Adidas "is to challenge Nike’s dominance of Brazil" ahead of the 2014 World Cup "with a barrage of social media activity," according to Sebastian Joseph of MARKETING WEEK. Adidas is "developing activities and programs for its social newsroom teams that it says will make it 'ever-present' around fans’ conversations" in the build-up to and during the tournament. It has been producing Vine clips, tactical tweets and Facebook posts "in response to key moments during football games over the last four months and will scale-up the approach next summer." The move "aims to give the brand more cultural relevance" beyond Europe, particularly in Brazil, where its tie-up with FIFA "will clash with Nike’s commercial links to the national team and strong presence at club level." Additionally, the social media drive "aims to help protect the brand from any ambush stunts from Nike around the World Cup." Adidas Football Global Brand Marketing Dir Tom Ramsden said that "the business is building on the learnings from its real-time marketing activity around last season’s Champions League." Wider sponsorship activity "will look to build on the brand’s current strategy of pushing the technological innovations behind its products" (MARKETING WEEK, 5/31).
