Adidas vs Nike: Store Expansion and Strategy Compared

The US athletic footwear, sportswear, and high-end apparel market is competitive, with Nike and Adidas as the most established and reputable sportswear brands. Both have great brand equity and strongholds on consumers. Both have unique brand identities, competitive differentiators, customer base, brand ambassadors, and style synonyms. However, one more element that separates both the stores is their location strategy when it comes to store locations. Both have unique store locations and expansion strategies that form the basis of their retail growth.

Their penetration in the US market and global markets is deep, and many new retail brands and competitors study both of them closely to unravel insights into the sportswear, footwear, and high-end apparel market. We are

This research reveals key insights about store locations of Nike and Adidas across the USA with a focus on market penetration, store expansion, and location strategy.  

Key Findings of Our Research (Nike vs. Adidas)

• Nike’s total store count is 291 in the USA. Adidas trails behind with 198 stores across the region. 
• Nike has a significantly larger retail footprint with stores in 43 states/territories compared to Adidas’ presence in 37 US states.
• Nike has the highest number of their stores in California, with 46 locations, while Adidas also has its highest store locations in California, with 33 stores.
• Nike and Adidas have their highest store counts in the key states of California (Nike: 46, Adidas: 33), New York (Nike: 17, Adidas: 23), Florida (Nike: 26, Adidas: 18), and Texas (Nike: 26, Adidas: 16).
• Nike has the lowest store count in states like Delaware, Maine, Kansas, and Nebraska, with just one store each.
• Nike has a more even distribution across states (presence in both urban and rural areas).
• Adidas focuses more on major metropolitan markets with higher population density and prioritizes coastal states.
• Nike maintains an exclusive presence in many states where Adidas has no stores.
• Both Nike and Adidas have store expansion plans and strategic investment plans for 2025 and beyond.

Nike: An Overview

Emerging from a small town in Oregon, Nike today is a 106 billion dollar company that needs no introduction as a leading global brand for athletic footwear and apparel. The journey that began in 1964 with mere shoes and t-shirts is today an intricate global business reaching into 170+ countries. Around the globe, Nike operates 1030+ stores and 290+ in the USA alone. They have been adorned by sports enthusiasts, and their products cater to many lifestyles in the activewear, sportswear, and other apparel categories.

Top 10 USA States with the Highest Number of Nike Stores

Analyzing the Top 10 USA States with the Highest Number of Nike Store Locations reveals interesting patterns in the retail giant’s distribution strategy:

State	Number of Stores	Percentage
California	46 stores	15.80 %
Florida	26 stores	8.93 %
Texas	26 stores	8.93 %
New York	17 stores	5.84 %
New Jersey	11 stores	3.78 %
Georgia	11 stores	3.78 %
Arkansas	10 stores	3.43 %
District of Columbia	10 stores	3.43 %
Massachusetts	10 stores	3.43 %
Rhode Island	10 stores	3.43 %

Data Source: Nike Store Locator

• California tops the list of Nike stores with 46 stores serving customers across the state. California has a high population and a trendy population with Gen Zs and millennials preferring the brand.
• Florida and Texas tie for second place with 26 Nike stores each. Texas and Florida are renowned for their sports culture and, therefore, make a favorable spot for Nike’s store location strategy. 
• New York, with 17 stores, is also a prominent place of business for Nike.
• The next two states with the highest concentration of Nike stores are New Jersey, with 11 stores, and Massachusetts, with 10 stores.

Overall, the location strategy of Nike points towards five key strategies:

1. More stores in highly populated areas
2. More stores in states with a sports culture
3. High consumer spending areas
4. Stores in states with urban centers and malls
5. More stores in areas with high disposable income

Adidas: An Overview

With a Market cap of 31 billion US dollars, Adidas’ brand value makes it one of the most valued apparel brands in the world. The company’s franchises make waves, and its jerseys are a favorite among soccer players. Adidas is active in more than 160 countries, and its brands, such as Adidas Sport Performance, Adidas Originals, and Adidas NEO, are among the most revered sports brands in the world.

Top 10 USA States with the Highest Number of Adidas Stores

When examining the Top 10 USA States with the Highest Number of Adidas store locations, we notice a more concentrated approach:

State	Number of Stores	Percentage of total Stores
California	33 stores	16.92 %
New York	23 stores	11.79 %
Florida	18 stores	9.23 %
Texas	16 stores	8.20 %
New Jersey	10 stores	5.12 %
Georgia	9 stores	4.61 %
Pennsylvania	8 stores	4.10 %
Maryland	6 stores	3.07 %
South Carolina	6 stores	3.07 %
Virginia	5 stores	2.56 %

Data Source: Adidas Store Locator

California leads with 33 Adidas stores. It is a major retailer that serves the state’s diverse population and fashion-forward residents. California is known for its active lifestyles, urban centers, and global fashion hub. New York has 23 stores, and this makes it the second largest state with the highest Adidas stores. Florida claims third place with 18 stores. Year-round tourism in the state makes it a profitable place for sports brands. Texas ranks fourth with 16 stores owing to its strong athletic traditions. New Jersey rounds out the top five with 10 Adidas stores, benefiting from high population density and proximity to major urban centers.

Overall, the location strategy of Adidas highlights five key approaches:

1. Focus on busy coastal states where lots of people live and set trends
2. Stores in big fashion cities and places with many cultures
3. Make sure to have stores in states that love sports and have good athletic programs
4. Opening stores in high-traffic areas and premium shopping destinations
5. Targeting regions with brand-conscious consumers

State-by-State Comparison of Nike vs. Adidas

Let’s examine five key states to understand the differences in Nike and Adidas’s retail presence:

#1 California

• Nike: 46 stores (15.8% of total Nike US stores)
• Adidas: 33 stores (16.7% of total Adidas US stores)

While Nike is a leading sports brand with more stores than Adidas in California, both brands have made California their top priority state. California is a conducive market for sportswear brands. California’s status as a trendsetting market with high population density, diverse demographics, and strong fashion and sports culture makes it a preferable state for any store expansion plans.

#2 New York

• Nike: 17 stores (5.8% of total Nike US stores)
• Adidas: 23 stores (11.6% of total Adidas US stores)

Adidas has more stores than Nike in New York. Adidas’s strategic focus on urban markets and posh areas’ store expansion is reflected in its store expansions in New York. The brand’s European aesthetic and sportswear appeal resonates strongly with New York’s urban population. Nike has 17 stores, and it competes head-on with Adidas and other sports and athleisure brands in New York.

#3 Florida

• Nike: 26 stores (8.9% of total Nike US stores)
• Adidas: 18 stores (9.1% of total Adidas US stores)

Nike has more stores in Florida than Adidas. This matches Nike’s wider reach across the country and its focus on sports-centered markets. Florida’s mix of everyday sports, tourist hotspots, and a varied population makes it a key spot to target for both brands.

#4 Texas

• Nike: 26 stores (8.9% of total Nike US stores)
• Adidas: 16 stores (8.1% of total Adidas US stores)

Nike’s bigger footprint in Texas shows its focus on big, diverse areas with strong sports traditions. The big difference in store numbers between Nike and Adidas in Texas shows how Nike has worked harder to grow its presence there than Adidas

in #5 New Jersey

• Nike: 11 stores (3.8% of total Nike US stores)
• Adidas: 10 stores (5.1% of total Adidas US stores)

In New Jersey, Nike and Adidas have almost the same number of stores, highlighting the state’s significance as a densely populated hub close to major cities. This parity in store numbers indicates that both brands understand New Jersey’s strategic value within the retail market of the Northeast.

States Without Any Nike Stores:

These states and territories do not have any Nike stores:

• Hawaii
• Alaska
• South Dakota
• Vermont
• West Virginia
• Wyoming
• American Samoa
• Guam
• New Mexico
• Montana
• U.S. Virgin Islands
• Northern Mariana Islands
• North Dakota

States Without Any Adidas Stores:

These states and territories do not have any Adidas stores

• Puerto Rico
• Hawaii
• Alaska
• South Dakota
• Idaho
• Arkansas
• Vermont
• Iowa
• West Virginia
• District of Columbia
• Wyoming
• American Samoa
• Guam
• Rhode Island
• New Mexico
• Montana
• U.S. Virgin Islands
• Northern Mariana Islands
• North Dakota

Adidas has no presence in the above-listed states and union territories.

The absence of the top two sports wear brands in the above states is an opportunity for new entrants in the sporting goods industry.

Nike’s Store Expansion Strategy in 2025

Nike faced big problems in 2024, with its stock dropping 32%. Now, the sports clothing company is changing its retail plan for 2025 in a big way. Instead, Nike will work more with retail partners and sell in more places. In 2025, Nike intends to allocate close to $1 billion towards expanding their retail footprint and Olympic initiatives. As Nike rebuilds its wholesale partnerships, it keeps its flagship stores open in key cities around the world. The $100+ billion global brand sees 2025 as a year to reset retail and stay flexible with strategy. In 2025, Nike is taking on a more adaptable way of getting its products out there, aiming to be where shoppers want to buy, no matter how they choose to do it.

This change marks a big turnaround from Nike’s earlier approach that had cut back on its presence in other stores, letting rivals like Hoka One One and New Balance grab important space on shelves.

These prominent locations act as brand experience hubs, giving customers immersive interactions to build brand loyalty.

Nike’s distribution approach now includes:

• Direct channels: Stores Nike owns, Nike.com, and mobile apps
• Wholesale partners: Sports equipment shops, big retail stores, and niche sellers
• Online marketplaces: Amazon and other e-commerce sites
• Experience-based retail: Short-term shops, events, and team-ups

Adidas’s Store Expansion Strategy 2025

Adidas has a plan to change its retail approach as part of its Own the Game strategy through 2025. Adidas doesn’t want to open lots of new stores. Instead, it plans to make its current retail network digital. The company intends to improve its own stores with fledgling omnichannel capabilities. This will join physical and digital shopping experiences. Adidas has plans to increase its emphasis on major urban markets, growing from six to twelve Key Cities. These crucial markets in North America are likely to make up about 90% of net sales growth up to 2025.

Wrapping Up

The research provides strategic takeaways for new Sportswear market entrants in the US market. Based on the location analysis, store expansion, and strategy comparison of Nike and Adidas, new entrants in the USA’s sporting goods industry can find opportunities in the states where Nike and Adidas have minimal or no presence. Such locations can be profitable owing to less direct competition from these major brands.

At LocationsCloud, we provide more comprehensive datasets of complete locations and stores along with their addresses and zip codes to help businesses in a detailed competitive analysis. Our datasets make market penetration easier for sports brands.

Get detailed location datasets from LocationsCloud and build your own store expansion strategy.