was Australia's Asian Cup.

The performance of the national football team in the group match is beyond everyone's expectation, and the three games are all win, and the game is more fans.

Although the next knockout tournament failed further, the result was enough to make Nike smile.

But honeymoon is always short.

In the World Cup qualifying match, the performance of the national football team began to fluctuate. Although it has not been decided yet, it is also difficult to get into the top 12 matches.

In the first year of cooperation between Nike and China, a word was used to express high and low, but the road ahead is still long.

Recently, the Chinese Football Association expressed its desire to bid for the 2023 Asian Cup, which is undoubtedly good news for the development of Chinese football.

Will the national feet make Nike feel worthwhile at that time? Will Adidas regret the decision to give up the country's feet? This can only be left to time to answer.

Lost in the East.

As far as national football is concerned, Adidas is still pulling a city in European football.

Red Devils Manchester United have worked with Nike for 13 years, but in the 2015 summer, the two sides broke up, mainly because Manchester United demanded high prices and raised harsh income sharing requirements.

At this point, Adidas killed and accepted United's annual sponsorship fee of 75 million.

This figure is indeed amazing, more than double the sponsorship contract between Adidas and Real Madrid.

And it also directly raised the price of sponsorship of European giants, and imagine how much money Adidas should use to retain them when the Real Madrid and Chelsea contracts expire.

Adidas's replacement of Nike for Manchester United is of strategic importance.

But half a year later, Manchester United's performance on the field can not make Adidas happy.

The Champions League group came out, and the six round was the end of 2015.

Now, when we mention the Red Devils, the only thing people care about is when Van Gaal will finish class, which is absolutely the last thing for Adidas to see.

But Manchester United is still Manchester United. It is a matter of time to recover their competitiveness. And last year, the United States sold 2 million shirts, and its market appeal is still strong.

If Manchester United's temporary turmoil is not enough to make him worry too much, another big event in 2015 must have made him feel depressed.

It has been more than half a year since the FIFA corruption scandal broke out. During this time, FIFA's image and reputation dropped to the bottom and many sponsors quit.

Although Blatter and Platini have been sentenced to eight years' imprisonment, the storm is far from over, and Adidas, as the world's top partner of FIFA, has no light.

However, FIFA still holds the world cup, which is the biggest bargaining chip that Adidas can not let go. In the face of the current dilemma of FIFA, Adidas can only swallow it up.

On the basketball court, Adidas also announced this year that it is about to lose a partner who has worked together for many years, that is, NBA.

In June, Nike and NBA announced a formal partnership to form a global licensed product and marketing partner.

In the eight years from the start of the 2017-18 season, Nike will become the official clothing supplier of NBA.

As early as 2006, Adidas signed a 11 year cooperation agreement with NBA for $400 million.

However, as a clothing supplier, its own brand Logo can not appear on the players' robes, which makes the effectiveness of publicity greatly reduced.

On the sneakers, Ross, wall, and James and Durant in Nike camp are not at the same level.

What needs to be pointed out is that the new agreement has made Nike the first garment partner who has brand Logo on the NBA field, which is a heavy blow for Adidas.

After losing the backing of NBA in Adidas, which has been losing ground in the North American market, the right to speak will also be severely compressed.

Seeing that the NBA market will be totally embezzled by Nike, Adidas has responded in due course. This time it has locked the Rockets' star Harden.

The rockets hit the Western Conference finals with harden's leadership last season, and harden's personal ability has been widely recognized in the industry.

Although it is still thin compared with Nike, it is also a landmark event of ADI's new star strategy.

However, in the new season, harden and rockets went astray together, and could not find the team who entered the Western Conference last season.

The new season has been in the past two months, the Rockets experienced a change in the ups and downs of the ups and downs, Harden himself more energy was also obsessed with off-site life, has been unable to get the MVP level of stable performance.

This year, Adidas may be more bitter in the NBA market.

Nike also made a move at the end of the year to sign a lifelong contract with the star James.

James's business value does not need to be mentioned. Last year, the sales of personal shoes reached 340 million dollars, far more than that of Durant, and this year it is expected to reach 400 million dollars.

Although it is over thirty years old, James has ensured that he is in an invincible position for today's Star League.

2015, the competition between Adidas and Nike has spanned from basketball to soccer, extending from North America to the whole world.

We can not judge who wins or loses, but all two have handed in good pcripts.

Adidas's profits in the first three quarters rose 7.6%, net sales rose 16.7%, while Nike's total stock price rose 37% in 2015.

This year, Adidas may be a little upset, but Nike has steadily opened up territory, and there is no end to the contest between the two sides.

2016, the European Cup and the Olympic Games are coming one after another. The battlefield behind the competition will also write more stories.