3 Responses to “Fast Vs. Future”

1. Rick on May 21st, 2010 9:30 am

   Adidas just got pwned…

2. R. Torrealba on May 24th, 2010 2:38 pm

   No comparission, Nike adds are way better than adidas. Nike try always to put the consumer in at the same level than the soccer stars.

3. Tarik on June 2nd, 2010 11:33 am

   I think both are strange adverts for each brand.

   Adidas, who usually take such pride in the team over the individual, seem to have flipped their brand values in this campaign.

   Nike have also shifted a little here. We are so used to the imperious and strength of the athlete in their advertising campaigns, that an advert featuring a bellowing Italian singer on stage, Wayne Rooney being demonised as well as celebrated and Homer Simpson is somewhat alien to the brand.

   These small shifts are progressive features in marketing campaigns around football of late. Keen to tap into the massive potential around the World Cup, and play up the roles of their biggest stars, both Adidas and Nike have attempted to build expectations through hyping individuals – Adidas by accentuating their prowess and Nike by providing gritty realism alongside the key component of humor.

   It is also indicative of the current relations within football that it isn’t common knowledge that Adidas sponsor the World Cup – the mass of brands surrounding the event has overshadowed this fact almost entirely. This is unfortunate for them, though you couldn’t say it was unexpected – the Write The Future campaign has placed Nike at the fore of current footballing relations and trumped the massive sponsorship campaign of Adi by simply using cleverness, discretion and, paradoxically, the most show stopping of wow factors.

   More thoughts around the campaign over on the blog. Nice.

   http://www.rubypseudochatchat.blogspot.com/

   T

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