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If Nike has the best Athlete in a sport, Adidas seems to have the second best. If Adidas pays top dollar to host a sporting event, Nike uses gorilla advertising to undercut Adidas and build their brand without the expense. … "View That Adidas if One Step Behind Nike" has a significant impact, so an analyst should put more weight into it. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs.