Less than 3 weeks away, the largest single-event sporting competition in the world is on the horizon: the 2014 FIFA World Cup. However, outside of the football world exists another notable and competitive rivalry between two of the largest sportswear companies in the world. That’s right, Nike and Adidas. Both brands have kicked off their marketing campaigns with the hopes of scoring the most goals in a hotly contested World Cup merchandizing battle.
Nike was the first to launch its “Risk Everything” football campaign. Subsequently, Adidas recently launched its “All In or Nothing” World Cup campaign. With both ads employing the concepts of risk, pressure, and competition, it will be very interesting to see who will come out on top in the 2014 Marketing World Cup.
Launched on April 1st, Nike’s “Risk Everything” campaign showcases how some of the world’s best football players are able to succeed despite the immense pressure they experience when on the pitch. The ad features the finest football players that Nike sponsors, including Cristiano Ronaldo, Neymar Jr., and Wayne Rooney. With a somber mood from start to finish, the players are seen struggling with the idea of not performing to their fans’ expectations. The general viewer reaction to Nike’s campaign is very positive. The “Risk Everything” YouTube video has amassed over 79 million views since its launch
On May 24th, Adidas launched its largest ever communications campaign in the company’s history at an estimated cost of over USD$68 million. Its “All In or Nothing” campaign portrays that giving anything less than everything will not translate into success. To capitalize on the World Cup’s fervour, the ad features national football team heroes that Adidas sponsors, including Lionel Messi, Dani Alves, and Robin van Persie. All In or Nothing” YouTube video has accumulated over 35 million views
The major difference between the two sport brand behemoths therefore comes in the tone of the two films. Nike has thrown everything at its spot. It has an all-star cast, with even The Incredible Hulk making an appearance, but its feel is light-hearted, with a number of jokey asides. Adidas's film, by contrast, is tight and edgy, and at just one minute long, makes the four-minute Nike spot look a little bloated.
Even though Adidas has long dominated the football market, Nike appears to be on a level playing field posing as a direct threat. In 2013, Nike’s football revenue was $1.9 billion and Adidas had an estimated $2.4 billion. Going forward, these revenue numbers are likely to change in favour of Nike.
Of course, only time will tell who will be crowned the 2014 Marketing World Cup champion. However, the brand that can truly connect with consumers on and off the pitch throughout the entire tournament is likely to win the battle for sportswear supremacy.
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