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Costume Wars Between Nike And Adidas In The World Cup

2014/6/14 20:43:00 166

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pay the player to wear his < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, jerseys, pay the League to use its balls, these are Adidas first used .

although Nike did not enter the football field until 1994, its strong momentum made Adidas feel uneasy.

article summary: if we catch up with NIKE's English root, we will find its original meaning is the Greek goddess of victory.

In the bones of NIKE, the desire to win business is hidden.

Its biggest rival, Adidas, was in a position of no dominance in 1970s, but now has retired to NIKE.

In each world cup, the two big companies will try their best to use this stage to show their brand charm.

In 2014, this world cup, a target= "_blank" href= "http://www.91se91.com/", "clothing /a" and "NIKE", can maintain its winning female posture.

Bismar (Karim Benzema) to pass the pass of Fabi (Coentr o o), gently push the ball into the goal.

It was the only goal that night, but it was very beautiful.

Real Madrid won the victory at Santiago Bernab u, the home court.

Bingma and dry check shoes are all from Adidas.

The Real Madrid uniform is provided by Adidas company, and also the Bayern Munich of Bayern.

The two top clubs in the world meet in the semi-finals of the Champions League, and Adidas is the sponsor of the event. So the ball is also provided by Adidas, and its name can be seen everywhere.

The team, the stadium, the football, the assists and the goals: Adidas spent a good night at the squad.

In the past 66 years, Adidas has always been like this: pay the players to wear their shoes, pay the team to wear their jerseys, and pay the League to use their balls, all of which were first adopted by Adidas. P

In 1970s, when Adidas's dominance was unmatched, a Phil salesman in Oregon, who was named Knight Knight, regarded her catching up as her goal.

knight is now chairman of Nike.

The goal at Ben ababe stadium was first launched by Cristiano Ronaldo (C Luo) wearing the right foot of Nike shoes. After passing several people in the midfield, he passed the ball to Cristiano Ronaldo.

I was there because Nike sent me some tickets.

And I was in Spain because I asked for interviews with Nike executives in Oregon, but Nike insisted that I meet them in Madrid.

Nike rented a 380 year old king's Palace (Sal n deReinos), which was built by Philip V (Philip IV) and has been damaged.

For two days in a row, Nike set the generator outside the palace and set up a stage in the palace.

In 2013, C Luo won the Ballon D (Or), marking him the best soccer player in the world.

Nike invited 250 journalists from around the world to Madrid to see C Lang's new sneakers.

Nike is currently the largest sportswear manufacturer in the world with a sales revenue of US $25 billion and a market share of 17%.

The second largest producer is Adidas in Germany, with a sales revenue of US $20 billion and a market share of 12%.

The market share of the football products of the two companies is much higher, and the two share up to 70%.

According to data from the International Football Association (FIFA), 300 million people play soccer and 1 billion people watch soccer matches.

Soccer has not been popularized in Asia, showing a growth trend, and the US market is also expanding.

> a href= "http://www.91se91.com/news/index_f.asp" > Nike < /a > the company disclosed that soccer business income reached 1 billion 900 million US dollars in 2013.

Adidas refused to publish revenue data, but according to Allman Peter Ohlmann, a Cologne marketing consultant, the company earned $2 billion 400 million in soccer business last year.

Nike's strong momentum in football business has made Adidas uneasy.

Nike didn't set foot in football until 1994, when the the World Cup was held in the United States.

Although Adidas has lost its advantages in other sports fields, it still sticks to the position of football business.

Herbert Hainer, chief executive of the company, often said that football has been "integrated into our genes".

Adidas relies more on the European market, where football is the only truly influential sport.

Nike longs for football, Adidas needs football.

Since P, Adidas has been a sponsor of the FIFA since 1970.

Last year, the cooperation agreement between the two sides was extended to 2030. According to Allman, Adidas will pay about $70 million every four years for this sponsorship.

Adidas also sponsors UEFA, which is responsible for European football affairs, with a slightly smaller sponsorship.

Compared to Nike, football business revenue accounts for a higher proportion of total Adidas revenue.

Adidas sales tend to soar in the year of competition, for example, in 2010, the world cup was held in South Africa.

June 12th World Cup will be opened in St Paul, Brazil. The first match will be Brazil against Croatia.

Allman said that the cost of sponsoring the team alone is close to 400 million dollars.

Nike will sponsor 10 teams, one of the largest number and one more than Adidas.

Nike sponsors Brazil, Portugal and C Roland; Adidas sponsors Spain, Germany and Leo Messi (Lionel Messi) who have won four golden ball awards from Argentina.

Like every World Cup since 1970, this year's ball will still be provided by Adidas.

for most people, watching the world cup is a great event and even worth putting aside the work.

Adidas is counting on a good summer harvest.

Last year, the performance of Adidas was disappointing all year round, so hina emphasized the promise he had made: to earn 2 billion euros ($2 billion 700 million) in 2014.

In May this year, Adidas announced its first quarter revenue growth of 27% in football business, and the company expressed confidence in its sales target.

But even if it gets what it wants, there is another headache. The world cup is no longer the only global event in football.

ten years ago, if you lived in Germany, you would watch the German Football League A (Bundesliga) and the world cup; in England you would watch the Premier League and the world cup.

In the past, the best players in the world converged on the TV screen for four years, so it is very meaningful for manufacturers to sponsor such an international event.

"Fans cherish history very much," said Andrew Walsh, director of Repucom, global sports marketing group. "Adidas has always been a part of football history and has some influence." Walsh said.

P, however, the National League itself has become an international competition.

As Adidas noted, Chinese interest in the Bundesliga is growing.

After signing several broadcasting contracts, the league's global revenue alone increased by 25% this season.

On Saturday morning, Americans can watch the Premier League through the NBC, so that Nike football on the court is bound to be seen.

Walsh said that teams like Real Madrid and Bayern Munich are more important now.

Unlike in the past, "(Adidas) it's all right to put your name and the world cup together."

He said.

even in the year of hosting the world cup, Nike has been very skilled in advertising. Without mentioning the FIFA World Cup, people also know that this is a major global event.

Nike's advertising and promotional activities have been very successful, even giving Nike a unique feeling.

In fact, Adidas still takes the lead in this unique world event and gains more profits.

But Nike is dragging its only rival into an old and expensive competition: see who can sponsor as many good teams and players as possible.

"the world's first football shoes brand, this is our position now," Edwards (Trevor Edwards) sits on the third floor of the king's palace, saying, "including Germany."

Edwards is the head of Nike brand management. The British, who lived in Oregon for a long time, spoke vaguely with European accents.

Edwards's "Germany" actually refers to Adidas.

in a basement of Olah's (Herzogenaurach) Adidas building in the southern German city of Germany, wearily shooting and stamping feet with football feet.

A melancholy robot named Newton is walking sweaty in the corner of a temperature control compartment.

Adidas showed visitors nine sets of national uniforms worn on models, and Newton wore German jerseys.

This is the place where Matthias Mecking, head of corporate football marketing, and Antonio Zea, the innovation director, develop "silo" football shoes.

Silo is positioned in the player style rather than a player, which is the way of Nike and Adidas marketing football shoes.

The promotion of sneakers around a single player has great risks and bad performance in the world cup, even if it is just a disorder, it will be enough for them to become a legend.

These companies will select a group of athletes for a series of sneakers, and absorb them when new talent appears.

Messi, the most famous signing player known as "assets" by Adidas, has his own exclusive color in Adidas, with a specially ordered M logo, but no "Messi football shoes".

He wore F50 shoes, a lightweight sneaker designed for speed players.

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P grew up in New Jersey and played in the Rutgers University school team.

Siya and Megan watch the video of the game, analyze the movements of the players, and consult experts to confirm the design idea of silos.

However, they will also chat with their children to learn how they play football.

"Children always want to be the next Zidane (Zidane), Beckham (Beckham) and Messi," Saia said. "What should we do then? First imitate their playing style."

Less than P, Adidas has been counting on Messi this summer, and the company has paid much more attention to him than other players.

(a senior officer resisted the word "God", but agreed to use the word "God Man".

Messi has won more golden ball than any other player.

He is 5 feet and 7 inches tall. His movements are neither fancy nor special.

Messi, nicknamed "La Pulga," runs faster than others.

He kicked the ball into the neutral and put the ball into the goal.

In a Adidas store near heksein al Kha, near Nuremberg, you can buy German national uniform and Messi's Argentina uniform.

There are two famous sayings on the wall, one from Messi and the other from Adi Dassler (Adi Dassler).

hegso Gorgan is the place where he started producing sports shoes in 1920s.

Now Adidas headquarters is still there, and employees often call it Herzo.

Adidas's legend is all about ADI. As a shoemaker, he will communicate with athletes and make sneakers, just like Saia and Megan did today.

but in marketing, it is Horst, the son of ADI, who realizes that if Adidas shoes are given to athletes, they will probably appear in the Olympic Games. "Horst"

Over the next 30 years, Khost ran around the world, creating a set of practices in the sports world: paying athletes and putting on their company's sportswear.

Khost is also the first to realize that in addition to athletes, it can also sponsor competitions.

He made Adidas establish a lasting cooperative relationship with FIFA, and ensured that such multinational companies like Coca-Cola could do likewise.

"football is rooted in the company," Bauman Markus Baumann sits on the wooden stand of the ADI Das ller stadium.

When Bauman was a boy, his hero was Sepp Maier, the keeper of Bayern Munich, who helped Germany win the world cup in 1974.

As a goalkeeper, Bauman reached his semi professional level in Germany when he was in his twenties.

He used to collect Mayer's balls and gloves, all of which are Adidas's.

Bauman said, "almost everything was sponsored by Adidas at that time."

At the age of 48, Bauman is still good enough to be a goalkeeper.

He is the head of the company's football department and is in charge of the most important department of the company.

How did Adidas succeed in P > 2014? "Germany won the world cup," he said.

The answer is both professional and personal.

Germany has been the sponsor of the national team since the German team won the world cup in Switzerland in 1954 and the Germans liked to call it the Miracle of Bern (Adidas).

In the first year of the world cup, Adidas and Nike will compete to announce which teams will wear their uniforms.

They not only attach importance to the number of sponsorship teams, every company wants to sponsor the champion team, just like Bauman's "three stripes lift the trophy", and the winner of the winning country has the best financial resources.

P is the obvious choice for Germany to break into the World Cup finals for the seven time and win the three time.

Similarly, Spain is also good. Although its market is small, the Spanish national team won the championship in 2010.

In 2011, Adidas signed a sponsorship agreement with Columbia and extended the contract to 2022 last year.

Columbia is currently ranked fifth in the FIFA world rankings, and the middle class is growing.

a year and a half ago, Adidas began consulting with retailers in Columbia to assess the demand one by one in accordance with the sales status of the national uniforms in the past.

Adidas also has his own algorithm to calculate the demand for the uniforms based on the odds of Columbia winning the world cup.

Adidas also hoarded a team of unfinished players' names in Columbia. If any player performs very well this summer, he can print his name at the eleventh hour.

Because some international players are also playing in the Europa League, such as Columbia striker Adri n Ramos, his jersey will be available in Berlin, even in the event that he will be pferred to more than Mont.

some people in Columbia live in the United States. Adidas knows where they are and also prepares goods for them.

Adidas Ernesto Bruce, the US football director, said the company's sponsorship of Mexico was also aimed at attracting American fans from the Bruce team.

"The Mexico national team has a large number of fans in the United States," he said. "Mexico's football tickets are always sold out, and their fans base in the United States is very solid."

The Mexico Team Jersey is the best seller in Adidas in the United States. All the football related products in the company sell best in California, Texas and Arizona.

American consumers' super purchasing power makes the United States unexpectedly become the largest single product market of Adidas, accounting for 15% of the global football business income.

In May this year, Adidas's chief executive, Haina, announced that the US regional football sales achieved "two digit" growth, while acknowledges that Nike's growth is even higher.

Nike sponsors the US national team uniform, but Adidas is the exclusive sponsor of the Major League Soccer competition dress in 2005. It also took over the Nike training camp in the United States and renamed it the "Adidas generation" (Generation Adidas).

There is only one soccer player really influential in the United States, and he is not American - Messi.

Bruce pointed out that the Argentina player ranks seventh among the most watched athletes in the United States, and he is the first football player to be among the top ten players.

He thinks American children are looking for idols.

"We have the greatest football idol in the world."

He said.

walking with Bauman in Adidas Park, I mentioned a period of his career.

In the first two years before entering the twenty-first Century, Bauman worked for Nike and was responsible for sales of football shoes in Germany.

He tried to find some diplomatic terms to compare the two companies, he said, Nike "more United States."

I asked him what this meant, and he said, "maybe more?" he hesitated for a few seconds, "more marketable."

the mural on the ceiling of the third floor of the king's palace depicts the territory of a disappearing Empire: Navarra, Galicia, Flanders, and Mexico.

Below them, Nike shows 21 human models in the World Cup Jersey. They show the 10 national team's home and field jerseys, and the Brazil team shows one more.

They are based on the strength of the team. Brazil is ahead of the poor Australian national team at the end.

The light from the bottom up is on the model, their height is equivalent to 2 feet of players.

in some other rooms, Nike designed them as the dressing rooms of several national teams, and hanged corresponding uniforms, shears, swimming trunks and slippers in them.

The real national team members stood in front of the locker to answer people's questions, including Portuguese Pepe (Pepe) and Gustavo of Brazil (Luiz Gustavo).

There is no locker room in Croatia, so the Real Madrid midfielder and Modile Luka of Croatia can only stand under the model of Croatia's away team jersey, 2 feet tall.

when he was little, his favorite player was Croatia national team leader Zvonimir Boban, who led the team to the third place in the 1998 World Cup.

When Mo Di Li was young, the first pair of football shoes was Nike.

"Now I have higher requirements for shoes than I did when I was little," he said. "You didn't care much at that time, you wanted beautiful shoes."

Nike's market share rose at the beginning of twenty-first Century, partly due to the introduction of bright color series football shoes.

standing in front of the dressing room of the Holland team is Mccartney (Phil McCartney).

Mccartney is in charge of all Nike sports shoes business.

He was a trained runner and grew up in Newcastle. When I talked about the England team's low performance in the world cup, he seemed very careful.

Mccartney talked about the development process of sneakers, which is exactly the same as that of Adidas's Megan and Siya's description of Silo: checking statistics, watching video games, consulting experts, and chatting with children.

Behind him is a pair of Air Jordan shoes with the orange Nike logo on Holland.

I asked if there would be Michael Zotown in the football World (Michael Jordan) - not only the Wizards on the sports field, but also the brands that could be created even after they left the stadium.

"Football is a decisive moment in deciding everything," he replied. "I think when we can connect product innovation with key players and key moments, we will have such players."

In other words, No.

Edwards, director of brand management at P > Nike, also interviewed me before the orange Air Jordan shoes in Holland.

He is 50 years old. He was a fan of Pel when he was little.

Edwards talked a lot about the topic of "story" and "contact with consumers".

I thought he was avoiding it, but then I realized that he had not turned around at all.

Adidas sponsoring athletes and teams, providing them with innovative shoes and hoping they will win.

Nike does the same, but it relies less on the real world.

In 2008, British director Guy Ritchie directed an advertisement in Nike, telling him from a young athlete's perspective how he became a Arsenal player from a Holland League player.

In the advertisement, you can't see the face of the young athlete completely. All you can see is C Wayne and Wayne Rooney running around him and saying dirty words.

The young player is training hard, playing better and better, making friends, making new friends and winning recognition from his teammates. Finally, he entered the field on behalf of the Holland national team and took part in the world's most important events.

Nike realizes that everything that is actually happening on the pitch is important, but it also allows players to tell wonderful and fictional stories.

Whether it is real or fictional, the most important thing is to let the consumer remember.

On P second days, a group of reporters walked onto the two floor of the palace and passed through a corridor. The old Nike football shoes and black and white pictures of the fans were displayed along the glass cupboards along the road.

Across the corridor, Nike built a seating area. It looks like the stand of a small stadium. It was painted in a similar color to the cement stand. The building structure was abandoned by most of the League a stadium after the tragedy of Hillsborough in 1989. The tragedy in England caused 96 fans to be killed in the stampede of the stadium.

The headphones for P simultaneous interpretation are ready, with English, Spanish, Portuguese, Chinese, Japanese and Korean.

On the screen is the company's advertisement for the summer: first, a group of children are playing football, and then they become stars one by one, C Luo and Rooney, who may participate in the world's major competitions, including the world cup, though not mentioned in the film.

This advertisement is somewhat similar to a successful advertisement in 2006 Adidas: two children playing football on the dirt ground began to pick players for their team. When they called the names of big names such as Beckham and Zidane, they all appeared.

but from the new advertisement of Nike, we can see the company's consistent advantages, as they hinted in an activity: small money can also do great things.

In the summer of 2012, Nike launched the advertising Find your greatness, which happened to cost $two hundred million to sponsor the London Olympics in the same year.

Nike did the same in 1984.

That year, CONVERSE (Converse) sponsored the Losangeles Olympic Games, while Nike took a video advertisement with her own contract players as the leading actor. The background music was Randy Newman's "I love Losangeles" (I Love L.A.).

Today, Nike has already put CONVERSE in its pocket.

In P, a virtual stadium in Madrid shows a video of C Lang racing across the palace.

White light flashed and screens rose. C Luo appeared in front of people.

He was wearing a Portuguese uniform and a new boot. It looked like a pair of red socks with heels and studs.

He walked on the lawn and made a few rounds of the ball and then returned to the stage for an interview.

His hair is in good order.

"The athletes chosen by Nike are very star temperament," said Allman, sports marketing consultant. "In a sense, C Luo is more like a star than a football player. And Adidas signed Messi is more like a player."

Adidas loves athletes, and Nike loves stars.

on the upper floor of the stage, Nike put several old wooden display cabinets in a hut, two leather chairs and a box.

The display cabinet is a product of fictional organization "Nike FC".

Nike FC is the "Nike Football Club" (Nike Football Club). Its clothes are suitable for players to wear on the ground, and the photos of the players in the club are black and white.

Nike has been producing soccer equipment for only 20 years, but the same as the cement stand painted on the upper floor, the room is designed to evoke memories of the old days.

a picture of Brazilian Ronaldo (Ronaldo) in a display case.

He scored two goals in the World Cup finals against Germany in 2002, and won the match for the team in Brazil.

Below the photo is Nike Mercurial < a href= "http://www.91se91.com/news/index_x.asp", "sneaker < /a" and an old Nike football. He has his signature on the ball. It looks as if it were the match ball at that time.

But in fact, the 2002 World Cup was Adidas's fevernova.

If you can pretend that you are sponsoring the competition in more than a decade, then there is no reason to pay for the world cup.