Nike Football: World Cup 2010 South Africa

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Nike Football: World Cup 2010 South Africa

Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. Edwards knew he had to seize this opportunity and pull his team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead.

Football and the FIFA World Cup
Some people believe football is a matter of life and death . . . I assure you, it is much more serious than that. — Bill Shankly, Scottish footballer and legendary Liverpool Manager1 Football was a game played between two teams of 11 players each, 10 field players and a goalkeeper per team. The game lasted 90 minutes, consisting of two 45-minute halves of running time. It was played with a round ball, on a rectangular grass field (often referred to as the “pitch”) with a goal on either end. Excluding the goalkeeper, the ball was controlled only with the feet, legs, torso and head (the use of hands or arms was prohibited) and the team scoring the most goals by the end of the game was the winner.

Football was the most popular sport in the world, by both viewership and participation, and was continuing to grow. In 2006, Federation Internationale de Football Association (FIFA), the international governing body for football, estimated that 265 million people worldwide played football, up from 242 million in 2000.2 Professional leagues existed throughout the world, though the top talent and most popular clubs were in Western Europe, concentrated in England, Spain, Italy, Germany and France. Since the early 1990’s professional team rosters in Western Europe had become increasingly globalized, with stars from South America, Africa and Asia playing in the top leagues. The World Cup, FIFA’s flagship event, was a tournament between 32 qualifying nations held once every four years. The first World Cup was held in 1930 in Uruguay. In 2006 the World Cup was held in Germany and drew a cumulative TV viewership of 26.29 billion over the course of the event.3 It was estimated that nearly half the planet, approximately 3 billion people, watched the 2006 World Cup final.4 The World Cup was the culminating event for national teams, players, fans and sponsors and it was the most watched sporting event in the world.

Nike Company History5
After their first meeting in 1957, Nike co-Founders Phil Knight, a University of Oregon track athlete, and Bill Bowerman, renowned University of Oregon and Olympic Track and Field coach, formed Blue Ribbon Sports (BRS), a precursor to Nike, in 1962. The company worked with Japanese shoe manufacturer Onitsuka as a US footwear distributor for Tiger shoes, selling merchandise from the back of cars at various track meets. In 1971 the relationship between BRS and Onitsuka went sour. At the same time, Knight and Bowerman were ready to make the leap from only distributing shoes to designing and manufacturing their own brand of athletic footwear. In 1972 the company changed its name to Nike, after the Greek goddess of victory, and began using the “swoosh” logo which they paid $35 to have designed. Bowerman developed one of Nike’s most iconic innovations – the waffle outsole (created using his wife’s waffle iron), a lightweight cushioned outsole offering outstanding traction. With a new name, new logo and design innovation, all that Nike was missing 2

Nike Football: World Cup 2010 South Africa


was an athlete to endorse the line. Shortly after, Nike signed its first of many big name athletes: Steve Prefontaine, a local University of Oregon track athlete...
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