subject: Nike Claim Their Football Boots Don't Cause Injuries Like Others [print this page] The branding competition has been claimed by Adidas after their boots scored more goals in the South Africa World Cup than any other brand. Players sporting the new Adidas F50 Adizero scored a total 41 goals during the competition.
They based their pop art on inspiration from the fast-consumerism of modern youth and all familiar comic book styling's that are common in the pop movement. Instead of making use of popular image editing software and graphics, the agency turned to good old fashioned cardboard cut outs, fishing wire and double sided sticky tape.
It is argued that modern turf is also to blame as it is much firmer, stronger and less fragile than it used to be, meaning grass or soil is not disrupted by impact. A combination of tough turf and bladed studs could be the problem.
Adidas spent an estimated 120 million US dollars on sponsoring the world cup, something which it has done since 1970. According to market researchers Sport+Markt, Adidas had the greatest visibility in terms of teams and players.
The campaign is to promote the lightest ever football boots the Umbro GT which weigh only 238 grams. The theme of the ads revolves around the speed the boots can achieve being so light but also reflects the series of bright colours the boots are available in.
Although Nike made the effort to sponsor individual high profile players, they unfortunately backed the wrong horse. Their 'write the future' ad was undoubtedly the most successful viral campaign but there was one thing Nike couldn't control. One by one the star players featured in the ads fell victim to what became known as the 'Nike curse' and were knocked out of the competition, a complete branding disaster. It seems in choosing to endorse some of the world's biggest premiership players Nike had neglected to consider the most successful teams and thus lost the branding race.
by: Tom Doerr
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