Join Now | 
HomeAboutContact UsPrivacy & SecurityAdvertise
Soccer America DailySpecial EditionAround The NetSoccer Business InsiderCollege Soccer ReporterYouth Soccer ReporterSoccer on TVSoccer America Classifieds
Paul Gardner: SoccerTalkSoccer America ConfidentialYouth Soccer InsiderWorld Cup Watch
RSS FeedsArchivesManage SubscriptionsSubscribe
Order Current IssueSubscribeManage My SubscriptionRenew My SubscriptionGift Subscription
My AccountJoin Now
Tournament CalendarCamps & AcademiesSoccer GlossaryClassifieds
Adidas is the World Cup's Advertising King
Reuters, June 25th, 2006 5:30PM

MOST READ

MOST COMMENTED

Adidas is setting records this year at the World Cup. Senior executives have said sales are surging beyond a billion euros and beyond expectations, as the World Cup has created a spending bonanza across Europe. The company attributes much of its success to its global marketing efforts; in fact, Adidas this year was given the advertiser of the year award at the 53rd International Advertising Festival in Cannes. Uli Becker, the head of global brand marketing, said its success stems from 2003, when the company unified its sports marketing efforts under the "Impossible is Nothing" campaign, which featured top athletes from several sports across the globe, including David Beckham. This year, Adidas' Jose +10 campaign has been all over the World Cup. The spot shows two young boys picking teams for a game of pick-up that includes many of soccer's biggest stars both past and present, like Zinedine Zidane, Beckham, Michel Platini and Franz Beckenbauer. Meanwhile, Adidas' top soccer competitor, Nike, launched a more interactive campaign called "Joga Bonito," featuring Eric Cantona and Ronaldinho, but its campaign focuses heavily on a social networking Web site hosted and developed by Google, where soccer fans can share videos, chat, and create their own blogs. Many ad agencies have commented that the Nike campaign is more innovative and would likely produce a broader reach than Adidas. Apparently, they were wrong, according to this award show, one of many in the industry.

Read the original story...



No comments yet.

Sign in to leave a comment. Don't have an account? Join Now




AUTHORS

ARCHIVES
FOLLOW SOCCERAMERICA

Recent Section 2 Around the Net
Ranieri Named Greece Coach     
Claudio Ranieri on Friday signed a two-year deal to manage Greece. The 62-year-old Italian replaces Fernando ...
West Ham's Carroll to Miss Four Months    
West Ham striker Andy Carroll is set to miss up to four months after suffering ankle ...
Pinto Quits Costa Rica     
Jorge Luis Pinto, who guided Costa Rica to a surprise quarterfinal finish at the World Cup ...
Cech to Fight for Chelsea Place    
Petr Cech has vowed to stay and fight for his place as his decade-long reign as ...
Mourinho: Drogba 'Belongs' to Chelsea    
Jose Mourinho on Friday admitted that he is considering re-signing Chelsea legend Didier Drogba, who is ...
Maradona Blasts Argentina's Coaching Decisions    
Former Argentina captain Diego Maradona, who famously inspired the Albiceleste to World Cup glory at the ...
FIFA Backs 2018 Russia World Cup     
FIFA on Friday said it remains committed to the 2018 World Cup in Russia, despite the ...
NBC Brings EPL to Movie Theaters    
NBC Sports and Fathom Events are teaming up to show English Premier League games on Saturday ...
Aguirre Named Japan Coach     
Former Mexico coach Javier Aguirre on Thursday was appointed head coach of the Japanese national team, ...
Swans Sign Montero    
Swansea on Thursday signed Ecuadorian winger Jefferson Montero on a four-year deal from Mexican club Morelia. ...
>> Section 2 Around the Net Archives