Brooks Competitive Analysis

In no particular order, the list below shows competitors to the Brooks Running brand. At the end of this list, Brooks' competition in the running shoe market will be clear.

Asics logo from brandsoftheworld.com

1. Asics

According to its website, Asics is an active wear brand that has been in the shoe business since 1949. This brand has been used during some notable events like the Olympics and international sporting events. The use of Asics products during these events have given the brand more credibility. Since 2007, Asics has used their "Sound Mind, Sound Body" slogan which promotes a sense of health for their consumers.

Like Brooks, Asics uses the color blue for much of their branding. The blue is darker than the blue Brooks uses and often has white coloration too. Asics is most active on Instagram, Facebook and Twitter which are all of the social media platforms that Brooks uses. For a more entertaining and demonstrable approach, Asics produced a commercial that showcased a diverse group of runners running with a new Asics shoe.

Nike "swoosh" logo designed by Carolyn Davidson in 1971 and is viewable on Wikimedia Commons.

2. Nike

Nike is one of Brooks' strongest competitors. According to its own about page, Nike has been seen on the bodies of Olympians, NBA players, NFL players, MLB players and many more since 1972. This has made Nike products synonymous with athleticism which can prompt consumers to buy Nike's products more than other brands. Over time, Nike products have also functioned as popular fashion because iconic celebrities rock their outfits using Nike products.

Business Insider writer, Bill Bostock, says Nike's "Just Do It" slogan was established in 1988. This slogan sounds very simple yet, authoritative which can motivate people to do whatever "It" is while using Nike products. To go along with such a simple slogan is Nike's simple logo, the "swoosh." The simplicity of the swoosh is versatile. It isn't always black nor is it always the same size.

Now, Nike has had some negative exposure. In 2013, A woman named Mary Cain was a Nike sponsored and trained athlete who had allegedly suffered four years of mental and physical abuse from the company. Last year, Cain filed a $20 million lawsuit against Nike for this matter. This blunder impacted Nike's perceived professionalism regarding trainers.

Adidas logo designed by the Adidas organization in 1991 and is viewable on Wikimedia Commons.

3. Adidas

Another strong competitor and direct rival to Nike is Adidas. On Adidas' history page, it is said the brand has been providing athletic shoes since 1949. Like Nike and Asics, Adidas shoes have been seen on the feet of all kinds of athletes. Seeing how this tactic works for other Brooks competitors, it is likely that Adidas consumers feel a sense of empowerment when they know thier favorite athlete performs in the same shoe. Adidas has also created shoes seen to be fashionable. Again, celebrities endorse an active wear brand by wearing Adidas clothing for everyday fashion. Kanye West is a great example.

Adidas slogan is "Impossible is Nothing," which is another simple yet authoritative slogan. The slogan has been apart of the Adidas brand for 18 years and it inspires consumers to do what could be seen as impossible. The Adidas logo shown above is one of many current logos. All of which feature three stipes, leaves or the name. The default design is typically black and white colors. The shoe boxes, however, are light blue.

Adidas has not had many recent blemishes on its brand, however, it is likely that some designers and shareholders may leave the organization. One of them is Kanye West. In a Forbes article by Marisa Dellatto, West plans to leave business with Adidas after the artist percieved Adidas to copy West's shoe designs.