Branding 101: how Nike dethroned Adidas for football’s crown

Great read here that speaks to the power of branding (a favorite subject of one Calvin Ayre). It’s how an upstart company named Nike took its soccer shoe division’s annual revenue from a modest $40M in 1994 to a staggering $1.7B this year. So how did a company from Oregon beat Adidas, formerly the number one footie footwear company in the world, at its own game? Well, for one thing, it didn’t come cheap, to which Nike’s new $3M World Cup ad will attest. Read more.