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After FIFA president Sepp Blatter’s shock resignation yesterday amid an ongoing investigation into corruption at the world football body, several sponsors including McDonald’s and Visa have backed his exit. However major brands such as Nike, Coca-Cola and Adidas have all suffered negative brand sentiment due to their connection with FIFA.
After introducing its first global ad campaign earlier this month and launching its football business in March, Marketing Week caught up with New Balance’s head of global marketing Hilary Keates to hear how the brand’s evolution to focus on “athletes first” has led to 15% sales growth and what it plans to do next.
With the recent success of campaigns such as Sport England’s “This Girl Can”, the start of the FIFA Women’s World Cup in Canada this week comes at a time when interest in women’s sport is growing. However, while broadcasters and industry bodies are making moves to tap into the opportunity many brands, including FIFA sponsors, have been slower on the uptake.
Kinnerton Confectionary Limited