Analysis of Sports Industry Strategies During Covid-19 Pandemic: Cases from Nike and Adidas

Abstract

To explore the strategic situation of the sports industry during the Covid-19 Pandemic, this study used some cases of Nike and Adidas about advertisement and sponsorship during the pandemic. Through these analyses, it is clear to see the differences between Nike and Adidas’s operation patterns. It is also clear why Adidas is in a declining tendency during the pandemic. The competition between Nike and Adidas is an inevitable topic in the sports industry. They compete in many sports, such as soccer, basketball, and Esports. This study will collect the data about Nike and Adidas in different areas and analyze how they compete and who is the winner. After a detailed analysis of the cases, this study concluded that Nike is dominant in this competition now, even in some fields that Adidas used to dominate.