In recent years, the business model concept has become a popular tool in business practice for managing intense competitiveness among companies. The purpose of this article is a comparative study of the business models of NIKE and Adidas companies that allow them to maintain leadership in the sporting goods market. The main tasks are to define the concept of “business model”, to reveal strategies, tactics such as branding, marketing in NIKE and Adidas business models that affect the success of companies and also the role of sponsorship in brand promotion. The hypothesis of the study suggests that through business models, companies create value, ensure sustainability, and even ensure their successful development and maintain competitiveness in the conditions of rapid advances in technology. The research used the methods of study, comparison and analysis.
Adidas, business model, companies, marketing, NIKE, Inc, sports, strategies
1. Barmashov K.S. Effektivnye biznes-modeli predprinimatel'stva: nauchnoe izdanie / K.S. Barmashov, Yu.V. Lyandau. — Moskva: KnoRus, 2021. — 130 s.
2. Ivaschenko N.S. Razlichnye podhody k opredeleniyu ponyatiya i izmereniyu urovnya klientoorientirovannost' organizacii // Mezhdunarodnyy nauchno-issledovatel'skiy zhurnal. — Ekaterinburg, 2020. — № 11 (101). Chast' 2. — C. 182 — S. 123–129.
3. Adidas AG Revenue 2010–2023 | ADDYY [Elektronnyy resurs] // URL: https://www.macrotrends.net/stocks/charts/ ADDYY/adidas-ag/revenue
4. Brand Value of the sports company NIKE worldwide from 2016 to 2023 [Elektronnyy resurs// URL: https://www. statista.com/statistics/632210/nike-brand-value/
5. Marketing and point-of-sale (POS) expenses of the adidas Group from 2015 to 2023 [Elektronnyy resurs] // URL: https://www.statista.com/statistics/540836/adidas-marketingspend/
6. NIKE’s advertising and promotion cost from the financial years of 2014 to2023 s 2014 po 2022 gody // Sayt Statista. 2023. [Elektronnyy resurs] // URL: https://www.statista.com/statistics/685734/nike ad-spend/
7. NIKE brand’s direct-to-consumer revenue worldwide from the fiscal years of 2009 to 2023 [Elektronnyy resurs] // URL: https://www.statista.com/statistics/294512/nike-s-dtcrevenue-worldwide/
8. NIKE Revenue 2010 — 2023|NKE [Elektronnyy resurs] // URL: https://www.macrotrends.net/stocks/charts/NKE/Nike/revenue
9. report Adidas 2022 [Elektronnyy resurs] // URL: https://report.adidas-group.com/2022/en/group-management-reportour-company/global-sales.html
10. report NIKE 2023 [Elektronnyy resurs] // URL: 4147591-_5_Nike-NPS-Combo_Form-10-K_WR (10).pdf
11. The 2020 WORLD’S MOST VALUABLE BRANDS [Elektronnyy resurs] // URL: https://www.forbes.com/the-worldsmost-valuable-brands/#598fb767119c
