Nike Football: World Cup 2010 South Africa

Posted: 1 Mar 2012

See all articles by Elie Ofek

Elie Ofek

Harvard Business School - Marketing Unit

Ryan Johnson

Harvard Business School

Date Written: June 30, 2011

Abstract

Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1 billion for the sport). The case traces how Nike has gone about making this transformation and its activities at each of the World Cups since 1994. For the upcoming World Cup in South Africa, Nike has decided to change its target market focus and to use digital and social media platforms to connect more extensively with consumers. In addition, Nike plans to launch innovative new boots and engage in corporate social responsibility and sustainability initiatives. The company has to do so in light of competition from archrival Adidas and the pressure of succeeding on the biggest stage in football, with billions of people around the world watching. The case allows students to analyze how a company can best integrate several value propositions into a cohesive plan and how it can best communicate with its chosen target market. It also allows for a rich discussion of the brand image the company needs to portray to leverage success beyond the World Cup event.

Learning Objective: Devise a marketing strategy and communication plan to reach a new target market; how to integrate and promote several value propositions by the same company and use a high profile event to build brand connection.

Suggested Citation

Ofek, Elie and Johnson, Ryan, Nike Football: World Cup 2010 South Africa (June 30, 2011). Harvard Business School Marketing Unit Case No. 511-060. Available at SSRN: https://ssrn.com/abstract=2013280

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

Ryan Johnson

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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