Nike and Adidas, the rivals of the sporting goods industry, choose to implement very different marketing strategies to affiliate themselves with worldwide sporting events. This affiliation is of great importance as there is a large correlation between global events and sales.
In 2010, Adidas became the official sponsor for the World Cup costing them a whopping $100,000,000. Adidas believed they had won the world cup brand war. However, in the midst of all the World Cup angst, Nike launched a three minute commercial titled “Write the Future.” This video stole the hearts of every viewer. When viewers thought about the world cup, they thought about Nike.
In 2012, Nike was at it again. Days before the opening ceremony, Nike launched “Find your Greatness,” a video that motivated the “Average Joe” to strive towards success athletics. In addition, Nike made it a priority for its brand to stand out on many of their celebrity athletes, which included 400 track runners sporting their unforgettable neon green track shoes.
Once again, although Adidas paid $150,000,000 to be the official sponsor of the Olympic Games, Nike had taken over.
Was it a mistake for Adidas to become the official sponsor of both of these events? Although a huge expenditure, Adidas wanted to ethically link their company with the event and lifestyle that they want to promote.
Nike manipulates the athletic community as they use ambush marketing to create a link between the consumer, their company, and a global phenomenon such as the Olympics. It is ironic how Nike is supporting the type of event that encourages people to be hardworking, sportsman-like, and have integrity when their marketing tactics are the exact opposite.
It is going to be no surprise what marketing tactic Nike implements for the next big event.
References:
Adidas may be the Official World Cup Sponsor, but Nike Wins the Battle of the Buzz
How Nike Pulled off Brilliant Ambush Marketing In the Olympics
Olympics 2012: Nike Plots Ambush Campaign
The Relationship between Sponsorship and Sporting Events
Photo credits:
This post about ambush marketing reminded me of our COMM 101 assignment: TELUS vs. Bell for Vanouver 2010 Olympics telecom sponsership. Though Bell won the rights, TELUS was still strong with its alliance with Tourism Whistler.
Adidas has played the ethical card by taking the proper means to support these sporting events. There are no written rules (I’m aware of) indicating that Nike couldn’t sneak its way around. That’s the issue with ethics: no clear rules. Ethics comes down to feelings and beliefs no matter the issue. Abortion, capital punishment; no one can truly say which way we should go. Like your title says, there is no clear distinction. Nike has crossed the line for me, but in a multi-million dollar company, does ethics stop you from the bottom line?
Nicely written. Good use of images and hyperlinks for interest. Consider embedding the video right in the post next time!