Sports Business/05/04/2018

Adidas outperforms Nike and Puma on Instagram and Twitter

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How visible are the major sporting goods manufacturers in the social media? An analysis of coverage in April clearly puts Adidas ahead of its competitor Nike. The difference is made not least by the top clubs in football. Especially in this respect, Nike threatens to fall off in May, too.

Cristiano Ronaldo in the Adidas jersey of Real Madrid
Cristiano Ronaldo in the Adidas jersey of Real Madrid

In April, the Adidas logo was shared 6.66 million times on Instagram and Twitter. This is the result of an analysis by Brandwatch.

The Herzogenaurach-based company benefited in particular from its role as a supplier to top European clubs such as Real Madrid, Juventus Turin and FC Bayern Munich - all of them were active in the knockout rounds of the Champions League in April.

The Adidas logo can also be seen on the cover of the FIFA18 video game, featuring Cristiano Ronaldo in his club's Real Madrid jersey. Annoying for Nike: Ronaldo's shoes, which come from the US sporting goods giant, are not to be seen on the cover. The game of the manufacturer EA Sports is traditionally strongly represented in the social media.

Puma on fifth place

Adidas is followed by Nike, whose logo was shared 5.13 million times in April. Nike also benefited from his football commitments as supplier to Barcelona, Chelsea and Paris Saint-Germain, all of whom were eliminated no later than in the quarter-finals of the Champions League. This threatens Nike with a weaker performance than Adidas in May: in the Champions League final Real Madrid (Adidas) will then face FC Liverpool (New Balance).

Google (shared 3.89 million times) comes third behind Adidas and Nike ahead of Emirates (2.82 million times). The airline also had soccer-related coverage as a jersey sponsor for Real Madrid, Paris Saint-Germain and FC Arsenal, among others.

Puma (2.72 million), supplier to FC Arsenal, Borussia Dortmund and former sprinter Usain Bolt, is fifth.