Ambushing Adidas: Nike’s ‘Write the Future’ Campaign
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Case Details:
Case Code : MKTG272
Case Length :17 Pages
Period : 2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Nike, Inc ,
Adidas-Salomon AG
Industry : Footwear/Apparel
Countries : Global
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"At the end of the day, brands need to keep the buzz ball in the air as long as possible — sponsored or otherwise."1
-Pete Blackshaw, executive VP, Nielsen Strategic Digital Services, in 2010
"Nike played it different. They were not official sponsors of the World Cup, but through their teams and athletes they were “unofficially” present. Nike became the traditional ambush marketer who implies official status through content creation."2
-Antonio Lucio, Global Chief Marketing, Strategy Officer, Visa Inc3 ., in 2010
Ambushed Yet Again
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In 2010, a study by The Nielsen Company4 , found that US-based sportswear giant Nike, Inc (Nike) had the highest share of online buzz before the start of the 2010 FIFA World Cup, making it the most talked about company during the event. Nike’s brand association was 30.2%, more than double the response for the official sponsor, Adidas-Salomon AG (Adidas) which was at second position with a mention of 14.4% (Refer to Exhibit I for share of online World Cup buzz among brands). According to the study Nike’s innovative marketing campaign during the World Cup generated more buzz and had a stronger connection with consumers than any other brand despite its not being the official sponsor.
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Ambushed Yet Again! cont... -
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