Blog: Nike nicks Adidas' thunder
Petah Marian | 7 August 2012
Nike's Volt shoes
While Adidas is the official Olympic sportswear sponsor, Nike is doing a pretty good job of stealing the German brand's thunder.
Watching the athletics over the past couple of days, it's been pretty difficult to miss the sea of fluorescent yellow running shoes on the track. And unfortunately for Adidas, these eye-catching shoes are part of Nike's Volt range.
A spokesperson for Nike told just-style today that over 400 athletes (mostly Nike sponsored) are wearing the Volt range in the games, with the majority in athletics, but also boxing and fencing. Even South African sprinter Oscar Pistorius' prosthetic spike plates have the ubiquitous Nike swoosh on them.
Nike says over 20 medals have been awarded to those wearing the shoes as of this morning.
The company's 'Find your Greatness' campaign also seems to be getting a positive response. The campaign features ordinary athletes competing around the world (outside the UK) in places that happen to be called London.
Indeed, an online survey of over 1,000 US consumers at the end of July found some 37% of respondents thought Nike was an Olympic sponsor, and only 24% answered correctly that Adidas is one, Ad Age reported.
The importance will not be lost on either brand, with research by the NPD Group (unsurprisingly) finding a spike in sports footwear sales during the months of high-profile sporting events.
It said that over the past four years, basketball footwear sales increased in February, the month of the NBA Basketball All Star game, during the back-to-school period in August and during the December holidays.
NPD chief industry analyst Marshal Cohen highlights the issue faced by Adidas at the moment, saying that using platforms like the World Cup or the Olympics to give a brand a lift is "never a guarantee due to the oversaturation of brand sponsorships".
"The ultimate prize is the emotional association award - the needle will move when consumers connect your brand with an event, team, and athlete they are very passionate about," Cohen adds, something Nike seems to be doing quite well, despite not having paid for the privilege.
I doubt that Adidas would suggest its US$201m sponsorship was a waste, as it emphasised last week that it is closing the gap on Nike in the UK, increasing its market share by two percentage points, with UK sales up 24% so far this year.
Nike seems to be pinning its hopes on gold in the field, and Adidas may just have to settle for silver.
Now that both the final text of the Trans-Pacific Partnership (TPP) and official trade statistics for 2015 have been released, we take another look at the likely impact of TPP's tariff phase-out sched...
Two terrorist attacks in Bangladesh over the past week have left the country's key garment industry in turmoil, with buyers rethinking travel plans and potential economic fallout for a sector reliant ...
Britain's historic vote in favour of leaving the European Union (EU) has left retailers and manufacturers mulling the consequences as the nation prepares for a long period of political and economic un...
A lack of speed in the apparel supply chain is being blamed for weaker merchandise margins, with significant structural changes needed to create a more consistent, faster and efficient sourcing model....
- Why fast fashion isn't a case of one size fits all
- TPP tariff phase-out guides Vietnam sourcing plans
- Brexit Trade Focus – How a CANZ-UK FTA stacks up
- Sir Philip Green blamed for the collapse of BHS
- Will Brexit trigger rise in UK manufacturing?
- VF Corp cuts guidance as Q2 profit plunges 70%
- VF confident on "solid" sustainability roadmap
- Ethiopia opens flagship textile and apparel park
- Inditex and Lenzing sign textile waste pact
- Target hires Apple exec for global sourcing post
- Central America strategic sourcing review - a focus on Guatemala, El Salvador and Honduras
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Primark Stores Limited: Retailing - Company Profile & SWOT Analysis
- World Textile and Apparel Trade and Production Trends: the EU - June 2016
- Luxury Goods Retailing in Europe, 2014-2019 ; Market & Category Expenditure and Forecasts, Trends, and Competitive Landscape