Nike's "Joga Bonito" Marketing Campaign


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Case Details:

Case Code : MKTG150
Case Length : 27 Pages
Period : 2001-2006
Organization : Nike Inc.
Pub Date : 2006
Teaching Note : Available
Countries : Europe, USA
Industry : Footwear

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Adidas - The Official Sponsor

For the 2006 World Cup, 15 companies were selected by FIFA as the official sponsors of the event (Refer to Exhibit V for a list of the 15 official sponsors). It was estimated that each sponsor had paid amounts ranging between US$ 38 million to US$ 63 million to be associated with the event as an official sponsor.

Adidas was one of the main official sponsors of the World Cup. Adidas had dominated the football sports goods market ever since the 1950s. Adidas also held the distinction of being the official sponsor in all the FIFA World Cups held since 1978. For the 2006 World Cup, Adidas reportedly spent US$ 200 million on its World Cup campaign, which included its efforts to block Nike out of TV ads in Canada and the US...

Bend It Like Nike

Nike began to show interest in the football market during the 1994 World Cup, which was held in the US. Analysts noted that Nike, despite being a late entrant, had managed to corner a large share of the market and was now second to Adidas. (Refer to Figure I for global market share in athletic footwear and Figure II for global market share in football)...

The Joga Bonito Campaign

In July 2005, Nike made its intentions clear about what it wanted to achieve through the 2006 World Cup. In a letter to all its retailers worldwide, Nike wrote: "The new season for Spring 06 will serve as the platform for launching Nike into the number one soccer brand in the US and the globe ... Prepare yourself and your business for a historic ride." Reiterating the importance of gaining the market leadership in the football market, Denson said, "Football is the No. 1 played sport, and so if we want to stay the No. 1 company in the industry, we are going to have to be No. 1 in football."

Nike Scores A Beautiful Goal...

In June 2006, Nike announced that its Joga Bonito campaign had struck a chord with consumers, given the record traffic to Nikefootball.com. The site recorded two million visits per week. The Joga Bonito site received 760,000 visits a week. The company claimed that 448,000 people participated in its Joga3 futsal tournaments...

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