Exclusive extracts from this 68-page-long report:
- Who are the key players?
Nike is, by far, the industry leader, with more than €30bn in sales, a strong global presence, and robust brand equity. It is bigger than its three main direct competitors (Adidas, Puma, Asics) combined in terms of revenues. Adidas is a clear second with revenues of about €20bn, ahead of more diversified groups, such as VF Corp (Vans, Jansport, Eastpak, etc.) and Amer Sports, and more focused groups, such as Asics and Under Armour. [...]
Groups analysed in this report include: Nike, Adidas, VF Corp, Under Armour, Puma, Asics, Amer Sports, Columbia, Mizuno and Billabong.
- What are the players' strategies?
Under Armour faced numerous internal and external headwinds in 2017, particularly in the US market, following years of rapid growth and significant investments to gain global scale. As a result, the company realigned its strategy in 2017 and began focusing mostly on restructuring its domestic operations. Under Armour thereby aims to improve its domestic distribution network, grow its direct-to-consumer business, review its go-to-market process and cost structure to reduce operational inefficiencies, and clean up its inventory problem. […]
- What are the players' key growth and profitability drivers?
Adidas had an exceptional 2017 fiscal year, after a strong 2016 and 2015. The group had previously underperformed the industry. The Reebok brand tends to underperform compared to the core Adidas brand. Benefiting from a large global network of retail centres, sales grew at double-digits rates across the world in 2017, excluding Russia and CIS region. [...]