Brand: NikeAdvertiser: NikeAgency: Mindshare Country: China
Campaign objectives & challenges
Nike positions itself in the territory of 'performance', while Adidas positions itself in the territory of 'lifestyle'. In China's sportwear category, however, the lifestyle position has contributed to quick growth for Adidas, which now only sits behind Nike by a creeping 2%. Part of the reason for this can be seen through the lens of Chinese consumers who feel that it's easier to buy the quick badge of style than it is to lifestyle of competition and sweat.
While this has...