Adidas showed a beautiful income statement in 2017, it sales growth was about 14.8% while Nike was about negative 3%. Why this happened? As we know, footwear industry should pay more intention to what consumers need in the coming year, otherwise, it will be easy to lose portion of its market share. Can Nike takeover the lost market share form Adidas? I think it is hard, because Nike faces intense competition in both domestic and international markets from local as well as established players. The athletic footwear and apparel industry is characterized by rapidly changing customer preferences and technology, which requires continuous innovation in order to stay ahead of trends and competitors.