Showing newest posts with label Adidas. Show older posts
Showing newest posts with label Adidas. Show older posts

Friday, July 16, 2010

Vuvuzelas & Simon Cowell

Unless you were sleeping under a rock, the obnoxiousness of the Vuvuzela could not be missed throughout the World Cup.

The "horns from hell" infuriated players, and partnered with the much maligned Adidas ball "Jabulani" to make the African tourney the lowest scoring World Cup in history. This fallout has sparked countless requests to ban the African inspired/Chinese manufactured menace from all North American sporting events. Sounds reasonable to me.

But if we are going to eliminate objectionable imports from public places, why stop at Vuvuzela? Forget Crocs or Nickelback, I think next in line should be Simon Cowell, the unctuous American idol judge who just so happens to share a thing or two with this, the more annoying of the two Horns of Africa.

I cannot adequately put into words my distaste for this poorly coiffed buffoon. His fellow Englishman Andrew Sullivan does it superbly in his recent Times article "Rude Britannia: the limeys breaking US taboos,"
"Last week saw the final American Idol featuring Simon Cowell as a judge. Cowell is better known in America than, say, the Supreme Court’s chief justice or three-quarters of Barack Obama’s cabinet. At some point in a distant Wildean past, a British musical judge might be expected to be wittier than his peers. Cowell is witless, inexpert, inarticulate and touchy. He just possesses a series of ugly prejudices and crude hunches and the ability to tell someone to their face that they’re rubbish. In Britain, who really cares? In America he’s a legend."

In many ways both Cowell and the Vuvuzela are from Nero's "bread and circuses" school of entertainment. Unsophisticated, crass and unsubtle -- both pander to our inner 8-year-old -- the kind that seeks to annoy and cause a stir just for the hell of it.

On the bright side, it's a good thing Cowell can't be mass produced!

Friday, June 25, 2010

Robinho's turn to "Write The Future."

Many were surprised when the buck-toothed maestro Ronaldinho was left out of Brazil's squad before the start of the World Cup.

Perhaps none more so than Nike, who had made him a central figure in the acclaimed "Write The Future" campaign.

With Brazil likely to make a run deep into the tournament, Nike has released a new version featuring Robinho, the electrifying Manchester City striker.

Another win for Nike at this tournament. While Adidas is the official tournament sponsor, the controversy surrounding their official tournament ball "Jabulani," as well as the confusing "Quest" campaign has Nike leading the brand championship as we enter the tourney's round of sixteen.


Wednesday, April 14, 2010

What's Wrong With Reebok?

Reebok is a brand that's lost a considerable amount of its luster since its eighties hey day.

If Nike and Adidas represent the high performance end of the athletic equipment spectrum; with brands like Puma and Converse at the fashion end; it's hard to determine exactly where Reebok lies. Granted, the brand is now a wholly owned subsidiary of Adidas, but that is no excuse for having an ambiguous and inconsistent brand strategy.

Take these two TV spots featured below that are running concurrently. The first, for the new "Zigtech" shoes featuring Sidney Crosby (Another spot shows Chad Ochocinco), does little to convince us that Reebok's new cross trainer is anything more than a short lived gimmick.



Contrast this to the following spot showing how Crosby practiced hockey as a boy in Nova Scotia. If this does not move the sports lover in all of us, I don't know what will.



My point here is not that one or the other of these representations of the Reebok brand is wrong, it's just that doing both at the same time begets ambiguity. While the Zigtech spot is captivating and entertaining, it also screams of ephemeral, throwaway trendiness -- much the same way Toyota's FJ Cruiser does. On the other hand, the spot showing Crosby returning to his roots where he discovered his love for the game speaks to authenticity, passion and permanence.

What do you think - what's the best plan of attack for Reebok to remain relevant today?

Thursday, November 12, 2009

Adidas Launches the Predator X

Adidas has just released the most anticipated football boot of 2009 - the Predator X.

There has been a ton of anticipation surrounding the launch of the latest offering from the iconic Predator family. Who then, is a better figure to promote the boot than legendary retired French star Zinedine Zidane. The three-time FIFA World Player of the Year tasted both triumph and tragedy wearing Predators, holding the World cup aloft in 1998, and controversially headbutting an Italian player in the 2006 final.

I can’t wait to get a pair! Hat tip: Mark Ament at Sportsbiz.