Who Will Become The Biggest Challenger Of Nike?

The position of the industry leader has never been as dangerous as it is now. In the fourth quarter, the results showed that Nike's retail orders were reduced and inventories increased. This is not a bright signal for the future of the company.

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Nike is growing rapidly behind its own, launching its latest products and categories, competing for the constantly growing cake of sportswear.

At the same time, the market share of Nike seems to be shrinking, whether it is footwear or clothing.

Who will be the biggest challenger for Nike? Let's take a look at the two biggest competitors, Andemar and Adidas.

About Andrew Ma

In the past two years, Andemar's performance has maintained a 30% growth every year, becoming one of the hottest companies.

A recent earnings call showed that the company's earnings exceeded expectations again, but this growth rate will slow from 2017 to 2018, because Andemar has been experiencing explosive growth since 2009.

Some people believe that Andemar is a powerful force in the market and is making efforts to become a giant in sports apparel in his own way.

However, in 2015, Andrew's net revenue in the world was only 3 billion 960 million US dollars, and the gap between Adidas and US $18 billion was not small (two were behind Nike's 30 billion dollar huge revenue), and most of the markets in the United States were in the United States. Its simple but technological sense of sportswear has been well received in the United States.

Andemar expects net revenue of about $5 billion in 2016.

Although Andrea does not start with sports shoes, their basketball shoes are famous now, thanks to the youngest and most famous basketball player, Lystephen Currie.

With the endorsement of curi, according to the latest financial reports, Andrew footwear net revenue grew 58% over the same period last year.

Andemar's products include not only sports performance equipment, but also work with designer Tim Coppens (Tim Coppens) to launch a new sports fashion product line and try to enter a more high-end market.

About adidas

Last week, Adidas went beyond Andrea to get the name of the second largest sports apparel brand in the United States.

This is a milestone for Adidas: before they struggled to keep market share, they once lost confidence in the tastes of American consumers and lost to Nike in the sponsorship competition, and Reebok did not bring much returns in Adidas's $3 billion 800 million acquisition in 2005.

The loss of market share has awakened the German giant, which is obviously much more profound than Adidas's US rival Andemar in just 20 years. Their global revenue is nearly 4 times that of Andemar.

Adidas has been hoping to shift its focus to the US market in recent years. In 2014, Mark King, Adidas's new president of North America, took office. Meanwhile, Adidas's new CEO CEO Mark Kim Kasper opened a new plan to surpass Nike.

Adidas set up a design laboratory in the city of Portland, Oregon, where Nike headquarters is located. It launched a series of new high-end shoes, such as many celebrity endorsements "UltraBoost", which has raised a lot of discussions among shoe enthusiasts. Meanwhile, it has been redeveloping some retro footwear to make it a fashion classic. The most famous and successful shoe brand is "Stan Smith".

Adidas has also established some high-profile partnerships, such as Kanye West's "Yeezy" series sneakers.

In addition, Adidas is still very active in signing contracts.

On clothing, Adidas is adjusted to be more inclined to sports and leisure style, and launched the advanced product line "Zne".

Adidas's fourth quarter earnings report showed that Adidas's US sales increased by 26%, and there was no sign of slowdown in the near future.

Who has the most chance?

There is still a long way to go for Adidas or Andrea to catch up with Nike.

Nike's ambition is big, and its global revenue is expected to reach US $50 billion in 2020. Their confidence comes from the rapid expansion of its direct mode.

To achieve this goal, Nike will expand the scale of its shops in a new way, strive to provide consumers with more personalized experience and provide consumers with more powerful digital services on their personal digital platform Nike+.

However, if any company can really narrow the gap with Nike, it also needs to count Adidas.

The incoming Adidas set up the "three threat": popular products, high-profile endorsements, and the aura of celebrities.

Adidas will continue to grow in the US market.

Andemar's sales will continue to expand, and the market share will also increase slightly. For Nike and Adidas, Andrea is still a noteworthy competitor.