Nike Euro 2012 Kits: “Better World Initiative” is the Marketing Message

Hi everyone,
Nike unveiled the Euro 2012 kits of its 5 qualified teams: Portugal, Holland, Croatia, Poland and France. Nike continues its sustainability efforts kicked off during World Cup 2010 by having each kit made of 13 recycled plastic bottles.

For World Cup 2010, Nike created a buzz by claiming ownership of sustainability in football. Nike outlined its commitment to its “better world initiative” by producing every single kits with a yarn made of recycled plastic bottles.

Some saw it as a marketing ploy in order to raise brand awareness in South Africa. The swoosh did not actually need that, as a Nielsen company survey showed that before World Cup started, consumers associated Nike with the FIFA World Cup.

Two years later, Nike continues its effort in the environmentally friendly field. The jerseys are made with 96% recycled polyester and the shorts are made with 100% recycled polyester. Each kit is made from 13 recycled plastic bottles.

Each kit is complemented with a full training collection and lifestyle clothing for fans to show their support off the pitch.

The focus of football kits has changed. A kit design is still a fundamental element, but the difficulty for manufacturers is to come up with a new fresh design AND technology every 2 years. The focus is now heavily on the marketing message, and its impact.

Nike positions itself as the leading in environmentally friendly football products, regardless whether their competitors have been doing a more significant job in the past or not. The kits will go on sale on April 19.

Karl Lusbec


One thought on “Nike Euro 2012 Kits: “Better World Initiative” is the Marketing Message

Comments are closed.