The companies, or at least the players,

in News 16.07.2018 03:40
von yaya2017 | 1.267 Beiträge | 114030 Punkte

When Sami Khedira suits up to defend Germany’s World Cup title in Russia next summer, his jersey will bear Nike Air Max 95 Mujer the three-bar logo of Adidas AG, which sponsors the team. But look at Khedira’s feet, and you’ll see Nike Air Max 90 Mujer Azul Nike Inc.’s swoosh on his Magista Obra II shoes.The star midfielder is emblematic Nike Air VaporMax Mujer of a strategic shift in the decades-old sneaker wars: While Adidas has edged ahead in the branding sweepstakes, with 11 national squads slated to sport Adidas jerseys at the Russia competition Nike Air Max Thea Womens versus 10 wearing Nike, the latter has fought back at ground level, signing far more shoe contracts with top players.The 32 World Cup teams were sorted into eight groups Friday, though their lineups Nike Air Zoom Spiridon Mujer won’t be finalized until next summer. But more than half the athletes in Russia’s stadiums will likely be shod in Nike, researcher PR Marketing predicts. Nike Air Max Command Femme Four years ago in Brazil, 52 percent played in Nike footwear and 36 percent wore Adidas, according to Peter Rohlmann, PR Marketing’s founder.“This is by no means a lucky punch for Nike,” Rohlmann said. “Nike acted Nike Air Max 90 Womens earlier and broader than Adidas did when it comes to private endorsements.”

Adidas has Nike Air Max 270 Femme long-running partnerships with national squads and club teams, and has had deals with the big global soccer associations since the 1970s, putting its logo on balls, referee jerseys and Nike Air Max 2017 Hombre stadiums across the Continent. In Europe alone, sportswear makers spend 800 million euros ($948 million) a year sponsoring clubs like Real Madrid or Manchester United and a further 500 million euros Nike Air Max 90 Homme annually backing national squads, according to PR Marketing.The manufacturers see sponsorships as key to boosting sales of shoes, jerseys and other equipment Nike Air Max 1 Womens to consumers -- a market valued at almost $19 billion last year, more than double the level a decade ago. Nike and Adidas together control 89 percent of that, PR Marketing estimates.Lately, Adidas has managed Nike Air Presto Femme to kick Nike out of the top spot where it really matters: in sales to people who play for fun. Adidas NMD Mujer After trailing Nike for several years, since the 2014 European championship Adidas has regained the lead in shoe sales to amateurs, selling 42 million pairs versus Nike’s 31 million last Nike Dunk Sky High Womens year, according to PR Marketing.Nike had no comment on the incidents, and provides scant detail on sponsorships. In its annual report, the company says it will spend $1.1 billion annually on Nike Air Max 90 Donne Rosa endorsement contracts in the next five years.

In the tit-for-tat competition between the two soccer-shoe giants, Nike has adopted what Rohlmann calls a “nuisance” strategy of picking a rival team’s players for individual shoe contracts. For instance, when Khedira plays for his club team, Italy’s Juventus, he dons an Adidas jersey and his Nike shoes. Ditto Real Nike Air Huarache Mujer Madrid’s Cristiano Ronaldo, ManU’s Zlatan Ibrahimovic and Bayern Munich’s Robert Lewandowski, who all wear Nike Air Max 1 Donne Nike shoes while their teams -- and jerseys -- are in the Adidas camp.“The focus is no longer on broad-based sponsoring, but on the top teams and players,” says Volker Bosse, an analyst Adidas Superstar Womens at Baader Bank AG. “The value lies in their global fame and followers.”The companies, or at least the players, aren’t afraid to use guerrilla marketing tactics. In March, Borussia Dortmund Nike Air Presto Donnestriker Pierre-Emerick Aubameyang dyed a red Nike swoosh into his hair even though Puma sponsors the squad. And after scoring against Schalke 04 in April, he celebrated by donning a mask shown in a Nike Nike Air Max Thea Femme commercial. Local media reported Aubameyang earns about 2 million euros a year from Nike and gets extra payments if he mentions the company on social media.
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