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Adidas Aims to Samba Into Soccer Fans' Soles Ahead of 2014 World Cup
Posted by Mark J. Miller on November 11, 2013 06:04 PM
nike outlet Adidas announced lackluster third-quarter results last week, with hopes for a fourth quarter sprint to put things right. “Sales were down 7%, with operating profit 6% lower,” Reuters reported . Archrival Nike, meanwhile, has been on a rollw. When it revealed its fiscal first-quarter numbers back in September, revenue had risen 8% over the same period in the previous year.
nike shoes outlet wholesalers That's why Adidas is hoping that its official sponsorship role for next summer’s World Cup in Brazil will help revive sales just as its connection to the London 2012 Olympic Games and European Championships did last summer.
nike shoes RT @adidasfootball : Get your game on for Brasil with the Samba Collection. pic.twitter.com/6O4w2tddXZ
— adidas Soccer (@adidassoccer) November 6, 2013
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nike clothing outlet online The brand has already started to push its World Cup affiliation in its marketing campaigns. After all, Adidas sales went up 14% in 2010, the year of the last men’s World Cup, the Portland Business Journal notes .
"We have dealt swiftly and decisively with our challenges to ensure we return to growth,” Adidas CEO Herbert Hainer, said, according to Reuters. “Momentum will clearly return to our business in the fourth quarter and beyond."
That's why Adidas is turning out some new products to get fans to start opening their wallets, including a new line of colorful spikes, the Samba adiZero F50 collection at top, that is “inspired by the colors and Carnival celebration of host country Brazil,” Portland Business Journal notes.
Thanks @adidas_ES for my new #F50 boots, love the colour! Can't wait to play in them #allinrealmadrid pic.twitter.com/e8WiqrAQ1O
— Gareth Bale (@GarethBale11) November 8, 2013
It doesn’t hurt that Leo Messi dons them for the company’s ad campaign. If Messi’s appearance in the ad isn’t enough to convince consumers, he and a slew of other international soccer stars, such as Oscar, Xavi, Gareth Bale, and Jozy Altidore, are starting to wear the footwear on the playing field ahead of their arrival in stores on Nov. 14. Also helping drive sales: social marketing on Facebook , Twitter and YouTube .
The Samba campaign is pumped up even more with a commercial featuring Portugal’s techno crew Buraka Som Sistema with the help of Brazilian rapper Karol Conka performing “Bota” (or “Boot”), Billboard commented .
As the Wall Street Journal notes , this is just the beginning for Adidas-branded World Cup frenzy. There will be jerseys and T-shirts and the match ball and countless other Adidas-branded gear. While Adidas still leads the pack in global football gear, Nike expects to see a growth in sales due to the World Cup as well.
"There are only two players in the field of football; there is us as No. 1 and Nike as the challenger," said Markus Baumann, the head of Adidas Soccer, WSJ notes. "Nike is definitely making some steps forward." But not, if Adidas has its way, for long.
More about: Sports , Adidas , World Cup , FIFA , FIFA World Cup , Brazil , Sao Paulo , Nike , Footwear , Shoes , Soccer , Fashion , Apparel , Retail , Campaigns , Advertising , London 2012 , Olympics , Social Marketing
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