Nike Is Still A Big Winner. Adidas Price Earnings Ratio Has Just Caught Up With Nike.

Nike, the international sporting goods brand, has long dominated the US footwear market.

Adidas, a strong opponent behind him, seems to have recovered the long lost champion.

The latest figures show that Adidas recorded strong double-digit growth in January this year, in contrast to Nike's current downtrend.

The P / E ratio was the first to Nike.

Nike was founded in 1964 by BillBowerman and PhilKnight. After years of development, it has become one of the largest sports shoes brands in the world, and is also the main manufacturer of other sports equipment.

Over the past 5 years, Nike shares have continued to grow.

Nike has the latest market value of US $105 billion and brand value of US $19 billion, becoming the highest brand value in history.

Its popularity is unmatched by other rivals, whether the company slogan "JustDoIt" or its logo "Swoosh" is a well-known trademark.

In addition, Nike has further strengthened its market position by sponsoring world famous stars and teams.

Whether in physical or Wall Street performance, Nike is a highly successful company, leading the development of sports shoes and apparel industry.

In 2015, Nike total revenue rose 10% to 30 billion 600 million US dollars per year, net income of about 3 billion 300 million US dollars, up 22%, reflecting strong income and gross margin growth of Nike, which rose 120 basis points to 46%.

As the biggest competitor of Nike in the market, Adidas from Germany is now the largest sporting goods manufacturer in Europe, and is the second place in the world with Nike.

Adidas, a brand with nearly 100 years of history, was the leader of the sporting goods market in the United States before the 80s of last century. It was defeated by the then rising star Nike, and was relegated to second by innovative marketing strategy.

Although the company recorded a loss of $48 million in the fourth quarter of last year, it received a net profit of $699 million a year.

In the last 1 weeks of the month, the sales of sports shoes rose by 24.2% in the last 1 weeks of the month. On the contrary, the sales of Nike fell 9.1% in the same period, making the market look forward to the future performance of Adidas.

In fact, under the influence of remittance, Nike has just announced that sales in the third quarter ended February only increased by 7.7%.

To drive this year's revenue growth, adidas has stepped up its marketing efforts, most notably the brand's sponsorship fee of up to 750 million, and signed a 10 year sponsorship contract with Manchester United to replace Nike, which has sponsored the team since 02.

Adidas has also signed several top players such as the US National Football League (NFL) and KanyeWest stars to increase its attractiveness in North America.

Adidas also plans to set up 3000 stores in China by 2020.

Gao Jiali, head of China's ColinCurrie, said that Adidas now has 9000 stores in China. In the future, it will increase the number to 12000, but it will increase the distribution of running equipment and tennis shoes stores more than 1 times to 2200 or more.

In 2015, benefiting from the growth of Western Europe, China and Latin America, Adidas sales increased by 16% to US $19 billion 200 million, better than expected.

Adidas investors are also optimistic about the outlook, and their earnings ratio is the first to match Nike.

The company expects to benefit from the European national cup hosted by France in the year, and the revenue and earnings growth is expected to range from 10 to 12%.

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The status of Nike is beyond doubt, especially in the world.

In the United States, Adidas accounted for only a small part of Nike, and even lost to another sports brand Skechers last year, to third place.

Facing the strong enemy, Adidas is facing a full battle, actively developing new products and increasing sponsorship for American athletes, which shows that it is determined to regain the dominance of wave shoes.

Nike and Adidas occupy the first two place in the global sporting goods market. Behind them, there is also a new brand named UnderArmour (UA).

This year will usher in the creation of the 20th anniversary UA, is following the marketing strategy of Nike, through the endorsement contract with the popular NBA stars to stimulate sales and expand the market share.

Among the most notable is the arrival of NBA, "the first star" and Curie, the point guard of the Jinzhou warriors, so that UA sales and share prices have reached an unprecedented peak. "StephenCurry"

The situation is like 84 years. When Nike signed the then famous bulls player Michael R Don and Michael R Don became famous, the most successful player in the history of American NBA made Nike shine. Adidas's sporting goods "one brother" throne was also taken away.

Before working with Curie, UA accounted for only 0.35% of the basketball shoe market in the United States.

In the 13 year, UA signed up for Curie, who was injured by Nike's "deserted". In the end, he was surprised to get this treasure. Curie's extraordinary performance on the field made him jump quickly. UA was also popular. Sales rose straight to the second quarter of 15. Its revenue has recorded more than 20% growth in the 21 quarter, and the sales of footwear for the first generation have been up by over 40%, reaching 153 million dollars.

In September last year, UA announced that it would renew its contract with Curie for 24 years. The news showed that the company's stock price had reached a record high of $103.56, and it closed at $103.35 on the day, up more than 4.7%.

Summing up the fourth quarter of last year, UA's footwear sales exceeded $160 million, an increase of nearly 1 times in the year, and the overall net income also amounted to $1 billion 170 million, up by 30% over the same period last year.

Morgan Stanley analysis shows that Curie has a value of up to 14 billion dollars for UA. If Curie continues to shine, UA may become the second largest sports brand, and even threaten the status of Nike.

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Foreign media reported that Adidas displayed a 3D print concept sports shoes last year, but did not announce the specific time to market.

Now, another sports brand UnderArmour has already grabbed Adidas before running, and officially sells sports shoes running with 3D print soles, though sports shoes are not all 3D printing, but this is the product closest to Adidas's future concept.

Due to the first attempt to use 3D printing technology to produce, UA has not been launched in large scale, and plans to print only 96 pairs of Architechs series sneakers, which cost less than US $300.

This UAArchitechs series of shoe sole interlayer is produced through 3D printing technology. The company calls the design "dynamic stabilization platform", that is, through interlaced lattice structure, it provides all the advantages of "energy return" foam and improves stability.

UA's original intention is to provide a sports shoes suitable for cross weightlifting training.