Nike Football World Cup 2010 South Africa Case Solution

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.