While everyone is sharing their thoughts on the World Cup championship game last night, Leonid Bershidsky articulates a different battle between Adidas and Nike.
He provides and interesting perspective on the impact of marketing during the biggest sporting event. Here’s and excerpt of this article below:
“In the 2014 World Cup of sporting goods companies, Adidas has beaten Nike hands down. The mechanics of that victory are remarkably similar to those of Germany’s success on the field: It’s all about smarts versus flash.
In the global sportswear market, Nike Inc. is No. 1 with a 17 percent share. Adidas AG is second with 12 percent. In soccer, where the two have a combined 70 percent share, the positions are reversed. Nike has been working hard to catch up: Its soccer sales amounted to $2.3 billion in the financial year that ended in May, compared with the $2.7 billion Adidas expects for 2014.
The World Cup was the scene of a major battle, reflected in the two sides’ marketing slogans: “Risk Everything” for Nike and “All In or Nothing” for Adidas.”
Bershidsky shows the brilliance and maybe some luck behind one of the most well-known brands in the soccer world. I’d encourage you to read the rest of the article here.