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Posted on July 15, 2016
Historically, the Olympic Games serve as a stage for the main sports brands in the world to compete. Now, in Rio de Janeiro, it’s clear that it won’t be different. This year, Nike is sponsoring Team Brazil, which gives them exclusive rights to use Olympic properties. The American company will have a sneaker line directly referencing the Olympic Games, which will be released August 5, the opening day of the event. The line is called Unlimited Glory and, in addition to the colors – gold, silver and bronze – consumers can customize the shows with the country’s initials, as a statement of support to the athletes. In one of the promotional photos, the company displayed a model with BRA inscribed on the tongue.
Overall, other sporting brands have also used products to reference the Olympic Games. Fila released this week a campaign set entirely in Rio de Janeiro, the “sports capital”. The idea is to represent the city in the most romantic way possible, with a connection between bossa nova and sports. Mizuno also release this week a collection called Golden Runners, an homage to Brazil’s “golden athletes”. No direct reference to Rio 2016, but the context doesn’t let the brand avoid the event.
Puma is teh brand with the most classical approach to the Olympic Games. The company released the Ignite Dual shoe, which will be used as the “Olympic model” during the Games. All of their sponsored athletes, including sprinter Usain Bolt, will wear the shoe. Last week, the company did a launching event in São Paulo and hired a graffiti artist to customize boxes for the products.
The biggest rival to Puma, Adidas has kept a low profile so far. The company did a launch to the new Flamengo kit referencing the Olympics. The brand should bet on the presence of sponsored athletes, like Arthur Zanetti, and properties such as the official game ball for the football tournament.
The impact of major events in sports brands’ strategy will be part of the debates during the Business of Sport conference at Casa Rio, the most extensive business development program in the country, on July 25. The event will gather sponsors, broadcasters of major global sporting events, sports marketing agencies, government authorities and international sports development institutions.
Source: Máquina do Esporte