Word: adidases
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Dates: during 2000-2009
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Nike simply touts its momentum. A dozen years ago, the company registered a paltry $40 million in annual soccer-related sales. That figure is approaching $1.5 billion, according to Nike. "We're very happy with our position," says Don Remlinger, Nike's global soccer chief. "If it's making others...
Nike's soccer standing is impressive because, for the company's first 27 years, it basically ignored the sport. Nike built itself into the world's top sports brand by capitalizing on the 1970s jogging boom and the growing global infatuation with basketball in the 1980s and 1990s, headlined by...
By the time the World Cup rolled into the U.S. in 1994, however, Nike sensed a chance to expand its global profile. "Phil [Knight] realized that to be relevant and leading in the world of sport, not just in the United States, you have to be a leading brand in...
Although Adidas has doled out millions to be the official sponsor at each World Cup since '94, Nike crashes the gate every time. In 1994, an unmarked van pulled up to the Citrus Bowl in Orlando, Fla., before a match, recalls Jeffrey Bliss, chief marketing officer for World Cup '94...
Nike is keeping its ambush plans for Germany under wraps, but Adidas has already manned the ramparts. The company is building a 10,000-seat stadium near the Reichstag, Germany's parliament, in downtown Berlin to attract fans during the Cup. For a 1-euro ($1.25) entrance fee, spectators will...