The Chapter 1 opener discusses Nike–a very successful sporting goods company. Recently though, Adidas has been the strongest of the “Big 3”–showing larger sales growth than Nike and Under Armour. This video and an accompanying short article “Why Nike Is Down and Adidas Is Up.,” Fortune, June 12, 2017 provide insights.
Chapter 1 introduces the concept of customer value. How might Adidas be providing more value to customers than Nike? What marketing tactics are Nike and its retailers using to fight back in the short-term?