... brand. The thing that holds everything together -- the partners, products, and marketing concepts has always been the "swoosh". The"swoosh" is Nike; Nike is sport. Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award winning advertising, its competitive drive, and its disrespectful attitude. Their three-word mantra of "authentic athletic performance" is a guide to their marketing efforts. The marketing program, its products and how they are sold are reflected in Nikes brand mantra. Nike as a brand receives universal recognition. Adidas Brief history and brand equity When Adidas entered the marketplace some 50 years ago, its focus was to produce shoes crafted specifically for soccer and running. Establishing the brand as the choice for professional athletes eventually parlayed into preference in the mainstream. In the 80's, Run DMC furthered Adidas's street cred with the rap "My ...

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