Question by James B: Which Adidas or Nike do you believe will dominate global soccer in the long term? Why?
Adidas’s strategy
- Adidas has locked down sponsorship of the World Cup tournaments through 2014. In addition to a powerful advertising presence, this means that billions of television viewers—plus the millions of people attending the games in person—will only see Adidas signage in the stadiums and Adidas balls on the fields. The sponsorship package also allows Adidas to sell “official” World Cup products, such as the 15 million World Cup soccer balls that they expect to ship in 2006 alone.
- For the 2006 World Cup, Adidas also paid for additional rights to completely shut Nike out of all TV advertising for all 64 games broadcast in the English language in the United States.
- On the 2006 digital front, Adidas bought sole sponsorship rights in the footwear category on three hugely popular soccer Websites (plus, of course, their strong presence on the official World Cup Website).
- But Adidas’ most powerful weapon may be their soccer boots themselves. Building on growing worldwide demand for customization, Adidas introduced the +F-50 soccer shoe that users can configure every time they play in response to their playing conditions and style preferences. Early signs suggest that the shoes will be a huge hit.
Nike’s strategy
- While Adidas has locked Nike out of World Cup sponsorship since 1994, Nike has always found creative ways to crash the gate. In 1994, for instance, Nike surreptitiously dropped about 150 free, branded caps at a major World Cup game in Orlando, Florida. The limited edition hats quickly generated more buzz than money could buy. At the 1998 event in France, Nike brought free soccer clinics to 50,000 French kids, and set up a high profile, interactive “Nikepark” in Paris. And after the 2002 World Cup in Japan and Korea, Nike had such a strong underground presence, that more British consumers thought Nike was the official sponsor than thought Adidas was.
- But Nike’s edge seems sharpest in the digital realm. In late 2005, Nike released a digitally altered Internet-only ad called Ping Pong, featuring Brazilian soccer superstar Ronaldinho performing virtually impossible soccer feats. The compelling viral video was viewed 12 million times in its first seven months on the Web.
- Nike’s biggest digital coup may be its new social networking site, Joga.com. Built in partnership with Google and modeled after My Space, Joga.com is a “community that focuses on one topic and one passion: soccer.” The site is available in 140 countries in 14 languages. In just three months Joga.com garnered about 800,000 members from around the world, and Nike claims that it adds a new member every eight seconds. The site is just one dimension of Nike’s innovative “Joga Bonito” campaign, which means “Play Beautiful” in Portuguese and features legendary soccer players from a range of different countries.
Best answer:
Answer by Harsh Patel
Nike because it’s a better and more popular brand than Adidas is.
Answer by TheMan
I don’t know exactly how to explain why a lot of people think Nike has a lot more quality in their material than adidas. they dominate the shoe market (not just in football) as they have a wide range of outdoor and indoor (futsal) football shoes, with the world’s most recognised global football superstars promoting their products. They also make way more ads that hold the interest of the viewer (I personally never get bored of their football ads).
In the long run, I think Nike will dominate not just the football market, but in all sports. Just look at Nike progression from the 1970′s.
Answer by Brad.Aggie
Wow that’s alot of info for a basic question. No offense but you sound like a Nike rep or something.
This is definitely a marketing ? One that will play out over time.
From an equipment standpoint, I’ve played with both balls and uniforms and ADIDAS is definitely better. Their balls are awesome and the uniforms are top notch quality. I always love to play with an ADIDAS ball.
As far as boots go I can’t really say…that’s such a difficult ? to answer considering foot shape and materials factors, etc.
So for me, ADIDAS will win with better equip but I think Nike is the smarter marketer, spending less $ on sponsorship but still figuring ways to reach the same audience.
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