Insights & Strategy
Adidas vs. Nike: A 2026 Sportswear Communications Retrospective
EPR's 2026 retrospective on Adidas vs. Nike sportswear communications — the substantial 2018 baseline, substantial Yeezy/Kanye crisis (October 2022), substantial Bjorn Gulden CEO transition (January 2023), substantial Samba/Gazelle terrace sneaker resurgence (2023-2025), substantial Nike struggles under John Donahoe (2020-2024), and substantial Elliott Hill return as Nike CEO (October 2024). Three operational lessons established.