Adidas Nike Starts World Cup Marketing War

From the perspective of subdivision products, casual shoes and bags have a big decline this month. Besides, sportswear and online retail apparel advertisements have grown significantly, and new online apparel retailers have joined the ranks of high advertising. The overall proportion of online retail apparel products has climbed to 66.8%.

In May 2010, the brand advertisers of the clothing and apparel industry were listed as follows: TOP20, Vancl, Guangzhou dream bazaar (Moonbasa) and Guangzhou general (PUPAI) rank the top three.

This month, the attention of the main sportswear brands in China is more dispersed. The 361 degree sponsorship of World Expo volunteer clothing and XTEP are concerned about the advertising campaign of World Expo related awards. Jordan and Anta are concerned about the promotion of the sports channel of the large-scale comprehensive portal.

On the other hand, with the approaching of the world cup, the main sportswear advertisers in China did not carry out the related theme advertising on the world cup. The world cup marketing war has become a showdown between Adidas and Nike: after Adidas released the new football shoes, Messi's endorsement TVC is the focus of this month's promotion. The theme of the new light and fast appeal is Sohu's micro-blog, which leads to user discussions. The focus of Nike is to promote the sponsorship jersey of the world cup national football team, and highlight the new TVC promotion of C stars.

Because the broadcasting rights of the 2010 World Cup are liberalized to the video website, in addition to the regular TV advertisements in previous years, the sportswear advertisers in June are expected to increase the placement of Internet advertisements. Besides the brand hard and wide, the program implantation marketing or UGA contest of video websites will also become the focus of advertisers.