Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2014

Abstract

Adidas and Nike were considered two of the largest sportswear companies in the global sporting goods industry. Both the companies had established their brand status particularly through manufacturing a variety of sports-related products like shoes, jerseys, T-shirts, jackets as well as other sports accessories for athletes worldwide. Efficient management system, unique marketing strategies, brand building initiatives, promotional activities through advertisements, endorsement contracts with global icon players, usage of social media for commercial growth etc were some crucial factors, which supported both Adidas and Nike to establish their dominance in the global sporting goods market. In order to extend the company’s brand value among a large number of international consumers, both Adidas and Nike had partnered with FIFA World Cup soccer tournament. Being the official sponsor of 2014 FIFA World Cup in Brazil, Adidas had launched ‘Brazuca’, the official match ball of the competition. Moreover, the company had sponsored team jerseys of nine participating nations. On the other hand, Nike had designed team jerseys of 10 football-playing nations of the same event. Besides, both the companies had commercially engaged with top 10 marketable footballers of the world, especially to project their brand associations with iconic players. Therefore, it remained to be seen, which company (Adidas or Nike) would register the maximum share of sales revenue during 2014 FIFA World Cup, outshining its competitor in the global sporting goods industry.
Location:
Industry:
Other setting(s):
2014

About

Abstract

Adidas and Nike were considered two of the largest sportswear companies in the global sporting goods industry. Both the companies had established their brand status particularly through manufacturing a variety of sports-related products like shoes, jerseys, T-shirts, jackets as well as other sports accessories for athletes worldwide. Efficient management system, unique marketing strategies, brand building initiatives, promotional activities through advertisements, endorsement contracts with global icon players, usage of social media for commercial growth etc were some crucial factors, which supported both Adidas and Nike to establish their dominance in the global sporting goods market. In order to extend the company’s brand value among a large number of international consumers, both Adidas and Nike had partnered with FIFA World Cup soccer tournament. Being the official sponsor of 2014 FIFA World Cup in Brazil, Adidas had launched ‘Brazuca’, the official match ball of the competition. Moreover, the company had sponsored team jerseys of nine participating nations. On the other hand, Nike had designed team jerseys of 10 football-playing nations of the same event. Besides, both the companies had commercially engaged with top 10 marketable footballers of the world, especially to project their brand associations with iconic players. Therefore, it remained to be seen, which company (Adidas or Nike) would register the maximum share of sales revenue during 2014 FIFA World Cup, outshining its competitor in the global sporting goods industry.

Settings

Location:
Industry:
Other setting(s):
2014

Related