Nike'S "Guerrilla Warfare" To Play World Cup Marketing

Digging up walls, guerrilla warfare, sneak attacks, and fighting between giants can not be separated from these strange tricks.

Adidas is, of course, the exclusive sponsor of the German national team. In addition, it sponsors 1/3 of the teams and the whole world cup, and is also the official sponsor of FIFA, the supplier and equipment supplier of the authorized products. Therefore, their LOGO will be included in the sports products including the penalty, caddie, volunteers, and outdoor advertisements on the spot.

Of course, Adidas got a lot of money from these privileges, which cost US $350 million, which is not yet the expense of sponsoring FIFA and 6 top teams in 2009. It costs US $125 million.

After all, if you want to maintain a long-term relationship, it's no good only to hold on to the temp - Nike has been looking for the "third parties".

In fact, Adidas's life has not been much better recently. In its base camp, the share of Nike football shoes market has reached 35%, which has exceeded Adidas's 31% in one move.

Football has always been regarded as the heart and soul of Adidas. How can it be handed over to old rivals?

Just as Adidas looked for opportunities, the world cup came again, so they saw the dawn of victory. The world cup in Germany 4 years ago, Adidas's sales exceeded 10 billion euros for the first time, reaching 10 billion 84 million euros, and only one football income exceeded 1 billion 200 million euros.

But Nike is unlikely to make Adidas happy. In 1994 World Cup, Nike's sales of soccer products worldwide were only $45 million, but after a group of executives lobbied with company founder Peter knight, football became the future of Nike development.

This also determines the inevitable collision between the two giants.

Digging up walls, guerrilla warfare, sneak attacks, and fighting between giants can not be separated from these strange tricks.

Adidas is, of course, the exclusive sponsor of the German national team. In addition, it sponsors 1/3 of the teams and the whole world cup, and is also the official sponsor of FIFA, the supplier and equipment supplier of the authorized products. Therefore, their LOGO will be included in the sports products including the penalty, caddie, volunteers, and outdoor advertisements on the spot.

Of course, Adidas got a lot of money from these privileges, which cost US $350 million, which is not yet the expense of sponsoring FIFA and 6 top teams in 2009. It costs US $125 million.

After all, if you want to maintain a long-term relationship, it's no good only to hold on to the temp - Nike has been looking for the "third parties".

In fact, Adidas's life has not been much better recently. In its base camp, the share of Nike football shoes market has reached 35%, which has exceeded Adidas's 31% in one move.

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Football has always been regarded as the heart and soul of Adidas. How can it be handed over to old rivals?

Just as Adidas looked for opportunities, the world cup came again, so they saw the dawn of victory. The world cup in Germany 4 years ago, Adidas's sales exceeded 10 billion euros for the first time, reaching 10 billion 84 million euros, and only one football income exceeded 1 billion 200 million euros.

But Nike is unlikely to make Adidas happy. In 1994 World Cup, Nike's sales of soccer products worldwide were only $45 million, but after a group of executives lobbied with company founder Peter knight, football became the future of Nike development.

This also determines the inevitable collision between the two giants.