Business
Nike and Adidas square off for Brazil World Cup in ongoing brand battle
FRANKFURT – When soccer teams battle for the World Cup in Brazil next year, another fight for global supremacy will be played out on the pitches – between Adidas and Nike.
In the next round of their tussle to be the world’s biggest sports brand there is everything to play for.
Nike currently owns 14.6 percent of the global sporting goods market to Adidas’ 11.4 percent, and is whittling away at the German brand’s No. 1 position in Europe. Adidas held 13.2 percent of the western European sporting goods market in 2012 to Nike’s 12.4 percent, according to Euromonitor data.
“It’s not easy to evaluate (next year’s) collections. Adidas is definitely putting a lot of effort into winning lost ground, but a company like Nike won’t rest on its laurels,” said Hans Allmendinger, head of marketing for German sporting goods retailer Sport2000.
Adidas (ADSGn.DE) has for more than 40 years decorated soccer kit and shoes with its distinctive parallel lines logo. It has strong partnerships setting it up well for the coming challenge: a close relationship with German club Bayern Munich, of which it owns 9 percent, and with FIFA, soccer’s world governing body, for whom it designs official World Cup kit.
Adidas has forecast record 2014 soccer sales of over 2 billion euros and aims to boost group sales to 17 billion euros ($23 billion) in 2015.
U.S. Nike (NKE.N), meanwhile, only entered the soccer market in 1994. But already it has several major partnerships with clubs, including English champions Manchester United.
The owner of the distinctive ‘swoosh’ or tick logo, does not give forecasts for individual sport categories, but it is predicting group sales of up to $30 billion by 2015 – suggesting it thinks it can put in a sufficiently strong performance during the World Cup to stretch its global lead over the German company – and maybe beat it at home too.
In Nike’s first fiscal quarter of 2013, ended August31, it posted an 8 percent jump in sales in Europe. Over the same period, Adidas’ European sales fell 7 percent.
AMBUSH MARKETING
Adidas is pulling out all the stops to make its presence felt in Brazil, where Nike sponsors the national team.
Brazil have won the World Cup a record five times and the country is a byword for stylish soccer, meaning there is a huge buzz around the tournament – and Nike’s designs.
Adidas is aiming to make its presence felt with players like Lionel Messi and Mesut Ozil, who play for Adidas-sponsored national teams Argentina and Germany – and the launch of the official match ball, the “Brazuca” – on sale for $160 but free to Brazilians born on its launch day.
Given the scale of the battle however it will also be using what is politely known as “ambush marketing.” Soccer watchers cite as an early example in this year’s World Cup campaigns the launch of a new soccer top for the Palmeiras club in the yellow, green and blue worn by the Brazil national team.
“That will be ruffling a few feathers,” said Berenberg Bank analyst John Guy. “They’ve certainly got a few tactical moves up their sleeves to consolidate their position against Nike and that’s good to see.”
Klaus Jost, president of the world’s largest sportswear retailer Intersport, said Nike’s roster of top soccer players like Frenchman Franck Ribery and Portugal’s Cristiano Ronaldo was one of the reasons for Nike’s increasing sales in Europe.
“It’s much more about creating the right image,” he told Reuters. “Stars like Ribery, Ronaldo and (Zlatan) Ibrahimovic have such an attraction that many kids want to copy them.”
BIG STARS
Big name endorsements are also responsible for Nike’s broader success.
Retailers say the U.S. brand has gained market share this year thanks to well designed, comfortable products such as the top-selling Nike Free sneaker – and getting its performance-enhancing shoes on the feet of the biggest sports stars.
Nike’s impressive roster of sponsorship deals includes current names like soccer star Ronaldo, tennis player Roger Federer, golfers Tiger Woods and Rory McIlroy and legendary track and field athletes like Carl Lewis and Michael Johnson.
“Nike has done a really good job of presenting themselves as the true brand for performance,” Tammy Smulder, managing director at marketing consultancy SCB Partners, told Reuters.
“Nike says, ‘We will be associated with the top athletes, whatever the sport’. You can’t dispute that,” she added.
Adidas chief executive Herbert Hainer said this week the group had made some mistakes, but added: “We believe we can grow the business by launching a lot of new innovative products. Our pipeline of new products is full.”
One of the ways Adidas is hoping to grow sales is by using the cushioning technology in its Boost running shoes for other categories such as basketball. That could enable it to increase sales of Boost shoes to 15 million pairs in 2015, after having only introduced the line earlier this year.
It has signed big names in sports other than soccer in a bid to gain market share from Nike. But its partnership with U.S. basketball star Derrick Rose has run into difficulties as a result of Rose suffering several injuries that have kept him off the court for months.
HOW TO MEASURE COOL?
The biggest challenge in the battle of the brands is to win the crown of cool – something far more difficult than simply designing a new product.
At the moment, say market watchers and consultants, Nike seems to be stealing a march on Adidas thanks to early adoption of new technologies which it is then harnessing to a bigger social media presence.
“They have a good hunch for the next wave that will define a generation,” Lea Simpson, strategy director at digital strategy agency TH_NK, told Reuters.
“In the 1980s, it was fitness, now it’s tech and sustainability.”
Nike has almost 2.5 million Twitter followers to just over 570,000 for Adidas. It also has higher Facebook engagement rates, showing its fans interact better than Adidas fans with posted content.
Its Nike+ Fuelband and other apps track training and can then post results on social media sites – a far more powerful demonstration of brand involvement than a Facebook ‘like’, Simpson said.
Adidas CEO Hainer said this week that the company would shift “much more money” into digital and social media.
Garth Farrar, global head of digital at Repucom, noted Adidas had already been producing more Vine clips, Facebook posts and tweets over the last months.
He said Adidas’ social media campaign looked geared to “give the brand more cultural relevance beyond Europe .. and help protect the brand from any ambush stunts from Nike around the World Cup.”
– REUTERS
With a view to improving operational efficiency, safety, compliance and service delivery across its operations, Pinnacle Oil & Gas Limited has reaffirmed commitment to building stronger relationships with its vendors.
The company made the commitment at its 2026 Vendors’ Forum held in Lagos under the theme, “Partnering for Operational Excellence,” with the sub-theme, “Strengthening Partnerships Through Compliance, Safety, Performance and Innovation.”
The forum brought together more than 100 existing and prospective vendors as well as key stakeholders, both physically and virtually, to strengthen collaboration and align suppliers with the company’s operational standards and growth strategy.
Speaking at the event, Managing Director and Chief Executive Officer of Pinnacle Oil & Gas, Adenike Labinjo, described vendors as strategic partners whose commitment to quality, innovation, safety and compliance is critical to the company’s success.
She said as Pinnacle continues to expand its operations, it has become increasingly important for the company and its vendors to share a common understanding of expectations, responsibilities and performance standards.
Labinjo stressed that safety, regulatory compliance and ethical business practices remain non-negotiable in all engagements with suppliers.
She noted that stronger collaboration with vendors would help the company deliver greater value to customers and other stakeholders while supporting sustainable business growth.
The forum featured technical presentations by senior executives from the company’s Procurement, Engineering, Compliance, Finance, Legal, Health, Safety and Environment (HSE), and Sales and Marketing departments.
Participants received guidance on Pinnacle’s procurement procedures, vendor onboarding and prequalification processes, Know Your Customer (KYC) requirements, tax invoicing, payment processes, contractual obligations, technical specifications, contractor responsibilities, supplier performance expectations and Service Level Agreements.
The company also unveiled improvements to its Purchase Order (PO) process aimed at improving efficiency, transparency and ease of doing business with vendors.
A major highlight of the event was an interactive question-and-answer session where vendors engaged directly with the company’s leadership on procurement procedures, compliance requirements, project execution, HSE standards and areas for continuous improvement.
According to Pinnacle, the session reinforced its commitment to transparency, open communication and stronger collaboration with suppliers.
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The company also recognised outstanding vendors whose contributions have supported its operational performance over the past year. Five companies received Certificates of Recognition for exceptional service delivery, innovation and partnership.
The award recipients were Great Grace Enterprise for Outstanding Delivery Performance, Cevets Nigeria Limited for Excellence in Project Delivery, Ceezik Projekts for Outstanding Quality, Diadco Nigeria Limited for Outstanding Responsiveness, and Sephill Innovative Solutions Limited for Best Commercial Value.
On the significance of the forum, Head of Procurement and Administration, Oluseyi Ogunfowora, said the initiative reflects Pinnacle’s determination to build stronger partnerships through transparency, collaboration and shared accountability.
She explained that the procurement function coordinates the requirements of Engineering, Operations, Marine, Compliance, Legal, Finance, HSE and other business units to ensure a fair, efficient and transparent procurement process.
Ogunfowora urged vendors to submit complete and compliant documentation, communicate proactively and seek clarification whenever necessary.
“The success of our business depends on the strength of our partnerships,” she said. “When vendors clearly understand our expectations and we work together with transparency, compliance and open communication, we create a high-performing vendor ecosystem that benefits everyone.”
She added that the 2026 Vendors’ Forum forms part of Pinnacle’s broader strategy to strengthen supplier engagement, improve operational efficiency and reinforce a culture of compliance, safety, innovation and continuous improvement throughout its value chain.
Poised to help in addressing the shortage of skilled technical manpower locally, the Nigerian Content Development and Monitoring Board (NCDMB) has graduated 50 Nigerians as certified crane operators under a specialised training programme, which empowers them with global standards in the trade.
The four-week Crane Operations Operator Level I and II Training Programme, implemented in partnership with Zigma Limited, equipped participants with internationally recognised technical knowledge, practical operating skills and safety competencies required for crane operations across the oil and gas, construction and industrial sectors.
During the graduation ceremony, the Executive Secretary of NCDMB, Felix Ogbe, represented by Halvin Okonmah, explained that the initiative forms part of the Board’s commitment to developing Nigerian professionals capable of meeting the industry’s growing technical manpower needs.
He said the programme aligns with the Board’s statutory mandate under the Nigerian Oil and Gas Industry Content Development Act (NOGICD) to build human capital, expand opportunities for Nigerians in specialised technical roles and deepen local participation in the energy sector.
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According to him, the training will strengthen industry capacity while fostering innovation, partnerships and sustainable growth.
“This event will foster stronger partnerships, inspire fresh ideas and deepen the development of skilled local capacity for the benefit of our industry and our nation,” he said.
He urged the graduates to uphold the Board’s core values of patriotism, professionalism, integrity, creativity, passion and teamwork.
The Managing Director of Zigma Limited, Funmi Ogbue, represented by the company’s Chief Operating Officer, Ojinika Mba-Kalu, described the graduation as a milestone in developing Nigeria’s technical workforce, stressing that the country’s industrial future depends on investments in skilled manpower.
She said participants received intensive classroom and practical training covering crane operating principles, lifting operations, equipment inspection, load handling techniques, signalling and communication, hazard identification, risk assessment, and Health, Safety and Environment (HSE) standards. “This is a testament to what can be achieved when institutions, industry and individuals unite around a common purpose of building the capacity of Nigerians to compete, excel and lead within our nation’s oil and gas industry,” she said.
Ogbue added that Zigma would continue collaborating with government agencies and industry stakeholders to deliver more capacity-building programmes capable of producing globally competitive Nigerian professionals.
Presenting the project report, Zigma’s Project Manager, Amy Nwadiaro, disclosed that the programme attracted significant interest nationwide, with 355 applications received. Following a rigorous selection process, 65 applicants were shortlisted for screening, while 50 participants were eventually admitted into the training.
She said all 50 trainees successfully completed the programme, representing a 100 per cent completion rate.
“The response to this initiative was overwhelming. We received 355 applications, shortlisted 65 candidates for screening and admitted 50 participants, all of whom successfully completed the programme,” she said.
On behalf of the graduating trainees, Evidence Ojie described the programme as practical proof that Nigerian Content development extends beyond policy declarations to tangible investment in local talent.
He said the training provided participants with critical competencies in boom set-up, working range calculations, load chart interpretation and safety margins required for offshore and industrial crane operations.
According to him, the knowledge acquired would enable the graduates to compete effectively for technical roles on rigs, offshore platforms and industrial facilities both within Nigeria and internationally.
Industry stakeholders at the event also underscored the importance of certified crane operators in improving workplace safety, reducing operational accidents and enhancing efficiency in high-risk sectors such as oil and gas, construction and heavy industry.
Improved operating performances have seen Eterna Plc report higher revenue and profitability for the second quarter and half-year ended June 30, 2026.
The company’s unaudited consolidated financial results showed that revenue rose by 38 per cent to N217.31bn from N157.65bn in the corresponding period of 2025.
The results show that gross profit more than doubled to N15.99bn, while operating profit increased to N8.78bn from N2.34bn. Profit before tax rose by 389 per cent to N7.67bn from N1.57bn recorded in the corresponding period of 2025.
Profit after tax (PAT) increased to N5.88bn from N573.81m, while earnings per share (EPS) improved to N2.69 from N0.44.
The company also reported an improved financial position, with total assets standing at N82.75bn as of June 30, 2026.
Cash and bank balances increased to N20.36bn from N4.79bn as of December 31, 2025, while total liabilities declined to N51.22bn from N84.43bn. Total equity rose to N31.53bn from N7.77bn, reflecting stronger liquidity and capitalisation.
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On the results, the Managing Director/Chief Executive Officer, Dr. Jude Nwaulune, said, “These results demonstrate the strength of our business and the impact of disciplined execution across our operations. The significant improvement in profitability and financial position provides a solid foundation to advance our growth priorities.
“The successful Rights Issue has further strengthened our balance sheet, resulting in a healthy leverage position, stronger equity and improved net assets. We remain focused on expanding our retail, aviation, lubricants and gas businesses, improving operational efficiency and customer experience, and delivering sustainable value to shareholders and other stakeholders.”
The company said its full unaudited consolidated financial statements for the half-year ended June 30, 2026, are available on its website.
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