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.
Outdoor brands are being urged to eliminate all PFCs from their products and supply chains after the hazardous chemicals were discovered in clothing, footwear and outdoor equipment....
While consumers increasingly crave instant gratification, one-of-a-kind merchandise, and more options than ever before in terms of products and how and where to buy them, retailers and brands are bein...
US President Barack Obama last week used his final State of the Union address to appeal to Congress to ratifiy the Trans-Pacific Partnership (TPP) trade agreement....
What are likely to be the key apparel industry issues to watch in the upcoming year? To kick-start 2016, just-style has again asked leading executives for their thoughts on potential challenges and op...
- Cheap polyester contributes to cotton import shift
- TPP trade pact in milestone signing by 12 nations
- Under Armour defends questions over strategy
- Combating the new normal – 10 trends for 2016
- US apparel retailers' January 2016 sales roundup
- Bangladesh factory fire renews worker safety fears
- China factory activity continues to deteriorate
- Syrian refugee children found in Turkish factories
- Southeast Asia – a strategic sourcing review
- H&M and Primark price rivalry reaches equilibrium
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Wearable technology: The future market potential for smart garments and e-textiles
- Global market review of denim and jeanswear – forecasts to 2021
- Wearable Technology Market by Product, Application, Type, & Geography - Global Forecast to 2020
- E-Textiles: Electronic Textiles 2014-2024