Note: Medium doesn’t support interactive visualizations built on tableau to be embedded. Visit the original blog to see the visualizations and download the datasets for free.
Here’s the link to the original blog: 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.
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.
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.
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 priced under Rs 5000 or roughly $65
Nike has 43 products in this price bracket and Adidas has 810 products. The lowest-priced product belongs to Adidas with the pricing of Rs 899. The lowest-priced Nike product is priced in Rs 1595.
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.
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.
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 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
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
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.
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.
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.
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.
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.
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: Social media following
The competitive analysis of market share gives Nike a clear edge over Adidas.
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.
Social media followers of Nike and Adidas as of April 2020
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.
The competitive analysis of social media data gives Nike a clear edge over Adidas.
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.
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
The competitive analysis of the brand value gives positive signals for both companies.
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