Which is cooler Adidas or Nike Why

Technology is becoming increasingly important for Adidas and Nike

The acquisitions show: In the battle of the big sports corporations, it is no longer just cuts, fabrics, colors and constantly new collections that count, but increasingly IT and data. Industry leader Nike and follower Adidas are firmly committed to getting closer to consumers.

They want to bind the buyers more closely by making offers that are as individually tailored as possible to them. That is only possible if you get to know them better. Nike needs a much deeper insight into consumer behavior, explained the manager responsible for day-to-day business, Eric Sprunk, when purchasing Celect.

Registered users spend more

That's not all: the leading sports brands are increasingly trying to sell their shirts, shorts and shoes directly and bypassing traditional sports retailers. On the one hand, this promises higher margins. Above all, it allows fans to be more closely linked to their own company.

In addition, the providers learn more about the buyers. Users registered with Nike spend three times as much in the company's own online shop as visitors who only drop by occasionally.

According to Adidas boss Kasper Rorsted, his company's Creators Club customer loyalty program now has 15 million members. It started in America in the fall and launched in the UK and Germany this spring. And the brand's personalized sales app is now available in 30 countries. “It's a cornerstone of our business,” the manager emphasized.

In addition, the sports companies are investing in their own stores. There, too, they want to serve the athletes as precisely as possible. Celect's programs are intended to make it possible for Nike to deliver exactly the right product range in the right number to the individual branches.

For decades, the two world's largest manufacturers of sneakers have fought over space on the shelves of sports retailers. They continue to do so. But now a place on the smartphone of the young target group is even more important. Adidas' online sales rose by more than a third in the most recent quarter. All in all, however, revenues only increased by five percent.

Adidas swallowed the Runtastic sports app from Austria almost exactly four years ago to the day. The € 220 million purchase was the Swiss franc's entry point into the world of data. Since then, the Dax group has held back from taking over technology companies. Instead, the company has entered into partnerships. If competitor Nike continues to buy so briskly, Adidas could soon be forced to strengthen itself.

More: The ex-boss of Henkel started at Adidas three years ago. Kasper Rorsted has managed to eliminate the weak points that his predecessor had left him.