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.

Abstract

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, Joga.com, 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.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
Industry:
Size:
Large
Other setting(s):
1998-2006

About

Abstract

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, Joga.com, 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.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1998-2006

Related