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 …show more content…
Cup final.4 The World Cup was the culminating event for national teams, players, fans and sponsors and it was the most watched sporting event in the world.
Nike Company History5
After their first meeting in 1957, Nike co-Founders Phil Knight, a University of Oregon track athlete, and Bill Bowerman, renowned University of Oregon and Olympic Track and Field coach, formed Blue Ribbon Sports (BRS), a precursor to Nike, in 1962. The company worked with Japanese shoe manufacturer Onitsuka as a US footwear distributor for Tiger shoes, selling merchandise from the back of cars at various track meets. In 1971 the relationship between BRS and Onitsuka went sour. At the same time, Knight and Bowerman were ready to make the leap from only distributing shoes to designing and manufacturing their own brand of athletic footwear. In 1972 the company changed its name to Nike, after the Greek goddess of victory, and began using the