A Comparative Study of the Business Models of NIKE and Adidas

In recent years, the business model concept has become a popular tool in business practice for managing intense competitiveness among companies. The purpose of this article is a comparative study of the business models of NIKE and Adidas companies that allow them to maintain leadership in the sporting goods market. The main tasks are to define the concept of “business model”, to reveal strategies, tactics such as branding, marketing in NIKE and Adidas business models that affect the success of companies and also the role of sponsorship in brand promotion. The hypothesis of the study suggests that through business models, companies create value, ensure sustainability, and even ensure their successful development and maintain competitiveness in the conditions of rapid advances in technology. The research used the methods of study, comparison and analysis.