Tag Archives: Sports

Adidas vs. Nike: The Real World Cup Battle

As the world convened on the country of Brazil to passionately watch thirty-two countries compete for immortality on the FIFA World Cup stage, another epic battle unfolded between the sportswear giants, Nike and Adidas.

Much of how consumers interact with businesses is based on perception and taste, which is why so many resources are devoted to marketing and advertising.  Through sponsoring the countries’ football teams and famous players and countless commercials and marketing ploys, the two brands geared up for a month long sporting festival that was sure to entice the consumers and bring in large chunks of revenue.  Let’s take a look and see which industry leader came away with the upper hand.

Adidas

Overall, you probably saw the Adidas logo more prevalent in the World Cup competition because of the official partnership the company has with FIFA.  At around $70 million per four year cycle, Adidas has the rights to manufacture and sell the World Cup Brazuca game balls as well as the referee kit.   Such a deal aligns Adidas with the FIFA logo on pretty much any advertisement, as we saw on ESPN’s virtual scoreboard.  Needless to say, this deal, for any sportswear brand, is extremely lucrative since the brand was quite visible.  Expenditures for the German company did not stop there, though.  According to reports, Adidas spent $2.3 billion in advertising and marketing for the World Cup.  High numbers, yes, but the ratio between the marketing budget and revenues in 2014 has held steady with the ratio during 2010’s World Cup in South Africa (10.1% and 10.7% respectively).  The target revenue with this year’s World Cup was $21.2 billion.

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Another indicator of Adidas’ exposure at the World Cup was their share price throughout the entire tournament.  Starting on June 12th, Adidas was selling at $52.99 per share and ended the tournament at $50.22 per share.  Initially, I had thought both corporations would see increased stock prices during the tournament, seeing as they would have extreme visibility and favorable marketing, but this $2.77 decline may actually be completely unrelated to the Cup.  Just yesterday, Adidas agreed to a ten year, $1.3 billion kit deal with English football club, Manchester United.  Despite the fact that this deal severs the thirteen year partnership Nike had with the football club, concerns were raised (and consequently stock prices lowered) due to the staggering price of such a deal.  Thus, it is not certain whether the World Cup had a positive affect on Adidas’ share prices.

Lastly, and maybe foremost, Adidas’ triumph at the World Cup could’ve been cemented on the final day.  Out of the thirty-two teams, Adidas sponsored nine with two of those nine making it to the World Cup Final (Brazil and Argentina).  Furthermore, out of the 166 World Cup goals, 78 were scored with Adidas soccer cleats, which belonged to some of the tournament’s top performers including Lionel Messi (Golden Ball winner), James Rodriguez (Golden Boot winner), Thomas Mueller and Andre Schuerrle of Germany.

Nike

Although Nike did not have the official FIFA World Cup sponsorship, the Oregon-based company played as big of a role as its counterpart.  As usual, Nike had the most aggressive, yet artistic marketing campaign for the event.  You probably noticed their ‘Risk Everything’ campaign, which featured the cartoon versions of Brazil’s Neymar Jr., USA’s Tim Howard and Portugal’s Cristiano Ronaldo–all Nike sponsored athletes.  Prior to the World Cup, Nike introduced their first ever football-only store in Rio de Janeiro which boasted Brazil’s World Cup kits and the boots Nike athletes would wear during the games.  With such an extensive advertising scheme, its no wonder the company’s marketing expenses jumped 36% to $876 million in the quarter to end May.

Contrastingly, Nike saw share prices increase for the month of the World Cup, opening at $74.77 and closing at $77.95.   This could have occurred for several reasons:  Nike’s forecasted 21% growth in the global football business, its share of 80% of a $5 billion industry with Adidas or because of the potential the game of soccer has in the United States.

On field success for Nike was expected, as it out-kit Adidas with 10 sponsored countries including host nation, Brazil.  Furthermore, 53% more players wore Nike boots than any other brand.  However, a series of unfortunate events on the pitch, like Neymar’s back injury, Ronaldo and Portugal’s lackluster performance and Brazil failing to make it to the final hampered Nike’s exposure as the World Cup waned.

Conclusion

Adidas was the much more visible brand during the 2014 World Cup. In competition, their teams triumphed and it seemed like all the individual awards were also given to Adidas athletes.  Beyond this, Adidas’ YouTube viewership during the World Cup eclipsed Nike’s by six million.

The future is bright for Nike, though.  The buzz around the World Cup and for the Men’s National Team in the United States was created because of Nike’s marketing.  The brand understands that while Adidas may hold a stronger foothold around the globe, it is in control of the largest consumer market in the world.  With Major League Soccer growing in popularity, Nike is primed to capitalize on soccer equipment, apparel and footwear in the US.  As far as I am concerned, Nike is well positioned to make a run at Adidas again in 2018.

Maxwell

Why Lululemon is The Perfect Buy For Nike

Lululemon is an athletic-wear brand with a primary focus on yoga apparel.  Having captured the attention of young women, Lulu has become quite popular across the globe.  Lulu has been apparent in my own life because of my active mother and because of the [unfortunate] leggings trend that has nestled its way into the hearts of seemingly every woman.  Lulu has been so successful because of the balance it has struck, making it’s clothing sensible and stylish while still maintaining it’s athletic roots.

Over the past year, however, Lulu has seen a slight fall from grace.  In 2013, the company was under fire due to a recall for a line of yoga pants that were too sheer.  In response, the founder of Lululemon Athletica, Chip Wilson, stated that customer’s fat thighs were to blame for the yoga pants being see-through.  As a result, Wilson relinquished his chairman’s seat and Lulu’s CEO, Christine Day, stepped down.  The company has since wilted.  Considering Lululemon’s status in pop-culture and their current lack of direction, it is primed for acquisition by none other than the world’s leading athletic-wear brand, Nike.

Nike is no stranger to acquiring other brands, as it owns Converse and skateboarding company, Hurley (Nike also purchased Cole Haan in 1998 for $95 million and sold it in 2012 for $570 million).  Right now, Lulu lacks a sense of direction.  New CEO, Laurent Potdevin, has filled the holes with empty remarks on reclaiming the company’s creative destruction in the market, but the truth is Lulu is floundering.  Through Nike’s experience in operations and marketing, it would be able to right this ship.  Lulu would gain access to some of the best manufacturing plants and Nike’s rebranding of the company would bring back the positive image it lost hold of.

Financially, this purchase would make sense as well.  Lululemon is a direct competitor of Nike.  Buying the company would give The Swoosh increased market control and better pricing power.  Moreover, Lulu is trading at a relatively inexpensive share price.  In 2013, before the company ran into turmoil, Lulu was trading as high as $82 per share.  If Nike attempted to buy the brand at this time, it would not have been feasible, as Lulu’s valuation would have been way too high.  Since the debacle, though, Lulu is trading around $44 per share, making their valuation much more affordable.

As bad as Lululemon’s situation may seem, their immediate value to Nike would be tremendous.  In terms of revenue, Lulu has gone from annual sales of about $453 million in 2010 to $1.6 billion for 2014.  This indicates that Lulu is still growing and that it is still relatively popular.  Lastly, while Nike does a fantastic job of marketing their clothes for both athletic an street-wear use, there are just certain styles that other clothing company’s manufacture or market more effectively.  For example, on campus I never see girls wearing Nike leggings, but I always see them rocking Lululemon’s, recall or not.  Its not that Nike’s yoga pants are poor quality, its that Lulu’s ability to be trendy and different has made their yoga pants more attractive.  Adding their product to Nike’s line would only make Nike that much more profitable.

Maxwell

Los Angeles Clippers Sold to Former Microsoft CEO

Donald Sterling, and the Sterling Family in general, has been the topic of discussion across all media outlets over this past month.  Hopefully, we are nearing the end of this freight train, as the sale of the Los Angeles Clippers by Donald and Rochelle Sterling to former Microsoft CEO, Steve Ballmer, was approved by the NBA last Friday.  The deal, which will oust the most infamous man in the NBA is worth a whopping $2 billion, making this sale the largest for any NBA franchise.  While many are pleased to see Sterling officially out of the league, the price tag for such a removal has caused much conversation.

Prior to the sale of the Clippers, the acquisition of the Milwaukee Bucks by New York investors, Marc Lasry and Wesley Edens, was the largest in the history of the NBA at $550 million.  For those non-sports fans, the Milwaukee Bucks have been notoriously irrelevant.  Why? Well, Milwaukee is a very small NBA market (Quiz Question: What state is Milwaukee in? bet you thought about it for longer than you should have), they lack superstar athletes and for the last four seasons they have failed to achieve a winning record.  Now, take a Clippers team that has been the annoying little brother to the Los Angeles Lakers and laughing stock of the entire NBA for the past thirty years and you can understand why a bid almost four times that of an acquisition that took place just a couple of weeks ago seems a bit excessive.

Mind you, Mr. Ballmer has been trying to purchase an NBA team for some time and, according to Forbes, he has an estimated net worth of $21 billion, so to him this deal neither hurts his pocket nor loses its luster.  Here’s why:  Ownership of any major sports team is a very exclusive club.  Out of the 92 franchises (comprised of the NFL, MLB, and NBA), only a spoonful have gone up for sale over the last decade.  A sports team is analogous to that of a bluechip stock; you usually hang on to them for an extended period of time, which is why we have these legendary families, like the Rooney’s and Buss’, who have owned franchises for decades.  Therefore, when a team is on the market, much attention and interest is drawn from the richest in the world.  I believe this situation with the Clippers drew much more appeal because of the given circumstances.  The Clippers are located in the massive, star-studded LA market, which brings tremendous upside.  Furthermore, the new owner (Ballmer) would be replacing not only the most hated man in the country but also an absolutely terrible owner.  Steve Ballmer immediately becomes the savior of a headless organization and his business acumen from running Microsoft is sure to point the Clippers in a more progressive direction.

Many people have criticized this acquisition because of how poorly structured some of the contracts within the Clippers organization are.  For example, the Clippers are merely tenants in the Staples Center, meaning they receive $0 for non-basketball revenue.  I, however, still perceive this as a smart move.  First and foremost, the Clippers were worth as much as anyone was willing to pay for them–more power to ya, Steve.  No one complained when Magic Johnson and company purchased a struggling Dodgers team for $2.3 billion, now look where they are.  Moreover, the Clippers local TV deal is set to expire after the 2015-2016 season.  Given the market and recent success the team has seen, I would expect this new deal to be more than double the previous, only adding more cash to Ballmer’s pocket.  Lastly, the real estate that the Clippers own could be redeveloped for better, more profitable commercial spaces.

I see this venture as a long-term one.  Of course Ballmer will have to break even, but think about the future valuation of the Clippers in thirty years.  If some of the more high profile sports property is sold in the mean time, such as the Lakers, Ballmer would definitely see an appreciation in his team’s value.  Besides, when do you really see the value of a team decline?

Maxwell