Essay on Nike Football: World Cup 2010 South Africa

12269 Words Sep 22nd, 2012 50 Pages
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Nike Football: World Cup 2010 South Africa

Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve.
Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. Edwards knew he had to seize this opportunity and pull his team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the
World Cup would be vital for fueling continued growth for Nike football in the years ahead.

Football and the
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Nike aimed to have its marketing mimic its products as authentic and innovative, often daring and at times groundbreaking.7 The company was known for its big ticket endorsements of leading and upcoming athletes, even investing significant sums in athletes before they had performed at the highest level. In 2008 Nike had an estimated marketing budget of $2 billion dollars,8 an estimated
$260 million of which went to sponsorships of teams and athletes.9 Nike’s top athletes through the years included basketball stars Michael Jordan and LeBron James, golfer Tiger Woods, tennis star
John McEnroe, cyclist Lance Armstrong, and footballer Ronaldo. (See Exhibit 1 for examples of Nike sponsored athletes.) Nike was the first marketer to license a Beatles’ song for an ad, the first to use an
HIV positive person as a role model and one of the first to celebrate women’s role in sport.

NIKE 2009
By 2009 Nike was the top manufacturer of athletic apparel and footwear. Its operations scaled across designing, manufacturing and selling footwear, apparel, and equipment. (See Exhibit 2 for examples of Nike brand categories.) It maintained 23,000 retail accounts across the globe through

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