It seems so obvious doesn’t it? But think about it for a while, and it isn’t as straightforward as you might initially imagine.
Just say you had to create a list of the ten biggest competitors to Nike. Adidas is obviously on that list. Puma and Reebok, probably. Lacoste? They make tennis gear, but nothing for basketball. Spaulding makes basketballs, but they don’t make shoes. ON Running makes shoes, but not apparel.
The question is really “who makes the cut”. Adidas will always be there. Qantas will always NOT be there. But who makes it at number 10, and who misses out at number 11?
Is there a way of doing this at scale? If you think you know the answer, let me know!