The war to dominant billions dollar sportswear market seems to be changing its mood as US giant Adidas has overtook German rival Nike for the first time after 2009-10 season. Nike has surged its supply to top four European clubs making it biggest supplier of sports kits as reported by Sports marketing research group Repucom and PR Marketing. It is not a secrete that dominating the European league clubs and then getting the biggest stake out of the world market is closely correlated to each other hence whenever it comes to rule the world, every top brand tries its luck over top playing soccer leagues in the world. Overall, there are three brands who have been ruling European market since ages they are Adidas, who is still the biggest supplier for English premier league along with Puma who is at number two and then Nike who has until been on the third spot, but after the current survey scenario seems to be changing with Nike fast overtaking Adidas dominance in European market.
According to the last week published report, Nike is now supplying its equipment to top 26 European clubs which is five more than last year in compare to eighteen clubs of German brand. Even if we look at the just concluded world up in Brazil almost half of the players were wearing Nike shoes alongside a maximum number of teams who were as well using Nike’s equipment. If we look at the revenue aspect of all three top brands, Adidas is still way too ahead to others especially after its $1.3 billion shirt agreement with Manchester United and with that deal they are still ahead of any other sports brand in 2015-6 season.
Repucom football expert Andrew Walsh explained the scenario and said, “Whilst Nike looks to maximise the number of teams it supplies, Adidas is going for the most popular, most followed and ultimately biggest selling clubs in the world.
“In terms of revenue it is the top ten European teams which dominate, delivering 65% of total shirt sales in the five key football leagues, most of which coming from clubs in the English Premier League, adidas’ strongest market,” said Walsh. “Whilst Nike may be winning in the quantity stakes, Adidas is certainly not bowing out in the running for market superiority, far from it in fact. The brand is now starting to flex its muscles by supplying Europe’s biggest clubs.”