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On 25 February 2010, Nike launched its new football kits for the 2010 FIFA World Cup. Nike put together a brilliant concept: SUSTAINABILITY.
Nike’s national team kits are the most environmentally-friendly and technologically-advanced in football’s history. BOOM there you go. Nike is setting another benchmark in football by emphasisng on sustainability, a word well known worldwide.
But let’s have a look at the kits. The design is clean, simple and obviously, the technological aspect is also a key factor. Moisture management is taken care of to offer players the most comfortable kit to match the weather conditions in South Africa. The jerseys are also 15% lighter to allow Pato and Cristiano Ronaldo to go faster…..Simple, but great looking kits. But the emphasis is somewhere else. Delivering a powerful message: Environmentally friendly and sustainable football products.
Goal celebrations are open doors to all kinds of weird behaviours; Peter Crouch’s famous I-robot dance, Obafemi Martins double back flip salto, and most importantly players thanking God for giving them the skills to score. But, the most common celebrations are when players hug each other, kissing on the forehead, pile on top on each other, etc.
All this is joy, happiness, smiles and laughter. They look so happy with each other don’t they? All we see is a team congratulating and happy to be together. The essence of a collective sport…..make the effort together, win and lose together. Great example of team bonding isn’t it? In some cases, what is sometimes really happening behind the scene can be far from what we do see.
According to a Sport+Markt survey, Sportswear brands adidas, Nike and Puma are the most recognisable football sponsors in the top five European markets.
Nike, adidas and Puma will all play a key marketing role on the pitch during the FIFA World Cup 2010. Indeed, with 12 teams qualified for the event, adidas is leading the way, followed by Nike with 9 teams and Puma with 7 Federations attending.
There is one topic which generates interest, passion, constructive/non constructive comments in football. I am NOT talking about Thierry Henry’s handball. I leave this topic for later, like a warm apple pie everybody is waiting to come out of the oven (again). I am talking about the usage of the video in football. Well, you will tell me that those 2 topics are closely linked right? If the video had existed, France’s goal vs Ireland would have been disallowed and Ireland would have scored 4 goals right after the handball and would have been qualified for the World Cup. Okay, fair enough.
Gavin Cowley is the adidas South Africa Marketing Director and Local Head 2010 FIFA World Cup.
I had the pleasure to work with him on several football projects. Gavin has a true passion for football and genuine dedication to make football a unique social developing and unifying component for South Africa. He is a key player within the adidas organisation, his knowledge of the country, his integrity make him a respected and trusted character.
I interviewed him to get his view on the first World Cup in South Africa; on the marketing activations, competition, but also on how the World Cup will contribute to the social and economic development of the country.
The bosman law, Raymond Domenech proposing to his fiancée after France being kicked out of Euro 2008, Didier Drogba’s statement at the end of the lost Champions League semi final vs Barcelona, Diego Maradona telling journalists how much he………..loves them. All are REALLY strong and powerful statements.
Welcome to my Football Lounge, the football marketing blog!
The purpose of this blog is to share with you my views on football marketing and on football in general. Football is part of me as an individual and as a professional and there are so many topics to touch base on, that I felt compelled to interact, not only with football marketers, but also with football fans.
I will try to write as many diverse football marketing articles as possible, but will also talk about hot topics that are making the current breaking news ie Thierry Henry’s handball.
It’s my first blog and I am looking forward to making it a true Football Lounge with you.
Stay tuned and enjoy the blog!
PS: The World Cup you see me holding is an official replica. As heavy, as beautiful as the real one. Somehow, my dream as a kid came true!
Bienvenue sur mon Football Lounge, le blog du football marketing!
Bienvenue à tous!!
Le but de ce blog est de partager avec vous des articles sur le football marketing, mais sur le football en général. J’ai crée ce blog parce que le football a contribué à mon développement individuel et professionel. Aussi, il y a une foultitude de choses à dire, à commenter et à analyser. Je me devais d’ajouter mon grain de sel et d’avoir les réactions non seulement des professionnels du marketing, mais des fans de foot en général.
J’essaierais de poster des articles touchant un grand nombre de sujets de football marketing, mais aussi d’évenements footballistiques qui font la une des journaux comme la main de Thierry Henry par exemple……je suis sur que cela vous fera réagir.
C’est mon premier blog, et j’ai hate de faire de Football Lounge un espace confortable et dynamique.
PS: La Coupe du Monde que j’ai sur la photo est une réplique officielle. Aussi lourde et magnifique que l’authentique trophée. D’un certain coté, je me dis que j’ai réalisé mon reve d’enfant! 43SQGR8RTKMQ