Word: adidases
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Dates: during 2000-2009
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Neither outfit is running up the score. Nike's übercool jock culture, led by its monklike chairman, Phil Knight, just spit out another CEO, William Perez, who lasted only 13 months. Net income rose 21%, to $1.4 billion, for the full year ending Feb. 28, but Nike's stock...
Nike leads Adidas in every major sport, except the one that matters the most to the planet. So the Oregonians are obsessed with claiming one last victory, in the beautiful game. For Adidas, a company started nearly 60 years ago by fussball fanatic Adi Dassler, a Nike victory on its...
Adidas is defending its soccer business the way the Italians do their goalmouth--tenaciously. "I don't think it's a question of whether we have to win this battle," says Günter Weigl, Adidas' global soccer chief. "We can comfortably say that we are going to win this battle...
Should Adidas get a yellow-card warning for being cocky? Well, it's not as if Nike has ever finished second in arrogance. In July 2005, the American marketing machine sent a rosy letter to retailers worldwide that read, in part, "The new season for Spring 06 will serve as...
The scoreboard shows the Swoosh still trailing, though. Nike lost global soccer market share in 2005 and now has a 31% share, compared with 38% for Adidas, according to NPD Sports Tracking Europe. Historic hubris, maybe. "In 1998, they publicly said they wanted to be No. 1," Weigl says of...