2019 has been a spotlight year for women in sports with trailblazers like Simone Biles’ record breaking weekend at the 2019 U.S. Gymnastics Championship and Sarah Thomas becoming the first person to swim the Channel four times non-stop.
Due to emerging female empowerment movements like #MeToo and #TimesUp, the “shrink it and pink it” approach applied by athletic brands are no longer good enough. Women have been turning to female-centric brands like Lululemon and Athleta.
Declaring 2019 as its ‘Year of Women’, Nike released ‘Dream Crazier’ campaign fronted by Serena Williams, showcasing women’s exceptional athletic performance. The brand also sponsored the US Women’s World Cup that rose to victory in July.
Adidas released a campaign entitled ‘Now is Her Time’, celebrating female empowerment in collaboration with Pharrell Williams. Adidas also landed a collaboration with Beyoncé to relaunch her Ivy Park collection in January 2020.
In this report, we compared the performance of Nike and Adidas for women by analysing four markets, namely UK and US in the west alongside Malaysia and Singapore (MY and SG) in the Southeast Asian region. More than 41,000 data points were tracked from January to December 2019.