Adidas "Kicking" Nike's Last "Tooth"

Yesterday morning, the French defeated Portugal 1-0, which made Nike-sponsored team missed the World Cup final for the first time in 12 years.

Since he entered the football market in 1994, Nike has started to compete with Adidas in the football field. Last year, Nike’s share in the global football market was only 4 percentage points lower than that of Adidas. However, the German World Cup has become an opportunity for Adrian to reopen the distance from Nike. When the Brazilian team was blocked by the French team outside the semi-finals, the "Nike Legion" was dead and injured. When the Portuguese team missed the finals, the dream of the "Nike Army" for the third time in a row to reach the World Cup finals also turned out to be like Brazil's championship dream.

Samba dancing Nike football
In the "Nike Legion", the Brazilian team has always been the core of the main force. In 1996, Nike and the Brazilian team signed a contract for 375 million U.S. dollars for 10 years. This fee was astronomical at that time. The Brazilian team did not disappoint Nike. Although the Brazilian team lost to France in the finals of the World Cup in France, the influence of the Samba team in the world is increasing. In 2002, the Brazilian team won the 5th World Cup championship in history.

The success of the Brazilian team quickly resulted in Nike’s “great leap forward” in the football market. The sales of Brazilian uniforms accounted for about half of the total football product revenue of Nike. In 1994, Nike’s revenue in the global football market was only 40 million US dollars, but this year this figure will reach 1.5 billion US dollars.

"Beautiful Marketing" Abacus failed
In the Nike World Cup marketing, the Brazilian team's position plays a decisive role. To this end, Nike used a Portuguese phrase "jogabonito" (meaning "beautiful football") to name its global marketing campaign. The core of "beautiful marketing" is the Brazilian team. If the Brazilian team wins, they will become the most powerful "6 champions" in the history of the 18th World Cup, which will continue to expand Nike's market share, and may even surpass Adidas. However, Brazil's exit, let Nike's "wishful thinking" began to fail.

Adi team even "Ke" Nike
The French team sponsor is Adidas. In 1998, France defeated Brazil in the final. Eight years later, they directly blocked the Brazilians in the semifinals. Yesterday, France defeated Nike’s only remaining Portuguese team with a penalty. Adi once said that after the French team eliminated the Brazilian team, the French uniform would sell 50,000 more. At the same time, Adidas’ football-related income this year will exceed 1.2 billion euros. Last year, Adidas and Nike shared 35 and 31% of the global football market. This year, Adidas’ market share will increase by 1 to 2 percentage points.

Zhu Guanghu: French Experience Overwhelming Portugal
With a penalty kick, the French team did not defeat Portugal with much suspense. Zhu Guanghu, head coach of the Chinese national team who witnessed the scene at the Allianz Arena in Munich, gave this assessment in the semi-finals: “Ginger is still old and hot. The performance of the French team in this game is a good example of this. at this point."

Reporter: The French team's solidity in this game is simply a replica of the 1998 World Cup.

Zhu Guanghu: The speed of the offensive and defensive transformation between the two sides of the game is indeed inferior to the match between the German team and the Italian team, but the use of their respective techniques and tactics is not at all bad. In fact, at this stage, the key to the contest between the two sides is to see who is making fewer mistakes on the court. The Portuguese penalty dropped a bit by chance, but it changed the entire game.

It should be said that Ronaldinho is still very involved in this game, but when faced with Tulam, who is experienced and this game has played particularly well, his advantage has not been brought to the Portuguese team. Substantive results. The French team can not lose the goal, Thuram should be regarded as the greatest hero.

Reporter: What is your comment on the performance of the two veterans Zidane and Figo in this game?

Zhu Guanghu: Relatively speaking, Zidane's play should be on top of Figo, not only because he penalized the penalty, but also because he controlled the rhythm of the game well and let the French team take the initiative. As for Figo, the threat of his attack on the wing is obvious to all, but it is difficult for him to organise deadly attacks elsewhere.