Adidas vs. Nike

The right name is the trump card in the billion-dollar poker game

The sporting goods giants Nike, Adidas, Puma and Co. are playing a tough match in the super sports year 2024 with the Olympics and EURO. Shoes are by far the most important sales factor, and the hardest currency in the competitive billion-dollar business is the right name of the flagship brand.

When the road gets hard and rocky, at some point, the best ones feel the pinch. Like giant Nike. Where - despite profit increases in the past year - two billion dollars in costs are to be saved by the end of 2026 in order to improve profitability. CFO Matthew Friend wants to "simplify the product range, increase automation and the use of technology and streamline the organizational structure". In addition to thousands of employees, this will also affect a number of sports stars. And already met.