They have been in a battle for the hearts, minds, feet and wallets of consumers for nearly 40 years now. This new consumer powered battle has been taken to markets around the globe, and no where now is it more pronounced that in 2008 Olympic Beijing.
The real showdown at the Olympics this year comes down to two main competitors: Nike vs. Adidas. Athletes competing at this summer's Olympics are fighting for a trip to the medal stand. For Nike and Adidas, the Beijing games are a brawl for 21st century dominance of the sneaker world.
While every Olympics is a dogfight for the longtime rivals, this year's games are a bigger deal. Beijing's the doorway into a vast new market. There are 2.6 billion feet in China, most of them without sneakers. Both companies expect the country to be its second-largest market, after the U.S., within a few years. "It's the ultimate land grab".
For Adidas it's especially important. After an ill-fated 2005 deal for Reebok failed to juice Adidas' results, the three stripes finds itself increasingly marginalized by the swoosh. Adidas sees this summer's Beijing Olympics as a way to make up ground....
But while referees and staff will be running around Beijing in their Adidas, the bulk of the athletes getting attention will be competing in their Nike gear--and getting most of the air time, both live during the games and in all the follow-up photos and video to be viewed for years to come.
A high jumper will have a Nike shirt on while jumping, then an Adidas shirt when receiving a medal on the stand. Which would you rather have?"
While every Olympics is a dogfight for the longtime rivals, this year's games are a bigger deal. Beijing's the doorway into a vast new market. There are 2.6 billion feet in China, most of them without sneakers. Both companies expect the country to be its second-largest market, after the U.S., within a few years. "It's the ultimate land grab".
For Adidas it's especially important. After an ill-fated 2005 deal for Reebok failed to juice Adidas' results, the three stripes finds itself increasingly marginalized by the swoosh. Adidas sees this summer's Beijing Olympics as a way to make up ground....
But while referees and staff will be running around Beijing in their Adidas, the bulk of the athletes getting attention will be competing in their Nike gear--and getting most of the air time, both live during the games and in all the follow-up photos and video to be viewed for years to come.
A high jumper will have a Nike shirt on while jumping, then an Adidas shirt when receiving a medal on the stand. Which would you rather have?"
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