Ambushing Adidas: Nike’s ‘Risk Everything’ Campaign



Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

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Introduction

In 2014, the world’s leading sportswear and equipment manufacturer Nike, Inc. (Nike), launched a new advertising campaign for the 2014 FIFA World Cup held in Brazil. The campaign called ‘Risk Everything’ was launched with the main objective of improving Nike’s brand image and increasing its sales in the Brazilian market.

Following the tradition of its earlier campaigns, Nike focused on utilizing the FIFA World Cup to grow its brand even though it was not its official sponsor. As in the case of its earlier campaigns in 2006 and 2010, Nike heavily relied on social media channels to reach its target customer base. The campaign consisted of three main videos that featured some of the top soccer players in the world. .......

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While the first video was a short introduction to the campaign, the second and third videos were of longer durations, ranging from four to five minutes. All the three videos were initially released on YouTube and later on, on conventional media channels like print and television. Videos, images, and other information related to the campaign were shared on Nike’s profiles on other leading social networking sites.........

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