For the work that we have been assigned, I will choose Nike sport brand, which is very known and, so let’s speak about this successful brand.
Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area.
It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.
The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse.
Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of “Just Do It” and the Swoosh logo.
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on “nontraditional” advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
Just by posting a video, millions of people can view and share it, thus spreading awareness of their brand name and products. Furthermore, not only does Nike market online, but they also interact with people by responding to tweets.
By using this marketing strategy, they are more involved with potential customers; this is very important because it impacts the consumer’s purchase decision.
Nike have a multitude of Twitter accounts representing each of the different sports they have involvement in (e.g. @NikeFootball) for different regions where they have their largest market bases. Their largest following is on their general brand account @Nike which currently has 4.78 million followers, though they have a further 3.44 million followers for their Nike.com account.
Nike have their largest and longest standing following on Facebook, with just under 22,000,000 followers.
Their Facebook page functions as a bit of a hub for Nike’s online activity, as their multi-purpose account not only works as a normal fan page, it also has customised tabs that link followers directly to their Instagram account and Nike Support page.
In addition to this there is also a ‘Shop Now’ button that redirects users to their online store.
The value of creating different Facebook and Twitter pages for different sports, is that communities have been formed surrounding mutual interests and content can be tailored specifically for that audience, meaning followers see exactly what they are interested in.
As the competitor of Nike I have chosen another of the biggest company of this sector, and also is the first competitor for Nike. So let’s speak a little bit about Adidas and know more about it.
Adidas AG is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories headquartered in Herzogenaurach, Bavaria. It is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.
It is also the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), 9.1% of FC Bayern Munich and Runtastic, an Austrian fitness company. The company revenue for 2012 was listed at €14.88 billion.
Adidas was founded on 18 August 1949 by Adolf Dassler, following a family feud at the Gebrüder Dassler Schuhfabrik company between him and his older brother Rudolf.
Rudolf had earlier established Puma, which quickly became the business rival of Adidas and is also headquartered in Herzogenaurach. The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’s current official logo. The brand name is appropriately uncapitalized, with a lower case “a.”
“Adidas is all in” is the current global marketing strategy slogan for Adidas. The slogan aims to tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion, street, music and pop culture. There appears to be connection with the phrase “all-in” meaning “exhausted”.
Adidas are a global brand, a sporting superpower that sell quality products and deal with the biggest stars in sports. It’s not just about products though, they are awesome at social media marketing.
Adidas has 13 million fans on Facebook and adidasUS has 138k followers on Twitter, but social media, as you know, is far more about quality than quantity. Adidas has done the work to figure out where their customers hangout online and they engage with them in those places.
They then use the appropriate social platforms to “give fans access to the brand that they wouldn’t be able to get anywhere else”. There’s so much we can learn from what adidas is doing in social. And as entrepreneurs and small businesses, we can model their success for our own business with little to no budget.
It’s no surprise that they have several sectors to the business and each requires its own social media presence across the major social networks which of course includes Twitter. In this case study I will be concentrating on the general Adidas channels, not focused on the sector accounts as much.
Below is a screenshot of the @adidas Twitter profile. By verifying their account, their 2.09M followers and many more can easily find their profile. This account mainly retweets the other Adidas brand accounts and brings together the Adidas brand as a whole.
Some of the tweets I can see are planned for real-time use based around events. One example is the UEFA Champions League Final, during the match the athletes using Adidas equipment were used in images created in case of a key event in the match. For example, Luis Suarez and Alvaro Morata scored in the match and are both athletes who use Adidas equipment and because of this, during the match they tweeted an image of these athletes using the trending hashtag for the match. As a global brand getting involved in an event most of the world was interested in, they got a lot of engagement. This is very good planning and good Twitter marketing!
Adidas also have a lot of brand channels dedicated to different sectors of their company.
Their Facebook page shows the same header image branding but a different logo. However, Adidas are so well known as a brand that the logo is similar in design to the Twitter profile picture and it is still recognizable. They have an extremely large fan base on Facebook, again due to their brand name being known worldwide.
One of the ways I think that Adidas kill it on social media is by integrating their other brand channels into their existing channels. The Videos tab on their Facebook page obviously contains the same content from the YouTube channels and as a result, also their other Facebook pages within relevance.
They do post the video content that they have and the other visual content that they have used on other social channels, this is a good way to get the full use out of any content you have. One way I can see that Adidas gain influence on Facebook is how they like other pages, but more specifically they share the content and get their content shared on these pages. They like pages that are created for the clients they have, the sportsmen and women they work with and their clubs/ national teams or associations. If Adidas release new equipment, these pages could share the content to their audience if they will be using it, this would come as some news for both parties.
Looking for the platform of Facebook for example, we can see that Nike has more followers than Adidas, the first with almost 24 millions and, Adidas with a bit more than 22 millions. This can be a little bit strange considering that they use more or less the same ways and tools, but the difference in my opinion can be that Nike try to fit more in the consumer, analyses more their habits and their hobbies. Also can be that they make customer to be like member of the company and make them to be important for the company.
What advice can give to Nike for their improvement? I think that is difficult question for me considering that I am a student and Nike is one of the biggest multinational… But I can say that their priority does not have to be only to sell amounts of products and get rich, I think that they should keep satisfied their customers by giving them their requires and producing the best products that could fit them.