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Main products of the 5 main brands (LBN)
Below are current POS examples (online points of sale). Prices change often due to promotions and availability, so treat them as “snapshot” evidence.
Nike (premium sport and lifestyle for kids): examples include Nike Dunk Low (Junior) €94.99 Nike.com and Nike Dunk Low SE (Junior) €104.99
Seaside (value-fashion, strong kids assortment): an example is Sapatilha com luzes LED €19.99 (discount shown on product page).
adidas (sport + classic heritage models for kids): example Stan Smith – Kids €60.
MO (mass value, family positioning): example Sneakers, Kids, White €9.99.
Puma (sport style, often promo-driven): example Graviton Sneakers Kids €51.00.
PICTURE 8. Example of Children's Footwear
The competitive structure here is basically a price ladder. MO and Seaside anchor the low-price zone, which is powerful in children’s footwear because kids destroy shoes for fun and grow out of them even faster. adidas and Nike sit in the premium zone, where parents pay for perceived quality, comfort, and brand status. Puma plays mid-tier, often competing by promotions and “exclusive access” tactics. This creates a market where brands fight on both ends: value players push volume, premium players push margin.
Pieces of communication and promotion of the 5 main brands (LBN)
PICTURE 9. Example of Children's Footwear Publicity
Nike: Nike’s communication leans heavily into its Membership ecosystem, with member rewards and app-based access to offers and exclusive products. This supports retention and repeat purchase rather than only competing on price.
Seaside: Seaside combines loyalty (Seaside Lovers, with benefits like birthday rewards and accumulated purchase rewards) with clear campaign mechanics, such as “extra discount applied in the cart” promotions. This is very effective for driving conversion during peak promo periods.
Adidas: adidas uses adiClub as a loyalty and CRM engine, promoting member benefits and onboarding incentives (for example, a sign-up benefit highlighted in their adiClub help pages).
MO: MO focuses on big family retail moments like “Regresso às Aulas” (back-to-school), supported by continuous promotional visibility and a loyalty layer through Club MO, which offers tiered benefits and exclusive promos through the Cartão Continente ecosystem.
Puma: Puma pushes PUMA FAM style exclusivity, where certain products and offers are framed as limited-time or members-only access, reinforcing urgency and community identity.
The top brands are all doing “membership,” but they use it differently. Nike and adidas use membership to build long-term brand ecosystems and early access. MO and Seaside use loyalty plus aggressive promotional mechanics to win families on value and frequency. Puma sits between, using exclusivity and timed access to avoid being forced into a pure price war. In a children’s-footwear context, this mix makes sense: parents want deals, kids want cool shoes, and brands want repeat customers without discounting themselves into the abyss.
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