Which Sports Brand Will Become A Big Winner When The Four Annual World Cup Opens?

Jerseys are the most profitable products of football category. The number of teams sponsored annually by the brand is the primary reference standard for measuring profits.

The four year world cup will become a marketing competition for sports giants such as Nike and Adidas.

According to the early monitoring of fashion headlines, Adidas sponsored Argentina, Belgium, Germany, Spain and other 12 teams to become number winners. Paris, France, Portugal and other 10 teams were sponsored by Nike.

Insiders pointed out that jerseys are the most profitable products of football category, and the number of teams sponsored annually by the brand is the primary reference standard for measuring profits.

In addition, New Balance, Puma and Umbro sponsor 2 teams, Errea, Hummel, Romai Sports, Uhlsports each has 1 teams.

But no matter from quantity or potential win, other brands can not compete with the strength of Nike and Adidas teams.

Nike's sponsorship of the world cup this year has not been as smooth as expected. After losing the European team's main Holland team, the two consecutive US cup champion Chile also came out unexpectedly.

In recent months, because President Trump will impose sanctions on Iran in the coming months, Nike will stop providing Iran sneakers to the national team, while Adidas will provide jerseys for Iran national team.

However, Nike said that 60% of the players in the competition will be provided with sports shoes provided by the brand. It is reported that different players of the same team participating in the competition can wear different brand shoes, but all players in the same team must wear the same brand Jersey.

Nike's position in providing professional sports equipment remains unshaken, and the latest report from the US market, released by The NPD Group, a sports shoe industry market agency, shows that the top ten shoes are from the Nike group.

Matt Powell, a NPD industry analyst, pointed out in the report that 10 of the top seller list lacks Adidas, which is mainly influenced by the brand diversification strategy.

From the perspective of cooperative stars, the camp of Nike includes C, Neymar, Zal, Harry Kane and so on. Adidas has signed Messi, Suarez, Bo Gang Ba, Mesut Ozil and so on.

Although the equipment specificity of football stars can not directly play the effect of carrying goods, the brand usually takes it as spokesperson to shoot advertisements to enhance the sales of sports shoes and peripheral products.

In recent years, as the trend of football equipment leisure is obvious, sports brands try to adapt to the market changes by extending the wearing situations of professional products.

For example, the Adidas Ace+Ultra Boost shoes launched by Adidas are combined with the appearance of professional shoes and the bottom design of daily running shoes, which can be sold out repeatedly.

Nike works together with designer Virgil Abloh's tide brand Off White to launch World Cup series.

Nike is ingenious in taking advantage of the trend of the street. At the beginning of this year, designer Kim Jones and Virgil Abloh unveiled Nike's Future of Football activities in London, and announced that they would continue to cooperate with Nike on the theme of soccer this year.

At present, Nike Mercurial Vapor 360 x Virgil Abloh shoes have been officially released, and the new football joint series of Nike x Kim Jones has been held in London Dover Dover.

Among them, Virgil Abloh, as the designer of Chao Off White, also took over Kim Jones as the creative director of Louis Vuitton men's wear, and led the Louis Vuitton X X series to become the creative director.

The two people have excellent control ability in designing or attracting millennial consumers.

In fact, a series of marketing measures of sports brand will eventually be reflected through financial data, and it is also an important reference for the capital market to evaluate its profit prospects.

For Nike, which has recorded a 3 consecutive quarterly decline in US sales in the largest market, there is an urgent need to open up overseas.

As a new growth point.

Fashion headline data show that Nike group's third quarter loss was $921 million, a profit of $1 billion 100 million over the same period last year, and revenue grew 7% to $8 billion 980 million over the same period, less than analysts expected.

According to Bloomberg news, sales of Nike's soccer products have declined since 2014, which seems to coincide with the world cup's hosting cycle.

Benefiting from the boost to sales in the 2014 World Cup in Brazil, Nike recorded the strongest revenue growth rate in the past five years in the same year.

The picture shows Bloomberg's statistical comparison of football products sales between Nike and Adidas in recent five years.

Last year, sales of football category dropped to $2 billion, although it accounted for only 6% of total sales in Nike last year, but not much in the 9 billion 700 million dollar clothing sector.

Based on this, analysts of seekingalpha of the investment organization predict that its sales will increase by 15% to 18% over the same period last year, to about 360 million US dollars.

Nike's rival Adidas is the biggest winner this year.

As the sole official clothing partner of the World Cup since 1998, the brand also announced that the cooperation period between the two parties should be extended to 2030.

According to Adidas data released, sales of football products in 2014 amounted to 2 billion 100 million euros, during which it sold 14 million official football matches and 8 million jerseys.

Adidas chief executive Kaspers Rorsted said the world cup will be an excellent way to bring the brand to the world.

He added that he hoped that the 2014 grand final could be repeated, when more than 1 billion people watched Adidas's sponsorship of two teams.

In the first quarter earnings report of Adidas, revenue from Russia accounted for 8% of Russia's regional sales fell sharply from 35.5% to 119 million euros.

The highest decline.

Royal Bank of Canada estimates that the overall revenue growth of Adidas will reach three to four percentage points this summer. Improving the performance in the region is particularly critical.

Following the Nike and Adidas, the German brand Puma sponsored 4 teams, which were lower than the last 8.

Before the opening of the world cup, Puma not only lost the potential Italy team, but also the African team sponsored by it.

Puma CEO Bjorn Gulden still has a positive attitude. He revealed that the current world cup has already increased orders for the second and third quarter of the brand.

Puma has also tried to follow the Nike's suspension of the original sneaker production line, instead of launching two new models of Future and One to seize the market.

Anna Lebsak-Kleimans, chief executive of Fashion Consulting Group, a fashion consultancy in Moscow, said that the significance of sponsoring such a grand event is not only at the sales level. It means that the advertising of the brand will pervade the 12 cities and even the whole world of the sponsor Russia, and it will play a great role in promoting brand awareness.

Obviously, the growth rate slowed down Adidas and the loss of North America.

Nike has no reason to ignore the chance of only four years.