Nike And Adidas Compete For Women'S Sports Market

Annual Adidas The global women's Campaign has started again. This time, they invited 15 female athletes to appear.

Including the famous model Karlie Kloss, the European boxing champion Ruqsana Begum, the National Women's basketball Union's Candace Parker, the fitness net red Hannah Bronfman...... They are wearing tight pants and sports underwear in Adidas, doing their own good sports in front of the camera, and telling how sports can stimulate their creativity and fight against the traditional world.

For example, it is said that Ruqsana Begum, a Muslim woman who appeared in sports advertisements for the first time, describes how she acts as a boxing stand for Muslim women in advertisements. The campaign campaign is named Unleash Your Creativity.

"This series extends the 2016 Here to Create. brand "Promotion campaign," said Lia Stierwalt, senior director of Adidas brand promotion. "This new campaign is still emphasizing the imagination of athletes to stimulate their creativity, so that their physical and mental status is improved."

In addition to the 30 second advertisement, ADI has also taken 30 seconds of personal advertisements for several female athletes. The advertising is produced by creative agent 72andSunny, and will be launched in Super Bowl, NBA Universal Star and Oscar awards ceremony, covering 20 countries in the world. The reason why Oscar is chosen is probably because 60% of Oscar's audience is female.

From the marketing campaign of the 2017 New Year's series, Adidas's plan for women's sports communication is a matter of course. It's easy to get it and recent. Nike In contrast to the advertisements for women's sports, the FKA Twigs, who brought the dancer and singer, photographed a seemingly personalized "MV" advertisement. By contrast, the way of Adidas still looked very "traditional". Therefore, some people commented on the advertisement saying that to drop the slogan, you can say it is a (common) Nike advertisement.

Despite the hot sports market, the industry generally believes that the development potential of women's sports market is still huge. At present, Nike's women's products account for 23% of the total revenue, but the company's goal for 2020 years is that women's sports equipment's income is relatively equal to that of men.

As for Adidas, if you remember Hebe Tian's endorsement of the "sister name" series of advertisements, they have been promoted for many years in the women's market. In 2016, Adidas hired the former CEO of Lululemon, a brand of Yoga wear, as a business consultant, to strategically lay a strategic layout for women's market. In the product design, it also set out a more independent classification for women, such as women's running shoes PureBoost X released in spring 2016, and women's series cooperation with fashion products Stella McCartney.

There is still a gap between the two sides. According to the world clothing shoes and hats net, only women's sports shoes category, at present, Nike's global market share has reached 5.7%, which is two times that of Adidas.

Matt Powell, an analyst with long term observation of sports industry, has commented that the sports industry is expected to figure out how to do the business of girls in 2017 years. "The retail service level of women's sports is far from enough, which means that those brands outside the industry are now eating a lot of market share that we deserve." Powell believes that winning the competition of sports Bra will win the competition in the women's sports market. In this sense, you can use a Nike brand President Trevor Edwards, "you need to meet all their needs. It's not an advertisement that looks cool, it can solve the problem.

More interesting reports, please pay attention to the world clothing shoes and hats net.