BrandDunk

Branding the World of Sports

Posts Tagged ‘Adidas’

TaylorMade-Adidas with “world’s longest job interview”

Posted by ZA on July 27, 2010

TaylorMade-Adidas have come up with a unique promotion to find their next Social Media Catalyst.  The promotion is actually a job interview in which the two finalists for the position travel around the globe playing golf.  Their assignment is to chronicle their journey via social media; whichever candidate gets the buzz will land the position at TaylorMade-Adidas.  I think this is a great idea by the company to generate some inexpensive buzz.  Also its the kind of thing that will get them a lot of attention from talented workers who may want to join such a progressive company.  My prediction is TaylorMade-Adidas probably winds up hiring them of the candidates competing for Social Media Catalyst.

Read the full story here at AdAge.

Adidas is the parent company for TaylorMade, they acquired them in 1997.  The TaylorMade-Adidas combination generated over $800 million in sales in 2009, which was down a bit from previous years. TaylorMade-Adidas generated over $1 billion in revenue as recently as 2006.  TaylorMade manufactures clubs & golf balls, while Adidas sells golf apparel and shoes.

Some of the more notable professional golfers who endorse TaylorMade-Adidas are:
Paula Creamer (LPGA)
Jim Furyk
Sergio Garcia
Retief Goosen
Dustin Johnson
Kenny Perry
Justin Rose
Mike Weir

Posted in Adidas, Apparel & Shoes, Golf, Uncategorized | Tagged: , , , , , , , , | Leave a Comment »

John Wall signs $25 million deal with Reebok

Posted by ZA on June 10, 2010

John Wall, the University of Kentucky standout, who is likely to be the #1 pick in the upcoming NBA Draft has signed an endorsement deal with Reebok.  The endorsement deal is reported to be a 5-year deal worth approximately $25 million dollars ($5 mil per year).  The deal reported includes two signature shoes that will be designed by Reebok for the young basketball star.

This deal by Reebok is a huge step up from what recent draft picks have received from shoe endorsement deals.  It signals that Reebok plans to make John Wall the centerpiece of their basketball marketing efforts.  In 2009, the top NBA Draft pick, Blake Griffin signed a reported $400,000 per year annual deal with Nike.  In 2008, Chicago Bulls top pick Derrick Rose signed with Adidas (who owns Reebok) for an undisclosed sum that was likely in the $1+ million per season range.  Which means the last deal for a top pick that was on par with Wall’s deal was the $8+ million per year deal that 2008 #2 pick Kevin Durant signed with Nike.

The deal that Durant signed with Nike in ’08 was much larger than the deal that #1 pick Greg Oden received from Nike.  Nike has made Durant one of their top endorsement stars over the past few years, which is a pattern that Reebok is sure to repeat with John Wall.  Reebok’s other top NBA endorsement stars include Allen Iverson, Yao Ming & others.

[Assist: Sports Business Daily]

Posted in Apparel & Shoes, College Basketball, Endorsement Deals, NBA, Sports Marketing | Tagged: , , , , , , , | 6 Comments »

Adidas launches Star Wars themed collection

Posted by ZA on January 18, 2010

Nice opportunity for Adidas to tap into the hardcore Star Wars fan market.  Passionate Star Wars fan are going to buy and wear the gear, which should generate some strong revenue and brand awareness for Adidas.  My only question is will Adidas or Nike be the first to cut the same type of deal with Star Trek, everyone knows those Trekkies have huge buying power.

See the new Adidas Star Wars clothes and shoes.

Posted in Adidas | Tagged: , | Leave a Comment »

Evaluating my 2009 Sports Marketing predictions

Posted by ZA on January 3, 2010

Time to take a look back and evaluate how I did on my 2009 predictions for the world of Sports Marketing. I posted my “bold predictions” on January 2, 2009 as a wide ranging look at some of the big moves I thought would happen in the industry.  I made seven predictions and wind up getting almost half of them correct.

Prediction: Tiger Woods will sign with Mercedes or BMW.

Result: This one did not happen, but who could have predicted the implosion that would happen to Tiger Woods the endorsement star in 2009.  Tiger is currently losing endorsements by the week, but I still think this prediction will eventually come true.  Companies will stay away from Woods for awhile, but when they do come back I expect Tiger to pickup a luxury car endorsement deal.

Prediction: Wrigley Field gets a new name.

Result: This one didn’t happen, although the Cubs were finally sold at the end of the year so it could be on-tap for 2010.

Prediction: AIG will end uniform sponsorship with Manchester United.
Result: I got this one right.  Shortly after writing these predictions word came out that AIG would discontinue their deal with Man U.  AIG actually just chose not to renew their deal, but close enough I got this one right.

Prediction: NASCAR will cut races.

Result: It was a tough year for Nascar with a tough economy and huge losses in the auto industry both hurting the sport.  The end result was that some races were not return to the schedule (e.g.- Milwaukee Mile in 2010).

Prediction: Reebok will be folded by Adidas.

Result: This did not happen, and with parent company, Adidas’ stock up 20% in 2009, the Reebok brand might be safe for awhile.  That said, I still think we’re still headed towards an Adidas versus Nike world, so at some point Adidas is going to put Reebok down.

Prediction: Under Armour will be acquired by Nike.

Result: This did not happen, but I still feel it’s one that could happen soon.  Under Armour’s stock is only up slightly since beginning of ’09 and UA stock took a pounding in October when they missed the mark with their expansion into running shoes.  Nike is still flying high and has a $30 billion market cap, so I think they eventually make this acquisition to eliminate a big competitor.

Prediction: David Beckham goes back to Europe.
Result: Nailed this prediction.  Becks came, he played a little bit and created a sensation.  Then David high tailed it back to the Spanish Premiere League.  I think Beckham likes the idea of playing in America, but isn’t really interested in doing it just yet.

Posted in Adidas, Apparel & Shoes, Golf, Nascar, Nike, Sports Brands, Sports Marketing, Under Armour, Venue Naming Rights | Tagged: , , , , , , , | 1 Comment »

Under Armour too aggressive in footwear?

Posted by ZA on November 3, 2009

Under Armour has been a favorite brand in the sports world for over a decade.  The Under Armour story has been a case study in success; a tiny company that makes good competing against the giants in their space (i.e.- Nike & Adidas).  They’ve grown up a lot from those early days in founder Kevin Plank’s basement; Under Armour is now a publicly traded company (NYSE: UA) with almost a billion dollars in revenue.

One of the characteristics that has made Under Armour successful is their aggressive attitude towards growth.  They quickly diversified from an innovative apparel company into many other facets of the sportswear industry, including athletic footwear.  With each new expansion of their business they seemed to thumb their nose at the established players in that space and set their sights on domination.  Under Armour’s bravado was never more obvious then when they used the tagline “The future is ours” during their 2008 Super Bowl spot.  But these days Under Armour is discovering that being one of the biggest brands in their space, a successful publicly traded company, has some downside.

Under Armour expansion into footwear has not gone as smoothly as planned, which has caused analysts and investors to loudly criticize UA’s moves thereby pummeling their stock price.  This AdAge article says that analysts have characterized Under Armour’s moves as “weak”; particularly the decision by the company to pull back on how aggressively they plan to expand their shoe line.    The negative attention has caused Under Armour’s stock price to drop dramatically to $26 per share from its previous 52-week high of $33 per share (Source: Yahoo Finance).  It also means that Under Armour has some tough sledding ahead if it wants to continue to live up to its aggressive brand image.

Their are still big opportunities available to Under Armour in the athletic footwear category, but they might need to be a little more conservative.  Perhaps they should follow the advice one expert said and grow things a little slower.  Try to develop their niche in the shoe market organically, rather than forcing their way with a big media blitz (i.e.- Super Bowl commercial).  There is a lot of established competition in shoes and Under Armour isn’t entering the space with anything revolutionary like they did in sports apparel with their moisture wicking shirts.  If I was Under Armour I would try to focus on a certain niche in shoes, like: football cleats, workout shoes or casual shoes.  Once successful in that space, then I would grow their product line into the more competitive categories like running shoes.  Sometimes bigger isn’t better, even for big brands like Under Armour.

under_armour_logo

Under Armour

Posted in Adidas, Apparel & Shoes, Nike, Sports Brands, Under Armour | Tagged: , , , , , | 3 Comments »

Gatorade’s “Be Like Mike” a trend setter

Posted by ZA on October 27, 2009

Gatorade started airing their “Be Like Mike” commercials in 1991.  The commercials starred global basketball icon, Michael Jordan, in a series of off-court clips with footage of his NBA games intermingled.  The catchy “Be Like Mike” provided the background theme for these spots.  Suffice to say the commercials were an instant hit and people around the world began repeating the phrase every time they hit the basketball court.  I remember a few memorable attempts of my own to “Be Like Mike” while goofing around on the basketball court.

Gatorade – “Be Like Mike” commercial

What wasn’t known at that time is the influence the “Be Like Mike” commercials by Gatorade would have on sports marketing.  How many other brands would copy the formula in successful future commercials.  The formula: catchy tune plus fast action of filmed spots and clips of game action all mixed together.  Gatorade set a standard back in 1991 that has been copied by some of the biggest name in sports since then.

Nike

Adidas

Nike

Posted in Adidas, Gatorade, Nike, Sports Brands, Sports Marketing | Tagged: , , , , | 2 Comments »

Endorsement merry-go-round: Puma to Nike to Adidas

Posted by ZA on October 20, 2009

What happens when athletes switch their allegiance from one sports brand to another?  They usually pick up a bigger paycheck.  These days the goal of the big brands is to lock up their talent for the long haul.  The term “lifetime deals” have come into play with athletes like Allen Iverson (Reebok) and Tiger Woods (Nike).  Those type of deals originated with Michael Jordan who has been Nike’s shining star for a quarter of a decade.

But there are some athletes who switch brands. Here are 8 NBA stars who changed their sneaker deals:
Kobe Bryant: Adidas to Nike
Vince Carter: Puma to Nike
Baron Davis: Reebok to Li-Ning
Tim Duncan: Nike to Adidas
Kevin Garnett: Nike to And 1 to Adidas
Jason Kidd: Nike to Peak
Stephon Marbury: And 1 to Starbury
Chris Webber: Nike to Dada
Source: Complex.com

Li-Ning and Peak are both Chinese brands.  Starbury was a line of discount shoes started by Steve & Barry’s; the chain liquidated their stores in 2008 but the shoes/apparel continue to be promoted by Marbury. Dada may or may not still be in business – most of the stuff about them I could find is dated, so I can’t tell.  I guess that’s what happens when you select Chris Webber and Latrell Sprewell to endorse your product.

Posted in Adidas, Apparel & Shoes, Endorsement Deals, NBA, Nike, Sports Brands | Tagged: , , , , , | Leave a Comment »

Shoe companies use blogs to launch new brands

Posted by ZA on October 19, 2009

The internet has changed the way that most companies release their new products.  Back in the days Nike might buy a glossy advertisement in Sports Illustrated to initially introduce a new shoe.  Then the week of the shoe’s launch they would place half-page ads in sports section of newspapers in the top 20 markets.  They would support this with some radio and possible a few TV spots during big games.  It worked then…

Now Nike is just as likely to promote a new shoe by sending out information to a bunch of influential bloggers.  They not only save money promoting their product in this manner, but are also getting a better ROI on the marketing dollars. This network of blogs has a loyal, engaged following that are the “early influencers” target that the company needs for their new product.  The guy who reads engadget everyday is more likely than me to buy the latest & greatest product from Samsung.  So when Samsung wants to get the word out, they go to Engadget.

This Brandweek article talks about that phenomena in the tennis shoe market.  How a handful of influential blogs (bloggers) are being used by Adidas, Nike, Puma, Reebok, etc. to help push their latest offerings.

Posted in Adidas, Apparel & Shoes, Nike | Tagged: , | Leave a Comment »

Adidas making another push in NBA

Posted by ZA on October 15, 2009

Adidas trails way behind Nike when it comes to basketball.  Nike has more prominent NBA stars endorsing their product (e.g.- Lebron James, Kobe Bryant, Kevin Durant) than Adidas, which has translated into much larger market share for Nike.  Nike has had so much success in the NBA that it even has it’s owned themed basketball shoes, the Jordan Brand.

But Adidas is content to concede the category to Nike and has launched a new campaign to promote the 3 stripes.  The new Adidas campaign is “celebrating basketball as a brotherhood” and features Adidas’ most prominent NBA endorsement stars; Dwight Howard, Tim Duncan, Kevin Garnett and Derrick Rose.  Adidas hopes that putting all of their big names together in these segments will outshine any individual endorser that Nike has.  This campaign is an extension of their 2007 “Basketball is a brotherhood” theme.

adidas_logo

Top NBA stars that endorse Adidas:
Gilbert Arenas
Chauncey Billups
Tim Duncan
Kevin Garnett
Tracy McGrady
Derrick Rose
Josh Smith

Top NBA endorsers for Nike:
Ray Allen (Jordan Brand)
Carmelo Anthony (Jordan Brand)
Kobe Bryant
Kevin Durant
Blake Griffin (rookie)
Richard Hamilton (Jordan Brand)
Lebron James
Joe Johnson (Jordan Brand)
Chris Paul (Jordan Brand)
Dwayne Wade (Jordan Brand)

Top NBA endorsers for Reebok:

Baron Davis
Allen Iverson
Al Jefferson
Yao Ming

Top NBA endorsers for Converse:
Kirk Hinrich
Elton Brand

Posted in Adidas, Apparel & Shoes, NBA, Nike | Tagged: , , , , , , , , | 4 Comments »

Is a soccer ball faster than a speeding bullet?

Posted by ZA on August 12, 2009

In the latest commercial from Adidas  soccer superstar Riquelme plays keep away with a soccer ball while two guys try to shoot it with paint balls.  Riquelme dribbles, juggles and jukes for 30 seconds while the field around him is peppered with shots.  But none of the paint balls ever touch the soccer ball and the commercial ends with Riquelme quoting a famous Maradona line about keeping the ball clean.  More the origins of that line in this AdAge story.  Below is the video:

Posted in Adidas, Apparel & Shoes, Soccer, Sports Brands, Sports Marketing | Tagged: , , , | Leave a Comment »