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World Cup Victory For Adidas Football Boots

The branding trophy has been lifted by Adidas after it has been revealed that their boots scored more goals in the South Africa World Cup than any other brand. Players sporting the new Adidas F50 Adizero scored a total 41 goals during the competition.

Senior Adidas marketing directors claimed that 2010 has been their most successful campaign but have released no figures. Australian marketing director Simon Millar noted that it would be foolish to measure sales just yet as "most people buy their footy boots at the start of the season".

In a bid to out perform rivals Nike, the company spent nearly 400 million US dollars on the campaign which included the controversial Jubilani ball. However Nike stole much of the attention at the last minute with their 'write the future' campaign which was viewed more than 15 million times on YouTube alone.

Sponsoring the world cup this year has cost Adidas over 100 million US dollars excluding other marketing, something which it has done since 1970. Market researchers Sport+Markt claim that Adidas had the greatest visibility in terms of teams and players.

Although running a successful campaign, Adidas were not without their woes; the Jubilani match ball they designed and produced caused much controversy and players claimed that in being too aerodynamic it became too hard to control although teams who had trained with the ball when it was launched had no complaints during the world cup and winners Spain had never touched one until the first game.

Although Nike made the effort to sponsor individual high profile players, they unfortunately backed the wrong horse. Their 'write the future' ad was undoubtedly the most successful viral campaign but there was one thing Nike couldn't control. One by one the star players featured in the ads fell victim to what became known as the 'Nike curse' and were knocked out of the competition, a complete branding disaster. It seems in choosing to endorse some of the world's biggest premiership players Nike had neglected to consider the most successful teams and thus lost the branding race.