Home >

Brand Shoes Enterprises Compete In The World Cup

2010/6/26 11:49:00 34

In 2006, just a few months after the end of the German World Cup, Adidas CEO Herbert Heiner suddenly received a call from the then FIFA secretary general, Horst Schmidt.

Nike

We are digging up the "foot of the wall" to replace you as the exclusive sponsor of the national team.

"That's got it!" Haina was anxious.

Since 1954, the exclusive sponsor of Germany has been Adidas.

When FIFA did not allow the team to wear sportswear with advertising signs, the West Germany players wore Adidas shoes on their feet.

So, in any case, Adidas can not let Nike copy its own home, so the German sponsorship fee doubled to 20 million euros / year in one fell swoop, and finally beat Nike's "corner" attempt.

Later, Haina laughed and said, "our defense is very beautiful."

In a twinkling of an eye, the 2010 World Cup in South Africa is about to start. In addition to the 32 strong battles on the field, there is no doubt that the competition is inevitable for the big brands. The world cup is their four year old PK stage. The "dig angle" is just a warm-up before the official competition. With the coming of the world cup, the good play has just been staged.

Fight both with open and secret means

Lately

Adidas

The days were not so good. Due to the optimism of the market after the 2008 Beijing Olympic Games, Adidas still had a large backlog of stock in 2009, which subsequently affected its financial position.

In its main camp Europe, the share of Nike football shoes market has reached 35%, which surpassed Adidas's 31% in one move.

Football has always been regarded as the heart and soul of Adidas. How can it be handed over to old rivals?

Just as Adidas looked for opportunities, the world cup came again, so they saw the dawn of victory.

4 years ago, the world cup in Germany, Adidas's sales for the first time broke through the 10 billion euro mark, reached 10 billion 84 million euros, only football income of more than 1 billion 200 million euros.

But Nike is unlikely to make Adidas happy. In 1994 World Cup, Nike's sales of soccer products worldwide were only $45 million, but after a group of executives lobbied with company founder Peter knight, football became the future of Nike development.

{page_break}

This also determines the inevitable collision between the two giants. Compared to Adidas, which is the official sponsor of every world cup, Nike has always been a guerrilla war familiar to Chinese people.

If there were no official sponsors' seats in major events, Nike took to the streets and put up its brand notice boards in the major cities.

If there is no sign of Nike in the sports field, there will be big sports stars coming to the stadium to help.

Hot war upgrade

Anyway, Adidas, Nike or

Puma

With each world cup being staged, there will always be a new spark, and the losing side will often generate gamblers' mentality and increase chips in the next cup, hoping to regain the initiative.

For the humiliation of the German World Cup 4 years ago and the push back of Nike in recent years, Adidas sponsored the team from the last 6 to 12, including France, Argentina, Germany, Spain and so on. There are also great potential and strength teams such as Nigeria and Mexico. If the favored Spain becomes the second double champion after France, then the position of "Adi Wang" will be more consolidated.

Of course, Nike has never been a fuel saving lamp. It also hopes to defeat the "deadly enemy" Adidas in the world cup.

It sponsors great powers such as Holland, Portugal and Brazil. After Nike acquired UMBRO in 2008, England can also be regarded as a Nike camp. If the world cup takes place against giants such as Anglo, Abba, and hod, it will still be the war between ADI and Nike.