Nike vs Adidas: Competitive Analysis with Data Visualizations
Big data, Data Analytics, E-commerce, Pricing Strategy

Nike vs Adidas: Competitive Analysis with Data Visualizations

Here is a competitive analysis of Nike vs Adidas with data, insights, visualizations, and more.

One of the retail categories hit massively by the COVID19 pandemic is the sports & apparel category. Adidas and Nike are two giants in the apparel market with a large market cap and market share. 

At Datahut, we extract the pricing and product data of Adidas and Nike. We saw some interesting numbers and decided to dig a little deep. The data is about men and women’s shoes. 

The download links to the data are at the bottom of the page. 

Nike vs Adidas: The Merchandise

Adidas has 2625 products with prices ranging from 899 to 29999, and Nike has 643 products with prices ranging from  1596 to 36500.  Adidas has almost four times the number of products than Nike has in its portfolio. 

There are two arguments people make when it comes to eCommerce consumer behavior. 

  1. More choices lead to decision fatigue and providing your customers with fewer options will increase your eCommerce Sales. People at VWO agrees to this. 
  2. More products in the portfolio mean more options for customers to choose from, and it will increase net sales.

It looks like Nike agrees to the first argument while adidas concurs with the second. 

Another observation we made is that Adidas provides specialized footwear options like Shoes for Taekwondo, a martial art form. Nike does not have that option, and for a Taekwondo artist, Adidas would be the obvious choice. 

Nike vs Adidas: The Pricing 

We will consider four segments when it comes to pricing. The segments are designed based on the MRP ( not the sale price ). See the chart below to see the pricing variations.
See the interactive visualization here

Also Read: COVID-19 And Predatory Pricing Online

Products priced under 5000 Rs or roughly 65 USD

Nike has 43 products in this price bracket and Adidas has 810 products. The lowest-priced product belongs to Adidas with the pricing of 899. The lowest-priced Nike product is priced in Rs 1595. 

Products priced in the range of Rs 5000 – 12000 Roughly ( $65 – $150)

Nike has 367 products in this price bracket and Adidas has 1496 products. The lowest-priced product belongs to Adidas with the pricing of Rs 5159. The lowest-priced Nike’s product is priced at Rs 5295. 

 Products priced in the range of Rs 12000 – 25000 Roughly ( $150 – $325)

Nike has 232 products in this price bracket and Adidas has 313 products. The lowest-priced product belongs to Nike with the pricing of Rs 12995. The lowest-priced Adidas product is priced at Rs 12,999.

Products priced above Rs 25000, ie $325 +

Nike has 1 product in this price bracket and Adidas has 6 products. The lowest-priced product belongs to Adidas at the pricing of Rs 27999. The lowest-priced Nike product is priced at Rs 36500. 

The Discount Statistics

The discount statistics are quite interesting for both brands. 

Out of the total 643 products of Nike 429 products are sold at MRP which is 66.7 % of the total products. The maximum discount Nike offers is 40% and only 43 products are sold at this price range which represents only 6.6% of the total Nike merchandise.

Out of the total 2625 products of Adidas, 659 products are sold at MRP which is 25% of the total products. The maximum discount Adidas offers is 60% and 1055 products are sold at this price range which represents 40% % of the total Adidas merchandise.

Adidas and Nike are not offering any discounts in the range of 0 – 20%. This is very interesting.  View the interactive visualization here

Nike vs Adidas: The Sales Price statistics

We will consider four segments when it comes to pricing. The segments are designed based on the MRP ( not the sale price ). See the chart below to see the pricing variations.

See the interactive visualization here

Products sold in the range of 0 – 5000 or Roughly $65

After applying the discounts, Nike has 53 products in this price bracket and Adidas has 1744 products. The lowest-priced product belongs to Adidas with the pricing of Rs 499. The lowest-priced Nike product is priced at Rs 1595. 

Products sold in the range of Rs 5000 – 12000 Roughly ( $65 – $150)

Nike has 418 products in this price bracket and Adidas has 757 products. The lowest-priced product belongs to Adidas with the pricing of Rs 5159. The lowest-priced Nike’s product is priced at Rs 5274. 

 Products sold in the range of Rs 12000 – 25000 Roughly ( $150 – $325)

Nike has 171 products in this price bracket and Adidas has 118 products. The lowest-priced product belongs to Nike with the pricing of Rs 12597. The lowest-priced Adidas product is sold at Rs 12599.

Products sold above Rs 25000, ie $325 +

Nike has 1 product in this price bracket and Adidas has 6 products. The lowest-priced product belongs to Adidas with the pricing of Rs 27999. The lowest-priced Nike product is priced at Rs 36500. 

Also Read: Use Data Analytics to Sustain Your Business During COVID-19

The competitive analysis of Nike vs Adidas in pricing is very interesting. Adidas has six products priced at about 25000 and Nike has only one. The ration is 6:1, there is no other price bracket with this many differences.

Nike vs Adidas: Market Share 

Both Nike and Adidas, the two leading sportswear and athleisure brands in the world, have carved out an impressive market share in the increasingly competitive apparel industry. 

Market capitalization is a defining factor when considering who is winning in the market. In April 2020, Nike’s market capitalization stood at $136.69 billion: more than double that of Adidas’s $45.21 billion.

Nike and Adidas have both seen their share prices gain momentum, hitting all-time highs in January 2020 before plummeting as the COVID-19 epidemic sweeps the world’s industries.

Nike vs Adidas: Competitive Analysis with Data Visualizations
Nike shares from Nov’19 to April’20
Nike vs Adidas: Competitive Analysis with Data Visualizations
Adidas shares from Nov’19 to April’20

The competitive analysis of market share gives Nike a clear edge over Adidas.

Nike vs Adidas: Social media following

Adidas and Nike both are dominating the social media game at present. While Adidas markets itself as a streetwear sneakers with celebrity collaborations like Kanye West and Beyonce, Nike’s marketing is more sports-focussed. With an athleisure approach sweeping social media trends and consumers, Adidas seems to fare better in the market.

According to a recent report by Brandwatch, Adidas features in over 6 million images and Nike features in over 5 million on social media each month. 

Both brands dominate social media with a staggering number of followers, subscribers, and likes. While Nike has more followers than Adidas on Instagram and YouTube, Adidas boasts of more followers on Facebook and Twitter. 


FacebookInstagramTwitter
Nike33M109 M8.1M
Adidas37M36M3.7M

Social media followers of Nike and Adidas as of April 2020

The competitive analysis of social media data gives Nike a clear edge over Adidas.

Nike vs Adidas: Brand value

Both Nike and Adidas have seen a tremendous rise in its brand value. 

In order to grow its brand image, Nike spends a staggering amount of money on advertising and promotion with expenditure on its memorable ads targeting a diverse viewership

In 2020, Nike is valued at approximately 34.8 billion U.S. dollars, witnessing a two billion U.S. dollars increase from 2019. 

Nike vs Adidas: Competitive Analysis with Data Visualizations
Global brand value of Nike from 2016 to 2020
Source: Statista.com

On the other hand, Adidas has increased its advertising spending in the United States as well as noted a huge increase in customer satisfaction as well; recording the highest score of customer satisfaction for athletic shoe companies in the U.S

Nike vs Adidas: Competitive Analysis with Data Visualizations
Global brand value of Nike from 2016 to 2020
Source: Statista.com

Also Read: Cost control for web scraping projects

The competitive analysis of the brand value gives positive signals for both companies.

Conclusion

Both Nike and Adidas have their own unique ways when it comes to the product portfolio, the MRP, discounts, etc. What we will have to see is how the patterns are going to change post-COVID. We’re going to keep an eye on how the market changes. Click on the bell icon to get the updates.

What do you think about the Nike vs Adidas war and our competitive analysis? Comment below and let us know.

Meanwhile, Stay safe. Wash your hands regularly and spend more time with family.

Download the datasets used in the above visualizations here:

Adidas product dataset

Nike product dataset

About the author

Tony Paul

I'm the Co-founder of Datahut. I've been helping companies solving their data extraction problems for the last six years. I'm a chess lover and an ardent fan of the lean startup. I write about Web Scraping, Online retail, Sales, Marketing Tips etc