In terms of market share, Nike's biggest competitors are Adidas and Under Armour. Other competitors include Puma, Skechers, Anta and Li Ning. Nike is the global market leader, but it faces increasing competition in Europe and China.
The competitor gaining the most ground is Under Armour. The company is actively pursuing lucrative U.S. sponsorship deals similar to Nike’s, giving it a growing piece of market revenue. In Europe, Adidas is developing new products to compete head to head with the giant. Chinese companies Anta and Li Ning show a steady increase in sales within China. Both Puma and Skechers occupy a smaller part of the athletic apparel market, but both enjoy increasing revenues.