Nike vs Adidas: hitting below the belt

Adidas once again won the world Championship, albeit by a whisker: in his form will play 11 teams out of 32, in the form of a Nike 10. But Nike compensated the defeat with the signing of contracts on shoes with bonlarger numbers of stars of world football.

The German team will perform next year Moscow in sweaters with the logo of the team sponsor is Adidas AG. However, the legs of some players, for instance, midfielder, Sami Khedira returns will shoes Magista Obra II, made the main competitor Adidas is an American company Nike.

The final compositions of the participants of the world Cup final will be known only early next summer, but now PR Marketing predicts that more than half of the athletes who came to Russia, will drive the ball in the boots Nike. Four years ago, in Brazil, in his shoes played 52% of players, and in football boots Adidas — 36%.

Peter Rollmann, founder and CEO of PR Marketing, explains the clear advantage of Nike at «below the belt» player of the fact that the company pays more attention to private contracts. Adidas traditionally, since the seventies of the last century, specializiruetsya on national teams and federations. And also on the balls, referees and stadiums. In Europe the German manufacturers sports clothing annual spending on «their» clubs, most famous of which is the Madrid «real» and «Manchester United», about 800 million euros. Another half a billion, according to PR Marketing, is spent on national teams.

Manufacturers consider sponsorship of a major tool in increasing the sales of sports apparel, footwear and other sports equipment and accessories. The game is clearly worth the candle. Last year this market was estimated at $ 19 billion, more than double than ten years ago. Nike and Adidas control for two 89% of this market.

Recently, Adidas, Nike won over another very important win. He was ahead of the Americans on sales to those people who do sports for health. After several years of backlog, Adidas regained the lead in sales to fans of sports shoes. Last year, the Germans sold 42 million pairs, and the Americans – only 31.

At the same time, Nike chooses teams that have a contract with Adidas, individual players, and concludes with their individual contracts for the shoes. In addition to Khedira, American boots played by such world stars as Cristiano Ronaldo of real Madrid, Zlatan Ismagilovich from Manchester United, Robert Lewandowski from Bayern Munich. The clothing on the above players as well as their fellow teams, with three stripes of Adidas.

«The emphasis now is not on wide sponsorship, and the top teams and stars — explains Volker Bosse, an analyst at Baader Bank AG. They are prized for their global fame and multi-million armies of fans.»

The players are not afraid to resort to «guerrilla» tactics. So, in March of this year, a player Dortmund «Borussia» Pierre-Emerick Aubameyang dyed part of her hair red stroke in the Nike logo despite the fact that the team sponsor is Puma. According to reports, media Dortmund, Aubameyang gets from Nike EUR 2 million per year, and additional bonuses for the fact that the company mentions in social networks.

In 2013, when Bayern Munich, which has a sponsorship deal with Adidas came midfielder Mario Gotze, he was wearing a sweater with the word «Nike». Moreover, the inscription was larger than the inscription on his «official» team t-shirt. In the same year, while playing for the German national team is sponsored by Adidas too, he «showed» the world socks Nike. In the final of the world Cup 2014, the author of the only ball has become götze. After that, he sold Nike at a charity auction for 2 million euros.

Nike doesn’t talk about individual contracts. In its annual report, the company reports that in the next five years will be spent on contracts with the stars for $ 1.1 billion a year.

Adidas also sometimes works in the style of the main competitor. A German company, for example, «shoes» the best player on the planet Lionel Messi who plays for Barcelona, has a sponsorship contract with Nike. At club level Messi plays in Nike shoes, but at the level of the national team — in German shoes. The national team of Argentina, we recall, clothes and shoes Adidas.

The advantage of Adidas in the fact that the sweater is more important from a commercial point of view than boots, because their numbers favorite teams or stars, not cleats snapping fans.

Nike vs Adidas: hitting below the belt 06.12.2017

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