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

Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

To download Ambushing Adidas: Nike’s ‘Write the Future’ Campaign case study (Case Code: MKTG272) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:


Case Code : MKTG272 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


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


The case is about the ambush marketing strategy of US-based sportswear giant Nike, Inc (Nike) during the 2010 FIFA World Cup. It was reported that Nike generated more buzz and had a stronger connection with consumers than Adidas-Salomon AG (Adidas), the official sponsor of the tournament. This case talks about the different promotional approaches adopted by Nike during the FIFA World Cups. It describes in detail the ‘Write the Future’ campaign launched during the 2010 World Cup. According to analysts, the campaign which contained several TV ads and online videos featuring star athletes, was successful in building a massive online buzz for the Nike brand. The case discusses how Nike ambushed Adidas with its World Cup themed

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

promotional campaigns and dominated Adidas in terms of brand identity. Experts felt that though Adidas had spent millions of dollars on becoming an official sponsor of the 2010 World Cup it had been unable to build up the pre World Cup momentum and was less effective in connecting with soccer fans and customers. The case concludes by discussing whether it is more beneficial to sponsor an event or to just ambush it through the creation of relevant and unofficial communication. The case is intended for the MBA/ MS level program as part of the Brand Management/ Marketing Communication curriculum.


Understand ambush marketing, and the various issues and challenges related to it
Study the way Nike used ambush marketing during the FIFA World Cups to create brand value
Compare and contrast the marketing strategies of Nike and Adidas during the 2010 World Cup
Study the impact of the ‘Write the Future’ campaign
Understand the importance of brand sponsorship


  Page No.
Ambushed Yet Again! 1
Background Note 2
Adidas – The Official Sponsor 3
Nike’s Stint With The World Cup 4
‘Write the Future’ Campaign In 2010 7
Other Initiatives 8
Results 9
Official sponsor turning the table? 10
Outlook 11
Exhibits 11


Ambush marketing,Brand sponsorship,Brand communications ,Brand association,Brand identity,Brand value, pyramid of influence’Innovative marketing campaign ,Buzz marketing,Word of mouth strategy ,Social media channels,Product placement,FIFA World Cup branding,Nike,Adidas

Ambushed Yet Again! - Next Page>>

Custom Search

Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.