World Cup Brand Stories: Nike vs Adidas
阿迪达斯 CEO 海纳在年初表现了他雄心壮志：“ 2014 年不仅只是足球年，而是属于阿迪达斯的足球年”。这也符合世界杯官方赞助商的作风，官方 logo，吉祥物，官方用球，所有官方人员及工作人员服装供应商，场边广告等权益犹如倚天屠龙在手，阿迪达斯掷地有声：我才是王者，其他体育品牌请靠边。 Mr. Hainer has showed his great ambitions at the beginning of this year: “The year 2014 is not only a year for football, but a year for football belongs to Adidas.” This is the consistent style of the World Cup’s official sponsors; the official logo, mascot, officially designated ball, garment for officials and the staff, courtside ads and other benefits give Adidas the confidence to speak out these powerful words: Adidas is the only leader of this industry and other sports brands cannot threaten our leadership. 另一方面，没有拿到世界杯官方权益的耐克公司则显得“温情”许多，耐克负责世界杯的全球创意总监马丁·罗蒂 (Martin Lotti) 日前接受采访说到：“世界杯和奥运会其实很像，所有的球队都是带着强烈的国家集体荣誉感，耐克需要做的就是用创意将爱国主义和足球完美结合。”避重就轻，强调产品本身创意，同时唤起球迷的共鸣，耐克也要用自己的方式“玩”世界杯。 On the other hand, Nike, which is not the official sponsor of the World Cup, is much more “gentle”; in a recent interview, Martin Lotti, the Global Creative Director of Nike in charge of the World Cup, said to the reporter: “The World Cup is very similar to the Olympic Games, all teams are equipped with strong national honor, and what Nike needs to do is to use our creativity to make a perfect combination of the patriotism and football.” Circumventing the problem of official sponsorship, emphasizing the creativity of its products and arousing the resonance of football fans, Nike will “play” the World Cup in its own way.
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