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BERLIN (Reuters) - Sportswear firm Adidas (ADSGn.DE) probably thought it had hit the marketing jackpot when Adidas-sponsored Germany beat Adidas-sponsored Argentina to win the Adidas-sponsored World Cup. But arch rival Nike (NKE.N) may have stolen much of its soccer branding thunder with quirky videos, innovative boots and amusing Tweets, not to mention the odd sponsorship coup of its own such as signing up hosts Brazil. Adidas said it had secured “victory on and off the pitch” at the soccer tournament, providing the Men's Big Pony Polo highest-scoring boots and generating 22 percent more discussion on social media than Nike.
But more than half the players displayed Nike's brightly-colored shoes and it was one of Nike's new lightweight "Flyknit" boots worn by Germany's Mario Goetze that volleyed in the winning goal. Nike has been eating into its German rival's market share and some branding experts and investors don't believe throwing more cash into marketing Adidas Zx 750 Femme will necessarily fix the problem. Instead, Adidas needs to spot and set more trends and create a buzz among fashion and sports-mad youngsters. "At the moment, Nike is cool, very cool. If you ask a 20-year-old, they are not going to pick Adidas right now," said Tammy Smulders, head of marketing consultancy SCB Partners. "It is not as easy as just writing a check. They need to be doing more of the New Balance Femme 574 viral, underground activities which brings out the cool factor of the brand."
MARKETING SPEND After recently issuing its third profit warning in a year, Adidas said on Thursday it would boost spending on marketing to about 13 percent of sales in 2014 and to between 13 and 14 percent of sales in 2015. The company also said it would give marketing experts more responsibility and bring them closer to sales and product Asics Gel Lyte 3 Womens development staff. Adidas spent 12.4 percent of its 2013 revenue of 14.5 billion euros ($19.4 billion) on sales and marketing, up from 12.1 percent in 2012 and already well above Nike, which spent 10.8 percent of sales of $27.8 billion in the year to May 31. Adidas chief Herbert Hainer admitted the company, known for its three stripes logo, was being taken on even on its home turf. But he said second-quarter Adidas Zx 850 Womens results – including double-digit growth in Germany, Britain, Spain and Italy and a 41 percent jump in soccer sales – showed Adidas was fighting back. While Nike can focus on its "swoosh" logo and the "Just do it" slogan it has used since 1988, Adidas has to spread its ad budget across a range of brands such as Reebok, TaylorMade golf and Rockport shoes, as well as its Originals and NEO sports-inspired fashion Nike Air Max Tavas Femme labels. "They are fighting fires everywhere. Pouring money into marketing might put out some fires, but they will continue to burn elsewhere," said Ingo Speich, a fund manager at Union Investment which has a 1.2 percent stake in Adidas and has repeatedly criticized management in recent months.
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| Beitrag vom 15.08.2017 - 05:39 |
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