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Reference no. 506-246-1
Subject category: Marketing
Published by:
IBS Center for Management Research (2006)
28 pages
Data source:
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This case is about Nike's 'Joga Bonito' campaign for the 2006 International Federation of Football Associations (FIFA) World Cup that was held in Germany from 9 June 2006 to 9 July 2006. Through its Joga Bonito (Play Beautiful) campaign, Nike sought to promote the beautiful aspects of the game of football such as creative play, professionalism, courage, and team spirit. It was a multi-pronged campaign, which comprised of a series of advertisements that featured a number of football superstars, an on-line TV channel dedicated to football called Joga TV, a social-networking website,, and a Joga3 futsal tournament. The case discusses the reasons that made Nike develop and launch this campaign and the competition it faced from Adidas. The case also discusses the reactions of fans and media analysts to the campaign.

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This item is suitable for postgraduate courses.


Nike; Joga Bonito; Ambush marketing; Social networking; International Federation of Football Associations (FIFA) World Cup; adidas; Puma; Advertising; Creativity;; Sports goods and footwear; New age media; Brand building and management; Team sponsorship; Integrated marketing communications
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