Nike Inc (NKE) Vs. Adidas AG (ADR) (ADDYY): Battle for FIFA 2014 World Cup Dominance in Twitter


FIFA world cup 2014 has spurred many organizations to get ready for bonanza in sales. Nike Inc (NYSE:NKE) took on adidas AG (ADR) (OTCMKTS:ADDYY) in battle for Twitter and product dominance. Both Nike and Adidas started by becoming lead sponsors for some major teams in the tournament. Nike Inc (NYSE:NKE) went many steps ahead by creating amazing advertising videos with major players. But adidas AG (ADR) (OTCMKTS:ADDYY) came up with a strategy of coming up with world cup ball, “Brazuca”.

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The CEO of Zillow, Spencer Rascoff, and CEO of AOL Brand Group, Susan Lyne and Bloomberg’s Brendan Greeley discussed about Twitter and product dominance battle outcome between Nike Inc (NYSE:NKE) and adidas AG (ADR) (OTCMKTS:ADDYY) on Bloomberg “Surveillance” with Tom Keene and Adam Johnson.

“Adidas is winning it and it was not what I have predicted,” Greeley said.

Greeley added saying that with his visit four months back he was convinced that Nike Inc (NYSE:NKE) was far ahead of Adidas by proper sponsorship and creating amazing videos with some major players. adidas AG (ADR) (OTCMKTS:ADDYY) in complete contrast came up with a world cup ball and named it “Brazuka”.  Greeley said that he thought of Adidas’ idea as the worst one ever and never thought that the company can compete against Nike Inc (NYSE:NKE).

When looked at the fastest growing profiles in twitter, Greeley was surprised to see adidas AG (ADR) (OTCMKTS:ADDYY) as number one as he could not believe that Brazuka had actually pulled it off for for the company. Greeley initially feels that Adidas advertisement with Brazuka was funny.

Based on the past three to four weeks Lyne said that there are still events that millions of people sit in front of television at same time and watch. FIFA world cup Pre-quarter finals encounter between USA and Belgium was viewed by around 21 million people in USA, Second highest ever watched on ESPN.

Greeley added saying that there were some amazing stories that unfolded in the ongoing world cup and one of them is Costa Rica reaching quarter finals. Lotto, Italian sponsors of Costa Rica never expected such sales and ran out of Jersey just because of Costa Rica’s powerful performance in world cup. In spite of all these amazing storied Greeley feels that still most predictable result has happened, with top four teams reaching the semifinals with adidas AG (ADR) (OTCMKTS:ADDYY) and Nike Inc (NYSE:NKE) sponsoring them. Greeley feels that both the companies made smart choice of sponsoring the right teams six months back.

Lyne said that she absolutely believes that soccer is getting popular in USA, because number of people watching soccer in places like bars, restaurants, private parties and involvement of people watching them has increased significantly when compared to past soccer world cups.

Rascoff also agreed to Lyne and added that it is finally happening for soccer in USA. He feels that this is not the same America from 70’s and 80’s. With Immigration of South American’s and Europeans, kids coming in USA are of Hispanic descent. So he feels that soccer is coming in USA.

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