Ambushing Adidas: Nike’s ‘Write the Future’ Campaign

            
  
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Case Details:

Case Code : MKTG272
Case Length :17 Pages
Period : 2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Nike, Inc , Adidas-Salomon AG
Industry : Footwear/Apparel
Countries : Global

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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.



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Excerpts cont...

Results

Analysts were of the view that Nike had become the traditional ambush marketer through back-door marketing and content creation. Though Adidas was technically the official sponsor,...

Official sponsor turning the table?

Though Adidas failed to create the pre-World Cup buzz, it did manage to turn the tables on Nike after the start of the event, said analysts. A follow-up study by NM Incite , found that in the...

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Outlook

The 2010 World Cup helped both Nike and Adidas increase their sales as it was reported that both the brands generated US$1.7 billion in revenues during the World Cup, about 30% of...

Exhibits

Exhibit I : Share of Online Buzz

Exhibit II : The Swoosh - Nike's Logo

Exhibit III : Images from 'The Quest' Campaign

Exhibit IV : Images from the 'Write the Future' Campaign

Exhibit V : Print Ads of 'Write the Future' Campaign

Exhibit VI : Teams Sponsored by Nike and Adidas in 2010 World Cup

Exhibit VII : Nike's Consolidated Financial Statements

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