1. Case Study: Nike vs. Adidas
Mikayla Soltis

2. Nike Vs adidas: Meet the Competition
Founded in Oregon, USA, 1964
Mission: "To bring innovation and inspiration to every athlete* in the world
*if you have a body you are an athlete"
Largest sportswear manufacturer in the world
Founded in Germany 1949
Mission: "To be the best sports company in the world"
Largest sportswear manufacturer in Europe
Second Largest in the world

3. Social Media for Investigation
Nike
Adidas
Advertised on the Nike website : - Twitter - Facebook - YouTube - Instagram ____ Also active on : - Pinterest - LinkedIn
According to the Adidas website... - None? ___ Active accounts on: - Twitter - Facebook - YouTube - Instagram - Pinterest -LinkedIn

4. Nike Facebook 32,839,532+ Likes Infrequent posts
Last post: October 2018
No interaction with audience
Posts feature both iconic Olympic athletes as well as inspiring lesser known athletes
Posts are usually also featured on/borrowed from other social media platforms
Most Recent Facebook Post: October 6, 2018
100+ Videos Ago On YouTube: October 6th, 2018

5. Adidas Facebook 35,801,737+ Likes Infrequent posts
Updates to profile picture and header with each new campaign or release
No interaction with audience 
Posts feature celebrities and athletes

6. Nike Twitter 7,783,127+ Followers
Posts Nike content 2-3 times per week
Responds to customer complaints and questions daily
Use of branded hashtag as well as popular hashtags
#justdoit 
#internationalwomensday

7. Adidas Twitter 3,594,975+ Followers
Posts Adidas content at least once per week
Responds to customer tweets regarding adidas campaigns but not questions or complaints 
Use of popular trendy hashtags 
#internationalwomensday

8. Nike Instagram 87,363,305+ Followers Post twice/week
Average post has 600,000 likes 
Content is person focused rather than product focused
Mostly celebrity/Olympic or inspirational athletes 
Serena Williams
Evgenia Medvedeva
Simone Biles

9. Adidas Instagram 23,558,079+ Followers Post twice/week
Average post has 150,000 likes
Focus of the photo is the product or the celebrity 
Focused on pop culture and popular athletes
Beyoncé 
Kanye West
Kendall Jenner

10. YouTube 867,676+ Subscribers Post 3-5 videos as themed series
Nike
Adidas
987,125+ Subscribers
Up to 5 videos per week
2-5 minutes each
Generally feature athletes telling inspiring stories
867,676+ Subscribers
Post 3-5 videos as themed series 
"She Breaks Barriers"
1-2 minutes each

11. Nike Pinterest 10 million monthly viewers
42 boards- focused on style/products, motivation, and female athletes
Entirely female oriented
Pinterest is used substantially more by women than men

12. Adidas Pinterest 4.4 million monthly viewers
6 boards- mostly women's products and fashion
One board geared toward "men's training"

13. LinkedIn Nike adidas 2,032,179 followers
Big focus on Nike being a diverse culture 
More about Nike as a whole company rather than specific groups
No employee testimonials*
* on the main page
1,017,050 followers
We are about the future here's some videos about the digital field are you in?
More employee-oriented posting
Stories and testimonials from employees 

14. Similarities
Multiple accounts on all social media profiles to cater to more specific customer interests
nikewomen, adidasfootball, nikebasketball
No posts to Facebook since 2018
Both have the main social media accounts represented
Posting schedules are similar, neither posts significantly more or less than the other

15. Differences
Nike focuses on athletes- both celebrity and everyday athletes. Nike features diverse ages, races, genders, and abilities in their posts 
Adidas has some celebrity athletes but focuses on pop culture celebrities
Nike places a higher focus on the people in their photos. The logo and pictured clothing are less important than the people representing their brand
Adidas focuses on the products themselves more often than Nike
Adidas updates header/profile pic on Facebook to stay relevant

16. Recommendations: Nike
Be active on Facebook. 68% of US adults use this site. Not using Facebook at all is causing Nike to miss out on this audience. 
Consider expanding to other social media platforms like Snapchat. There are 190 million users on snapchat and 16 million could see a branded lens in one day. 

17. Recommendations: Adidas
On Facebook, brands should post once per day in order to stay relevant. 
Try to respond to customer complaints or questions about products on Twitter. 76% of customers are more likely to recommend the brand
Put links to social media profiles on the adidas website to ensure customers know about these different profiles

18. Conclusions
Nike has the most effective social media - Leads in followers on all except Facebook - Twitter indicated Nike as a good example of quality interactions with customers - Nike is popular and often used as an example of a brand with good social media strategy Adidas has high potential, but should try to be more interactive and accessible for their customers