Home >

Nike'S Soccer World Cup, Adidas'S World Cup

2014/6/17 10:57:00 39

img border= "0" alt= "align=" center "src=" /uploadimages/201406/17/20140617105854_sj.JPG "/" < < > >

the football DNA in Adidas's blood is still full of vitality. For the first time, Nike, who openly called Adidas, is also full of confidence.

> a href= "http://www.91se91.com/" > World Cup < /a > is the peak event in any life for any professional soccer player.

They may have to work their whole life to win the World Cup finals.

For sporting goods companies, this means the four year world war.

Besides P, Nike and Adidas have already started fighting in advance. They are aiming for the biggest sports brand in the world.

In 2013, Nike had a global turnover of US $25 billion 300 million, occupying 14.6% of the global sporting goods market, while Adidas sold 14 billion 500 million euros (US $20 billion 100 million) in the same period, occupying 11.4% of P.

But in the field of football, Adidas is keeping the lead. Nike and Adidas are 2 billion dollars and 2 billion 800 million dollars respectively from the forecast of the sales volume of football products released by both sides this year.

for both sides, the world cup is bound to be a battleground.

The theme of Adidas's World Cup marketing this year appropriately expresses its subtlety.

Of course, this declaration also expresses the mood of Adidas in a timely manner, because Nike, its biggest competitor, has won the sponsorship of ten national teams and 6 top players this time, and for the first time surpassed it.

Nike claims to "win everything" and covet Adidas's dominance in football.

P is an official sponsor. It has more than 60 years of experience with the world cup and is honored with the glory of history. One side is a good marketing player who vows to play the football event.

> a href= "http://www.91se91.com/" > Adidas < /a >: Cheng Huang or defeated Kou /p >

for Adidas, who has been reelected for many years, the first brand of football products, Adidas still wants to keep it in this year's World Cup.

the most famous and classic film in football is the German movie Berne's miracle.

The background of the film is the 1954 World Cup finals.

In July 4, 1954, two opponents who did not seem to be on the same level - Hungary and former West Germany launched a showdown at the Berne vandoff stadium in Switzerland.

Hungary is no longer a top strong team, but in 1950s, it has been in the European Cup, Olympic Games and other international events to maintain the unbeaten record for 5 years, and is therefore considered to be sure to win the championship.

Finally, in the film, the former West Germany, who looked weak and bullied, finally knocked down the football giant Hungary by virtue of strategy, will and luck.

in this movie, some people have seen family ties, some have seen the spirit of sports, and others have seen the post-war history of Germany.

Adidas saw the first Adidas slipper with rotary and adjustable iron pins on the feet of the former West German players.

The innovative sneakers brought unique advantages to the former West Germany in the heavy rain at that time and brought the result to a reversal.

Since P, Adidas has been inseparable from the world cup.

Innovation in the field of soccer products has gradually become Adidas's most proud competitiveness.

"for Adidas's football products, whether sales revenue, innovation ability, or brand awareness and credibility, we are the world's first brand."

Meng Shuman, vice president of Adidas Greater China market department, said that Adidas has profound football background and cultural heritage, but also has the ability to innovate. Over 80 researchers are committed to research and development of new materials, technologies and products every day to ensure the continuation of innovation. Simon Millar

Adidas's performance will undoubtedly have a high growth in 2014 P.

Adidas chief executive Herbert Heiner (Herbert Hainer) predicted that: "this year, our operating revenue will increase from 1 billion euros to 1 billion 200 million euros (about 1 billion 400 million to 1 billion 600 million U.S. dollars), of which the world cup will play a very important role."

, which means that sales will increase by 7% to 8% this year.

But Haina also admitted that in the field of soccer shoe business, Adidas is facing a "go hand in hand" competition from Nike, including in the German market.

how to compete for the fans' attention in the four year football tournament of the world cup is a more and more difficult challenge for Adidas.

Adidas set the world cup marketing theme as "king or defeated".

official resources /p >

of course, as an official sponsor, Adidas has many "official" resources that many opponents do not have.

as early as December 2013, Adidas released the official use of the Brazil World Cup "Brazil glory" (Brazuca). The marketing campaign for the World Cup began from then on.

Adidas has been providing the official tournament ball for the World Cup since 1970. Every time there is a new design, and every product will enhance its performance.

Unlike last time, Brazuca was only wrapped by six polyurethane spheres to improve the accuracy of the ball. The thermal bonding technology was used to replace the stitching technology between each sphere, so that the ball's performance was affected by water absorption in the rainy weather.

Prior to the official release of P, Brazuca has gone through two and a half years of research and development cycle, and has been tested by more than 600 top players and 30 teams in 10 countries around the world to ensure the best performance of football.

These players include Messi, the hottest superstar.

"If the 1954 World Cup final was used by the ball, I think the two teams should be very happy."

Meng Shu says.

according to Meng Shuman, technological innovation has been reflected in the market level. So far, the sales volume of Brazuca has exceeded the same level of the world cup in South Africa 4 years ago.

In Adidas's store in China, this football has been placed in the most prominent position, and has been recommended as a product with several newly launched sneakers.

in all football products, shoes are the most valuable market.

Adidas has launched many new sports shoes for the world cup, including the world's first knitted fabric soccer shoes Samba Primeknit and the "fighting war boots" series.

One of the highlights in the series of fighting boots is Zero F50 Messi, which is only 165 grams and is the lightest commercial a href= http://www.91se91.com/ football shoes /a.

in the mass market, Adidas provides four types of soccer shoes for consumers, including comfort, energy, speed and control. No matter what position or style of competition they play, Adidas always has a suitable sneaker.

in the Adidas cube brand center "magic cube", which is located in the middle of Huaihai Road, a store employee said, "Predator" is the most popular style of Chinese consumers. The key parts of the contact surface of the shoes are covered with silica gel strips to form "short distance" and "long pmission zone" to help control the football better. "Predator means the controller, usually by the captain or the players playing the core role for the team." predator

although the Chinese team failed to enter the World Cup finals, the Chinese market can not be ignored at the level of marketing.

"The road to the 2015 road" is approaching the ultimate goal, said Gao Jiali, managing director of Adidas Greater China. Adidas now has more than 7600 stores in China, which already cover more than 900 large and small cities.

back to war, /p >

P is the most powerful brand exposure method for star teams and players, and has always been the focus of competition between Adidas and its rivals.

"in the last half of the world cup, there are three teams in the semi-finals, which can be said to be Adidas, and the first and second players who won the golden boot are also the players of the Adidas team."

Meng Shu says.

P World Cup Adidas has sponsored 9 finalists, including the last World Cup champion Spain and Argentina and Germany.

In addition, Adidas also sponsored Messi and other top soccer stars.

but the new problem faced by this Adidas is that the number of teams and stars sponsored by Nike, the largest competitor, exceeds itself.

but Meng Shuman still believes that 2014 will be another record year for Adidas football.

"We expect the football series to achieve 2 billion euros in global sales. If this goal is successfully completed, Adidas will become the first brand to break the Euro 2 billion record."

For this reason, Adidas has spared no effort to increase the exposure to the teams and players in Adidas's war clothes and boots, P.

For example, in Japan, Adidas co operated with AKB48, a large female idol group, to give AKB48 to Japan's national team platform, so as to promote the Japanese team's special jersey and close the distance with consumers.

now, Adidas is communicating with Chinese fans in various ways. "For example, we will ask some of the stars who are endorsing us, what national teams the celebrities like, which national teams will cheer for them, and connect them with the world cup through these stars".

Meng Shu said that although Chinese national team did not appear in the World Cup finals, Chinese fans were still enthusiastic. Many people said they would stay up late to watch the match.

Adidas hopes to interact with these fans through its own social media platform.

For China's specific environment, QQ and WeChat are the main channels of Internet communication.

in the Chinese market, Adidas has organized a professional "watching team" to watch the Games in real time and comment on the highlights of the competition and the match situation.

The excellent performances and moments of the players will be put on the social media platform.

, and according to Meng Shuman, after the start of the race, Adidas will make a comment on the previous night's competition through the social media platform, "so that those fans who can't stay up late to watch the ball will not be left behind, so they can talk with their friends."

through social media and consumer communication, Adidas is also a new attempt. In the 2010 World Cup in South Africa, the social media platform was not very popular.

This year, Adidas's short film about the world cup is played in the Champions League final. Within 24 hours, the global network hits 25 million.

A few years ago, it takes four weeks to get the same hits for similar advertisements.

Therefore, in this marketing campaign, the proportion of Adidas's investment in social media has also been greatly improved.

in order to get closer to consumers, Adidas's roadshows and store activities targeting the world cup in various cities of China will become the highlights, which can make people who can not be on the scene of the competition participate.

For example, the Adidas brand center in Sanlitun, Beijing, will launch Adidas's first consumer interaction in China for a period of 30 days.

During this period, a robot goalkeeper will be placed at the entrance of Sanlitun.

This robot goalkeeper is the best goalkeeper in the world. Even a football superstar like Messi wants to get a ball from his hand. It's also very difficult.

"if he really scored a goal, I'm afraid someone has unplugged the power of the robot so as not to dishonor Messi."

Meng says that consumers can try their skills here.

{page_break}

Nike: redefining soccer /p >

Nike is challenging Adidas's dominance in football and trying to tell a new football story.

Black Skull, burning dice and football. Below is a skeleton palm, pointing to the gate of the three Hall Art Center in Beijing grassland.

On the evening of May 19th, it was hard for the passerby to see that Nike, a sporting goods manufacturer, was holding a press conference here.

this is actually Nike's launching ceremony of launching the 2014 World Cup marketing campaign in China. As the old rival Adidas has been the official sponsor of the world cup, the whole activity has avoided the word "World Cup", but has used "this summer's soccer event" to refer to it.

every sports event will become the battleground of Nike and Adidas, but the smell of gunpowder in this world cup is exceptionally strong.

"football is our company's DNA.

We want to make it clear that we are the leading players in the football market.

Adidas CEO Herbert Heiner (Herbert Hainer) said rudely.

and at the press conference, Sima Pestridge, vice president of Nike Greater China marketing, told the "financial world" weekly that Nike has surpassed its rivals. "We have become the first brand in football in just 20 years," said Simon.

It's really a great trip. "

this conference is called "everything on the beat". The familiar NIKE hook LOGO is almost unseen on the scene, instead of "beating everything" and Black Skull.

Nike is implying that she will bet on the world cup this summer, overcoming her old rival Adidas, becoming the first football equipment brand.

> all /strong < .

Nike has entered the field of soccer for 20 years, and now it has the strength to compete with Adidas.

Before the event, Sima Pei interviewed 6 media. He told Nike's story about the world cup again and again.

According to Sima Pei, Nike will surpass Adidas for the first time in the field of football this year.

You know, Nike only entered the football field in 1994, and Adidas made the first pair of football shoes with leather pins as early as the middle of 1920s.

In 1954, Switzerland's World Cup, it was ADI Dassault, who provided the world's first rotary embedded screw soccer shoes to help the German football team win the world cup.

however, according to the expected sales figures released by the two sides this year, Nike's expectations for the football market are over $2 billion and Adidas has reached $2 billion 800 million.

The gap is not too big, but Adidas is still ahead.

This means that Nike grabs the "throne" of football, not the sales volume.

when it comes to the two brands' influence, Nike really sponsors more teams than Adidas in the world cup, especially more top players.

from the number of sponsoring teams entering the World Cup finals, Nike is 10, Adidas has only 9.

More importantly, this year's most eye-catching host Brazil is Nike's signing team.

In terms of stars, Nike has Portuguese star Cristiano Ronaldo (hereinafter referred to as C Luo), and last year he helped Nike sell more than 1 million jerseys.

The latest ranking report released by Repucom, sports marketing research institute, shows that among the ten most famous football stars in the world, 6 are caught in the Nike camp, Adidas only signed 3, and another one belongs to Puma. P

from this point of view, Adidas's situation is not good.

The fact is that in recent years, Adidas, which is too concerned about fashion, has not devoted all its energy to sports. On the contrary, they have signed many entertainment stars, such as Chen Yao, Angelababy, Jolin and Japanese women idol group AKB48.

no doubt Nike has found an opportunity.

but Sima Pei gon prefers to emphasize Nike's own efforts. "We do not measure competitors.

We only look at ourselves and our potential.

We are more concerned about long-term development.

We always believe that Nike will have a place in football, which has been driving us forward.

No matter what our competitors are, we motivate ourselves to do better every day. "

Nike is also more willing to emphasize its innovative spirit in football.

in March this year, Nike released the latest soccer shoe Magista of the 2014 World Cup in Spain. Its core technology is still Flyknit.

This technology is controversial on the day of its birth, but making shoes by weaving is indeed subversive.

With this technology, Nike was named first by the fast company magazine last year as the 50 most innovative company in the United States.

2012 Flyknit was first used in running shoes, and later this year it was used on KOBE 9 Elite basketball shoes.

Compared with previous products, Magista looks more like socks than a pair of shoes.

this design is inspired by professional players.

When designing Magista, Martin Lodi, vice president of Nike design, got the most feedback from athletes. They wanted a pair of socks with a pair of studs. "This is a figurative saying, that is, lightweight football shoes, so we used Flyknit technology."

C Luo is one of the fastest players at the moment. He told Loti that it is best to have shoes that can be barefoot but with spikes.

first meet professional needs

Nike's many innovations come from the needs of professional athletes.

According to Loti, Magista shoes are mainly provided to the assists on the football field. Their job is to provide opportunities for the strikers instead of shooting themselves.

Therefore, the design of the sneakers should be particularly sensitive to the feet and the ball. Therefore, the surface of the shoes is made of 3D braiding technology. "This makes the ball and the ball friction very good, and the studs use conical nails, so that the feet are easy to turn on the grass.

From technology and design, this shoe is good for offensive organizers.

this shoe has been affirmed by many players.

"Its fit is very unique, even wearing it does not feel its existence.

It allows me to act instinctively and feel more confident on the pitch. "

Barcelona avant-garde Andre Iniesta said.

in fact, Nike can also customize its exclusive combat boots for players.

For example, C Luo has an additional requirement, which is to add a nail to the sole of the shoe under his thumb. He thinks the grip will be stronger when he runs like this.

P Nike's design team will try their best to satisfy every requirement of athletes. As a giant, C Luo will not be an exception.

"Nike has its own design team. We aim at different players' requirements to make different designs. We will accept them and then meet them.

Because the purpose of Nike is to meet the needs of different athletes.

Loti said, "a beautiful design will make the athletes more confident and play better."

another giant Neymar also asked for the position of the big toe.

Neymar said he needed a pair of football shoes that could get rid of the guard between one or two steps.

So, Nike's design team left a gap between the thumb and forefinger of his toes, so that when he was pushing his ground rapidly, it was the big toe bone pedaling instead of the whole sole.

Nike's designer gave it a name called "poisonous bee".

"we compare Neymar's" wasp bee "to a deadly poisonous snake, hit by a blow and hit the opponent in an instant.

Loti said.

in the design of the shirt, Loti's impression is deeper about the players' requirements for protection.

"when we ask players what kind of protection they need in the game, many people show us the scars and bruises above their buttocks and easily cause injuries when they fall and skate on the court.

Several players have shown these same injuries to us, so we add more corresponding protection measures, while taking into account the need for portability and breathability.

Loti gathered these ideas together, and finally adjusted the design of men's soccer shorts, which enhanced the protection.

and in order to ensure the maximum fit of every shirt, Nike uses 3D scanning system to scan every athlete and then cut the Jersey according to their data.

"P", "this summer's soccer event in Brazil has accelerated our pace of innovation, because we want to provide athletes with all-around advantages in the world's best stage."

Mark Parker, President and chief executive officer of Nike group, said.

away away campaign /p >

in fact, only the top players feel the difference between the Jersey and the sneakers.

For ordinary consumers, these seemingly cool technical functions are not so mysterious. A young coach thinks that even for ordinary players, "the performance of a football player on the pitch 99% depends on the level of the players, and the quality of the shoes is the remaining 1%."

but people familiar with Nike's history know that Nike's practice is to spread the excellent performance of endorsement athletes to stimulate the potential of ordinary people.

This is a tough test, and Nike is copying it from basketball to soccer products.

a small difficulty is that since 1970, Adidas has been the official supplier of the world cup and the sponsorship contract with the world cup until 2030.

Nike can't sell positively, or even mention the world cup in advertisements.

but Nike, who is good at marketing, is not as good as the main sponsor.

One data is that in the 2012 Olympic Games, the US survey of 1034 consumers showed that 34% of consumers mistakenly considered Nike to be a London Olympic partner, while only 24% of the visitors gave the right answer Adidas was the real one.

World Cup Nike's focus has been on C lo and Brazil.

Loti knows this very well. As a Swiss, when he was asked about which team to support, he chose Brazil without hesitation.

He explained that on the one hand, the team of his native country did not get good grades in the past, and on the other hand, Brazil was one of Nike's most important cooperative teams.

P, as early as March 5th this year, in the friendly match between Brazil and South Africa, Nike sponsored World Cup Jersey has already appeared in advance.

The audience saw the first half of the Brazil team playing in the Nike Home Jersey, and the second half was replaced by a basketball jersey.

Besides P, Nike has also developed players' participation in media conferences, leisure, surfing and other leisure funds to increase brand exposure opportunities.

Similar to "P" and tailor-made for players, Nike has also made different marketing plans for different markets.

For example, if the national team does not have the World Cup finals market, the communication strategy will be different.

"in China, we will arrange more resources in the beginning of the competition, rather than the mass market spread before other markets.

For Chinese consumers, when competition is approaching, they begin to pay more attention and interest.

Sima Pei said.

another activity customized for Chinese consumers is the "match winner" football match.

This is a small football game designed by Nike based on its "all" slogan.

The rule is that one party will be punished after one ball gets in, and if the second goal is scored again, either side will win the game automatically.

On the evening of May 19th, in the football field, which was set up in the three movie hall, Nike invited the singer to wake up, the host Li Xiang and the former national foot Xu Yang, Yang Pu and others to demonstrate a "collage victory".

From the end of May to the middle of August, Nike will carry out a series of promotional activities for the "match winner" competition system, which will enable more young soccer fans to accept and participate in the P.

Less than P, of course, the most important thing is how to seize Adidas's popularity during the world cup.

In this regard, Nike, who is good at creating topics, refused to disclose details in advance.

"Nike football is only 20 years old.

We are looking forward to the next 20 years.

Sima Pei once took the topic far away.