Sneaker Wars: Inside the Battle Between Nike and Adidas

The experts who estimate the size of the global sneaker business put the number around $55 billion.
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American consumers spent $28 billion on sneakers last year alone.
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Nike  employs more designers than any other shoe manufacturer (650 compared with Adidas's 200) and gives them unparalleled resources.
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Adidas may never be able to approach the reported $3 billion Nike spends every year on marketing, but it's trying everything it can to out-cool Nike—to win the battle of taste first, ultimately building enough street cred to win the long-term financial contest.

The Endorsement Battle

Because Adidas can’t afford to compete monetarily with Nike, it differentiates itself with attitude. Adidas endorsements go to edgier, younger athletes and celebrities who cross over into the world of fashion.
http://www.gq.com/story/nike-adidas-sneaker-wars