Mercury/13’s Post

⚽ Boot Deals in Women's Football: Are They Worth It? 👟 - Boot deals with brands like Nike and Adidas offer lucrative fees but come with broad exclusivity clauses. - These restrictions can limit players' opportunities to partner with other brands across sectors like athleisure, tech, and fashion. - Examples: Alessia Russo with Oakley, Sam Kerr with Meta, and Katie McCabe with Whoop. - For many female players, diverse brand partnerships could offer better commercial growth than restrictive boot deals. Is it time to rethink boot deal strategies? 🤔 #SportsBusiness #WomensFootball #BrandDeals #AthleteMarketing

As a devout football fan, born and raised in England, perhaps no sight brought fear to my heart more than the white, red, yellow and black of Germany’s team kit, with the adidas logo prominently placed afront. It bested my Three Lions more times than I care to remember. With each German victory, the aura of both the team and its badge grew. So, like many others, it was with shock I read the news that, starting in 2027, Adidas will no longer be the official sponsor of the German national football team. Instead of the three stripes, a swoosh will adorn the front of this iconic shirt - with Nike replacing Adidas through at least 2034. It’s rare that brands and teams become synonymous with one another, but this was one of those unique instances. Adidas has been the sponsor of the German Football Association (DFB) for almost 75 years. That’s three quarters of a century! During that time, the German men’s and women’s national teams have enjoyed unparalleled success at the highest levels of the world’s most popular sport. Their teams have won 17 World and European championships since 1950, when the partnership first began. Adidas, has enjoyed its own great success over this period - growing from a local German shoe manufacturer to one of the giants of the global sportswear industry. So surprising is this separation, after so many decades of shared experience, that even Germany’s economy minister, Robert Habeck, weighed in on the subject, sharing his disappointment at the DFB for prioritizing financial gain over tradition. And, yet, maybe shock is not the primary emotion I’m feeling right now. As much as this switch is unexpected, it’s another datapoint in a clear trendline pointing to the increasing commercialization of sport as a whole. Money talks, and the amount of money flowing into and out of sports is unprecedented. As income from TV rights skyrockets (Apple recently paid $2.5B to stream the MLS for 10-years), and as valuations for sports franchises multiply at astronomical rates, the money at stake in kit sponsorships for prominent teams like Germany is massive. It’s reported Nike will pay $100M / year for these rights. That’s an extraordinary sum. Calculating the ROI on an investment like this is really hard, and I leave that to people smarter than me. While I applaud Nike for their boldness, I also deeply respect Adidas’ fiscal restraint and responsibility. In the tough economic climate retail is in right now, where many brands including Nike, have made deep cuts to their workforces to balance budgets, I admire the courage Adidas showed to step away from this iconic partnership and focus their capital on other investments. With the Adidas // DFB era soon coming to a close (at least for now), perhaps I’ll look back on these memories with less fear, and more fondness now. For what a partnership it was. Truly one for the ages. #adidas #nike #germany #DFB #football #worldcup

If there’s one thing (out of many things) that Nike does well, it’s championing their athletes. This tribute to Rafael Nadal is proof of that. What could have been the end of an era for Nike, with Nadal stepping away, has instead been turned into a legacy campaign. Through a short feature film, Nike pays tribute to Nadal’s career, celebrating the resilience, passion, and relentless pursuit of greatness that made him a global icon. Nike has always understood that greatness isn’t just about talent, it’s about endurance. It’s about showing up, again and again, no matter how hard it gets. That’s why their partnerships are more than just sponsorships. From Michael Jordan and Serena Williams to Cristiano Ronaldo and Simone Biles, Nike doesn’t just support these athletes, they help tell their stories. Stories that take them from being athletes to legends. Nike athletes don’t just represent the brand, they become part of its identity and literally embody the same determination, innovation, and excellence that Nike defines itself as. This campaign is a reminder of what makes Nike’s athlete partnerships so powerful. By championing their journeys, Nike ensures their stories of endurance, and their legacies, are connected with its own.

adidas nailed this one. Five legends, five iconic clubs, five stunning shirts—all in one picture. What might have initially seemed like a bold or even risky idea—bringing together five legendary clubs and their latest shirts into a single marketing campaign—has turned out to be a masterstroke by Adidas. By tapping into the heritage of these football giants, Adidas Originals has perfectly blended a sense of nostalgia with a modern design ethos. The retro-inspired designs, infused with contemporary elements, strike a chord with fans who appreciate both the history and the evolution of their favorite teams. This blend of old and new creates a powerful visual appeal that resonates on multiple levels, reminding fans of the rich legacies their clubs carry while also presenting something fresh and exciting. Featuring legends like Zinedine Zidane, Patrick Vieira, Alessandro Del Piero, Bastian Schweinsteiger, and Rio Ferdinand adds an emotional layer that only heightens the campaign's impact. These players aren't just retired athletes; they're icons whose careers are intertwined with the memories and identity of the clubs they represented. Seeing them don the latest shirts instantly creates a deeper connection for fans, bridging the past with the present. Ultimately, though, the success of such a campaign hinges on the shirts themselves—and in this case, Adidas has delivered. Each of the five shirts stands out in its own right, with thoughtful designs that respect the clubs' traditions while introducing creative new elements. The alternative logos used by Juventus Football Club, Manchester United, and Arsenal F.C are particularly striking, offering a fresh take on familiar symbols while staying true to the clubs' identities. Meanwhile, the Real Madrid C.F. and FC Bayern München shirts seamlessly incorporate their traditional crests. #football #marketing

Lesson in Idealism vs. Reality: What Adidas Can Learn from a Missed Slam Dunk Checklists with predeterministic criteria often create Neoplatonic (or idealistic) blind spots for brands, companies and individuals alike. They act like blunt instruments, missing the nuances and magic of real personalities. Even worse? When these tools come from uninspired central planners, sidelining true experts. Take adidas in 1984. Its German execs turned down a sponsorship with a young, 6 feet 6 inches (1.98 meters) Michael Jordan, deeming him too short for their “ideal” basketball ambassador. Enter Nike, who seized the opportunity to sign Jordan up—and turned their underdog brand into a global empire for branded sports apparel and footwear, by betting on the real deal, not an abstract ideal. Decades later however, in the 2020s, Nike faced challenges to their own brand and bottom-line due to the unintended consequences of their own Direct-To-Consumer (DTC) maximalist idealism under the recently departed ex-CEO John Donahoe. Takeaway for adidas: A big-tent, venture capital-style sponsorship strategy—embracing multiple personalities rather than a single ideal for any given sport—could have helped them land a once-in-a-lifetime ambassador and amplify their brand a hundredfold. Takeaway for us all: Embrace a bit of polytheism in thinking. Let diverse voices and ideas flourish, and don’t let one speculative idealism block the path to what’s real, good—or even the best. #Business #Philosophy #CorporateStrategy #Branding #Advertising #Polytheism #Diversity #DiversityOfOpinion Inspired by Rory Sutherland https://lnkd.in/eBhGKz2N.

adidas has done it again! As someone who has little to no affinity for football (let alone the Three Lions), this advert made the hair on the back of my neck stand up tall. Was it the clever wordplay with the Beatles’ 1968 classic that had me looking up this 21-year-old? Maybe. The better half of my adult life has been spent mulling over what makes certain pieces of storytelling more impactful than others. Is it a well-structured narrative? Is it the lens of empathy? Or is it just relatability? Lisa Cron, the author of ‘Wired for Story,’ says, “Stories allow us to simulate intense experiences without having to actually live through them.” I find the corollary of that to be true. In my opinion, the best stories are the ones where the viewers are allowed to enter the story. In this Euro ‘24 ad campaign, we are escorted to the brink of melancholy and triumph. I love how evidences of English football’s history with disappointment is scattered throughout the first half (pun intended). The zoomed-in shots of fans’ eyes. The visuals of broken cutlery on the floor. The silences between the commentator’s trite remark about how "they (the players) need to feel this pain”. Did the cameos from legends like Frank Lampard and David Beckham help? Sure. But the journey from despair to hope in the span of 2 minutes is what does it for me. What is hope, if not the opportunity for a nation to rest their expectations on a prodigious 21-year-old? As the final moments of their loss to Italy in Euro 2020 are replayed, Paul McCartney's iconic voice echoes the lyrics: “Take a sad song and make it better.” We might have to wait until Sunday to know if Jude Bellingham does take the Englishmen over the line, but it's safe to say that adidas has scored an absolute screamer with this one. What do you think? I would love to know your thoughts! #advertising #creativity #Euro2024 #marketing

Salute to the creative minds behind this campaign... #thereisalwaysasolution In 2012, when Adidas secured the exclusive sponsorship contract for the London Olympics and prohibited other sportswear brands from using Olympic athletes in their advertising campaigns, Nike faced a challenge. Instead of giving up, they chose a truly innovative strategy. The brand decided to showcase greatness in ordinary people, like Nathan Sorrell, an overweight 12-year-old boy. Nathan's story resonated with the audience by demonstrating that greatness isn't exclusively reserved for elite athletes but is found in those who overcome their own limits and personal challenges. This strategy not only allowed them to circumvent Adidas' restrictions but also deeply connected with the audience by conveying a message of authenticity and personal achievement. It teaches us that the most effective marketing is the one that manages to resonate with the experiences and emotions of ordinary people.

The story of Nike vs adidas in 2012’s Olympics is a proof that with innovation and creativity, you can outsmart any brand. In 2012, Adidas held the official sponsorship title for $150 MN. And Nike was the unofficial contender. However, even after losing the official title, it executed a brilliant game plan that left its swoosh mark on the world. This is how Nike did the impossible: 1. Alternative Londons: Adidas had exclusive rights to use terms like “London 2012” and the iconic Olympic rings. But Nike, ever the maverick, found a workaround. Instead of featuring the actual London, UK, they shot their “Find Your Greatness” campaign in other places named London. For instance, London, Ohio; Little London, Jamaica, and even a local London gym. Legal? Absolutely. Clever? Undoubtedly. Nike subtly associated itself with the Olympic location without breaking any rules. 2. Athlete Sponsorship: Nike capitalized on athletes’ freedom to choose their footwear. They sponsored around 400 Olympians, outfitting them in distinctive yellow-green shoes called “Volt.” It ensured that Nike stood out on the tracks, indirectly linking the brand with the Olympics through high visibility. 3. Everyday Greatness: While Adidas showcased elite athletes, Nike’s “Find Your Greatness” campaign celebrated everyday people striving for personal excellence. Whether it was a kid shooting hoops in a suburban driveway or a jogger conquering their morning run, Nike’s message resonated: Greatness is accessible to all, not just the sporting elite. Takeaways: → Innovation trumps official titles → Authenticity connects. Nike touched hearts with, “Find Your Greatness” campaign. → Visibility Matters. Nike’s Volt shoes became synonymous with the Games. After the 2012 Olympic, Nike’s social media presence skyrocketed, with over 16,000 tweets connecting the brand to the Olympics—far surpassing Adidas’s 9,000 tweets. And guess what? 37% of respondents mistakenly identified Nike as the official sponsor, while only 21% got it right. Sometimes the unofficial champions steal the show! 🏆 #MarketingStrategy #CreativeMarketing #BrandingGenius #NikeVsAdidas

We're back with another Apparel Playmakers ep. in partnership with Champs Sports. This time we discuss how Patrick Mahomes is arguably adidas' most influential athlete, and how he's transforming Adidas football. It all began in 2019 when Mahomes covered up the Under Armour logo on a Texas Tech shirt during March Madness with a piece of tape saying "adidas". Five years later, Texas Tech announced its new partnership with adidas and Patrick Mahomes’s Gladiator brand in a video filled with nods to the infamous shirt from 2019. This partnership makes Patrick Mahomes one of the first athletes since Michael Jordan to have his alma mater wear his personal brand! Check it out 👇

In 2012, Adidas secured the title sponsorship of the Olympics for $150 million and thought they would overshadow Nike. However, Nike used a brilliant strategy to outperform Adidas and dominate the Olympics. Instead of focusing on official sponsorship, Nike launched a series of creative and impactful marketing campaigns that captured global attention. One of the most notable was the "Find Your Greatness" campaign, which highlighted everyday athletes around the world, all while cleverly avoiding direct references to the Olympics. Nike also took advantage of ambush marketing techniques. They sponsored individual athletes who were expected to win big, ensuring their logo was prominently displayed on the podium. Additionally, Nike's innovative footwear designs, like the neon-green Flyknit shoes, became the visual highlight of the games, worn by many top athletes. By leveraging these strategies, Nike successfully associated itself with the Olympic spirit and excellence without the official title. The campaign resonated deeply with audiences, making Nike the true winner of the 2012 Olympics in the eyes of consumers, despite Adidas holding the official sponsorship title. This is how strategic marketing and creative thinking can sometimes outperform even the most significant financial investments. #webdesign #digitalmarketing #clientengagement #seo #leadgeneration #performanceoptimization