Word: cupfuls
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...three Zurich-based analysts at UBS Wealth Management Research believe they have hit on a pattern that will help you handily beat the market between now and the title match of the World Cup soccer tournament on July 9. "It began as a fun exercise," says Tim Gorle, who co-wrote a report on the pattern with colleagues Oscar Andreu and Hans Sanders. "But we got some very positive data, or we wouldn't have gone ahead...
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 be able to watch games on a big screen, test their skills at soccer stations and attend concerts. On the airways, Adidas scored a major coup by shutting out Nike ads on U.S. English-language broadcasts of the games. The company will also be the sole footwear sponsor on three...
...February, with little mainstream fanfare, Nike partnered with Google to launch joga.com a global social-networking site for soccer fans that mimics MySpace.com the networking juggernaut that Rupert Murdoch recently purchased for $580 million. The most innovative aspect of Nike's broad Joga Bonito (Portuguese for Play Beautiful) World Cup marketing campaign, joga.com has about 800,000 members from Chile, Afghanistan, Malaysia, New Zealand--you name it. The company says it adds a new member every eight seconds...
...insole and three sets of studs, costs $170, but the real revenue potential for Adidas, and retailers, lies in the add-ons: $80 for each extra upper and $40 for an additional insole. Adidas is about to launch 32 new uppers, with the colors and imprints of each World Cup nation--bright orange for the Netherlands, green and white for Iran--in the hope that they become collector's items. "There are endless opportunities for upsell," says Dan Manson, president of Soccer Post, a U.S. specialty soccer retailer. Manson calls the Tunit his hottest product...
...like Ronaldinho, grew up dribbling. "It's three on three in a cage," says Filbry. "That's not soccer." Edwards, Nike's marketing guru, guffaws. "I'm happy they would dismiss something that millions of people around the world are playing," he says. On the eve of the World Cup, jawing between the world's top players has begun. May the best brand win. Adidas vs. Nike...