Adidas is defeated by its competitor

In the 1960s or 1970s, there was only one kind of suitable shoes for runners only called Adidas. Being a German company, Adidas is a pioneer in making light running shoes for skilled athletes. In Montreal Olympics games held in 1976, 82 percent winners in track and field game wearing Adidas sports shoes.The best is the superiority for Adidas. New materials and technology is adopted trying to make more durable and lighter shoes. Kangaroo skin is utilized to back up the sides of shoes. The four-nailed shoes and competition shoes have nylon soles and replaceable spikes. Being high in quality, innovative and varies in shoes style, Adidas dominated the international competition in this industry in the 1970s.Healthy sports boomed in the 1970s which surprised Adidas. At that moment, a million of people before who hated to do sports then were interested in the physical exercise. The most popular healthy sports then in the subdivided market was running. It is estimated that 25 million to 30 million Americans joined in line of jogging in 1980 and10 million people wore running shoes for leisure purpose. Even though, for protecting its leading position in the competition market, Adidas did not go into jogging market then quickly and largely.A lot of competitors appeared in the 1970s and they were pumas, Brooks, New Brands and Tiger. Among them, there was a company named Nike which was much more enterprising and innovative. A former distance runner in the Oregon University founded Nike Inc which was seen at the first time in the Olympic Trials held in Eugene, Oregon in 1972. During the Marathon contest then, runners with Nike shoes on feet ranked from 4 to 7, however, runners wearing Adidas shoes ranked top three.The greatest development of Nike came from the program of sandwich crackers sole in 1975. The rubber nails on its soles make it more flexible than any other shoes sold in the market, meanwhile, the popularity of sandwich crackers soles and rapid expansion of the sneakers market help Nike to reach its sales to 14 million Us dollars in 1976. However, it is sales in 1972 was only two million US dollars and its sales went up quickly from 1976. Today, Nike's annual sales are more than 3.5 billion US dollars and having 26 percent in sports shoes market, it has become the leader in this industry.Nike's success stems from its emphasis on two points including researching and technology improvement as well as style diversification. Around one hundred employees in the company are doing research and development work. Some of its research and development activities include high-speed photographic analysis of human motion, having 300 athletes tried on its shoes as well as the continuous experimentation and research for new and improved shoes also materials.In marketing, Nike provides consumers with the largest range of options. It attracts different athletes and gives the best travelling shoes producer impression for consumers.During the peak of jogging in the early 1980s when Adidas was the laggard in the market. Its competitors design more innovative and variety of goods also expand to other sports markets successfully. Nike's products have dominated the basketball and the youth market, meanwhile, its sports shoes have went into a fashion era. Adidas' market share dropped to 4 percent in the 1990s. Normal 0 7.8 Å 0 2 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:nh<; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;}

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