×
157
Fashion Jobs
NEEJ
Business Development Manager
Permanent · MUMBAI
LIFESTYLE BRANDS
Regional Sales Manager, Peter England - Bangalore
Permanent · BENGALURU
KITEX GARMENTS LIMITED
General Manager - Merchandiser
Permanent · ALUVA
ZODIAC CLOTHING CO LTD
Sourcing Officer (Fabric & Garment)
Permanent · MUMBAI
LIFESTYLE BRANDS
Head of Marketing, Louis Philippe - Bangalore
Permanent · BENGALURU
LIFESTYLE BRANDS
Group Manager - E-Commerce Product (B2B)
Permanent · BENGALURU
LIFESTYLE BRANDS
Manager - Product, Louis Philippe
Permanent · BENGALURU
PANTALOONS HO
Senior Executive - Marketing
Permanent · PUNE
LIFESTYLE BRANDS
Manager - Trade Channel, Finance
Permanent · BENGALURU
LIFESTYLE BRANDS
Executive -Key Accounts (Mis),lp
Permanent · BENGALURU
LIFESTYLE BRANDS
Senior Executive - Garment Technician (ww &Amp; Kids), Pdqa
Permanent · BENGALURU
LIFESTYLE BRANDS
Sales Executive - Kannur &Amp; Kasargod
Permanent · BENGALURU
HIGH FASHION GARMENT COMPANY
Manager Humanr Resource (Male) From Mumbai Only
Permanent · MUMBAI
RAJ KHATRI FILMS PVT LTD
Digital Marketing Executive
Permanent · MUMBAI
ANANDGUPTA COUTURE
Social Media Marketing & Fashion Design Assistant
Permanent · MUMBAI
DESIGNR
Sales Officer
Permanent · NEW DELHI
NETE.IN
CRM & Logistics Executive
Permanent · MUMBAI
FABINDIA OVERSEAS PVT. LTD.
Retail Planner
Permanent · NEW DELHI
SELECTIVE GLOBAL SEARCH PVT. LTD.
Business Development
Permanent · NEW DELHI
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · KARIMNAGAR
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · MIRYALAGUDA
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · KOTHAGUDEM

Nike favoured to beat soccer juggernaut Adidas at World Cup

By
Reuters
Published
today Jul 4, 2018
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

In a World Cup brimming with upsets, Nike Inc looks on track to defeat soccer juggernaut and archrival Adidas AG in the closely watched jersey sponsorship battle.


Nike supplied shirts for 10 countries this year, compared to Adidas with 12 - Reuters


The Nike swoosh decorates the outfits of Brazil, France and England, the sides in the quarter-finals most favoured by betting websites to win the World Cup, plus Croatia.

Top German sports brand Adidas has Belgium, Russia and Sweden in the quarter-finals, with the group of eight rounded out by Uruguay, sponsored by Puma SE.

The combined accomplishments of Nike-sponsored teams in Russia mark a major success for the U.S. sports apparel maker as it pushes to increase global soccer-related sales that reached more than $2 billion (£1.6 billion) in fiscal 2018.

“While Adidas dominates the European leagues and the U.S. professional league, certainly any market share that Nike can pick up in a nontraditional U.S. sport can only bode well for the stock price and brand,” said Jake Dollarhide, chief executive officer of Longbow Asset Management in Tulsa, Oklahoma.

Sports brands typically sell the bulk of their fan merchandise ahead of the World Cup, but a team’s success on the field can generate extra demand for gear emblazoned with its emblems and colours, especially if its progress is unexpected.

Nike kitted out more teams than Adidas for the first time in Brazil in 2014. Adidas fought back this year, sponsoring 12 of the 32 participating teams, including strong early contenders Germany and Spain, along with host Russia.

Nike supplied shirts for 10 countries this year.

The tournament took a disastrous turn for Adidas last Wednesday, with the unexpected elimination of 2014 champion Germany. Shares of Adidas, Germany’s team sponsor, fell 2.7 percent in the following session.

In 2014, Germany accounted for a third of Adidas’ roughly 9 million team jersey sales, Wedbush analyst Christopher Svezia wrote in a recent client note, with an incremental 10 percent of those sales resulting from Germany’s tournament victory.

Over the weekend, high-profile Adidas-sponsored teams Argentina and Spain were eliminated. Likewise, Mexico lost to Nike-sponsored Brazil on Monday.

Heading into this year’s World Cup, Adidas downplayed the sporting event’s potential effect on sales, pointing to Russia’s tepid economy.

But the World Cup remains a major marketing opportunity for Adidas, which is one of seven FIFA partners and the supplier of the World Cup match ball since 1970.

As well as team jerseys, sponsorship of top individual players is critical for the promotion of soccer shoes. Ahead of the World Cup, Nike expected 60 percent of players heading to Russia to use its footwear.

Since the start of the World Cup on June 14, Nike’s stock is up almost 3 percent, helped mostly by a strong quarterly report and sales outlook last Thursday. Adidas has lost about 5 percent.

© Thomson Reuters 2019 All rights reserved.