In the past few days, the news of adidas' huge losses has been overwhelming on the Internet. Because people are now reducing going out and outdoor activities, adidas has closed nearly 70% of its stores, and its profits have plummeted 96%. Of course, this is the current situation of the whole industry. It is only because this brand is very famous that it is so surprising.

Sports giants face big losses

Of course, Nike, adidas' arch rival, also had a hard time. Nike's stores abroad were almost closed, and the loss was as high as $3.5 billion. In order to recover some losses, Adidas had to focus on online sales.

So recently, we can often see the big promotions of Adidas and Nike on the Internet, even with a 50% discount. It has to be said that discounts are still very effective. Adidas' online sales increased by 35%.

Shoemaker family

People often compare these two brand sport shoes together, but objectively speaking, adidas has a longer history. The founder ADI Dassler was born in 1900 in a shoemaker's family in Germany. He also has a brother named Rudolph.

After graduating from high school, ADI was like learning to make shoes from his father, but it was during the first World War, and the local shoe factory could not guarantee that the factory would not go bankrupt, so ADI's father hoped that he could do some stable work, so he let him become a baker.

Later, when the war broke out, ADI became a soldier. A few years later, Germany was defeated. ADI returned to his hometown to set up a shoe factory. In 1924, ADI and his brother Rudolph founded Dassler brothers sports shoes factory. His brother Rudolph was responsible for selling shoes, and Adi was responsible for designing shoes. The business developed very well.

There are two sports giants in one family

But not long after World War II broke out, ADI and his brother Rudolph were forced to become Nazis, and the shoe factory also stopped production. Later, it was even more unfortunate that Rudolph had not been ambushed by the U.S. military. He felt that his brother Adie had betrayed him, and thus buried the fuse.

It was not long before Rudolph was released and returned home. Although he still worked together, the contradiction had become deeper and deeper. Soon the two brothers parted ways. Adidas named the company Adidas, while his brother set up another portal and founded puma sports brand.

At that time, the competition between the two brands was very fierce. Nike, which was just born at that time, took this opportunity to develop itself. However, at the beginning, Nike Company was only the agent of foreign brand guizuka tiger at first, and then Nike made shoes by itself for some reasons.

Nike and Adidas become old enemies

What really made Nike catch up with Adidas was the signing of Jordan in 1984. Relying on Jordan's fame, Nike successfully won $100million in sales that year. At this time, adidas' opponent is not only puma, but also Nike.

It's actually difficult for these two sports giants to distinguish between good and bad. After all, each has its own advantages. Nike products are more eye-catching in appearance, very handsome and more in line with the aesthetics of young people; Adidas' advantage lies in its quality and workmanship. Some consumers think Adidas is more comfortable to wear than Nike.

But now many domestic sports brands are doing well. Anta and Li Ning are more suitable for people who have no requirements for labels and comfort. The price is not expensive, and they can be regarded as the light of domestic products.

I hope these brands can survive this crisis smoothly, develop more new products and do a little more activities. After all, the price is usually quite expensive.

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