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Study
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Ouafi IDRISSI JANATI Nike Football: World Cup 2010 South
Afria
The athletic footwear industry is a highly competitive
environment where the top four
manufacturers hold over 70% of the market share. The barriers to
entry into the industry are
comparatively low, as anyone with new creative design ideas can
produce and market their
product, but the success of smaller companies is
oftentimes shaky. Brand loyalty, ample
capital, and broad based sourcing create an environment where
the bigger companies such as
Nike and eebok have little trouble maintaining market
share.
Nike en!oys the largest share, with "#.$% of the nearly
& billion market in the year
#000. eebok was second with ''.(%, )didas had '0.&%, and New
Balance had (.*% of the
market. The remaining #+% must be divided among the numerous
smaller companies fighting
for a shot at survival.
The case study in hand is on Nike sports apparel and shoes, in
this study the author hasreflected the #0'0 -) world cup campaign
of Nike.
2. ome of the foundations Nike has used to build its reputation
as the leading manufacturerof athletic apparel and footwear/
To build its reputation, Nike has used two different
strategies.
ootwear product innovation/ Nike is known for the huge amounts
it invests in innovationand products development to make sure that
their products deliver a performancebasedinnovation to their
customers.
ustainability and corporate social responsibility 123/ Nike
commits to reduce the use ofnatural resources and decrease
significantly footprint.
Nike took advantage from the big worldwide events, the
annual world cups, to create, build,and maintain their new
capitali4ation brand image, which is Nike ootball.
!. 5uring the 6orld 2up '((&, Nike created first )irport8 ad
as a mass mediacommunication strategy where plenty of famous and
well known football players werefeatured performing, playing,
!uggling, dribbling, and free styling. ince the world cup wasmainly
dominated by south )frica, Nike created for the first time its new
boot concept9ercurial especially for onaldo with a global idea to
improve the way people play footballand help them to play with more
fun, creativity, and speed.
". ince #000 Nike has chosen to use digital media as one of its
primary channels for
marketing. :ere are some of the e;amples of campaigns Nike has
produced to connect withconsumers and grow brand awareness/
-n #00* Nike launched in collaboration with
8/18/2019 Nike Football World Cup 2010 South Africa Case
Study
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Ouafi IDRISSI JANATI Nike Football: World Cup 2010 South
Afria
superstars as well. :owever, not anyone could have access to the
application because itre>uires a code that can be found only on
one of the football footwear. Thus, customers haveto purchase a
Nike product to take advantage of the application that works
e;clusively with
Nike products in order to the deliver the promised
benefit.
'. Nike won the battle of the 6orld cup #0'0 against )didas
using the + pillars strategy itchose to rely on. The five pillars
strategy is as the following/
( )erfor%a*e i**o+atio*/ 5eliver the best, most innovative,
highest performing and mostsustainable products in football.
,*able%e*t i**o+atio*/ 2reate new ways and tools for the ?T to
become a better player.
Co**eti*# at a deeper le+el/
