Adidas And Nike Rely On Olympic Games To Enhance Brand Value

At present, the United States

The brand and its German rival Adidas brand are plunged into their Olympic Games, trying to help athletes improve their performance in next month's London Olympic Games and squeeze out the greatest commercial value.

The Olympic Games provide a display platform for new sports and new technologies. In many markets, the sports shoes and clothing suppliers hope to improve their performance through the Olympic Games.

Unlike the football World Cup, there are no electronic billboards around the Olympic Games, which means that when the global audience watches the Olympic Games, the most striking trademark is the logo on the costumes and shoes of the players.

"This makes Nike,

Puma and other brands are firmly focused in the spotlight, "said Danny Townsend, President of brand analysis firm Repucom in Europe, Middle East, Africa and South Asia.

"Signing sponsorship contracts with players who may occupy a large number of media layout, such as the" flying man "Boulter or the women's seven all-around Jessica Ennis, will bring huge communication effects," he added. "

"Our study of the Beijing Olympic Games has found that about 3 billion 600 million people in the world have seen Olympic TV coverage, which means the great influence of the Olympic Games.

This intensity of brand exposure has a strong influence on promoting product sales. "

Boulter, the Olympic gold medalist from Jamaica, is the spokesman for Puma brand in Germany.

"The Olympic Games may be the biggest platform for sports brand promotion.

When Boulter competed for 100 meters, 200 meters and relay races, the whole world would concentrate on him, "Puma chief executive Franz Koch told Reuters.

Adidas has denounced heavy gold as the official sports partner of the Olympic Games, tens of thousands of volunteers and Olympic officials will be wearing Adidas trifoliate logo clothing.

In addition, Adidas is a long term sponsor of the British Olympic team's sports apparel, including Ennis, the host who hopes to win the cards.

"We provide 3 million costumes for 5000 players and 84 thousand volunteers," Simon Cartwright, head of Adidas Olympic department, told Reuters in the German town of heto's root company.

Puma headquarters is also located in the town.

Adidas predicts

It will increase sales of 100 million in the UK and help the company replace Nike, the biggest sports brand in the British market.

Cartwright said that this situation is similar to the Beijing Olympic Games, when the Olympic Games helped Adidas become the largest sports brand in the Chinese market.

"Adidas has stepped on the accelerator and they are heading for it.

Launched a fierce attack, hoping to gain the top position in the British market.

Nike is more concerned about the 2016 Rio De Janeiro Olympics, "said a manager of the sports sponsorship industry.

Nike, headquartered in Portland, Oregon, is still the world's largest sporting goods market, with annual sales of about $21 billion and Adidas $17 billion.

The Puma brand, which started in 1948 because of Adidas's internal brotherhood, is lagging behind, ranking third in terms of annual sales of $3 billion 800 million.

Nike, who sponsors the US Olympic team, said the Olympic Games will arouse heated debate about its products.

"It's like a concept car - we will provide the best athletes in the world with unprecedented innovative technologies, and then commercialize the new technologies by providing such technologies to players around the world," said Ryan Greenwood, PR director of Nike UK.

International brand ADI Nike advocates Olympic Games to enhance brand value

Adidas provided 41 different sports shoes for athletes competing for 25 events.

These shoes have one thing in common: their weight is 25% lighter than that of the same sneakers at the 2008 Beijing Olympics.

"Every 100 grams of weight of the shoe will mean a 1% increase in the performance of the players," Cartwright said.

Adidas also created what it called the lightest running shoe in history, weighing only 99 grams.

"This shoe technology is so advanced that we can't produce it in large quantities," Cartwright said.

After the three big brands, many smaller sports equipment suppliers, including Russia and China's rapidly rising brands, were brought together.

China's Li Ning Co (2331.HK: market) has attracted widespread attention as its founder, Lining, became the main torch bearer of the 2008 Beijing Olympic Games.

But in the Chinese market, Nike and Adidas are facing increasing competition. Lining and other local manufacturers are facing a shrinking market share.