How to challenge the Swiss sports shoe company Nike and Adidas

Swiss brand on It appears quickly as a global competitor in the sportswear market.

The company, which sells sports shoes and clothes with excellent prices, reported that net sales for three months ended on March 31, increased by 40 % to 726.6 million Swiss francs (869 million US dollars) compared to the previous year.

Analysts say the brand was able to get its share in the market from old competitors such as Nike and Adidas Through innovative products and timing.

“The main thing they really understood is that they went to the aesthetic of the shoe,” said Esha Sherman, Managing Director of Bernstein. “Not any other silhouette seen by the consumer. This is what prompted the initial success.”

As soon as the first public offering of 2021, Nike saw Nike Low sales During the retreat from wholesale retail traders and inventory position. Adidas is also experienced Rocky As well A controversial partnership With Kanye West.

Nike and Adidas still own 58 % of the global market share, according to FactSet, while they make up less than 3 %. But the rate of growth of its profits has surpassed the two companies in the last quarters.

Sherman said: “It was the luck and the design that made them this huge range in the years 2021 onwards, with this collective consumer,” Sherman said. “For the first time, retailers were already going there and looking for high -growth emerging brands to take this space (shelf) and there was for them.”

Now, Nike escalates a The transformation plan Under the new CEO, Elliot Hill, who says analysts can form a possible opposite wind.

The company also faces a tariff for uncertainty with the rest of the sportswear industry. About 90 % of the sports shoes are manufactured in Vietnam, according to the company, which the president Donald Trump He said it may face a 46 % import fees.

a witness The above video To learn more about how to take over the competitors of sportswear and how you plan to move in the customs tariff.