글로벌 스포츠웨어 브랜드의 빅데이터 분석

Abstract

The purpose of this study is to examine the changes in brand keywords that interest the public through big data analysis of Nike and Adidas, which are representative global sportswear brands. In the research, various keywords related to Nike and Adidas were extracted using Google Trends and Textom, and changes in perceptions of sportswear brands were examined through content analysis. The following keywords were extracted regarding Nike: sneakers, online sales, resell trends, limited edition promotions, collaboration, brand mania, and Adidas as the competing brands. On the other hand, Adidas keywords included the following: sneakers, apparel products including leggings, online sales, personal deals based on cafes and blogs, and Nike as the competing brands. As a result of the above analysis, it can be seen that Nike is creating a culture of resell and personal transactions by launching innovative and trendy products through various collaborations and solidifying a brand fandom through services that inspire the joy of online shopping experience. On the other hand, Adidas has adapted strategies such as marathon events and idol models to make their brand focus on bestselling items, attract MZ consumers, and revitalize running culture. Additionally, it was found that consumers share their daily life through personal blogs and communities, and personal transactions are activated. This study reveals strategies and implications for future sportswear brand growth by identifying how global sportswear brands are understood and owned by the public. Furthermore, this research demonstrates what elements of the brand attract public attention through five years of brand keyword analysis. Thus, the research is considered meaningful.