Twitter Brand Analysis:Adidas and Nike

James Polk

Adidas

• Founded: 1949 by Adolf Dassler in Brvaria, Germany

• Multi-Billion dollar company

• Sales exceeding $19 billion in 2013

• Specializes in Athletic apparel, shoes and equipment

• Active on social media sites: Twitter, Facebook, Instgram, YouTube

Nike• Founded in 1964 by Bill

Bowerman and Phil Knight

• American company specializing in athletic apparel, shoes, equipment, and accessories

• One of the world’s most recognizable Brands• - “Just Do It” slogan and

“Swoosh” logo

• 2014 total revenues at $27.8 billion

• Active on social media sites: Twitter, Facebook, Instagram, and YouTube

Adidas on Twitter

• Followers: 1.2 million

• Following: 115 accounts

• Tweets: 1,760 posted

• 883 million total Twitter accounts

• Adidas has 0.14% of the total Twitter users following them

Adidas on Twitter

• Primary Focus:• Brand Awareness• Product Promotion• Customer Satisfaction/Service• Interaction with Target Market• Create an efficient way for buyers and

sellers to network • Does not use Twitter to directly “pitch

sales” to prospect buyers

Adidas on Twitter

• Uses major sporting events to promote brand awareness

• Most significant 2014 FIFA World Cup

• Twitter activity increased 603% for Adidas “Brazuca” soccer ball

• Brazuca Twitter account now has 2.98 million followers @brazuca

Adidas on Twitter

• Social Media has impacted Adidas in a positive way

• Increased brand awareness, sales, soccer jersey, and Brazuca soccer ball sales in 2014

• Twitter allows for instant connection to target market

• Provides current and insightful information to prospective buyers

Nike on Twitter

• Followers: 3.59 million

• Following: 160 accounts

• Tweets: 15.7k

• Currently 0.40% of Twitter accounts follow Nike

Nike on Twitter

• Primary Focus:• Customer Involvement/Satisfaction• Brand Awareness• Product Information• Motivation• Improving product lines with direct

customer feedback• Draw a large target market from Twitter

account activity

Nike on Twitter

• Uses the best athletes in sports as endorsers of their product

• Most profitable is Lebron James ($30 million per year)

• The millions following Nike sponsored athletes will be more likely to follow Nike as a brand

• Constant relationship with customer; inspires and motivates users to feel good wearing Nike

Head to Head

Nike

•More popular brand

•Preferred brand in sports shoes and apparel industry

•More customer oriented and interactive

•Relies heavily on Social Media traffic to track business

•Endorsers bring traffic to Twitter

Adidas

•Continuous growth of company revenues

•Major Sporting events create buzz on Twitter

•Brand awareness continues to improve

•Second preffered brand for atheltic apparel and accessories

•Now generating more Twitter traffic despite lower followers

Preferred Brand’s

Twitter Survey Results for Best Athletic Shoes 2013

Twitter Comparison2012-2014 Twitter Activity Analysis

Conclusion

• Adidas is the up and coming brand

• Twitter traffic is surpassing Nike

• Increasing rate of brand awareness globally

• Nike is the most recognized brand

• Twitter traffic and response has slowed compared to Adidas

• Utilizes relationship with customers and relies on Twitter traffic and social media response to reach target market

Works Consulted

• www.twitter.com/adidas

• www.twitter.com/nike

• http://blog.tweetreach.com/2012/08/ambush-marketing-at-the-olympics-what-does-twitter-say/

• www.nikeinc.com

• www.adidas.com

• www.forbes.com