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Reference no. 506-246-1
Published by:
IBS Center for Management Research (2006)
28 pages
Data source:
Published sources
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. The case will help students to: (1) understand the advertising and marketing strategies adopted by global athletic footwear giants like Nike and Adidas to cash in on the popularity of the FIFA World Cup; (2) critically analyse the pros and cons of Nike's Joga Bonito campaign for the 2006 FIFA World Cup; and (3) understand the increasing importance of on-line social communities and digital media as a cost effective tool for marketing communication. The case is intended for MBA / MS students as part of the marketing management / marketing communications / brand management curriculum. The teaching note includes the abstract, teaching objectives and target audience, teaching methodology, assignment questions, feedback of case discussion, and additional readings and references. It does not contain an analysis of the case.
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