adidas, Puma, Nike: a sport legacy

Hi everyone,
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.

Here we go:

adidas, Puma, Nike: a sport legacy

1996
– adidas outfits 33 nations & 600 participants during the Atlanta Olympic Games. Adidas supplies products for 21 of the 26 sports AND the official matchball and equips the referees and linesmen at UEFA European Championships. The German team wins fully outfitted with adidas.

– adidas signs an exclusive sponsorship deal with the MLS
– Nike signs Tiger Woods soon after he gives up his amateur golf status.
– Michael Johnson in gold spikes wins the 200m and 400m gold in Atlanta Olympic games with the famous controversial advertising campaign: “You don’t win silver – You lose gold”.

1997
– adidas announces the the acquisition of the Salomon Group (with the brands Salomon, Taylor Made, Mavic and Bonfire). The name of the group is changed to adidas-Salomon AG

1998
– The French national team wins the World Cup being outfitted by adidas from head to toe beating Brazil 3-0.
– Zinedine Zidane becomes one of adidas football icon.

1999
– Bill Bowerman co-founder of Nike dies on Dec 24 at age 88.
– Nike athlete Lance Armstrong wins first of record 7 consecutive Tour de France races.
– With the support of the LogoAthletic, Puma returns to American Team Sports and becomes the official on-field supplier of the U.S National Football League.

2000
– France wins the European Championship in Holland/Belgium and becomes the 1st team having won consecutively the World Cup and the Euro. The french squad being outfitted with adidas gear.

2001
– Puma enters a partnership with Porsche and Sparco to produce fireproof footwear for racecar fans.
– Herbert Hainer is appointed CEO and Chairman of the Executive Board of adidas-Salomon AG

2002
– Nike acquires Hurley International LLC, a surf, skate and snowboard apparel brand. Nike SB, Nike’s skateboarding line starts.

2003
– Nike acquires Converse for $305 million.
– Nike signs NBA player LeBron James with an unprecedent of $87 million endorsement contract.

– adidas becomes the official sponsor of every major football tournament and event.

2004
– Puma signs a multi year contracts with Ferrari Spa and Mild Seven Renault F1 Team.

– adidas and the MLS extend their exlcusive partnership to 2014.
– Puma reintroduces the revolutionary All-in-one UniQT for the Cameroon football team at the 2004 African Cup of Nations.

– Phil Kight steps down as CEO and President of Nike but continues as Chairman. He is replaced by William D. Perez as CEO of Nike.
– Top English fashion designer Stella McCartney launched a joint-venture line with adidas, establishing a long-term partnership with the corporation.

2005
– Nike merge
s with Bauer to create Nike Bauer hockey
– adidas
enters into a sale and purchase agreement to sell its Salomon business segment.

2006
– Nike signs a 5-year sponsorship deal with the Indian cricket team for $43 million.
– CEO William Perez leaves Nike. Mark Parker becomes CEO.
– adidas Group acquires Reebok International Ltd

2007
– Puma announces enters the Volvo Ocean race 2008-09 with its own boat. Puma becomes the official supplier and licensee of replica merchandise for the offshore ocean race.

2008
– Puma’s Usain Lightning Bolt sets a new 100m world recordat 9.69 seconds and sprinted a 200m in a world record time of 19.30 seconds.
– Nike acquires Umbro Ltd

2009
– In Herzogenaurach, adidas and Puma play a football match in support of the Peace One Day organisation, ending the brotherly feud that lasted 60 years.

2010
– adidas, Puma and Nike attend the World Cup with respectively 12, 9 and 7 teams involved.
– Nike launched Federations World Cup kits made of recycled plastic bottles
– Puma features Bolt and Eto’o to launch their lightest football shoes inspired from Usain Bolt track and field footwear.

That was the 3rd and last chapter of a sport chronological catch up. It’s been great to do this exercise where I did refresh some knowledge. What I really like about those 3 brands, is that each has its own personality and character. They communicate differently, have different ways of doing marketing, company values, products etc. Yet, they remain key players in the sport industry, especially football….. Lovin’ it!

Have a great day and stay tuned to My Football Lounge!

Karl Lusbec




[Sources]

Atlanta Olympic Games
Tiger Woods
Michael Johnson
adidas-Salomon AG
Zidane
Bill Bowerman
Lance Armstrong
Herbert Hainer
Nike acquires Hurley International
Nike buys Converse
LeBron James
adidas and the MLS
Puma and Usain Bolt
Puma deal with Ferrari
Phil Knight
Stella Mc Cartney
adidas Group acquires Reebok
Puma enters Volvo Ocean race
Nike buys Umbro
adidas and Puma day of peace



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