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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Ambushed Yet Again cont...

“Word of mouth strategy pays off. As far as share of communications go, Nike clearly stole the prize in round one,” ⁵ said Pete Blackshaw (Blackshaw), executive vice president at Nielsen Strategic Digital Services.⁶

The 2010 FIFA World Cup was held in South Africa between June 11 and July 11, 2010. The FIFA World Cup, one of the biggest and most popular worldwide sports events, generated a great amount of buzz and coverage. The event was expected to generate US$1.6 billion in sponsorship revenue during the period between 2007 and 2010⁷. Even several big sports footwear brands who were not official sponsors looked forward to the event to spread brand awareness and create a demand for their products.

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The FIFA World Cup was one such area where Nike, the most widely recognized sports brand in the world, trailed behind its competitor Adidas, in terms of brand recognition. In order to gain exposure, Nike embarked on an ambush marketing campaign during the 2010 World Cup. The campaign which was launched three weeks prior to the event contained several TV ads and online videos featuring star athletes. Experts said that Nike had created significant buzz with its World Cup themed promotional campaigns and had overtaken Adidas in terms of brand identity. It was reported that Nike’s advertising campaign during the World Cup had led to additional sales and gain in market share. The sports giant witnessed a 39% increase in soccer-related revenues between May and July, 2010. According to analysts, Nike benefited from the World Cup more than any other brand, registering the largest increase in positive consumer perceptions among measured brands in the US and the UK.s...

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5]Reid Charner, “Nike Steals Adidas’ World Cup Thunder,” www.usatoday.com, June 21, 2010.
6]Nielsen Strategic Digital Services, a subsidiary of the Nielsen Company, provides marketers with information about digital consumers, guidance, and analysis on the social media space.
7]Peter Pedroncelli, “World Cup 2010: FIFA’s Revenue Tops a Billion Dollars for the First Time,” www.goal.com, March 22, 2010.

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