From the Loom #1: adidas and the next phase of competition in sport
From the Loom is WVN's ongoing series on brand, integrated marketing and storytelling amid the convergence of sport, fashion and culture.
For years the sporting goods industry has been defined by one question: Nike vs adidas. But that framing is starting to look outdated.
The global sporting goods market is entering a new phase of competition.
I recently discussed this topic in a lecture at Loughborough University - adidas’ recent momentum serves as a valuable case study.
Under CEO Bjørn Gulden, the brand has regained traction through several strategic choices:
- Simplification and speed across the organization
- Placing athletes back at the center of the brand
- Building growth around product franchises such as Samba, Gazelle, Predator, and adiZero
These franchises are crucial as they foster cultural relevance, retail clarity, and brand heat. These product platforms have been central to adidas’ growth, contributing to a 13% increase for the second consecutive year.
However, the broader competitive landscape is equally significant. We are witnessing a new cycle in the industry:
- ANTA Group has acquired a major stake in PUMA Group, with the promise of unlocking growth in China
- Nike is simplifying its strategy and re-emphasizing wholesale partnerships, but needs to confirm its commitment toConverse
- Challenger brands - most notably privately-owned New Balance - but also ASICS, On and HOKA compete for share of voice and market share
Moreover, the global sports calendar is poised for a new brand battle, with the FIFA World Cup 2026™ - Canada, Mexico and the United States marking the start of this cycle, and the 2028 Los Angeles Olympics likely to be a defining moment for the category.
The strategic lesson remains: strong brands win over time. Investment in brand builds emotional salience, reduces price sensitivity and unlocks long-term growth.
I am curious to hear how others perceive the next phase of competition in the sporting goods industry.
