New market, new challenge

San Diego, CA (La Jolla),




The Beijing Olympics Games are coming and together 2.6 billion feet , most of them without sneakers.Beijing is the doorway into a vast new market  and for Nike and Adidas, the Olympic Games are a brawl for 21st century dominance of the sneaker world.Even thought the two companies have different marketing strategies, the challenge is the same: To deeply understand a new market, with new habits and trends.Nike campaign focuses on individual performance while Adidas on Team Spirit. Adidas, through its sponsorship of the Chinese National Olympic Committee, paid approximately $100 million and will outfit Chinese athletes with uniforms when they're awarded medals on the podium. Nike has gone another way, focusing, as usual, on sponsoring specific athletes.While referees and staff will be running around Beijing in their Adidas, the bulk of the athletes getting attention will be competing in their Nike gear--and getting most of the air time, both live during the games and in all the follow-up photos and video to be viewed for years to come.A high jumper will have a Nike shirt on while jumping, then an Adidas shirt when receiving a medal on the stand. The question is: Which would Chinese people rather have?

 

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