Tag Archives: adidas

Nike, Famous Ambusher, Is Redefining the Art of Ambush Marketing

As the world is ramping up for London 2012, savvy marketers everywhere are attempting to find ways to align their brand with the Olympic Games — even though they’re not official sponsors. Ambush marketing is nearly synonymous with the Games, and if any brand is famous for its Olympic ambush schemes, it’s Nike: they’ve perfected the art, from wrapping the 1996 Athens stadium in their “swoosh” to handing out branded merchandise to fans entering Olympic arenas.

But the sportswear brand is doing something completely different for the 2012 Games: instead of attempting to “trick” consumers into thinking Nike is an official sponsor, they’re taking ownership of their non-sponsor status. It’s a first in Olympic ambush marketing… and it’s compelling.

The ad campaign they revealed yesterday pushes a message no ambusher has ever attempted to sell: official doesn’t mean great. You don’t need official equipment to play a great game, you don’t need to be an official Olympic Gold medalist to be a great athlete, and you don’t need to be an official sponsor of the Olympics to be a great brand.

The 60 second ad spot opens with shots of un-famous athletes competing and training in lesser known “Londons” around the world, from Ohio to Nigeria. They’re wincing through sit-ups, throwing perfect pitches, and wrestling their hearts out. During the montage, a (British!) man voices over this message:

“Somehow we’ve come to believe that greatness is only for the chosen few, for the superstars. The truth is, greatness is for us all… Greatness is not in one special place, and it’s not in one special person. Greatness is wherever somebody is trying to find it.”

In the end, they promote #FindGreatness, encouraging athletes everywhere to join in on their conversation.

            

Only time will tell if it manages to drown out adiadas’ campaign (they paid a cool $60 million for their official sponsor status of London 2012). In any case, it’s a powerful ad, a powerful message — and a very interesting 180 for Olympic ambush marketing.

Check out the ad for yourself here.

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Francis Tiafoe, 14 Year Old Tennis Phenom… And Potential Marketer’s Dream

Francis Tiafoe is a 14 year old tennis phenom who, if he isn’t already, should be on corporate sponsors’ radars.

The obvious reason: he’s got skills. As the nation’s top-ranked boys player in his age group, Tiafoe has the potential to become the next star in men’s tennis at a time when the game is going through a greatness drought (it’s been almost a decade since a U.S. male won a major).

But Tiafoe didn’t become a rising star in a conventional way. It’s his underdog story that will really attract sponsors and fans.

Tennis is an expensive sport. Those who play at a professional level usually come from privileged backgrounds, allowing them access to top-notch coaches, exclusive tennis clubs, and the best equipment. But Tiafoe wasn’t born with a silver spoon in his mouth. There is no Jr., III attached to his name. If it weren’t for the fact that Tiafoe’s father was employed by the Tennis Center at College Park, a private tennis club in Maryland, Francis may never have had the means or the resources to hone his talent.

Francis’ father was the Tennis Center’s janitor for more than a decade. During that time, he lived on the grounds with Francis and his twin brother, Franklin; the family slept on massage tables in a 120 sq. foot space that became their makeshift home. Mr. Tiafoe earned less than the club’s $27,000 annual membership fee, but because Francis lived on the grounds it was as if he was a member. He had access to the courts, the coaches, and the equipment.

Francis spent much of his early life watching his more privileged peers learn the game. Eventually, he would begin to practice with his brother, early in the morning, before lessons started. He quickly fell in love with tennis. After years of practice, the Tennis Center coaches noticed his talent and took him under their wings. And now he’s winning prestigious international tournaments — Les Petits As 2012, for one.

While Tiafoe’s tennis chops are impressive, it’s his inspiring rags to riches tale that has the potential to grab all Americans, who have always had a soft spot for talented athletes with Cinderella stories.

Wilson and adidas already have endorsement deals in the works. And we’re betting it doesn’t stop there.

Image source.

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