Nike unveils ‘Risk Everything’ World Cup marketing platform
Nike has begun its World Cup campaign in earnest with an advertisement starring brand ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar and several content initiatives under the “Risk Everything” umbrella.
http://www.youtube.com/watch?v=gwxdEECNpZY
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The Wieden+Kennedy created advertisement features each of the stars travelling to a game while commentary illustrating how much their respective country’s fans expect of them plays.
It concludes with the lines: “Pressures shapes legends. Risk Everything”.
A microsite encourages people to “show how they risk anything” by uploading videos of themselves or their teams. Users’ content will be used in a future ad.
Elsewhere, the sportswear brand is hosting small-sided tournaments worldwide in the build-up to the June tournament.
The site is also selling replica kits of the 10 World Cup teams it backs including the new England kits launched yesterday (31 March) as well as its football boots.
Nike is hoping the 2014 World Cup in Brazil will help it leapfrog rival and official tournament sponsor Adidas in the football category in 2014 after making gains in recent years.
Adidas is pinning its hopes on a World Cup driven sales boost in Europe after suffering a drop in sales in its latest quarter.
