Sportswear firm Adidas probably thought it had hit the marketing jackpot when Adidas-sponsored Germany beat Adidas-sponsored Argentina to win the Adidas-sponsored World Cup. But arch rival Nike may have stolen much of its soccer branding thunder with quirky videos, innovative boots and amusing Tweets, not to mention the odd sponsorship coup of its own such as signing up hosts Brazil. Adidas said it had secured “victory on and off the pitch” at the soccer tournament, providing the highest-scoring boots and generating 22 percent more discussion on social media than Nike. But more than half the players displayed Nike's brightly-coloured shoes and it was one of Nike's new lightweight "Flyknit" boots worn by Germany's Mario Goetze that volleyed in the winning goal.nike schuhe online

Nike has been eating into its German rival's market share and some branding experts and investors don't believe throwing more cash into marketing will necessarily fix the problem. Instead, Adidas needs to spot and set more trends and create a buzz among fashion and sports-mad youngsters. "At the moment, Nike is cool, very cool. "It is not as easy as just writing a cheque. They need to be doing more of the viral, underground activities which brings out the cool factor of the brand.nike air max verkauf

While Nike can focus on its "swoosh" logo and the "Just do it" slogan it has used since 1988, Adidas has to spread its ad budget across a range of brands such as Reebok, TaylorMade golf and Rockport shoes, as well as its Originals and NEO sports-inspired fashion labels. "They are fighting fires everywhere. Pouring money into marketing might put out some fires, but they will continue to burn elsewhere, " said Ingo Speich, a fund manager at Union Investment which has a 1. 2 percent stake in Adidas and has repeatedly criticised management in recent months.

While Nike has encroached on Adidas's home territory, the German firm has failed to make serious inroads in North america. The U. S. firm extended its lead to take a 15 percent global market share in 2013 compared with 10. 8 percent for Adidas, according to Euromonitor. Nike has focused on exploiting social media to target young consumers, while Adidas has relied more on official partnerships with the likes of the FIFA World Cup and the National Basketball Association.nike air max herren

Nike's animated film "The Last Game", featuring soccer stars Cristiano Ronaldo and Neymar on a quest to save football from the hands of a villainous mastermind, has become one of Facebook's most shared posts ever. "Nike is the cheeky challenger doing guerrilla ambush marketing, whereas Adidas follows the more orthodox line, " said Andrew Walsh at sports marketing research group Repucom. Adidas has started to replicate Nike's tactics, setting up a “news room” in Rio during the World Cup to generate a stream of social media chatter on its sponsored teams and players. Investment in social media will be a big part of its increased marketing spending and it plans to open similar news rooms in key cities around the world to continue its engagement with fans.nike free 3.0 schuhe herren

The success of Nike's "Flyknit" shoes worn by Goetze - made out of machine-knitted fibre rather than stitched-together pieces - is just the latest example of the U. S. firm's ability to innovate and set trends after its popular wearable "FuelBand" fitness device and "Free" barefoot-feel running shoes. The Portland, Oregon-based firm has also arguably been quicker than Adidas to respond to booming demand for sportswear from women that has helped drive the rise of yoga specialist Lululemon. Adidas says it has run campaigns targeted at women in the united states and China in the last year.nike schuhe damen