Shares of sports shoes and apparel giant Nike (NYSE: NKE) are trading up over 5% after hours today, following strong earnings for its fiscal first quarter.

As I noted in my earnings preview earlier this week, Wall Street was looking for 92 cents earnings per share for Nike's first fiscal quarter. The company surprised to the upside with a reported EPS of $1.03 a share. While this is down year-over-year from the $1.12 EPS it reported last year in the first quarter, it was still a good quarter considering the current economic environment.

Revenues grew nicely for Nike in the quarter, up a very respectable 17% to $5.4 billion. This also came in above analyst estimates of $5.19 billion.

One aspect of the company's overall business I discussed in the preview was that last quarter the company was able to overcome weak U.S. sales numbers by posting strong growth in international markets. This quarter, too, a weak U.S. dollar has helped boost sales in India and Asia, in particular China, where the recent summer Olympic games were held.

If you love Adidas' clothing and footwear then I have some good news for you. Adidas is eying to open about 2,300 new stores in China by 2010, lifting its total number to 6,300. The company's decision came as a result of strong demand from China even in times when we might expect to see some downturns.

Frederic Seiller, a vice president in charge of retail operations for Greater China, stated that the the global economic slowdown had no impact on Adidas's sales in China. In addition, the company is optimistic about its further gains, and forecast a nice demand from the local sportswear market. From this point of view, total sales in China are expected to come to 1 billion euros by 2010.

As well as getting growth in revenue, by opening its biggest store in the world in central Beijing Adidas aims to beat rival Nike Inc. (NYSE: NKE). Back in 2007, China became Nike's second-largest market, and its Chinese sales reached $1 billion in 2008.

This post is part of my series featuring established companies and the smaller, more aggressive or innovative rivals that may eventually succeed them.

"From sea to shining sea" aptly describes the distance between Nike (NYSE: NKE) and Under Armour (NYSE: UA). Nike is headquartered in Beaverton, Oregon, while Under Armour calls Baltimore, Maryland, home. Nike splashed onto the scene locally in Oregon in 1964 and has developed a true international brand. With the likes of Michael Jordan, Joan Benoit Samuelson and Tiger Woods serving as spokesmen for the company, Nike has transcended virtually every sport and every demographic group.

Under Armour, founded in 1995, at first appealed to the serious athlete with its moisture-wicking synthetic fibers that help keep sweat and moisture from the skin and help regulate body temperature during strenuous exercise. Under Armour then discovered it was unwittingly creating a fashion statement. Like Nike, Under Armour is also crossing over to various demographic groups and weekend warriors as well.

Nike has the famous Swish as its corporate logo, while Under Armour has branded the bold U over A insignia. Nike has established its brand globally with a dual strategy of major retailers selling its apparel and shoes and its own distribution system. Nike has over 250 NikeTown stores in the United States and over 230 internationally. With the retail store system Nike can control the entire purchase from apparel to shoes to socks to sweatbands. Under Armour has just begun its own retail stores with two prototypes, one in Maryland and one in Illinois. It sells its various products through multiple channels, including its own user-friendly e-commerce web site.

You have to admire the courage of senior management teams who agree to present at financial conferences, especially when the president of the company is unloading stock, and the best spin the CFO can put on the numbers is that they aren't as bad as they used to be. Such is the case with G-III Apparel Group, Ltd. (Nasdaq: GIII), which manufactures and distributes higher end coats and jackets under label for Calvin Klein, Guess?, Tommy Hilfiger and others, as well as licensed sportswear. G-III licenses jackets for the NHL, NBA, MLB, and dozens of major colleges and universities. They control a brand portfolio to envy. So why is it that the best the company can do is not lose as much money as quickly?

To its credit, G-III has narrowed its losses in 3Q 2007 by almost 60%, down to about $0.05 per share, compared with $0.14 per share a year ago. Net sales for the recent quarter were up 21% to $84 million. CEO Morris Goldfarb was so pleased with the posted loss that was well below what was expected that he has raised FY2007 guidance to $0.90-$0.95 per diluted share based on a $10 million increase in sales to $510 million.

This positive spin does not at all address the problems facing G-III. Are its costs not yet under control? Are its licensing deals structured in such a way that it is difficult to turn a profit? It manufactures team jackets for most major American sports leagues. Surely some of them must be widely popular with sports fans. Yet even CEO Goldfarb admits that sportswear is not yet a "meaningful" contributor to the bottom line. Investors should hope he accelerates his search for meaning and soon.