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When the 24-year-old FIFA cristiano ronaldo in Nike symbolic hooked sign appear on the news presentation to join in real Madrid,adidas who want to get real Madrid jersey sponsor identity pay for 3000 million euros a year urgent to stamp foot.
In China there is no cristiano ronaldo in a century, Nike make plenty of troubles to adidas.on the July 23, Nike and adidas fight for China's soccer star zhengzhi of lays, in the last two years later outcome, Shanghai first intermediate peoples court of first instance return a verdict: "adidas" and zheng joint compensate for "Nike" loss of RMB 20 million.
It is only Nike and adidas they are opponent and foe fighting titbits. In the global sports market, the fight between them,Nike in the 1980s make its marketing strategy from market-oriented to product-oriented,the fighting never cease.
In 1984,Nike was also in the soup struggling decided to follow adidas brand spokesman strategy,nike made chou toss to Michael Jordan who is the third selected young man just by the Chicago bulls in the NBA draft.
Nike sign the contract with Jordan,that contract definitude open out using jordon as image,set up his individual brand, and sell each pair of Jordan series sports shoes,Jordan can push money. This special terms stimulate Jordan's desire that make a name for himself.
Nike's gambling was successful. In the first year of push Jordan first generation,this shoes brings sales revenue as high as $1.3 billion for nike.Second year, Nike's sales income break through one billion dollars. Many people think, Nike combined with Jordan,is the most perfect marriage of modern commercial and modern sports. In fact, adidas lost not just Jordan, but the whole American market and basketball world.
follow the genius slogan“JUST DO IT” widely spread, Nike relied on basketball market advantages in 1990,exceed adidas at one swoop become the world's largest supplier of sports product.
Although adidas according to whopping price $4 million each 11 years in 2004,became the NBA league official appointing sponsors, and invest 31 million euros for purchase basketball supplies expert RBK,
adidas also imitate Nike signed the advert contract with the three NBA all-star Tracy. McGrady, Tim. Duncan and Kevin. Garnett, but so far, adidas still not shake Nike's leader status in basketball market.
the most intense fighting Nike with adidas, is on the football World Cup and the Olympic Games who have a great influence.
adidas founded in 1948 ,with his specialty,sober image,get European dominant FIFA and international Olympic committee official trust, and straight keep maintained partnerships with two of the world's most popular sport pageant. However,nike have the habits of the check marketing tactics never give up useing these two events advertised himself.
