World Cup staged the ultimate PK major brand-name capture and kill

Adidas PK Nike

On the one hand, Zidane, Beckham, Kaka and the former Beckenbauer and Platini were playing "Impossible is nothing", together with Barak, Raul, Piero and other superstars. On the other side, Cantona and Ronaldinho, Ronaldo, Adriano and other Brazilian stars played “Play beautiful”. The camp also includes Fei Ge, Ruud van Nistelrooy, and Rooney. Adidas and Nike's PK, the lineup is not only luxurious, the process is even more thrilling. According to the report of the Financial Times of the United Kingdom on June 2, from now until the end of the World Cup in July, Adidas and Nike will invest approximately 400 million Euros in marketing.

For Adidas, the official provider of sports equipment for the World Cup, the goal of this PK is very clear, consolidating itself in the top spot in the world football. “This is a once-in-a-lifetime opportunity,” said Herbert Heiner, Adidas CEO. “There is no better chance than the World Cup in Germany. Football is everything for Adidas.” For football, Adidas is even in Berlin. A small stadium was established, an "Adidas Stadium" that can accommodate 8,500 people. Apart from the big screen on the stadium, the World Cup will be broadcast. During the World Cup, various thematic activities hosted by Adidas will be held here.

According to the publication of the French magazine "Capital" this year in June, in 2005 the value of 26 billion euros in the football equipment market, the adidas share of 35% is being closely followed by Nike (31%). Adidas has their advantages. As the "host" headquartered in Germany, as the official sponsor of the World Cup, they will not only equip all referees but also provide a revolutionary "World Cup" named TEAMGEIST. The game ball, which is the result of three years of research and development by Adidas Laboratories and Bayer Laboratories. What is even more exciting is that Adidas has also specially developed a "golden ball" - gold-plated football for the final of July 9.

Their goal is simple. It is to sell 10 million matches for this World Cup, more than the 6 million in World Cup Korea and Japan. At the same time, there are sales of millions of pairs of shoes and numerous jerseys. Adidas’s plans are long-term because they have signed FIFA contracts with FIFA for the next two World Cups in 2010 and 2014. According to the report of the "Team" on June 5, they paid 300 million euros for this. In this year's World Cup, Adidas pushed the concept of “+10” in the market, just as they showed in the commercials. Everybody who loves football hopes to highlight themselves when they are young, but they also need to survive in a good team.

As the world's largest manufacturer of sporting goods, Nike, with a turnover of 13.8 billion U.S. dollars in 2005, certainly wants to make a difference in football. In February of this year, at the Berlin Olympic Stadium (World Cup Finals), the author participated in the launch of Nike's new jersey. At that time, Charlie Denson, Chairman of the Nike brand business, told the author: “Since the 1994 World Cup, Nike has been The world has shown that they understand football better than other brands. The reason is simple: Football is the world's largest sport. Therefore, if Nike wants to maintain its position as the world's largest manufacturer of sporting goods, it must compete for the top of the game." This company headquartered in the United States, many of its marketing activities in football related to the sponsored Brazil team. "For all fans, the Brazilian team is at least the second national team they support." Fabrizio Ducheschi, general manager of Nike France, gave this explanation.

What makes Nike proud is that since signing the Brazilian national team in 1996, the team has reached the finals in the next two World Cups. Recently, Nike's marketing activities are still centered around the Samba giants. For example, they invited them to speak "Joga Bonito" (beautiful football) - this is a first-hand experience of the soul of Brazilian football, Nike will invest 990 million euros per year until 2018 . Ducheschi told the Parisian newspaper last month: "In 1994, when the World Cup was held in the United States, Nike had a turnover of 40 million U.S. dollars in the football industry. This year, the whole figure should be able to reach 15. One hundred million U.S. dollars."

Nike places great emphasis on innovation capabilities. They first invented the concept of ID and let customers order sports shoes online according to their own preferences. Before this year's World Cup, Nike launched shoes designed according to different styles of play, such as special products for sprint-type, impact-type and non-stop running type players. As for the goal of this year's World Cup, Nike hopes to sell 10 million football, 2 million jerseys and 23 million pairs of shoes.