The sports footwear industry has a fierce competition within because of the consumers are price-sensitive. Footwear products is one of the most profitable sections in the sports industry company compared to the other section. Nowadays, as consumers have access to the information needed, they become more selective in selecting products. Companies have to develop a strategy to make their products stand out compared to their competitors. This paper chose Nike and Adidas as the object of study as they are two of the biggest companies in the sports footwear industry. The findings of this study showed that both Nike and Adidas implemented strategies constantly improve their financial performance and increased their revenue from footwear products.

Keywords
Differentiation strategies, financial performance, manufacturing, sports footwear industry.