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Nike Football World Cup 2010 South Africa Case Solution

Solution Id Length Case Author Case Publisher
1074 624 Words (3 Pages) Elie Ofek, Ryan Johnson Harvard Business School : 511060
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Nike was founded in 1972 as a running shoe manufacturing company and in just a few years became the top sports footwear and apparel company. Their forte was their marketing strategies and their ability to point out an up and coming star athlete and sponsor them like Tiger Woods (golf), Michael Jordan (basketball) and Lance Armstrong (cycling). Nike spent billions in their marketing and sponsorship campaigns and was soon among the elites in sportswear after acquiring several struggling brands such as Converse and Reebok.

Case Analysis for Nike Football World Cup 2010 South Africa

Nike has always taken pride in their research lab named Nike Sports Research Lab (NSRL), which is the top sports research lab in the world, and where the research on all new sportswear is conducted. They have been able to produce top of the line shoes and apparel as per the needs of the athlete. In 2010, Nike’s marketing strategy revolved around the introduction of the new football shoes and uniforms to the sponsored teams. These shoes and uniforms would be unveiled at the Football World Cup 2010 in South Africa.

The marketing strategy of Nike was to integrate their promotional campaigns across different platforms. The main problem with mainstream television advertising was that Adidas, the official sponsor of the World Cup did not allow any other sports company to advertise their products during matches. This was a major concern for Nike. Adidas and Nike are two of the world’s leading sports apparel and footwear companies. While Nike focused on consumer marketing through different mediums to attract customers, Adidas sponsored teams and leagues, making competition even stiffer. In order to sell their products, Nike had to come up with advertising and marketing strategy, which can generate the same amount of views as television advertising dominated by Adidas.

Another issue with Nike was to device a marketing strategy which shall allow them to take control of the industry and leave a long-lasting mark on the viewers.

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