I totally agree Nike has always been aggressive with their marketing “Just Do it” slogan. Not even sure what the slogan of Adidas is.
Man, the Bird and Jordan era with Converse was forever ago.
Chris Grancio, Adidas' global basketball general manager, said the deal hasn't been as lucrative as hoped. Adidas has been unable to make up lost ground with Nike and its Jordan brand, which account for roughly
96 percent of the basketball shoe business.
"We haven't been able to elevate our brand for the basketball consumer that we're targeting," Grancio said. "We ultimately decided that we would change our investment strategy and invest more in players on the court.
I can’t answer the question to how dedicated Adidas is compared to Nike, with college football because the latter has significantly more money and dominates the North American market.
FBS Football teams by brand:
Nike has 52%
Adidas 28%
Under Armor 13%
From Nike to Adidas to Jordan Brand and beyond, taking stock of which sportswear companies have the strongest grip on FBS college football
boardroom.tv
I can only speak on what I see and know. Nike can throw $ around like the $EC and we all know $ talks. It doesn’t necessarily mean they’re dedicated, it just means they can spend more.
Nike will always be the popular brand among our youth. I remember my first pair of Nikes when I was in the 5th grade…I was so **** proud of those shoes until I got to school and was picked on because they were not Nike “Airs”
The contracts with brands and colleges are crazy long. Our 12 year contract with Adidas runs out in 2027 - est. $6,550,000/yr.
Nike contracts:
Alabama ends in 2025 - $5,250,000/yr
UGA (10yr) ends in 2024 - $3,813,000/yr.
Ohio State (15yr) ends in 2033 - $16,800,000/yr.
No school is buying out of a contract. It’s just too **** expensive and no school will get out of a Nike contract because it’s too difficult.
It’s all in the visuals though, since Nike has contracts with over 50% of college teams you’re going to keep seeing them and associate their brand with winning schools.