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阿迪达斯和耐克,是两个年轻人最为熟悉和喜爱的运动品牌。然而既生瑜何生亮,如同可口可乐和百事可乐的关系,当今体育品牌打得最热闹的也就要数阿迪达斯和耐克了。在上世纪80年代之前,阿迪达斯绝对是体育界中统治性品牌。别说国际足联的官方指定赞助商是阿迪达斯,就连飞人乔丹在高中和大学的时候穿的都是阿迪达斯。而耐克只是个不大的小公司。那时侯耐克的老板正在梦想着有朝一日有阿迪达斯那样的规模。于是,现代商业版的龟兔赛跑出现了：姓阿的兔子睡得特别的香,香的分离出PUMA这个品牌而姓耐的乌龟突然长了对翅膀,让睡着的阿兔很受伤。耐克1994年美国世界杯进入足坛,开始逐步蚕食着阿迪达斯的市场,许多球星的脚下都打着对勾。在2005年价值260亿欧元的足球用品市场中,占有31%的耐克正在压迫着35%的阿迪达斯。阿迪达斯和耐克的市场宣传的PK主要集中在三个方面：一个是球员代言,这也是最主要的；一个是俱乐部赞助；还有就是主要联赛和杯赛赞助。下面我们来看看在这三个方面的他们两家的对比。
Adidas and Nike, two young people are the most familiar and favorite sports brand. However, both Sheng Yu Ho Sheng Liang, Coca-Cola and Pepsi as Coca-Cola relationship, today’s sports brand hit the most lively also count the number of Adidas and Nike. Before the 1980s, Adidas is definitely the dominant brand in sports. Not to mention that FIFA’s official sponsor is Adidas, and even Michael Jordan was wearing Adidas in high school and college. Nike is just a small company. Hou Nike boss then dreamed of one day there is the size of Adidas. As a result, modern commercial version of the tortoise and the hare race appeared: A rabbits sleeping a special incense, fragrant PUMA brand isolation and the resistance of the turtle suddenly grew wings, so sleeping A rabbits were injured. Nike 1994 World Cup into the football, began to gradually erode the adidas market, many players are marked at the foot of the check mark. In 2005 worth 26 billion euros football supplies market, 31% of Nike is oppressing 35% of Adidas. Adidas and Nike PK’s marketing focused on three aspects: one is the endorsement of players, which is also the most important; one is the club sponsor; there is the main league and cup sponsorship. Let’s take a look at the contrast between the two of them in these three areas.