PHIL Knight, the founder of Nike not only built a global sporting brand that dominated the world market share (as of 2020, Nike has 62% of world market share), he too was a marketing genius who revolutionised the sporting industry’s endorsement business model.
Together with their main rival Adidas, these two giants have consistently gone neck and neck when it comes to sponsorship of athletes and sporting events. Where they differentiate is apparent when we drill into the details.
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