Sport, Globalisation and the Environment Flashcards
Sport shoe industry has tripled in the last 10 years - accounting for what % of shoes sales and worth what $US
50% and US$73billion
Nike ‘the cool culture’
they are the brand everyone wants to wear
advertising has made it for them
Nike Product Placement
they get very popular as they are featured in many movies as they pay to get into movies
Nike ‘the cool culture’ 3 things
- nike can be inspirational
- nike have pride in authenticity
- nike have a sense of fun
Nike’s main way to advertise
they take a controversy thing in society and then uses it as a ad/marketing strategy to make profit
Examples of Nike turning politics into profit (3)
- BLM, signed the NFL player to make an ad
- dream crazy or dream enough (has everyone wearing their brand)
- Elite Athletes and their everyday identity
3 Things in the illusions of the brand
Production to Brand & Advertising to Consumption to continues on
The Nike illusions
- us as consumers we like and trust nike and then we don’t see the things happening on the other side
- most sales are made in europe and america so why aren’t they making clothes there as then there would be no shipping costs
Movie ‘Air’ and Jordan Shoes Deal
250k Deal
branded shoes “air jordan’
+ a % of sales
Sector that makes the most $$ in a pair of Nike shoes
Retail Markup
then Nike Markup
How do they justify their sweatshops (3)
- Business law in US is that they have to maximise profits
- americans don’t won’t to make shoes
- production outside of USA are cheaper
- they provide jobs for poor people and pay more then other jobs in there area
- they have to pay there sponsorships
How much does LeBron James make vs Nike Worker per month
4.1 million vs $54 dollars
Culture Jamming
is when you take corporate power and turn it against itself to challenge them
Globalisation
the international interactions between local and global events
Rugby in 1995
became a professional sport and two companies compete but SKY TV won to broadcast AB’s and
AB’s in 1999
signed 5 year deal with adidas for $75-100million
Why did the adidas want to sponsor the AB’s
- generates profit
- makes team feel and play best
Why did the ab’s want to sign with adidas
- had leading tech
- money
3 things Adidas did to overcome the challenges with signing with the AB’s
- Adidas Rugby Academy (show commitment)
- New NZ Jersey (overcome CCC loyalty and introduced the Chinese collars)
- advertising
Localisation
the process of adapting a global product or content so that it fits in a specific local market
Adidas ad to localise their brand (3)
Captains ad
links war, rugby and masculinity
to make adidas to feel as if they have always been apart of the Ab’s. they respect their tradition
Adidas “Black” global ad
maori haka ad
2011 AB’s RWC Jersey Costs
NZ retail price $225
Overseas $100
this could some controversy and adidas didn’t change their price even though they had flexibility and the retail cost
AIG AB’s Deal (4)
- got centre in of AB’s top
- for profit
- made contract for all NZ rugby teams
- 9 years and $80million deal
