According to Citigroup analyst Paul Lejuez, Nike remains a leader in North America and Europe, but lags behind Adidas in China. Surveying consumers across these regions, Lejuez found Nike strong in North America and Europe for brand recommendation and innovation, but Adidas is closing the gap. In China, Adidas leads in consumer preference and innovation, surpassing Nike in both categories. These results suggest challenges for Nike, especially as China’s contribution to its revenue fell to 15% in 2023, despite North America still being its largest market at 44%.