Nike And Adidas Staged The "Brand War" In The Brazil World Cup.

News from foreign media a few days ago, the result of the 2014 World Cup group draw in Brazil has just been announced. Another major war triggered by the world's top football tournament is also on the verge of fire. And this time, the new round of confrontation between the two old rivals of Nike and Adidas will kill the enemy.

Judging from the current market share, the bigger odds seem to be Nike. At present, the global market share of Nike brand is about 14.6%, Adidas's market share is 11.4%, and Nike's 3 percentage points are lower. In addition, in recent years, Nike has also challenged Adidas, and has gradually encroached on Adidas's "traditional position", the European market. Adidas's "backyard fire" has also had a huge impact on its European hegemony. This result is more or less reflected in the European market performance data. In 2012, Adidas's share in the European market was 13.2%, while Nike's share had reached 12.4%. Adidas's position seemed to be "precarious".

But in terms of the management of football products, Nike is compared. Adidas A little worse. Adidas now has over 40 years of experience in the production and sale of football products, and has very good cooperation with teams such as Bayern, Munich, Germany and even the World Football Association (FIFA). However, Nike started the production and sale of soccer products in 1994. Although it has a good relationship with Manchester United and other Premier League teams, it is still relatively shallow compared with Adidas.

Under such circumstances, the intensity of the "brand war" in the world cup can be imagined.

Because Nike Brazil has always been a favorite sponsor of the championship. People's interest in Brazil will naturally benefit Nike. In order to win a game, Adidas has to use all kinds of means to work hard on other teams and star players. It is reported that Adidas is planning to further cooperate with soccer star Messi and Mesut Ozil, and expand the brand's appearance rate in the 2014 World Cup by sponsoring Argentina and Germany. At the same time, the 2014 World Cup designated ball "Brazuca" production rights were also successfully snatched away by Adidas, which was more or less a win for Adidas who lost the Brazil team.

But Nike is also not to be outdone. Nike has a good partnership with French star Ribery and Portuguese star C lo. In terms of making full use of "Star benefits", Nike looks inferior to Adidas. In addition, Nike has always been famous for its "big hand". In all kinds of world-class competitions, Nike has spared no expense to support sponsorship, compared with Adidas's focus on product design The traditional development route seems to be relatively low-key. Insiders say that sponsoring European stars frequently is also an important reason to help Nike catch up with ADI in the European market.

"Nike claims that regardless of the type of sport, Nike will spend money on sponsorship as long as there are top sports stars." A senior marketing consultant said, "in this respect, Nike has done a good job."

But Adidas also said that although the company had made mistakes in brand promotion in the past, it will not repeat the same mistakes in the next competition. CEO, Adidas, said: "we firmly believe that we can promote business growth by introducing the most innovative products. At the same time, we will also spend heavily on investment in media publicity. "