As a rising star, NIKE and Adidas were facing enormous pressure. The company is its founder - German Adi • Dassler (Adi Dassler) named, is the world's oldest sporting goods manufacturer. In 1936, the 11th Olympic Games, the distinguished African-American athlete Jesse Owens meet nike • running shoes to win four gold medals in one fell swoop. Since then, the world's best track and field shoes, Adidas thriving for decades. In 1972, the first batch of Nike shoes began to launch sales. Over the next 20 years, NIKE shoes gradually, Adidas completely eaten lunch. Today, Adidas sales in the United States ranked only No. 4, was far NIKE companies behind them. The problem is where?
Director of marketing for Adidas footwear Eric • Liedtke said: "Adidas's designer shoes, this is not clear who the potential buyers. Not familiar with the customer, which is a adidas crux of the problem: it has been good in the manufacture of shoes, but substandard consumer tastes. "For example, last year, Adidas introduced its unique Clima Cool ventilation system, this new technology to the new board Nike gray jade industry on shoes is very impressed, but sales are flat light, apparently because of colors and styles too monotonous.
Liedtke, said, "Adidas brand high quality durable world renowned, but not charming.
"As a marketing strategy, the company had deliberately invited customers to seek their views; they asked some children, said:" If people wear Adidas to the party, where they would come and go? "Answered the children wear Adidas boy shoes will be mixed together in the pile of boys talk about girls, but wearing cheap Nike shoes boys and girls together, but had.
As is now the world's largest integrated sports brand's flagship store Nike Town. NIKE is a lot of people want to go.
I have been to several cities Nike Town. Frankly, as a brand in different countries, Nike Town's display is also very different, and the United Kingdom as the birthplace of modern football, he's Nike Town which has a lot of football class products. Nike Town in London which is basketball and football products have run more than the display space. And there is a separate area. This experience can be seen, the British love of football.
As the saying goes, "The waves pushed before." Discount Nike shoes in the fight against old rivals has also emerged in the face of new challenges sporting Goods Company. In the past 10 years, New Balance's market share has been growing steadily. When the shoes manufacturers to occupy the market, the young new balance in the market positioning senile consumers. New Balance is very aware of their customer base.
NIEK official website of the dominant position in the victory over a strong opponent after another established.
