Nike vs Adidas: Competitive Analysis with Data Visualizations – Datahut
When it comes to footwear, Nike and Adidas are two of the biggest names in the industry. Both companies are well-established, have a large and loyal following of consumers, and have a wide range of products known for their quality, performance, and style.
We scraped the product data of Nike and Adidas in the footwear category for men and women. In this blog, we do a competitive analysis of this data. With this, we try to gain an understanding of the product range, pricing strategies, customer rating, and satisfaction of both companies.
The download links to the data are at the bottom of the page.
Nike vs. Adidas: The Merchandise
Nike and Adidas both offer a wide range of products. Some of the conclusions we can draw from the visualizations provided are:
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We can see that Adidas offers 1847 products with prices ranging from 400-29999 whereas Nike offers 773 products with prices ranging from 1695-27995 i.e, Adidas offers a much larger range of products than Nike.
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Out of the 1847 products of Adidas, 62.6% are for men, 25.1% for women and the rest are unisex products.
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Out of the 773 products of Nike, 44.2% are for men, 38.1% for women and the rest are unisex products.
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Both companies offer more products for men. But, comparatively, Adidas offers the majority of shoes under the men’s category than Nike does.
Nike vs. Adidas: The Pricing
Pricing strategy plays an important role in the sale of a product and brand building. We will consider four segments when it comes to pricing. The segments are designed based on the MRP (not the sale price). The visualization of the analysis is given below:
Also Read: COVID-19 And Predatory Pricing Online
Products priced under Rs 5000 or roughly $65
Adidas has 826 products in this price range and the lowest-priced product is priced at Rs 799. Nike has 64 products in this price range and the lowest-priced product is priced at Rs 1695.
Products priced in the range of Rs 5000 – 12000 Roughly ( $65 – $150)
Adidas has 648 products in this price range and the lowest priced product is priced at Rs 5299. Nike has 400 products in this price range and the lowest priced product is priced at Rs 5495.
Products priced in the range of Rs 12000 – 25000 Roughly ( $150 – $325)
Adidas has 365 products in this price range and the lowest priced product is priced at Rs 12999. Nike has 304 products in this price range and the lowest priced product is priced at Rs 12157.
Products priced above Rs 25000, ie $325 +
Adidas has 7 products in this price range and the lowest priced product is priced at Rs 27999. Nike has 5 products in this price range and the lowest priced product is priced at Rs 25095.
The Discount Statistics
One of the most effective marketing strategies is providing discounts. Discounts attract customers as customers see them as an opportunity to save money. Therefore, discounts not only help in increasing sales but also increases the company’s reputation.
Offering too less or too much of a discount can kill the customers’ interest and, at the same time, deteriorate the company’s reputation. Therefore, maintaining an average discount percentage is a crucial task faced by companies.
We analyzed the discounts provided by Nike and Adidas and derived the following inferences from them. The visualization of the same is shown above.
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Out of the total 773 products of Nike, only 7.5% of the products are on discount.
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Out of the total 1847 products of Adidas, 36.9% of the products are on discount.
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Nike provides an average discount of 0.45%, and the maximum discount offered is 15%
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Adidas provides an average discount of 13.89%, and the maximum discount offered is 65%
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From the graph, we can see that Nike provides discounts only in the range 10-20, whereas Adidas provides discounts in almost all the range.
Nike vs Adidas: The Sales Price statistics
Similar to this, another important factor in the pricing strategy is the average sales price. Average sales price refers to the price at which a particular group of goods or service is typically sold. It is the most common metric used for comparing the effectiveness of a company’s sales and it is visible to customers. Hence, brands need to maintain a good average sales price in order to attract customers. The pricing variations are visualized below:
Products sold under Rs 5000 or Roughly $65
Adidas has 945 products in this price range and the lowest-priced product is priced at Rs 400. Nike has 64 products in this price range and the lowest-priced product is priced at Rs 1695.
Products sold in the range of Rs 5000 – 12000 Roughly ( $65 – $150)
Adidas has 602 products in this price range and the lowest priced product is priced at Rs 5200. Nike has 411 products in this price range and the lowest priced product is priced at Rs 5097.
Products sold in the range of Rs 12000 – 25000 Roughly ( $150 – $325)
Adidas has 292 products in this price range and the lowest priced product is priced at Rs 12499. Nike has 293 products in this price range and the lowest priced product is priced at Rs 12157.
Products sold above Rs 25000, ie $325 +
Adidas has 7 products in this price range and the lowest priced product is priced at Rs 27999. Nike has 5 products in this price range and the lowest priced product is priced at Rs 25095.
Also Read: Use Data Analytics to Sustain Your Business During COVID-19
From our analysis, we also figured out that the average sales price of Nike is Rs11330.22 and that of Adidas is Rs 7000.7
Nike vs. Adidas: Market Share
Market share is the percentage of an industry’s sales that a particular company owns. Businesses with larger market shares are industry leaders and competition for smaller companies. It is also an important factor in deciding who is leading in the market.
Both Nike and Adidas are major companies in the shoe market and have a prominent market share. In March 2023, Nike’s market capitalization stood at 190.843 billion and that of Adidas’s at 26.973 billion.
Nike vs Adidas: Social media following
Nike and Adidas both run a lot of social media networks and have a large number of followers. In today’s digital era, social media marketing plays an important role as it increases the brand’s recognition and trustworthiness.
Followers of Nike and Adidas on some of the major social media platforms as of March 2023 are shown below:
Although Adidas leads in the number of followers on Facebook, Nike leads Adidas by a much greater number on Instagram and Twitter. Therefore, Nike has a greater social media presence and better strategy than Adidas.
Nike vs Adidas: Brand value
Brand value of a company or a brand speaks of what they stand for and how they are perceived. It is the worth of a brand in the eyes of its customers. A company with a good brand value will be able to introduce and sell new products more easily as customers will be more willing to try out the new products. Therefore, building a strong brand value and maintaining it is of great importance.
Nike and Adidas both have built a strong brand value over the years and maintained the image of the brand. In 2022, Nike is valued at approximately 33.1 billion U.S. dollars and Adidas is valued at approximately 14.3 billion U.S. dollars.
Global brand value of Nike from 2016 to 2022
Source: Statista.com
Global brand value of Adidas from 2016 to 2021
Source: Statista.com
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The competitive analysis of the brand value gives positive signals for both companies.
Conclusion
Nike and Adidas are both well-established companies in the footwear industry. Both companies are well known for their unique design, comfort, performance, and price points. It might often become difficult to decide which brand to buy from. For any type of customer, whether a sports freak or a casual one, there are many options available from both brands.
To clear this cloud of confusion, we conducted an analysis of the product range, pricing strategies, discount strategy, market share, social media followers, and brand value of both Nike and Adidas. Based on our analysis, we conclude that Adidas has a wider range of products, a lesser average sales price, more products on discount, and a greater average discount percentage. When we look at the market share, social media followers, and brand value, Nike has the upper hand over Adidas. Overall, based on our analysis, Adidas and Nike both have their own unique strategies, which help them rule the footwear industry. Therefore, the customer’s choice will be the main factor in deciding which brand’s shoes to buy.
What do you think about the Nike vs. Adidas war and our competitive analysis? Comment below and let us know.
Download the datasets used in the above visualizations here:
Adidas product dataset
Nike product dataset
