Word: nike
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...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...
...quite, Simon. Nike has taken an early lead in reaching the all-important youth consumers who live and breathe the game in the digital world. In mid-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...
...Swoosh sits atop the page, reminding kids that Nike lets you wish happy birthday to your "Joga Friend" from Sweden. "That goes way beyond somebody saying, 'Oh, yeah, I saw a commercial,'" says Trevor Edwards, Nike's vice president for global brand marketing. "Gone are the days where you can put an ad out and hope people see it. Anyone who doesn't understand the change in the landscape does so at their own peril," he adds. Adidas will unveil a dedicated soccer network on MySpace.com...
...should help Adidas, some investors fear that getting a much larger shoe to fit could distract the company from pressing the advantage in soccer: its $3.8 billion purchase of Reebok, the struggling Canton, Mass., sporting-goods company. Although the merger helps Adidas gain market share and nudge closer to Nike overall, right now it's a drag on earnings: Reebok's orders declined 22% in the fourth quarter of 2005 owing to weak products and anxiety about Adidas' strategy for the brand. "Mind boggling," says John Shanley, an analyst at Susquehanna Financial Group...
...going to cost money," says Joerg-Philipp Frey, an analyst at Bank Sal. Oppenheim in Frankfurt. "Why should Adidas have to do that? They're better off concentrating on their own brand." To Adidas' Stamminger, two brands offer more leverage than one. Reebok also gives Adidas another weapon that Nike has to fend off. "There's a potential in this market that we are not utilizing at the moment," he says. "And just bringing Reebok back, with the strength they had, that's a huge potential." The company is forecasting $223 million in cost savings and $636 million in additional...