When I think of adidas, I think of black and white. I feel like their logo has always been black and white, similar to Nike. I was curious to see how Nike’s and Adidas’ websites differed. To my surprise, both websites look strikingly similar. Both websites have their logo in the top left corner, adidas has white font over black background and nike has white background with their black nike logo on top.
In this case, I look for purpose and audience. The purpose for both sites is obviously to sell their products, and how they do it is with their use of color and images and navigation. Adidas keeps their products in images strewn throughout the homepage to be the only source of color organized on the page of black and white. Nike, on the other hand, has a black and white streaming video on the top fold, below the topnodes of people wearing nike casually and for sport. Adidas is more focused on having their site as website to shop on, whereas Nike is trying to apply more pathos with the use of their people in the video of different ethnicities.
Again, I really think black and white together is always the way to go. I mean, it looks classy, organized, clean, and above all, it’s easy to navigate.