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Karl Lusbec
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adidas, Puma, Nike: a
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SEPTEMBER 2010
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adidas, Puma, Nike: a sport legacy
September 15, 2010 in Sponsorship | Tags: Puma, adidas, Nike, Zidane, World Cup,
Umbro, Major League Soccer, Usain Bolt, Herbert Hainer, LeBron James, Lance
Armstrong, Tiger Woods, Michael Johnson, adidas-Salomon AG, Bill Bowerman, Hurley
International, Converse, Ferrari, Phil Knight, Stella Mc Cartney, Reebok, Volvo Ocean
race, September 21 day of peace
Hi everyone,
This sport chronological trilogy has triggered a massive traffic
and I thank every single one of you for stopping by. Today,
the last chapter is called “adidas, Puma, Nike: a sport legacy”.
These brands are fully established sports brands and have
inspired other brands to tap into the sport industry. They left
a legacy or heritage not only to themselves but to other
brands that have now models to get inspiration from. From
1996 until today, adidas, Puma and Nike have grown significantly with fantastic
athletes by their sides.
Here we go:
adidas, Puma, Nike: a sport legacy
1996
- adidas outfits 33 nations & 600 participants during the Atlanta Olympic
Games. Adidas supplies products for 21 of the 26 sports AND the official
matchball and equips the referees and linesmen at UEFA European
Championships. The German team wins fully outfitted with adidas.
- adidas signs an exclusive sponsorship deal with the MLS
- Nike signs Tiger Woods soon after he gives up his amateur golf status.
- Michael Johnson in gold spikes wins the 200m and 400m gold in Atlanta
Olympic games with the famous controversial advertising campaign: “You don’t
win silver – You lose gold”.
1997
- adidas announces the the acquisition of the Salomon
Group (with the brands Salomon, Taylor Made, Mavic and
Bonfire). The name of the group is changed to adidas-
Salomon AG
1998
- The French national team wins the World Cup being outfitted by adidas from
head to toe beating Brazil 3-0.
- Zinedine Zidane becomes one of adidas football icon.
1999
- Bill Bowerman co-founder of Nike dies on Dec 24 at age 88.
- Nike athlete Lance Armstrong wins first of record 7 consecutive Tour de
France races.
- With the support of the LogoAthletic, Puma returns to American Team Sports
and becomes the official on-field supplier of the U.S National Football League.
2000
- France wins the European Championship in Holland/Belgium and becomes the
1st team having won consecutively the World Cup and the Euro. The french
squad being outfitted with adidas gear.
2001
- Puma enters a partnership with Porsche and Sparco
to produce fireproof footwear for racecar fans.
- Herbert Hainer is appointed CEO and Chairman of the
Executive Board of adidas-Salomon AG
2002
- Nike acquires Hurley International LLC, a surf, skate and snowboard apparel
brand. Nike SB, Nike’s skateboarding line starts.
2003
- Nike acquires Converse for $305 million.
- Nike signs NBA player LeBron James with an unprecedent of $87 million
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endorsement contract.
- adidas becomes the official sponsor of every major football tournament and
event.
2004
- Puma signs a multi year contracts with Ferrari Spa and
Mild Seven Renault F1 Team.
- adidas and the MLS extend their exlcusive partnership
to 2014.
- Puma reintroduces the revolutionary All-in-one UniQT
for the Cameroon football team at the 2004 African Cup
of Nations.
- Phil Kight steps down as CEO and President of Nike but continues as
Chairman. He is replaced by William D. Perez as CEO of Nike.
- Top English fashion designer Stella McCartney launched a joint-venture line
with adidas, establishing a long-term partnership with the corporation.
2005
- Nike merge s with Bauer to create Nike Bauer hockey
- adidas enters into a sale and purchase agreement to sell its Salomon
business segment.
2006
- Nike signs a 5-year sponsorship deal with the Indian cricket team for $43
million.
- CEO William Perez leaves Nike. Mark Parker becomes CEO.
- adidas Group acquires Reebok International Ltd
2007
- Puma announces enters the Volvo Ocean race 2008-09 with its own boat.
Puma becomes the official supplier and licensee of replica merchandise for the
offshore ocean race.
2008
- Puma’s Usain Lightning Bolt sets a new 100m
world recordat 9.69 seconds and sprinted a 200m
in a world record time of 19.30 seconds.
- Nike acquires Umbro Ltd
2009
- In Herzogenaurach, adidas and Puma play a
football match in support of the Peace One Day
organisation, ending the brotherly feud that lasted 60 years.
2010
- adidas, Puma and Nike attend the World Cup with respectively 12, 9 and 7
teams involved.
- Nike launched Federations World Cup kits made of recycled plastic bottles
- Puma features Bolt and Eto’o to launch their lightest football shoes inspired
from Usain Bolt track and field footwear.
That was the 3rd and last chapter of a sport chronological catch up. It’s been
great to do this exercise where I did refresh some knowledge. What I really
like about those 3 brands, is that each has its own personality and character.
They communicate differently, have different ways of doing marketing,
company values, products etc. Yet, they remain key players in the sport
industry, especially football….. Lovin’ it!
Have a great day and stay tuned to My Football Lounge!
Karl Lusbec
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National Team sustainability
The Nielsen Company
Thierry Henry Tottenham
Hotspur UEFA UEFA
Champions League
UEFA Europa League Umbro
World Cup World Cup
2010 Zidane
[Sources]
- Atlanta Olympic Games
- Tiger Woods
- Michael Johnson
- adidas-Salomon AG
- Zidane
- Bill Bowerman
- Lance Armstrong
- Herbert Hainer
- Nike acquires Hurley International
- Nike buys Converse
- LeBron James
- adidas and the MLS
- Puma and Usain Bolt
- Puma deal with Ferrari
- Phil Knight
- Stella Mc Cartney
- adidas Group acquires Reebok
- Puma enters Volvo Ocean race
- Nike buys Umbro
- adidas and Puma day of peace
-
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