Nike

How a sportswear brand stands out from its rival.

Nike and Adidas both make quality sportswear but with different stories

The long running (pardon the pun) "Just Do It" isn't about their shoes but about pushing past your limits, becoming your best self. Nike sells the hero's journey.

Adidas sells products that do the same, but their story is about innovation.

The Lesson

Your brand isn't what you do. It's how you do it and why. Get that right, and you'll attract customers who share your values — and keep coming back.