Coke vs Pepsi. Apple vs Microsoft. McDonald’s vs Burger King. UPS vs FedEx. Chicago Bulls vs Utah Jazz.
What do they all have in common? A rivalry. Rivalries make great stories and the greatest rivalries make the greatest stories in history. Today we take a look at 2 sportswear companies with one of the greatest rivalries in sneaker history, Nike and adidas.
We won’t be discussing their rivalry in detail; instead we will list reasons why adidas is poised to regain their No.2 spot back from Under Armour in the U.S. market. Arguably the leading global trendsetter for sneakers as we, Malaysians, also look to our American counterparts for the latest in sneaker trends.
1. Tech: Boost, Primeknit, Xeno
Boost
The innovation of adidas’s Boost has been nothing short of awesome. Described as “springy”, there’s no denying the fact that it is currently the best shoe on a runner’s feet. Boost claims to return more energy in the cushioning system and withstand the harshest weathers either hot or cold. The fact that it is not only made for performance but also as a lifestyle option has made it accessible to athletes and non-athletes alike. Although some may be deterred by the sight of the styrofoam look of the sole, no one can argue how comfortable it is after trying it on. In fact, the recently released Ultra Boost made it to retail here in Malaysia at local adidas outlets and there has been nothing but praise for not just the comfort but also the way it looks on feet.
Primeknit
A few years ago, Nike’s Flyknit and adidas’s Primeknit shoes were released roughly the same time. The Primeknit tech garnered enough attention and drew enough comparisons to Flyknit to justify a court case with Nike eventually losing the lawsuit. Some people have argued that adidas copied the Flyknit tech but there is a difference between Flyknit and Primeknit. Flyknit is a very high tech knitted material that involves placing stronger fibers in specific areas for more support. Primeknit, on the other hand, involves knitting a one piece upper made of the same material throughout the shoe. There have been debates about this topic but at the end of the day, it depends on the individual preference to the feel and shoe model it is utilized on in regards to both brands.
It’s also worth noting that adidas has beaten Nike to the punch by utilizing Primeknit not only on their more modern shoes but also on their classic silhouettes such as the Stan Smith, adidas’s best selling shoe. While there aren’t many Primeknit releases, we look forward to more silhouettes made with the lightweight material such as the Primeknit Pure Boost released last year. Just like Nike’s Flyknit, adidas’s Primeknit will be good to wear in Malaysia considering the hot climate that we have become accustomed to especially this time of the year.
Xeno
Xeno tech will forever change the multicolor sneaker scene. While Nike can be credited with the term “multicolor sneakers” (Flyknit Racers, Flyknit Trainers), it seems that adidas decided to go with another direction and instead concentrated on materials that reflect light. The result is a shoe, which reflects light from the upper part and different colors at different angles. Inspired by the Xenopeltis snake, which can be found in Southeast Asia, the Xeno “Black Pack” was released during the NBA All-Star weekend last month with the ZX Flux model sold out instantly. So, instead of the standard 3M we are used to seeing on sneakers, watch out for more Xeno shoes in future. We are hoping the pack will eventually reach Malaysia.
2. Celebrity Collaborations and Sports Deals
No one can argue with the power of the sight of sneakers on a celebrity’s feet. Afterall, people went crazy when Kanye West wore the Air Max 1 Independence Pack, a relatively non-hyped release. In fact, some local dudes here have offered to sell their cars for a pair of Nike’s “Red October” Yeezy 2! So while celebrity collabs are nothing new, adidas has made a significant push in that direction. Powerhouse names include Pharell, Snoop Dog, Rita Ora, Nigo and of course, the recently signed Kanye West. Speaking of Yeezus, Kanye’s recent Yeezy collaboration with adidas was released with much hype and excitement. Selling out instantly online and retail, is this a sign for bigger things to come?
3. Increased Presence at Fashion Shows
For the past few years, Nike has always the dominant footwear at fashion shows in Paris, NY, Milan etc. Recently, there have more been sightings of adidas’s classic Superstars; appropriate since it is the 45th anniversary of the iconic model. Dominated in the past by Nike, fashion shows are slowly getting more adidas sneakers in the mix that only adds more variety and not the usual, boring ho-hum shoes. With long time collaborator Yohji Yamamoto, Rick Owens and Raf Simon on board, this is perhaps the ushering of an era where we will see more adidas designs on runways particularly on feet.
But adidas should do themselves a favor and drop Jeremy Scott out of the equation.
4. Acquiring ex-Nike designers
Finally, the acquisition of ex-Nike designers Marc Dolce (CB 94, Air Penny), Denis Dekovic (Magista, Mercurial) and Marc Miner (Nike’s Free line) has given much anticipation for great models from adidas whether new or vintage though we probably won’t see their work till 2016 due to their non-compete contracts. Let’s not forget that recent adidas models (SL Loop Runner, ZX Flux, Pure Boost) were released prior to the signing of the 3 ex-Nike employees so there is definitely a lot of room for potential for newly designed silhouettes. Let’s hope the $10 million lawsuit Nike filed against the trio wouldn’t be too detrimental.
Conclusion
Only time will tell if adidas will make enough moves to finally rival Nike. It’s not impossible but it will take more creativity, innovation and marketing from adidas to overtake Nike. This doesn’t take away the fact that Nike makes great shoes. Foamposites, Air Maxes, Flyknits, and Lunar soles are all great in their own right. But adidas’s moves have put the German sneaker company in the spotlight and rightfully so.
Earlier this year, Under Armour’s CEO was quoted, “We’re not going to compete with our dumbest competitor“ and went on to say how adidas is chasing the old business model of acquiring athletes and celebrities to represent the brand. Strange, considering how Under Armour went after Kevin Durant, a NBA basketball player, last year after his contract with Nike ended only to have the superstar re-sign with Nike.
But we will leave this for another day. For now, adidas will have to regain it’s No. 2 spot to be within striking range of Nike in the U.S. market. Only time will tell who has the last laugh between Under Armour and the Three Stripes. It will also be interesting to see if recent developments will sway local sneakerheads to adidas as the Malaysian sneaker scene is still dominated primarily by Nike and Air Jordans. Well sit back, relax and watch as the rivalry between these 2 sneaker juggernauts heats up again… with a wannabe contender.
