Tough Battle Between Nike And Adidas

Mr. Chen is a typical sports fan.

Every night, the first thing he came home was to open the CCTV Olympic Channel and watch the latest sports programs.

At the end of the week, he will play with his own antenna equipment, even if the image is not clear, he will be addicted to the 90 minute confrontation in the Premier League.

Mr. Chen is also a person who loves Nike to his bones.

Whenever the brand introduces any football shoes, he will go to the store to ponder.

"I don't buy every pair, but I want to know the appearance of these shoes."

Mr. Chen knows very well that Nike's rival Adidas has sponsored the Olympic Games in Beijing, but for Mr. Chen, this does not seem to change his love for Nike.

"I am not a person who just likes sports. When I was young, I only felt for Nike."

However, Nike rarely talks about its strong opponent in public, though people usually compare the two.

And the official sponsor of the Beijing Olympic Games, Adidas, is confident that 2008 will be an excellent opportunity to raise brand value. "We will surpass Nike in China in 2008", and Adidas issued many words many years ago.

For the Olympics, Nike and Adidas have the opposite strategy in Olympic Games.

Nike likes to choose all kinds of athletes and sports teams; Adidas tends to directly hold hands.

What will be the most intense collision in history? What will it bring to Adidas and Nike?

Old rivals share Beijing Olympic Games

In 1928, the founder of Adidas, ADI dash, made the first product for the Amsterdam Olympic Games, opening the origin of Adidas and the Olympic Games.

Adidas's view is that they have always attached importance to cooperation with the organizing committee so that the brand can be disseminated most.

As a frequent visitor to Olympic sponsorship, Adidas's ambition to sponsor the Beijing Olympics is expected. It is reported that Adidas has directly squeezed local brand Lining out of the list of 2008 official sponsors with a huge sponsorship fee.

The most obvious strategy of Adidas's Olympic Games is its stores.

Reporters at a number of shopping malls in Shanghai saw that most of the interior shops of Adidas had highlighted the Olympic rings and the "human" graphics of the Chinese Olympic Games, and matched the Adidas logo with each other.

By contrast, none of Nike's stores has put up Olympic posters, and the salesperson will not take the initiative to mention the two words of the Olympic Games when introducing products.

Not only that, but at the 2008 Beijing Olympic Games, Adidas will provide clothing and sports equipment to all the staff, torch relay, volunteers, technicians and referees.

At the same time, the athlete's award dress will also be designed and made by Adidas.

Nike is a little bit tied up with the official sponsorship of the Olympic Games, but Nike's strategy is roundabout and effective.

Nike, which has always attached importance to athletes and sports teams, has signed sponsorship agreements with more than 20 sports teams, including basketball, swimming, weightlifting, boxing and track and field.

This makes Adidas a bit embarrassed. Its choice is rather limited, only sponsoring judo, men's soccer and volleyball teams.

Data show that the total number of sponsors sponsored by Nike is higher than that of Adidas, Lining and other four sporting goods providers.

Competition on the field

From the perspective of sponsorship, the Olympic Games started in August 8th will make the competition between the two companies go white hot.

Adidas believes that at that time, the Chinese delegation's exposure rate is the highest. When the National Anthem starts, people will remember the winner on the podium, while Adidas's clothing will also attract attention.

Tens of thousands of volunteers dressed will also enhance Adidas's brand influence.

From this point of view, Adidas will not only affect all kinds of audiences who participate in the competition, but also affect the large numbers of people who participate in the Olympic Games, and will directly guide volunteers themselves.

Volunteers are new customers or new users of the company.

This is also adhering to the concept of "special feelings brought to people" by Adidas.

They use their dress experience to understand the lightness and comfort of Adidas clothing, thus becoming a continuous consumer.

Compared with Adidas's strategy of attacking the masses, Nike is more attractive to athletes and sports teams.

Nike has carried out long-term strategic cooperation with dozens of international sports stars.

Mr. Chen said, "I like Nike, but I like the players who are sponsored by them, such as Liu Xiang and Yi Jianlian."

Some Olympic teams and athletes will wear Nike clothing and other sports products during the Olympic Games.

The organizing committee has obviously seen the "hidden" propaganda hurt the official sponsors deeply.

Therefore, in July last year, Beijing Olympic Organizing Committee officials said that during the competition, athletes were prohibited from advertising for non Olympic sponsoring enterprises.

He also pointed out that Nike and Liu Xiang should vacate the Olympic time.

If Liu Xiang wants to participate in the competition, he will sign an agreement with the Olympic Organizing Committee, declaring that he will not advertise for the non Olympic sponsorship companies during this period.

Competitor's abacus

For ordinary consumers, they may not be able to distinguish sponsors from Nike or Adidas.

Although Nike is subject to many restrictions, it does not mean that it is the loser of the Olympic Games.

The company has a deep understanding of the sponsorship and cooperation of athletes.

This strategy will affect every competition in the future, so that more excellent athletes will speak for Nike in the Olympic Games for a long time and continue to collide with Adidas.

This is an excellent case for sports brands and other industries.

In fact, Nike has long been concerned about the great attraction of athletes themselves. As early as 2001, Nike has discovered the potential of Liu Xiang.

According to the introduction, there is an important team in Nike, which specializes in finding potential athletes. The team members are elite athletes who come from sports athletes. They can excavate athletes with super potential and not well-known as a spokesperson through a series of events and a profound insight into the sports industry at home and abroad, and sign and cultivate them for a long time.

In cooperation with athletes, Nike also pays more attention to the demands and characteristics of athletes, and helps them win better results in the Olympic Games. This will encourage athletes to be willing and willing to cooperate for a long time, so as to further unite the minority sports fans.

"Because the real consumption of sports products is still sports lovers."

Said the man.

Undoubtedly, within Nike, there is a system that supports all this. This is not a complete Olympic Games.

"Nike spends more money on international sports teams and athletes every year than Adidas Supports Olympic Games."

The insider revealed.