Just Jam It

August 22, 2005

Nike & World Cup

In 2002, sporting equipment company Adidas paid more than 30 million dollars for sponsorship right to the World Cup, a marketing opportunity that mirrored massive interest in the global sport of football (a.k.a. American soccer). Not to be outdone, its rival Nike paid top teams, like Brazil, to don its uniforms. With the trademark Nike “swoosh” plastered on every player’s chest (and embedded in every TV camera shot), the effect undercut Adidas first-tier position and salvaged Nike’s second-tier role in the World Cup marketing fest. The best Jams, like this one, disorganize a rival and elevate a player.