Nike Case Study

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Presentation of Facts Surrounding Case

Background on Football and the FIFA World Cup:
Football (Commonly known as Soccer in the U.S.) was and still is the most popular sport in regards to viewership worldwide. In 2006 it was estimated that the sport of football was played by more than 265 million people, and continuing to grow (These estimates were up from 2000, estimated 42 million). Profession leagues exist throughout the world and the most popular teams were in Western Europe. The history of modern day soccer dates back to 1863, although there was early evidence of soccer being played as a sport in China between the 2nd and 3rd centuries BC. In China, it was mentioned that people dribbled leather balls by kicking it into a
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Both can have a devastating impact on a company’s bottom line. The challenge is how to reach the largest number of consumer considering the limited marketing capabilities due to the sponsorship agreement with Adidas. Nikes traditional marketing strategy has relied heavily on televised promotions of its products and endorsement partnerships with top tier athletes in their respective sports. With television and internet ads being restricted for Nike during the 2010 World Cup, there will be added cost of obtaining skilled professionals who are familiar with the national and local needs of the desired demographic. This will be costly and time consuming. Poor placement and untimely delays could harm brand strength and reputation in the region. The timing of product and endorsement releases will require extensive monitoring. Nike must also focus on how best to reach their target market of 17 year old males. The obstacle faced when trying to reach this demographic without using the internet or television will be difficult but not impossible. There will be issues with making strong relevant connections with their audience if the traditional positioning strategy cannot be implemented.
To overcome the 40 year association that Adidas has as the official FIFA sponsor, Nike must make sure that there content and images are not lost in translation. To grow their position within the target market Nike will have to implement a consistent approach to demographic in

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