The brand called SPORT

Impossible is Nothing..
I am what I am..
Just do it..

Not only do these lines rule the commercials on television but also speak volumes about an attitude. An attitude that is loaded with energy. Energy to excel. Excel in the most demanding exercise of physical strain. Excel in the world of SPORTS!
The history of sports can be traced back to prehistoric times. But professional athletics have been nurturing from ancient Greece which was host to the maiden Olympics. Since then there has been no turning back and sports evolved into a lifestyle trait. But with the advent of technology and industrial influx, sports became anything but a mere exercise of physical capability. As it gained popularity, it attracted sponsorship. Many profit making companies began to invest in sports and thus exhibit themselves through tournaments. Sports like cricket, football, basketball, hockey and American soccer started on the international field. Soon modern sports became a multi billion dollar industry.
The huge market for sports equipment and team-related merchandise gave birth to brands like Adidas, Nike, Reebok, puma etc.
Adidas, a major German sports apparel manufacturer, was named after its founder, Adolf (Adi) Dassler. The company’s clothing and shoe designs typically feature three parallel stripes and this same motif is incorporated into Adidas’s current official logo. The company revenue for 2005 was listed at 6.6 billion euros or about 8.4 billion U.S. dollars. Adidas’ revenue for 2006 was listed at 10.084 billion euros or about 13.625 billion U.S. dollars. Adidas produce the kits of some of the biggest domestic and international football teams including Real Madrid, AC Milan, Chelsea, Liverpool, Newcastle United, Derby County, Bayern Munich, as well as the national teams of Mexico, Germany, France, Argentina, and Spain. The Australian cricket team is also sponsored by Adidas. Sachin Tendulkar is a Brand Ambassador for Adidas.
Nike is a major American supplier of athletic shoes, apparel and sports equipment. The company takes its name from Nike, the Greek goddess of victory. Nike is the largest sportswear supplier in the world. Nike positions its products as being rich in youthful appeal. It is positioned as a premium performance brand. Nike’s marketing strategy is an important component of the company’s success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering on a brand image which is attained by its distinctive logo and the advertising slogan: “Just do it”. Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams.
Reebok International Limited is an English producer of athletic footwear, apparel and accessories and is currently a subsidiary of Adidas AG. The name is the Afrikaans/Dutch spelling of rhebok, a type of African antelope or gazelle. In August 2005, one of the company’s largest rivals, Adidas, announced that it would acquire Reebok for $8 billion. The deal shadowed Nike’s purchase of Converse in 2003. The acquisition would increase Adidas’ market share in North America and allow it to further compete with the world’s biggest maker of sports apparel, Nike. The deal was completed in January 2006.The modern sports thus have brand names associated with themselves, otherwise they cease to be sports!

P. Vinisha