Partnering with Victoria Fields, we were able to compare Adidas Group and Nike using an Organizational Communication Approach.

1. Adidas vs. Nike
By: Victoria Fields and Colin Benford

2. VS.

3. Adidas History
Adidas was founded in 1948 by
Adolf Dassler “Adi Das “ (Adidas,
2017).
Adidas start up phase began in a
small town in Bavaria, Germany
in 1924. After Adi Dassler
developed shoes in his mother’s
kitchen, he started to create his
own shoe company called, “Adi
Das” the nickname of the
founder (Adidas, 2017).

4. Adidas Group Includes

5. Nike History
Nike was founded in 1964 with just $1,200 in the bank. The
company was created by Bill Bowerman — a track-and-
field coach — and Phil Knight, a middle-distance runner
from Portland who was enrolled in the University of
Oregon (O’Reilly, 2014).
The first Nike shoes were made inside of a waffle iron.
Bowerman and his wife were making waffles for
breakfast: It sparked an idea for a grooved pattern
on the sole of trainers to help athletes grip running
tracks (O’Reilly, 2014).

6. Nike Inc. Includes

7. Globalization at Adidas
Adidas brands reaches six
continents
Operates in 2,401 stores worldwide
50,000 people employed worldwide

8. Globalization at Nike
Nike is the world's leading designer, marketer and distributor of authentic
athletic footwear, apparel, equipment and accessories for a wide variety of
sports and fitness activities (Nike, 2017).
The company is diversified geographically, with a presence in over 190
countries.
Some include the United Kingdom, South Africa, Jamaica, Dominican Republic, and Ireland.
Nike’s global revenue generated more than 32 billion U.S. dollars (Statistica,
2016).

9. Adidas Values
Mission Statement
The adidas Group strives to be the
global leader in the sporting goods
industry with brands built on a
passion for sports and a sporting
lifestyle. We are committed to
continuously strengthening our
brands and products to improve
our competitive position (Adidas,
2017).
Values
Passion
Performance
Integrity
Diversity

10. Nike’s Values
Mission Statement: “To bring inspiration
and innovation to every athlete* in the world.
*If you have a body, you are an athlete”
(Nike, 2017).
Principles:
“It is our nature to innovate, Nike is a
company and a brand, the consumer
decides, evolve immediately, master
the fundamentals and to remember
that we are on the offense – always”
(Farfan, 2016).
Core Values:
Lead
Coach
Drive
Inspire

11. Adidas Organizational Culture
Values:
- Adidas demonstrates their strong culture by
promoting values that are socially accepted
and respected. This leads to their majors
values diversity and inclusion.
Heroes:
- Roland Auschel - Global Sales
- Kasper Rorsted - CEO
- Glenn Bennet - Global Operation
- Eric Liedtke - Global Brands
Rites and Rituals:
- Adidas believes that performance is one of
their key factors to success and that
performance should be recognized and
rewarded.
Deal and Kennedy’s “Strong Cultures”

12. Nike’s Organizational Culture
Deal and Kennedy’s “Strong Cultures”
Values:
- Nike believes in equality and diversity in the
workplace. They also value innovation and
creativity as they encourage their employees
to think outside of the box.
Heroes:
- Co-Founders: Bill Bowerman and Phil Knight
- Michael Jordan
Cultural Network:
- Nike often uses content marketing videos
to communicate with its employees to
relay news or various other topics.
- They are also able to communicate with
their stakeholders through their website,
commercials and advertisements to
inform them on the current standing of
the organization.

13. Diversity at Adidas

15. Diversity at Nike

17. Leadership at Adidas
“I am extremely happy to be the CEO
of a company that is doing so well.
The great momentum across all major
markets shows the strength of our
strategy ‘Creating the New’ because it
is driving significant improvements in
the desirability of our brands across
the globe.”
-Kasper Rorsted, ADIDAS GROUP CEO

18. Adidas’ Approach
Systems Approaches- Adidas Group
relies on the success of Adidas,
Reebok, and Taylor-made
Subsystems: Reebok, Taylormade, and
Adidas
Super System: Athletic industry and its
dependence on these companies for
products and equipment.

19. Nike’s Leadership
Transformational Leadership Style
For instance, co-founders Bill Bowerman and Phil Knight have helped their employees
reach their full potential through allowing creativity within the organization, providing
efficient products for their consumers, as well as giving their clients platforms to
expand themselves.

20. Nike’s Approach
Human Relations Approach
Douglas McGregor’s Theory Y - Participative Leadership
Leaders who use Theory Y believe that effort in work is as natural as work and play
(Organizational Communication, 2014).
Without coercion, employees will put the effort in the achievement of the company’s
goals and objectives.
Managers in Nike believe that their employees have self-direction and self-
control and therefore unlike other managers (in other organizations), they
don’t threaten their employees.
Managers in this company believe that the achievement of the company’s
objectives is a reward that keeps employees motivated.

21. Controversy at Adidas
Adidas went under fire for the release of these
shoes.
The Adidas JS Roundhouse Mids have caused
an uproar on the Internet because of their
plastic “shackles” that many are relating to
those that have been worn by slaves and
inmates (Madden, 2012).
Adidas quickly pulled the shoe and made a
statement in which they apologized for
offending anyone.

22. Controversy at Nike
● Two decades ago, Nike was under fire for abusive
labor practices after outsourcing their labor
overseas because it was cheaper (Lutz, 2015).
○ Manual workers were employed at factories
working long hours for very low wages in
poor conditions (Sweatshops).
● The public was shocked by reports of Indonesian
Nike workers earning as little as 14 cents an hour.
○ As a result, customers began protesting at
the Olympics and at nearby Nike stores (the
perception that Nike abused its workers
lasted for more than seven years) (Lutz,

23. Overview

24. References
Adidas with record sales and earnings in 2016. (n.d.). Retrieved April 14, 2017, from
http://www.adidas-group.com/en/media/news-archive/press-releases/2017/adidas-re
cord-sales-and-earnings-2016/
Bain, M. (2016, May 13). Nike is the most valuable clothing brand on Earth, and most of its US
employees aren’t white. Retrieved April 18, 2017, from
https://qz.com/684072/nike-is-the-most-valuable-clothing-brand-on-earth-and-most-of-i
ts-us-employees-arent-white/
Diversity & Inclusion – adidas Group careers. (n.d.). Retrieved April 12, 2017, from
https://careers.adidas-group.com/life-here/diversity
History News. Retrieved April 18, 2017, from http://news.nike.com/history

25. References
Kell, J., & Frauenheim, E. (2016, May 12). Majority of Nike's U.S. employees are minorities for
the first time. Retrieved April 18, 2017, from
http://fortune.com/2016/05/12/nike-staff-diversity/
Lutz, A. (2015, April 07). Nike is going after 3 kinds of customers. Retrieved April 18, 2017,
from http://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4
Madden, L. (2012, June 20). Adidas Pulls Controversial 'Slavery' Sneakers. Retrieved April 16, 2017, from
https://www.forbes.com/sites/lancemadden/2012/06/19/adidas-pulls-controversial-slav
ery-sneakers/#21bcad3e3ab9
Miller, K. (2012). Organizational Communication: Approaches and Processes. Belmont, CA:
Wadsworth Pub. Co