Adidas change of strategy? (Adidas)

Bejing,

Adidas is a major sponsor to the Olympic Games 2008 in Bejing. They invest many millions of dollars into these games, yet Nike is still tremendously more popular and well known with the Chinese people.  How can this happen? Why is Nike more popular while not even being an official sponsor?

Perhaps the answer lays in the marketing strategy both brands use. Nike is so much more focused on the individual while Adidas is trying to reach the group/team that is out there. In my opinion Adidas is trying to fulfill the same position as Nike while they are clearly another brand. People should relate to the brand because they have some affection to it, not because it looks like another brand.  

Personally I think Adidas should profile themselves in another way and try to make themselves unique in another way.

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