It’s was no surprise that the momentum took place and heated up for the 2010 FIFA World Cup in South Africa. This particular tournament is the world’s largest and most-watched sporting event with 30 billion viewers over the course of the event. From a business standpoint, it’s the most important platform for sporting goods companies to market their brands. Brands are appealing to boost their profile and sales by tapping into the passion surrounding the World Cup, but while some are official sponsors, others are just benefiting from any desirable side effect. Football was a game played between two teams of 11 players each, 10 field players and a goalkeeper per team. The game lasted 90 minutes, consisting of two 45-minute halves of running time. It was played with a round ball, on a rectangular grass field with a goal on either end. Excluding the goalkeeper, the ball was controlled only with the feet, legs, torso and head (the use of hands or arms was prohibited) and the team scoring the most goals by the end of the game was the winner. Football was the most popular sport in the world, by both viewership and participation, and was continuing to grow. In 2006, Federation Internationale de Football Association (FIFA), the international governing body for football, estimated that 265 million people worldwide played football, up from 242 million in 2000. Professional leagues existed throughout the world though the top talent and most popular clubs were in Western Europe, concentrated in England, Spain, Italy, Germany and France. Since the early 1990’s professional team rosters in Western Europe had become increasingly globalized, with stars from South America, Africa and Asia playing in the top leagues. The World Cup, FIFA’s flagship ... ... middle of paper ... ...nd connected to the brand. They also gave the fans a reason to use word of mouth. When fans made their Nike videos, they passed them along to everyone they could to promote themselves simultaneously promoting Nike. Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. They knew it had to seize this opportunity and pull the team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead.
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
Football has been in the making for over 150 years. The foundation of football comes from rugby, a British sport and also incorporates war tactics. In the beginning, the game was unorganized because there were few rules and it was new to the players. But by the end of the Civil War, football had taken on a whole new look; it started to become the modern version that we are familiar with today (Kennedy 7-9). The development of football has changed the culture because, “Every town in America has at least one high school, football team that draws a big crowd” (Buckley 4). Therefore, without fall football, high school students and even parents would have nothing to do on Friday nights. Football games have added to the world of entertainment and continue to grow as a place for social gathering.
Football is known around the world but unfortunately not played. Football is an American based sport which ironically is played only in the United States, while soccer on the other hand is played all over the world. Another difference is the kit/protective gear used in playing. In football, Helmet, Shoulder/Chest pad/protector, upper leg padding and mouth guard are rightfully required while in soccer, Shin guards and Boots is all that is required. This is why Soccer is considered a gentleman 's sport played by beasts and Football is a beastly game played by
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
...fected by print advertising even if they don’t realize it. Nike uses all different forms of advertising to appeal to all audiences.
Nike’s Asian operations had previously continued to soar generating US$300 million in 1994 in revenues to a whopping US$1.2 billion in 1997. However based on the Asian economic crisis, this had adversely affected revenues, while regional layoffs were inevitable. Nike also performed well in the European market generating about US$2 billion in sales and a good growth momentum was expected, however, some parts of Europe were only slowly recovering from an economic downturn. In the Americas (Canada and the U.S.A.), Nike experienced a growth rate for several quarters. The U.S. alone generated approximately US$5 billion in sales. The Latin American market at this point was exposed to economic volatility; however Nike still saw them as a market with “great potential for the future”.
Football is one of the three most popular sports in the United States. The modern game of football most likely originated from England (hornetfootball.org). Walter Camp, a football coach for Yale, is known as “the Father of American Football” because he made several changes to the game of football (historyoffootball.net). The first professional football league was established in 1920, and it was made popular because of the invention of the television. Football is a mixture of science and religion which can be proved in the science of football, the religious interpretation of football, and the players’ use of their religion.
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
...r cricket. This is however corporately done by use of local advertisement companies that incorporates the Adidas products into the victory that the team earns. It has no specified support for countries but supports teams that bring it glory. A victory for an individual or a team also generates into it becoming the winner in terms of what it can produce next (Ritson, 2008).
Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011)
Association football is played in agreement with a set of rules known as the ‘Laws of the Game’. The game is played using a sphere-shaped ball of 71 cm circumference known as the ‘football’ or ‘soccer ball’. Two teams of eleven players each participate to get the ball into the other team’s goal, thus scoring a goal. The team that has scored more goals at the end of the game wins. If both teams have scored an equal number of goals then the game is a tie. Each team is controlled by a captain.
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
The early sixties thru the late sixties Nike was founded on a handshake. $500 was granted and a trust fund. This was for the first 300 pair of shoes.Phil sold the shoes out of his trunk in his green plymouth valiant.But as it “BLEW” up it was called cool ("History & Heritage." NIKE, Inc). This shoe and athletic company that would be to the aspects of pop culture.
Nowadays, there are so many famous sportswear companies that exist in the market globally, which make people have more product varieties that they can choose. In addition, most of those companies have become very important for its host countries, in terms of supporting their economic development. Yet, the existence of those companies can also possibly bring some problems to the host countries, as well as negatively affect the countries’ people (Pettinger, 2008). In order to explain it better, the existence of Adidas in Indonesia is used in this report to give more information about what makes Adidas becomes a successful company in the world, as well as providing problems that Adidas has in Indonesia.