Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Adidas, Puma, Football World Cup 2006

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Case Title:

Adidas versus Puma-Marketing War for Football World Cup 2006

Publication Year : 2005

Authors: Shashank Tiwari, Souvik Dhar

Industry: Sportswear


Case Code: MKS0124

Teaching Note: Not Available

Structured Assignment: Not Available

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The Football World Cup has become a mega event watched by viewers from across the globe. As a result, the event offers excellent marketing opportunities for global sportswear manufacturers. The two German sportswear manufacturers, Adidas and PUMA, have been fine tuning their marketing strategies for Football World Cup 2006 and are confident that the mega event will bring them opportunities to fulfill their strategic objectives. However, critics are sceptical about the companies' success of their endeavor.

Pedagogical Objectives:

  • To enable understanding the profile of Adidas and PUMA, the competitive landscape in the sportswear industry and the marketing strategies that the two companies have adopted for Football World Cup 2006
  • To discuss whether the two companies would be able to achieve their objectives.

Keywords : Adidas; PUMA; Football World Cup 2006; Sportswear; Salomon; Adidas-Salomon, three division structure; Marketing war; Competitive Strategies Case Study; Competitive landscape; Nike; Reebok; Herbert Hainer; Jochen Zeitz; Endorsements


  • adidas and PUMA: Company Profiles
  • adidas vs PUMA: Competitive Landscape
  • Football World Cup 2006:The Marketing War

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