Football Nike, should develop a strategy to succeed in the 2010 World Cup games in South Africa. Nike has evolved from a niche player in the market of clothing and footwear Cup in 1994 Adidas formidable competitor in 2008 (with revenues of more than $ 1 billion for the sport). The case can be traced as Nike went about this transformation and its activities at each of the World Cup in 1994. For the upcoming World Cup in South Africa, Nike has decided to change its target market focus and the use of digital and social media platforms to connect more with consumers. In addition, Nike plans to launch an innovative new boots and engage in corporate social responsibility and sustainable development initiatives. The company must do so in light of competition from archrival Adidas and the pressure to succeed on the big stage in football, and billions of people around the world watching. The case allows students to analyze how a company can best integrate the values of a few sentences in a single plan and how it can best communicate with the selected target audience. It also allows a rich discussion of the brand image of the company to be provided to attract success outside the World Cup. "Hide
by Elie Ofek, Ryan Johnson Source: Harvard Business School 23 pages. Publication Date: May 31, 2011. Prod. #: 511060-PDF-ENG
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