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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Sportswear Brands Exploit World Cup Fervor to Pitch Products

Anna Sekula
June 21, 2010

As the FIFA World Cup draws crowds of soccer fans to restaurants and bars around New York for a month of enthusiastic game-watching, sportswear companies are staying ahead of the game by partnering with drinking and dining establishments or building viewing sites of their own, and putting their messaging front and center. For these retailers, which aren't official sponsors of the tournament, the proactive tactics provide direct contact with consumers and an opportune time to sell branded goods.

Ranging in size and scope, the activations are largely situated in downtown neighborhoods. Puma's is perhaps the biggest, taking over the South Street Seaport's traffic-free square for Puma City, a concept targeting tourists and Wall Street workers with a range of activities. Competitor Nike's platform is Nike Stadium, an experiential environment on the Bowery to house soccer-related programs and art for the summer. The multinational sportswear brand also made a play for attention last weekend with a viewing party of the match between England and the U.S. for 2,000 revelers in the meatpacking district's Gansevoort Plaza.

Elsewhere, Havaianas seized the opportunity to expand its presence in the U.S. by taking a collection of sandals styled after the colors of the World Cup's participating teams to local bars in SoHo and Brooklyn, while Upper West Side store Upper 90 Soccer & Sport joined forces with Openhouse Gallery and community soccer network Football Partnerships to create a free site for viewings, soccer demonstrations, and appearances by the New York Red Bulls.

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Before the first game of the 2010 FIFA World Cup, Nike opened Nike Stadium on the Lower East Side.
Before the first game of the 2010 FIFA World Cup, Nike opened Nike Stadium on the Lower East Side.
Photo: Courtesy of Nike
Designed by architect Rafael de Cárdenas, the modular structure of Nike Stadium is inspired by the soccer pitch. The international sports apparel company also opened Nike Stadiums in London, Tokyo, Milan, Paris, and Berlin.
Designed by architect Rafael de Cárdenas, the modular structure of Nike Stadium is inspired by the soccer pitch. The international sports apparel company also opened Nike Stadiums in London, Tokyo, Milan, Paris, and Berlin.
Photo: Courtesy of Nike
Nike Stadium is designed as a space to house screenings of short films like Everything Is Practice, work from visual artists like LAPP-Pro and Jack Greer, and sports programs for community organizations including the NYC Bridge Runners and the Goodtimes FC soccer league.
Nike Stadium is designed as a space to house screenings of short films like Everything Is Practice, work from visual artists like LAPP-Pro and Jack Greer, and sports programs for community organizations including the NYC Bridge Runners and the Goodtimes FC soccer league.
Photo: Courtesy of Nike
Produced by Relevent, Nike's viewing party on June 12 drew an estimated 2,000 spectators to the setup in the meatpacking district. To house the event's V.I.P.s, Nike partnered with Gansevoort Plaza's adjacent restaurant, the Collective.
Produced by Relevent, Nike's viewing party on June 12 drew an estimated 2,000 spectators to the setup in the meatpacking district. To house the event's V.I.P.s, Nike partnered with Gansevoort Plaza's adjacent restaurant, the Collective.
Photo: Sara Jaye Weiss
The June 12 viewing event also included a foosball court, British- and American-influenced fare, face painting, a photo booth, and a retail area for Nike products.
The June 12 viewing event also included a foosball court, British- and American-influenced fare, face painting, a photo booth, and a retail area for Nike products.
Photo: Sara Jaye Weiss
Puma, which created a similar promotion in Boston last spring, took over a block in the South Street Seaport to create Puma City, with two retail shops, a mini football pitch, screenings at Ark Restaurants' Red, and an event space dubbed the Puma Social Club.
Puma, which created a similar promotion in Boston last spring, took over a block in the South Street Seaport to create Puma City, with two retail shops, a mini football pitch, screenings at Ark Restaurants' Red, and an event space dubbed the Puma Social Club.
Photo: Dustin Ross
Complete with chalkboard walls, custom neon signs, and plenty of lounge furniture, the Puma Social Club serves as a space for nighttime events hosted by DJs, cultural clubs, and other partners like Nylon magazine.
Complete with chalkboard walls, custom neon signs, and plenty of lounge furniture, the Puma Social Club serves as a space for nighttime events hosted by DJs, cultural clubs, and other partners like Nylon magazine.
Photo: Bon Duke
Expanding on the venue its created in Boston last spring, Puma partnered with architects Lot-Ek and engineers at SGBlocks to construct retail spaces inside two 40-foot shipping containers.
Expanding on the venue its created in Boston last spring, Puma partnered with architects Lot-Ek and engineers at SGBlocks to construct retail spaces inside two 40-foot shipping containers.
Photo: Dustin Ross
In honor of the teams participating in this year's World Cup, Havaianas produced special edition flip-flops. To distribute pairs and promote the initiative, the Brazilian footwear brand sponsored a series of live game screenings at bars in SoHo and Brooklyn and toured the locations with a Volkswagen bus.
In honor of the teams participating in this year's World Cup, Havaianas produced special edition flip-flops. To distribute pairs and promote the initiative, the Brazilian footwear brand sponsored a series of live game screenings at bars in SoHo and Brooklyn and toured the locations with a Volkswagen bus.
Photo: Courtesy of Havaianas
PlayBeautiful, a promotion from local retailer Upper 90 Soccer & Sports, soccer network and consultancy Football Partnerships, and Openhouse Gallery, opened on Sunday. The community-driven pop-up includes concession areas operated by Casa Mezcal, a training zone for demos, Sony PlayStation games, and a shop selling custom jerseys and officially licensed apparel.
PlayBeautiful, a promotion from local retailer Upper 90 Soccer & Sports, soccer network and consultancy Football Partnerships, and Openhouse Gallery, opened on Sunday. The community-driven pop-up includes concession areas operated by Casa Mezcal, a training zone for demos, Sony PlayStation games, and a shop selling custom jerseys and officially licensed apparel.
Photo: BizBash
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