The match between Nike Vs adidas outside the stadium?

For those who love sports fashion, adidas and Nike should not be unfamiliar. The two giants of the sports industry have always insisted on competing with each other in various fields. Following Nike's successful acquisition of competitor Converse in 2003, last year, adidas spent 3.1 billion euros (equivalent to 3.8 billion US dollars) to acquire US rival Reebok (Reebok) in order to launch bold challenges to market overlord Nike. Both sides are evenly matched to each other.

The World Cup in June this year has not yet begun, and the sporting goods industry has already begun to "fill in the smoke."

Adidas and Nike, the two global giants of sports products, are familiar with the significance of their performance for the next few years in June this year: this is the first event of the world's number one sports event, when the number of television viewers worldwide will reach 2.8 billion, which is better than the Olympic Games. , Super Bowl, NBA Finals and any other professional sports event. For this reason, as the only official sponsor of the World Cup, Adidas has a strong tendency to dominate the World Cup. This year adidas will spend 200 million U.S. dollars on advertisements in the World Cup (excluding sponsored shoes, jerseys, and game balls). Herbert Hainer, the CEO, believes that he has won this time. During the one-month-long game broadcast, the advertisement of old rival Nike will be completely lost on television. At the end of the screen, the adidas team will be on display. Their skills and new equipment: David Beckham, Trezeguet, and Pablo Mastroni, the American niche who put up for the taste of the American audience.

However, it all seemed to be stirred by Nike. When adidas hit a large amount of money on the TV station, Nike was not idle. At the end of March this year, Nike and Google, the predator of the Internet search, teamed up and they collided with a new gadget - Joga, a free online community with 14 language interfaces.

Nike and Google have already prepared 8 months for the establishment and operation of the site. Nike is the content provider for the site, and Google is responsible for providing technical support. Joga. Com's mode of operation is similar to that of MySpace, which is a global youth enthusiast. The web 2.0 football enthusiast community also includes personal blogs, video upload discussion groups, and instant messaging chat. Not only that, but members can also enjoy Nike's exclusive video of star players online, such as Rooney singled out Ronaldo, Brazil's indoor football king Falcao single-hyun. "JogaBnoito", meaning can be translated into "sexy football" - this Nike freshly baked slogan, just in time with these Y-era teenagers play cool sports style fit. "We also need to be the first brand in football products." Charlie Danson, the new president of Nike, told the media on the opening day of Joga. "Standing on this site is an open platform for children to show how much they love football. ”

Can Joga beat Nike to defeat the dead Adidas during the upcoming 2006 World Cup? There seems to be a play. Facebook's founder Mark Zuckerberg said: "Children will not buy any products because of TV commercials. They only buy those that are on the Internet or recommended by users." It seems that Joga seems to be the core of Nike. Consumer groups - 12 to 13-year-old sports equipment diehards to maintain close contact with the new magic weapon. While the site was open for registration, Nike also imitated And1's street feats and launched the live Mixtape model, announcing the hosting of three pairs of three indoor soccer bullfighting tournament Joga3futsal around the world, and bringing in football soccer around the world with Joga3futsal and football fans around the world. The video was put on its own official website.

Compared to Nike's "bring the world first," adidas does not show weakness. Unlike Nike-powered Joga3futsal, a grass-and-meadow wild ball, adi?das launched its own "+Challenge" challenge in the name of "Little World Cup," and vowed to let children who love football love love Germany in June. Kick a world cup that is your main character. The signature stars of Adidas such as David Beckham, Barak, and Shunsuke Nakamura chatted on the official adidas website to educate everyone about what a true football spirit is.

After Nike released MercurialVapor3, adidas also launched the +F50Tunit football shoes endorsed by Trezeguet...

It seems that the current competition between the two sides is already quite fierce. One side has taken some actions and the other will "positively respond" to other areas. If you don't want to break your blood and you die, both parties will never give up. Whether it is Joga or the "Little World Cup", behind the competition between the two major strength brands, we should see the benefits they bring to consumers. Only by truly grasping the consumer can the key to success be achieved. Competition will make the brand more mature.

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Cross-border cooperation between Nike and Google

If you talk about Crossover now, everyone is no stranger to it. Let the original irrelevant or even contradictory, opposite elements, wield sparks of inspiration and wonderful ideas - this is the value of Crossover. Crossover's success story in the fashion industry is too numerous to mention: When the Japanese design master YohjiYa?mamoto (Yaomoto Yamamoto) met the adidas sports brand that is deeply admired by young people, the alternative fashion sports brand Y3 was born; when the fashion kingdom is proud, The 100-year-old classic brand LV met with the famous Japanese contemporary artist Takashi Murakami and conquered all the innocent women's Monogram handbags.

This time, the cross-border cooperation between Nike, the sportswear giant and Google, the predator of online search, was the "collision" of Joga. He also wrote a classic case for cross-border cooperation.

According to Nike’s sources, Nike will gradually put the information of its sponsored football stars on the site, and Joga’s future sports content will add other sports categories such as basketball, baseball, and skateboarding. Nike also guarantees that the site will not focus solely on the promotion of its branded sports products, and that the new site will also maintain sufficient interactivity and freedom of membership.

A commenter believes that Nike can create a better online advocacy opportunity for its brand through this website, so that it can maintain contact and collect customer information with young people who are the core consumer groups of its products through the new media network. As Trevor Edwards, Nike’s director of market management, said: “Joga will be the networking platform for Nike to communicate with customers.”

The 2006 World Cup is the world's largest sports event after the Olympic Games, and it even has more attention than the Olympic Games. During the World Cup, the whole of Germany is expected to usher in 3.5 million guests and thousands of media around the world. By then, more than 2 billion fans around the world will be more than happy and even forget to eat. Smart businessmen will naturally not miss this great business opportunity. This column came into being, will introduce some of the well-known sports brands in the World Cup during various marketing methods and actions, let readers know more outside the court