An excellent review of the Nike/Adidas strategy battle during the World Cup. Without a doubt, I believe the key stratagem in the article is,

“…consumers had come to expect a much more active role in the content they engage with”

For years now, we have been driving strategies about true engagement for our client brands. So many ineffective strategies are still built around the conventional or broadcast theory of advertising to drive sales. In the market niche where we thrive, that old strategy is a formula for flat sales, declining revenues and poor lead generation. This Nike case study is not just relevant for the retail or athletic footwear industry, it is true for any brand.