Engage

Chapter

Abstract

International sporting events like the Olympics are not just about countries and athletes competing against one another. They are also about brands competing against one another. Few contests are as fierce as the one between Nike and Adidas. Both companies are global giants. Until a few years ago, the images of the two companies were mainly tied to markets they dominated; the core of Nike’s image was built around running shoes in the U.S. market, and the core of Adidas’ image was built around the soccer-crazy culture of Europe and Latin America. However, that turned topsy-turvy by the time the 2006 FIFA (Fédération Internationale de Football Association) World Cup rolled around.

Keywords

Burning Europe Shipping Marketing Explosive 

Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.Knowledge Kinetics, Inc.RestonUSA

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