LANGUAGE TRAINING CENTRE
UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
UJIAN TENGAH SEMESTER
SEMESTER GASAL 2018/2019
ESSAY WRITING
Name : Rohma Dwi H. Date of Test :
Student Number : 20170340038 Lecturer : Miss Intan
Faculty : FKIK Signature :
Department : Dentistry
_______________________ Adidas vs Nike _____________________________
There is an intense competition that businesses faced in sports industry. Within this industry, Adidas
and Nike are two brands across the world countries. When we compare them, they have some different in
historical, logos, perceptions, main focus, sponsorships, and target markets. Although Adidas and Nike have
a lot of differences, they also have many things in common as well.
In historical aspect, Adidas was established by two brothers Adolf(Adi) Dassler and Rudolph
Dassler in Herzogenaurach, Germany in 1920. Meanwhile, Nike or as known as Blue Ribbon Sports,
established by tract athlete Philip Knight and Bill Bowerman on January 1964. Adidas owns Reebok,
Asthworth and Rockport while Nike is the owner of Umbro, Converse, Cole Haan, and Hurley International.
The logos of Nike and Adidas are different. Nike logo symbolizes swoosh or correct. The swoosh
was created in 1971 by Carolyn Davidson. Adidas logo has three stripes and also a trefoil. The three stripes
as their performance logo and a trefoil representing the Adidas Original heritage line of products. Some
people say that Nike is more expensive than Adidas. Some people also say that Nike is more fashionable
than Adidas, while Adidas is often considered more focused on performance and having boring designs
which don’t appeal at all.
Nike produces clothes, shoes, and accessories for running, skateboard, football, basketball, training,
tennis, golf, American football, and snowboarding. Anyhow Nike’s main target markets are basketball and
running. Adidas offers everything for football, running, basketball, training,
golf, rugby, and tennis. Adidas’s main target markets are soccer and tennis.
Nike and Adidas have similar marketing strategies, but their methods of implementation are
different. Nike more focus on North American market, whereas Adidas is more presented on European.
Nike does not have any production plants, they outsource to Asia, mainly Taiwan and Korea. Adidas
executes its products in Germany, and just recently started to pass some sourcing to Asian countries. One
of the key factors of Nike’s marketing campaign is to sponsor popular sportsmen and teams, such sport
celebrities as Cristiano Ronaldo, Rafael Nadal, and football team Manchester United, etc. as they are
extremely popular worldwide. Adidas sponsoring are about big events and organization such as FIFA,
EUFA Champions League and Summer Olympics.
We can see that both Adidas and Nike highlight the image of the public figures and the sports team
they sponsor. Adidas and Nike also have websites. Both websites use Flash Player on the face of the two
websites. Purchase features can also be used on both websites. So we can shop on the websites.
In conclusion, Adidas and Nike are the most famous brands in the world. Even though they have
many differences but they have a significant presence and impressive viral marketing strategies.
Total score: Plagiarism:
Scoring*:
Introductory paragraph 5 4 3 2
Body paragraphs 5 4 3 2
Concluding paragraph 5 4 3 2
Organization 5 4 3 2
Style 5 4 3 2
Mechanics 5 4 3 2
*Circle the appropriate score based on the rubric