Nike Vs. Adidas Dragon Fight

< p > to say that the big players in the football equipment market are not Adidas.

The German a href= "http://www.91se91.com" sports brand < /a >, which started in 1948, still occupies nearly 40% of the football equipment market, and its revenue in 2013 has reached nearly $2 billion 400 million.

As the world's largest sport, its main market is in Europe, and the first place in the near future is the world's biggest sport. This has become a chip Adidas's headquarters in Europe has always been proud of.

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The origin of "P > Adidas and the world cup dates back to the 70s of last century. Adidas first sponsored the world cup in 1970.

Last year, Adidas and FIFA officially completed the renewal contract. Adidas will serve as the official partner of FIFA until 2030.

60 years of marriage, as Adidas CEO Herbert Heiner (Herbert Hainer) said, "football has always been a part of Adidas brand DNA, adhering to tradition is a brand that has been a continuation of the buoys."

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< p > however, at the end of 1960s, Nike, an American company founded by runners, seemed to have gained momentum. In 2013, Nike's revenue in the football market had reached US $2 billion, accounting for nearly 30% of the market share.

In fact, Nike has only 20 years to enter the football market. In 1994, when the World Cup "settled" in the United States, Nike took advantage of it.

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P 2014 is the World Cup year. Two sporting goods giants are bound to launch a competition.

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< p > Adidas CEO Haina showed his ambition at the beginning of the year: "2014 is not only football year, but Adidas's football year".

This is also in line with the official sponsorship of the world cup. Official logo, mascot, official ball, all official staff and staff are less than a target= "_blank" href= "http://www.91se91.com/" > clothing /a supplier. The rights such as advertising on the sidelines are like relying on dragons dragons in hand. Adidas is making a sound: I am the king, and other sports brands should be kept to the side.

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< p > on the other hand, the Nike company, which has not won the official interest of the world cup, appears to be "warm". Martin Lottie, the global creative director of Nike World Cup, said in an interview recently: "the world cup and the Olympic Games are very similar. All teams are carrying a strong sense of national collective honor. What Nike needs to do is to combine patriotism and football perfectly with creativity". (Martin Lotti)

We should emphasize the creativity of the product itself and arouse the sympathy of the fans. Nike also has to play the world cup in its own way.

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< p > < strong > ball sponsorship deductive marketing offensive and defensive > /strong > /p >

In the Brazil World Cup, Nike will provide 10 teams with shirts, namely: Australia, Brazil, Croatia, England, France, Greece, Holland, Portugal, South Korea and the United States.

Among them, the hot teams such as Brazil, England, Portugal and so on will win many eyeballs for Nike. Locking the US team will also ensure Nike's stable position in the North American market.

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< p > the number of teams sponsored by Adidas decreased from 12 in the last World Cup to 9, namely, Spain, Argentina, Columbia, Germany, Japan, Mexico, Nigeria, Bosnia and Herzegovina and Russia.

But Spain, Argentina and Germany, the defending team of the ADI World Cup, should not be underestimated.

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< p > however, it is worth noting that when the two brand giants fight against each other, PUMA has been slowly catching up from behind. At this year's World Cup, eight national teams in Italy, Sweden, Ivory Coast, Algeria, Cameroon, Garner, Uruguay and Chile will be wearing PUMA war clothes.

This new force is bound to have a whirlwind in the world cup.

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< p > it is not hard to see that Adidas, who once dominated Europe, seems to have lost its hegemony. Many national teams have changed their faces to wear Nike or PUMA jerseys.

This is inextricably linked to the fact that Adidas has spent a lot of money on the official sponsorship of the world cup.

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< p > < strong > sponsorship ball a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > also have knowledge < /strong > /p >

< p > besides the jerseys, sneakers have become another battleground between ADI and Nike.

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< p > according to the ranking of the ten most valuable football stars in the world football market released last week by sports marketing research firm Repucom, 6 people signed contracts with Nike and 3 belonged to Adidas camp.

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P, Nike's Portuguese J Ronaldo (C Luo), led the list with 86% of the world's popularity.

In 2013, he sold more than 1 million jerseys with his name in one year.

Messi's global popularity is 76%, ranking second.

Repucom believes that C Lo's active social network helps to enhance its market value.

C Luo already has 26 million fans on twitter, while Messi has only 2 million followers in his "silent" Messi.

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< p > C Luo has already had 26 million fans on twitter (Twitter), while "silent" Messi has only 2 million followers.

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< p > this year's World Cup, the contest between the two will also be a trend for their respective brands.

The boots of Iniesta, Peake, Torres, Neymar and Kathy are also noticeable.

Nike and Adi also released new boots at the beginning of the year to expand the voice of the media.

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< p > in fact, sponsoring stars, Nike and Adidas also have their own thoughts.

In most cases, sponsors will keep the brand of the players' shirts and sneakers consistent, so as not to "dress for others".

However, there are also missing nets.

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< p > although Adidas is the sponsor of the German team's jerseys, many of the "German chariot" players are wearing Nike boots.

In a previous match between Germany and Poland, the careful audience was surprised to find that 9 German starters wore Nike's boots.

But Adidas denied that they failed to "see the hero", saying that 14 of the 27 German team were wearing Adidas shoes.

On the other hand, Van Persie, dressed in Nike war clothes, put on ADI's boots.

It can be seen that the two sides are in a game of mutual competition in the competition of ball and boots.

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< p > < strong > makes advertisements more violent. < /strong > < /p >

< p > advertising has become the tradition of the two giants in the world cup, and it is also a time for both sides to "show off" themselves.

Of course, because of the difference between official sponsorship and non official sponsorship, Adidas is "right and proper". Nike can only "hide the truth".

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At the end of 2013, Adidas began its first round of attack. < p >

An advertisement called Samba Collection combines Adidas brand with unique Brazil customs. In a short span of two months, the click of the video has been easily broken through 12 million times, and has become the most advertised advertisement at that time.

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A few weeks later, Nike returned the attack. A Dare to be Brasilian advertisement was indirectly linked to the Nike brand and the Brazil world cup through the virtual Brazil classic players and coaches, P Dare.

However, the 5 million 500 thousand click rate seems to be somewhat less.

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In the next few months, Nike fell into silence. Then Adidas released 3 series of advertisements in succession, of which two were about the World Cup Official Brazuca (:I) am Brazuca and Brazuca Around the World series, of which I am am was introduced as the official soccer video, and the click rate of it was close to four million (Figure), which did not include the two spread of other websites.

The Brazuca Around the World series, as a supplement to the former, has made a "private custom" for all participating countries, arousing the enthusiasm and resonance of local fans, and the total hits of the series also reach tens of millions of times.

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< p > another is the advertisement Fastor Fail is about the previous mention of the ball boots. Messi, a Adidas watchdog, has shown his best speed and skills.

As soon as the ads came out, fans of Messi poured in, and millions of hits were the best testimony.

No wonder Adidas officially promised that Adidas's World Cup sneakers will sell 2 million pairs this year.

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< p > it can be said that the advertising war before April is only the warm-up of both sides. The real climax is coming near the world cup.

Everyone knows that more than 1 billion of the audience will pay attention to this feast.

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< p > April 1st, Nike came up with his family skills, and RiskEverything's advertisement appeared for the first time on the major media and social networking sites. C Luo, Neymar and Rooney packed their bags in the video, played everything, ready to go to the stadium, just like the title, meaning the coming of the world cup, Nike is ready.

As a result of the joining of big name stars, the advertisement can easily break through ten million hits after coming out for a month.

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< p > however, Nike's advertising storm has not stopped. Just like the Write the Future written four years ago, an advertisement named winner Winner Stays was released at the end of April. Nike presented all the star players, C Luo, Neymar, Xiao Bai, Nesta and so on. This gorgeous lineup and the simulation of the World Cup Stadium situation, even the green giant appeared in the lens, and the 4 minute superstar dinner made the audience repeatedly applaud.

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< p > the Youtube hits rate of the video has reached an astonishing 70 million.

As an unofficial sponsor, Nike used "superstar policy" to ambush Adidas again.

As Nike Mark Parke (MarkParker) said, "the energy of the world cup is amazing. We hope to use these energies to influence our consumers, enhance our brand, and ultimately establish our leading position in football."

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Adidas, the official sponsor of Adidas's "P" > a href= "http://www.91se91.com/news/index_f.asp", has a positive response.

In May 24th, Adidas's murderer, Messi, Mesut Ozil, Alves, Suarez, piggy, Harvey and so on advertised "dream: The Dream: All in orNothing" formally launched, unlike Nike's virtual world cup scene. Adidas used all the official rights and interests in the video without reservation, official logo, ball, official flower, field advertisement, real world cup venue and so on.

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< p > the advertisement has only been on line for ten days, and the click rate on YouTube has climbed 30 million.

I believe there will be new breakthroughs in this figure as the World Cup approaches.

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