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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.
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The recent Tiger Woods crisis showed the world how brands and athletes are tightly linked. While Accenture, Gatorade, AT&T dropped the golfer, other brands such as Gillette and Procter and Gamble, have significantly dimmed down their use of Tiger in advertising campaigns. EA Sports played differently as Tiger shared his PGA Tour 2011 video game cover for the first time in 13 years. On the other hand, Nike stood by his athlete and aired an interesting, yet controversial advertsing campaign.
There are various football brands out there from different industries. Sporting goods, FMCG, Automotive etc. But, to my knowledge no brand from the luxury industry is having a major stake in football. This is about to change. Louis Vuitton is entering the football door from the VIP lounge and two examples are a good way forward for the French luxury bag manufacturer.
Florentino Perez had a dream; Put together the best football team with the most talented football players, and win the Champions League final in Bernabeu.
Well that dream shattered in small pieces, when Olympique Lyonnais Pjanic drew at the 74th minute last wednesday. Actually Perez had the exact same dream in 2000, when he took over from Lorenzo Sanz, and won 2 Ligas (2001-2003) and 1 UEFA Champions League in 2002 with world class players such as Zidane, Owen, Ronaldo, Beckham. It was Los Galacticos Part I. Then the ROI was below expectations…………no kidding.