Nike's "Joga Bonito" Marketing Campaign
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Adidas - The Official Sponsor
Bend It Like Nike
Nike began to show interest in the football market during the 1994 World Cup, which was held in the US. Analysts noted that Nike, despite being a late entrant, had managed to corner a large share of the market and was now second to Adidas. (Refer to Figure I for global market share in athletic footwear and Figure II for global market share in football)...
Nike Scores A Beautiful Goal...
In June 2006, Nike announced that its Joga Bonito campaign had struck a chord with consumers, given the record traffic to Nikefootball.com. The site recorded two million visits per week. The Joga Bonito site received 760,000 visits a week. The company claimed that 448,000 people participated in its Joga3 futsal tournaments...
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