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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"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

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... - Next Page >>


1]Joe Fernandez, “Official World Cup Sponsors Earning More Recognition,” www.marketingweek.co.uk, July 2, 2010..
2]Antonio Lucio, “The World Cup Marketing Battle Between Nike and Adidas Teaches Us that Brands should Focus on Content Creation,” www.podermagazine.com, September 9, 2010..
3]Visa Inc. is a global payments technology company that connects consumers, businesses, banks, and governments in more than 200 countries..
4]Nielsen Company is a global marketing and advertising research company headquartered in New York


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