Over the past five years, Nike has increased its soccer
marketshare "seven-fold and it's still growing, with sales
in the coming fiscal year expected to jump" from $375M to
"at least" $500M, according to Jeff Manning of the Portland
OREGONIAN. Retail chain TSI Soccer President John Pinto:
"It's definitely a two-horse race now between Nike and
Adidas." Despite Nike "suffering sales declines" in other
segments, its "resounding success in soccer shows it still
has the vision and muscle to overwhelm a new market. ...
More importantly, ... it gives the company crucial
visibility and authenticity" in int'l markets. Nike soccer
sales are up 34%, and its orders from Europe and Japan are
up "more than" 100% from last year. Manning: "Nike's soccer
success boils down to one thing: Good product. After years
of misfires, Nike decided to go to soccer afficianados for
advice." But the "one product area" that Nike hasn't
"mastered" is the team uniform business, while adidas "is
the one" that has. Nike execs "did little to dispel
industry-wide rumors" that Nike "wants out" of its deal with
MLS, which has "half the teams" in Nike uniforms. Nike is
"concentrating much of its sports marketing money today"
with the USSF, as it is "toning down its relationship" with
the Brazilian national team (Portland OREGONIAN, 2/25).
