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| Magista Nike |
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| Magista Nike |
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| Puma evoPOWER |
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| Adidas Samba |
Adidas and Nike is having a marketing war as we head to the 2014 FIFA World Cup that will be held in Brazil and will start on June 12, 2014.
Both companies dominates the soccer kit industry that is worth more than $5 billion annually. They want to become the leader in hi-tech boots and jerseys to fans inspired by Argentine Lionel Messi (Adidas) and Brazilian Neymar (Nike).
Adidas Chief Executive Herbert Hainer said: "Forget all you may have heard or written about a weak Adidas performance in football in 2013. We are leading this category that is so close to the Adidas DNA."
"2014 is a football year and it will be an Adidas football year."
Adidas is targeting to reach a record annual soccer-related sales of 2 billion euros ($2.8 billion).
However, competition in this market is cut-throat since Nike which have $2 billion revenues from sport is upping up their game in soccer-related market. They will be providing kits for hosts Brazil and a total of 10 of the 32 finalists this year beating out Adidas and Puma.
Nike Brand President Trevor Edwards said that they will increase their sales since the World Cup is in Brazil.
"We couldn't be more excited about the World Cup being in Brazil. It will resonate around the world".
We will also see new boots technology that have bafefoot feel. Nike launched their new Magista boot that is based on Flyknit technology in which the upper part of the boots is made from knitted synthetic strands of material. It is a lightweight boots that is also durable. However, it's not cheap it will cost you $275.
Adidas for their part has launched "Samba" versions of its four main boots and will present its first "knitted" boot in mid-March.
While Puma wants their products to shift back to performance sports and away from fashion by launching a snug-fit bright orange "evoPOWER" boot with yellow laces offset to one side.
"It inspired by barefoot beach soccer in Brazil," Torsten Hochstetter, Puma global creative director said.
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