耐克真的比阿迪达斯更成功吗？鞋类与服装巨头大比拼：英语精读讲义

You won't get far in any given day 語法

随便哪一天，你走不了多远

in most cities in the world

在世界上大多数城市里，

without seeing Nike's famous swoosh

就会看到Nike著名的“对勾”标志

or Adidas's three stripes.

或是Adidas的“三道杠”。

More than just sporting brands, 表達脈絡

不仅仅是运动品牌，

the footwear and clothes of these companies

这两家公司的鞋履和服装

have become fashion statements. 短語搭配

已经成为了时尚宣言。

The two brands are the biggest of their kind,

这两个品牌是同类中最大的，

although sporting goods newbie Under Armour

尽管体育用品界的新秀Under Armour

has threatened to take the number two spot 短語搭配

已经威胁到要夺取第二的位置

in the US at least.

至少在美国是这样。

But on a global scale, 短語搭配

但在全球范围内，

Under Armour can't compete just yet 用詞

Under Armour目前还无法

with these two behemoths. 用詞

与这两个庞然大物抗衡。

Right now,

眼下，

the focus of the leading two brands

这两个领先品牌的焦点

is China's 415 million millennials.

是中国4.15亿千禧一代。

Maybe we'll have a better idea

也许我们会有一个更清晰的认识

of who will take over China 短語動詞

关于谁将称霸中国市场

after today's episode of The Infographics Show,

在看完今天《The Infographics Show》的这期节目后，

Nike versus Adidas.

即Nike对阵Adidas。

Don't forget to subscribe and click the bell button

别忘了订阅并点击小铃铛按钮

so that you can be part of our notification squad.

这样你就能成为我们通知小分队的一员。

Let's first have a look at how these two companies

让我们首先来看看这两家公司是如何

got off the ground. 習語

起步的。

Nike is an incredible success story

Nike是一个令人难以置信的成功故事，

given that before it appeared on the scene, 講解

考虑到在它崭露头角之前，

Adidas and Puma owned the market.

Adidas和Puma占据了整个市场。

Nike changed that pretty quickly.

Nike很快就改变了这一局面。

The company was founded on January 25th, 1964,

该公司成立于1964年1月25日，

when businessman Phil Knight and track coach slash running shoe enthusiast

当时商人Phil Knight与田径教练兼跑鞋爱好者

Bill Bowerman got together to build the perfect

Bill Bowerman聚在一起，想要打造一双完美的、

affordable athletic shoe.

价格实惠的运动鞋。

Prior to its independence,

在它独立之前，

Nike, then called Blue Ribbon Sports or BRS,

Nike，当时名为蓝带体育（Blue Ribbon Sports，简称BRS），

operated under Japanese sporting goods firm Tiger,

在日本体育用品公司Tiger旗下运营。

which is now known as ASICS.

也就是现在的ASICS。

In 1966, BRS opened its first store,

1966年，BRS开设了第一家门店，

and in 1971, it changed its name to Nike

1971年，它改名为Nike，

and also created the swoosh most everybody knows of today.

并设计了如今几乎无人不晓的“对勾”标志。

That swoosh cost Nike 35 bucks to design

这个标志花了Nike 35美元的设计费，

and was created by a Portland State University graphic design student.

由波特兰州立大学的一名平面设计专业学生创作。

Nike took off as fast as its runners 習語

Nike的发展和它的跑鞋一样快，

and by 1980, it had half of the US

到了1980年，它已经占据了美国

athletic shoe market.

运动鞋市场的一半份额。

In the late 80s and 90s,

在80年代末和90年代，

Nike began its global dominance

Nike开始确立其全球霸主地位，

and its products are now available

它的产品现在几乎在世界每个国家

in virtually every country in the world. 用詞

都能买到。

In undeveloped nations,

在欠发达国家，

if you don't see a Nike store,

就算你看不到Nike门店，

you will still find people wearing the products.

你依然会看到人们穿着它的产品。

Adidas starts as a family story.

Adidas则源于一个家族故事。

The founder, Adolf Dassler,

创始人Adolf Dassler，

began making shoes in his mother's kitchen.

最初在他母亲的厨房里开始制鞋。

At the same time,

与此同时，

his brother Rudolf was working with their father

他的兄弟Rudolf在一家鞋厂

at a footwear factory.

和他们的父亲一起工作。

Later, the brothers started working together.

后来，两兄弟开始合作。

At the 1936 Olympics in Germany,

在1936年的德国奥运会上，

young Adolf Dassler made a great move

年轻的Adolf Dassler做了一个绝妙的决定，

by finding American sprinter Jesse Owens 語法

他找到了美国短跑运动员Jesse Owens，

and convincing him to wear the spiked shoes he had made.

说服他穿上自己制作的钉鞋。

Owens won four golds

Owens赢得了四枚金牌，

and Adolf and his brother almost immediately became famous

Adolf和他的兄弟几乎立刻一举成名，

all over the world.

闻名全球。

By 1939,

到1939年，

the two brothers were producing and selling

两兄弟每年生产并销售

around 200,000 pairs of shoes a year.

大约20万双鞋。

At the time,

在当时，

the shoes were simply products of the Dassler brothers shoe factory.

这些鞋仅仅是Dassler兄弟鞋厂的产品。

That would soon change.

这一情况很快就会改变。

In 1947,

在1947年，

the brothers split on not very good terms.

兄弟俩分道扬镳，而且闹得很不愉快。

Adolf Dassler named his company Adidas,

Adolf Dassler把他的公司命名为Adidas，

and his brother Rudolf Dassler started a company called Ruda,

他的兄弟Rudolf Dassler创办了一家名为Ruda的公司，

which later became Puma,

后来变成了Puma，

a household name today. 習語

也就是如今家喻户晓的品牌。

Now, let's look at some numbers.

现在，让我们来看一些数据。

Nike, named after the Greek goddess of victory, 文化背景

Nike，以希腊胜利女神的名字命名，

lives up to its name. 習語

名副其实。

It's currently on Forbes list as the biggest sporting goods company

它目前被《福布斯》列为最大的体育用品公司

in the world.

在全球范围内。

Forbes put the value of Nike at $27 billion 短語搭配

福布斯将Nike 2016年的估值

for the year 2016.

定为270亿美元。

Adidas is in third place according to Forbes

根据福布斯的数据，Adidas排在第三位，

and second place is ESPN.

而第二位是ESPN。

So in terms of clothing and footwear, 短語搭配

所以在服装和鞋类方面，

Adidas is really second,

Adidas确实位居第二，

although its value is far behind Nike

尽管它的价值远不及Nike，

at just $7 billion.

仅为70亿美元。

Under Armour comes behind Adidas with a worth of $5.5 billion,

Under Armour紧随Adidas之后，价值55亿美元，

and Reebok, which is actually owned by Adidas,

而实际上由Adidas拥有的Reebok

comes way behind again with a value of $800 million.

则以8亿美元的价值远远落后。

According to Nike's manufacturing map,

根据Nike的制造分布图，

its products are made in 42 countries.

其产品在42个国家制造。

It has 566 factories and employs a little over 1 million people.

它拥有566家工厂，雇佣了100多万人。

We must say here that Nike is well known for having factories 語法

我们必须在此提及，Nike以在发展中国家

in developing nations,

设厂而闻名，

sometimes paying its workers low wages

有时在不太好的条件下

in not too great conditions.

支付工人低廉的工资。

Nike has made attempts to clean up its image, 短語動詞

Nike一直试图改善其形象，

but according to critics,

但据批评人士指出，

it hasn't done enough.

它做得还不够。

Only this year,

就在今年，

people all over the world in cities

世界各地城市里的人们，

such as Boston, Washington, DC,

比如波士顿、华盛顿特区、

Bangalore, and San Pedro Sula in Honduras,

班加罗尔和洪都拉斯的圣佩德罗苏拉，

protested in the street over Nike's sweatshops. 用詞

都在街头抗议Nike的血汗工厂。

Nike needs a lot of workers

Nike需要大量的工人，

given that research says that the company sells

因为有研究表明，该公司每一秒钟

25 pairs of sneakers every second

都会卖出25双运动鞋

of every day.

在每一天。

Altogether, Business Insider wrote in 2016

据《商业内幕》2016年报道，

that Nike sold 900 million products in one year.

Nike一年内总共售出了9亿件产品。

That included everything under the Nike brand name.

这包括了Nike品牌旗下的所有商品。

According to Statista,

根据Statista的数据，

Adidas employs just over 60,000 people worldwide. 用詞

Adidas在全球雇佣了刚刚超过6万人。

It actually has more factories than Nike does 語法

实际上，它比Nike拥有更多的工厂，

with 1,000 independent factories in 60 countries,

在60个国家拥有1000家独立工厂，

according to its own website.

这是根据它自己的官网数据。

It too has come under scrutiny for the working conditions 短語搭配

它也因为主要位于发展中国家的工厂的

in the factories that are mostly in developing nations,

工作条件而受到了审查，

but Adidas has also been praised for its transparency. 用詞

但Adidas也因其透明度受到了赞誉。

Recent stories suggest that jobs are coming back to Germany

近期的报道表明，工作岗位正在回到德国，

as Adidas improves its highly advanced factory there,

因为Adidas在那里改进了其高度先进的工厂，

where robots do much of the work.

那里大部分工作都由机器人完成。

Adidas sells around 250 million pairs of shoes a year.

Adidas每年大约售出2.5亿双鞋。

This also includes soccer shoes or boots.

这也包括足球鞋或战靴。

We cannot find any sources for the total number 表達脈絡

我们找不到任何关于

of Adidas products sold.

Adidas产品总销量的资料。

As for sneakers, 表達脈絡

至于运动鞋，

Yahoo Finance says Adidas is making some distance

雅虎财经表示，Adidas正在拉近

in catching up to Nike. 短語動詞

与Nike的差距。

Its market share went up from 6.3% in 2016 語法

它的市场份额从2016年的6.3%上升

to 11.3% in 2017.

到了2017年的11.3%。

Nike's went down from 35.9% to 34.7%.

而Nike的份额从35.9%下降到了34.7%。

Yahoo points out the biggest reason Adidas is on the rise 講解

雅虎指出，Adidas崛起的最主要原因

is because of an industry trend

是因为一种有利于该品牌的

that benefits the brand,

行业趋势，

casual sportswear.

那就是休闲运动装。

Apparently, Adidas is just cooler than leisure wear

显然，Adidas在休闲服饰方面显得更酷，

while Nike stays sports-focused. 語法

而Nike依然专注于专业运动。

According to some media,

综合一些媒体报道，

Kanye West's partnership with Adidas has helped the company a lot.

Kanye West与Adidas的合作为该公司提供了很大的帮助。

According to a 2016 story by Quartz,

根据Quartz在2016年的一篇报道，

Adidas also dominates the retro scene. 用詞

Adidas还主导了复古潮流。

In 2016, its Adidas Superstar was the top-selling sneaker in the US,

2016年，它的Adidas Superstar是美国最畅销的运动鞋，

but look at the rest of the list

但看看榜单的其余部分，

and Nike dominates the lower positions.

Nike霸占了后面的位置。

In 2017, it looks as though Nike's Tanjun sneaker 語法

2017年，看起来Nike的Tanjun运动鞋

is going to make the number one spot,

有望夺得第一名的位置，

but we still have some time to go. 短語搭配

但我们还需要一段时间才能揭晓。

As for each company's diamond product

至于每家公司的王牌产品

in terms of sales and popularity,

在销量和受欢迎程度方面，

it seems for Adidas,

似乎对于Adidas来说，

that's its Stan Smith sneakers,

是其Stan Smith运动鞋，

first designed in 1973,

首次设计于1973年，

and a shoe that just never goes out of fashion. 習語

这是一款永不过时的鞋。

For Nike, its various Nike Air shoes

对于Nike来说，其各种Nike Air鞋款

have been a big seller for a long time, 短語搭配

长期以来都很畅销，

although we can't get an exact number

尽管我们无法获得经过所有迭代后

of pairs sold through all iterations.

售出的确切数量。

Adidas made the headlines this year 習語

Adidas在今年登上了新闻头条，

when it was reported that finally

报道称它终于

it had knocked Nike Air Jordans 習語

将Nike Air Jordans从

from the number one spot,

第一的位置拉了下来，

thanks in part to some strong endorsements. 講解

部分得益于一些强有力的名人代言。

When most websites talk about the world's most important sneaker

当多数网站谈论世界上最重要

of all time,

的经典运动鞋时，

they are usually referring to America.

他们通常指的是美国。

The word sneaker is primarily American, 用詞

“Sneaker”这个词主要在美式英语中使用，

and most websites that write on this topic are American.

并且撰写这个话题的大多数网站都是美国的。

This does make some sense as the US is 語法

这确实有一定道理，因为美国是

the world's biggest sporting goods market.

世界上最大的体育用品市场。

Time Magazine created a list of the most important sneakers

《时代周刊》评选出了一份历史上

of all time.

最重要的运动鞋榜单。

This included Nike Air Jordan,

其中包括Nike Air Jordan、

Nike Air Max,

Nike Air Max、

Nike Cortez,

Nike Cortez、

Adidas Superstars,

Adidas Superstars、

and Adidas Stan Smith.

和Adidas Stan Smith。

Unfortunately, there is no definitive list of the best-selling sports shoes 短語搭配

遗憾的是，并没有一份关于历史上

of all time.

最畅销运动鞋的确切榜单。

We'll let you debate what the best sneaker

我们就把史上最好运动鞋

of all time is,

到底是谁的问题留给你们去争论吧，

and perhaps you can come to an agreement. 短語搭配

也许你们能达成一致。

If you haven't already done so,

如果你还没订阅的话，

be sure to check out and subscribe

一定要去看看并订阅

to our new YouTube channel called Fuzzy and Nuts.

我们名为Fuzzy and Nuts的新YouTube频道。

This week, Fuzzy tries the hottest pepper

本周，Fuzzy尝试了地球上

on Earth,

最辣的辣椒，

and the results are both hilarious and educational.

结果既搞笑又具有教育意义。

Tune in to see how Nuts gets him to eat it

敬请收看，看看Nuts是怎么让他吃下去的，

and how she ultimately gets her comeuppance. 習語

以及她最终是如何得到报应的。

Give it a watch and let us know what you think.

去看看吧，在评论区告诉我们你的想法。

See you next time.

下次见。