耐克經不住Underarmour的競爭

Nike (NKE) still rules the market, but German rival Adidas (ADS) is moving forward nipping at the sneaker king's heels, analyst Christopher Svezia of Wedbush told TheStreet on Thursday.

本週四，Wedbush（某私募股權投資公司）分析師克里斯特夫?斯偉亞奇（Christopher Svezia）告訴媒體The Street，儘管耐克（Nike , NKE）依然是運動鞋市場的佼佼者，德國品牌阿迪達斯（Adidas , ADS）卻在不斷迎頭趕上。

"For over 18 months, Adidas has taken market share from Nike. And to a lesser degree, Puma has too," added Svezia. Under Armour (UA) also took market share from Nike some two years ago when the Golden State Warriors won the NBA championship and Under Armour introduced a Steph Curry sneaker, honoring Golden State's premier shooter.

斯偉亞奇說：“18個月以來，耐克的市場份額持續流向阿迪達斯。連彪馬（Puma）都搶佔着耐克的市場份額。”兩年前，金州勇士隊（Golden State Warriors）獲得NBA冠軍，安德瑪（Under Armour , UA）藉機推出以球隊首發球員斯蒂芬?庫裏代言的運動鞋，並因此拿下部分耐克市場份額。

Nike announced Thursday its Triple Double Initiative, which aims to push sales to online platforms. Nike's Triple Double Initiative plans to double innovation, speed and direct connections with consumers, the company contends.

本週四，耐克公佈了“三雙計劃（Triple Double Initiative）”，意圖通過線上平臺帶動銷量。耐克方面稱，該計劃將促進創新、提升速度、加強和消費者的直接聯繫。

One result of that new plan is a 2% cut of its global workforce of some 70,700 employees.

三雙計劃帶來的結果之一卻是裁員，耐克將從70,700名員工中裁掉其中的2%。

According to Wedbush's note, sales growth in this year's fourth quarter could be the highest in China, at 10%.

Wedbush表示，今年耐克在中國第四季度的銷量可能達到各地區最高，爲10%。

It's also part of the company's plan to deliver products more quickly to customers by creating a "local business on a global scale."

耐克還計劃通過打造“本地化全球商業模式”，縮短產品送達時間。

"The future of sport will be decided by the company that obsesses the needs of the evolving consumer," said Mark Parker, Nike chairman, president and CEO in a press release. "Through the Consumer Direct Offense, we're getting even more aggressive in the digital marketplace, targeting key markets and delivering product faster than ever."

耐克負責人兼首席執行官馬克?帕克（Mark Parker）在新聞發佈會上擔任主持時說：“運動市場的未來將掌握在這樣的公司手裏，這家公司能滿足不斷變化的消費者需求。我們將通過直達消費者（Consumer Direct Offense）計劃，更加強勢的迎接數字化市場，瞄準主戰場，以前所未有的速度送達產品。”

Nike shares were down 3.2% to $52.89 at Thursday's close.

本週四股市收盤時，耐克的股價已經下跌至52.89美元，下跌比率爲3.2%。