PACESETTERS
//03
NIKE RISK EVERYTHING
Nike’s CMO, Davide Grasso, notes how the
campaign uses a very particular range of
Given their huge success during the 2010 FIFA
superstar ambassadors to remind players in
World Cup, Nike’s consistent ‘top two’
every country, at every level: “If you are
position in our Brandtasy League for this years’
prepared to Risk Everything, there’s no telling
Brazilian showpiece shouldn’t come as a
what you can do”.
surprise.
Whether the US based sports brand does in
Whilst the sportswear giant’s activity may not
fact edge out their biggest competitor remains
be considered a straightforward ambush of the
to be seen, but if their “better-than-expected”
tournament (Nike sponsor 10 of the 32
quarterly results are to be believed (Nike’s
participating teams and a vast number of the
revenue rose 13% in Q4) they are certainly en
tournament’s stars) it’s more than noteworthy
route to justifying the 36% increase in
that their ‘Risk Everything’ campaign is going
marketing spend seen over the same period.
toe-to-toe with Official Sponsor Adidas’ #allin
effort.
SAMSUNG #GALAXY11
Indeed, Samsung have clearly placed products
at the heart of the campaign with superstars
Currently sitting just outside the Brandtasy
including Lionel Messi, Cristiano Ronaldo and
League top ten, Samsung are one of a handful
Wayne Rooney using the Samsung Galaxy S5,
of non-sponsors matching the performance of
Gear 2 and Fit, to prepare for the “winner
the likes of FIFA Partners VISA & Budweiser.
takes Earth” match.
Samsung’s #Galaxy11 is a multi-platform
Ambassador selection also appears to have a
global campaign that tells the story of 13 top-
played a key role in the campaign’s success
class football players attempting to ‘save the
with regionally relevant football stars included
planet from alien domination’ in a
for their appeal in each critical sales region.
#WinnerTakesEarth match. The electronics
manufacturer’s official press release suggests
Samsung’s next live-action spot is expected to
that the campaign is designed to “stimulate
land in July, let’s hope the #Galaxy11 play
fans’ imaginations, inspire engagement, and
more like Messi and less like Rooney and
utilise the newest Samsung Galaxy devices”.
Ronaldo … for all our sakes.