PEPSI v COKE

 

Nike is to Adidas what Pepsi is to Coca-Cola. The reason I say this is that the current World Cup has crystalised my theory. Nowhere is that more evident than in the respective big TV commercials for each brand.

Adidas focusses on past legends of the game and ordinary street footballers whereas Nike go full superstar. The thing is that most of Nike's players are egotistical popinjays more about themselves than the team and the way in which this advert is put together gives each of the an opportunity to be performative, arrogant and far from self depreciating. Now footballers that reach their level of success have to, by definition, have a degree of confidence bordering on arrogance but there are levels.

The Nike strategy has always been about targeting the slightly rebellious athlete and as times have changed those rebels are now rebel-by-numbers.

The Adidas model is more classic in approach drawing on the brand's history which goes back to 1949 and is very much a European brand whereas Nike came along much later in 1964 and is inextricably linked with The USA.

One brand is subtle while the other is showy, the trefoil out styles the Swoosh and adidas' links to music and street culture surpasses Nikes.

But its about choice and both brands provide plenty of that, I just think it's preferable to wear the brand that the once humble Messi endorses as opposed to the brand that the arch egotist Ronaldo typifies.