Nike is always known as the brand for the sports oriented audience, since they have sponsored top players from Soccer, Basketball, Lawn Tennis,Cricket etc. It’s no secret that India is an emerging market for top brands, apparels and sports footwear. People in India are getting more inclined towards Quality. Luxury market in India is on the rise. If Nike had to (re)enter the Indian market with a statement, what better way than to associate themselves with the sport that binds an entire nation. Cricket
Nike had a 7 year license agreement with Sierra Industrial Enterprises which ended in the year 2004. Instead of renewing the agreement, Nike launched Nike India as its subsidiary. That’s when, they believe, they actually entered the Indian market. Nike’s association with Indian cricket started in 2005 when they bought the kit rights from BCCI for around $ 27.2 million. In their esteemed and fruitful relationship with BCCI and Team India, the only blip was the 2007 World Cup debacle, where India lost out in the first round itself which was very sad indeed. Team India then went on to win the inaugural World T20 championship in 2007, haven’t lost a single test series – home or away, are numero uno in Test cricket. India winning the 2011 edition of the ICC World Cup was just what the doctor ordered for brand Nike in India.
This is what Lintas Media (who made this campaign) had to say: “One billion hearts are synchronized at the same level. Cricket is a religion in India. One of the biggest emerging markets in the world has lost 75% of its productivity during the matches — this is not just a cricket match, it is nearly a war.”
Adidas can ‘bring it on’ (their new campaign) and can claim that impossible is nothing. Reebok can be what they are (I am what I am campaign). But Nike is already bleeding blue by the billions.
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