Sports Brand Adidas And Nike'S Strategy

　　 ADI Europe's largest sporting goods manufacturer, the second largest in the world. Sports brand 。 The second largest sporting goods manufacturer in the United States is second only to Xie And ADI's third world fashion brand. A few days ago, the two were formally United - August 3rd. Adidas It announced the acquisition of the same industry at a price of US $3 billion 800 million. The main intention of this strong alliance is to challenge their most important competitors to challenge the dominance of the US company. It is time to test the impact of the construction on the future development pattern of sports brand. But there are many points for development and marketing strategy of the two most popular sports brands in the world, which are worth learning from.

　 ADI: Taking Olympics as the stage

In 1928, when Adi Dassler, the founder of the company, began to stitch the first pair of sneakers for the athletes of the Olympic Games, the history of the Olympic Games was closely related to the Olympic Games - at least three official qualifications of the Olympic official suppliers. At the Olympic Games, it was equipped with 26 items in all 28 sports. In fact, it is the international sports competition of the Olympic Games that provides the best platform for displaying the quality of products.

ADI DAS and his successors have only one belief: to provide the best products for athletes, so that they can achieve better results. And the international competition venue like the Olympic Games is undoubtedly the best base for testing the quality of products. In the world, the marketing strategy mainly adopts strategies closely related to world-class sports events, as well as signing endorsement agreements with the gold medal team and gold medal athletes to promote the strategy of brand pulling. In fact, for sporting goods companies, the Olympic Games, world cup, NBA, gold medalists and so on are influential and reputable endorsements are the best form of publicity. Although the company has a large number of famous athletes as spokesmen, the focus of the company's sponsorship activities is more focused on large-scale global sports competitions, sports organizations and teams, such as the Olympic Games, the European Football Championship and the World Cup football match. This strategy made him associate himself with the most exciting events. This is different from the practice of sponsoring individual athletes. The latter is more likely to hope for the success of the athletes and the exemplary performance of the players inside and outside the game. In addition to world competitions, it also sponsors national teams and regional teams from all over the world. Its sponsorship teams include German, Spanish and French national football teams, AC and Real Madrid football clubs, the Yankees baseball team and the 49 rugby team. The team is the center and spiritual pursuit of many of its fans. This provides a unique opportunity for the sponsors to establish contacts with their customers and promote their brand.

Relying on this set of marketing models, Adidas can be outspoken in 1960s and 70s.

However, in 70s, he did not realize that the movement of civilians had become a trend, or focused on professional sports shoes. Due to the failure of sales expectations and the underestimation of market competition, the position of the company was challenged and finally replaced in the late 70s. {page_break}

　 The strategy of image promotion

It originated in 1962 and was first founded by Phil Knight. It was named "blue ribbon sports" and officially changed its name to Nike in 1970s. In 1980, it accounted for about 50% of the US market share, which initially exceeded that of the US sports shoe industry. Since then, the company has started aggressive marketing activities, signed top athletes, and created the slogan "just JustDoIt".

In the most part of the 80~90 era in twentieth Century, professional athletes were worshipped as heroes. Therefore, they invested a lot of money to invite successful and attractive athletes to endorse products and adopt the strategy of promoting image promotion. That is to say, the top athletes from the spire to the national team, and then to the NBA League provincial team, until the packaging to ordinary youth basketball activities, including the four elements of the entire sporting goods market. The number of top athletes is the least, but it has a strong radiation. There are more than one athlete who uses athletes to advertise products, but only the most successful ones. The company has a saying that the secret of running is to create high quality shoes for athletes and let them walk in front of fashion. Other people in the market will follow suit.

In 1984, he signed a 5 year contract with him, giving the condition to the stock, and the unprecedented courtesy - the use of the name in the sports shoes. The total value of the total is $1 million per annum. This price is 5 times the price of the opening or closing price. Both of them think that they are merely spokesmen for products, but they do not expect him to become the core of the market strategy and the whole athletic shoes and sportswear production line. Fortune magazine also published an eye catching report that it was a big mistake to sign such a contract on the financial condition at that time. It turned out that the contract was a "win win" deal, which owes much to the fact that he exceeded many people's expectations. The influence of the enemy is enormous. With vigor, prestige, superb athletics and inspiring sportsmanship, he was able to get out of the running shoes and make a fuss about basketball in America. Almost overnight, even without sales volume, it has become the leading product of high-end basketball shoes.

In addition, we pioneered the ambush marketing strategy. According to advertising experts, the effectiveness of advertising does not depend on the amount of advertising spent. NIKE often advertise before and after the Olympics, which is mistaken for Olympic advertising. In 1996 Olympic Games, NIKE did not become a TOP partner. But it rented a parking lot in the park of the Olympic Games, built a theme park, signed a star to go on show, and at the same time launched various activities, it turned out to be the biggest winner, and the American people thought it was the sponsor of the Olympic Games.