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.
Smart fabrics and wearable technology go hand in hand. And with strong growth forecast over the coming years, it's no wonder fashion and software companies are developing new products to tap into the ...
Esprit and Benetton have been quick off the mark to celebrate their ratings as “Detox leaders” in this year’s “Detox Catwalk” rankings. The online platform is designed to assess fashion brands’ record...
Fashion brands and retailers need to embrace “radical change” in their apparel sizing and fit strategies if they are to remain competitive in a changing environment, according to executives at a recen...
Bangladesh's textile and clothing exporters, still reeling from the impact of continuing political unrest in the country, now say they are facing a second shock wave: the freefall of the euro. Industr...
- Speed to market key to Adidas 2020 growth plan
- SuperGroup to adapt sourcing model for speed
- GAFTI gears up for change in apparel auditing
- Fast Retailing ramps up sustainability efforts
- FOCUS: Topshop suffers a setback in Japan
- Transparency call for German apparel firms
- Strike at Adidas and Nike shoe factory in Vietnam
- Lululemon Athletica on “strong growth” track
- Myanmar garments to benefit from export strategy
- H&M and Kering trial recycling technology
- Myanmar's Garment Sector - Opportunities & Challenges in 2015
- Global market review of workwear - forecasts to 2019
- Management briefing: Outlook 2015: Apparel industry issues in the year ahead
- Outdoor performance apparel: peaks, valleys, and green fields
- Apparel Retail: Top 5 Emerging Markets Industry Guide