In this essay, I will be responding to the research question: “To what extent has Nike and Adidas effectively used product differentiation in non-price competition in capturing the market share in Jakarta?” I will be evaluating the contestability of the performance footwear market, that functions as an oligopoly. Nike and Adidas are known to have
decades of rivalry. However, Adidas is currently emerging into the bigger market,
overtaking Nike in terms of preference and popularity due to celebrity influence. I will
investigate whether or not the presence of celebrity influence contribute to product sales.

Grade: C