With the Beijing Olympics on everyone’s minds at this year’s INTA conference in Berlin, we asked delegates to nominate the sporting brand that they considered to be the most powerful on a global scale. This is what you said…

Today’s global sports brands were once little more than the fruit of individual passion for a particular sport or pursuit. These days, of course, they are part of a multimillion-dollar phenomenon that has transported sportswear from the locker rooms to the high street. Some sports brands have made the transition into the global arena better than others, but according to delegates at this year’s INTA conference in Berlin, there is one brand name that is leading the field.

In our survey we asked visitors to CPA’s INTA booth to nominate the sporting brand that they considered to be the most powerful. The winner was Nike with a mammoth 67% of the vote. But what was it about this particular brand that attracted IP professionals? The responses were wide-ranging in their praise. Delegates referenced the brand’s innovative marketing strategies, including its focus on sponsoring high-profile athletes; its vision in creating a brand image that encapsulates the ‘essence’ of sport; its ubiquitous presence in diverse sporting fields, from ice hockey to golf; and the quality of the products that support this message and enhance the company’s reputation. ‘It was one of the first sporting brands to shift focus from pure production to the brand image,’ commented one delegate. ‘It has a clear message, strong protection and appeals to a wide range of consumers and professionals,’ added another.

An instantly recognisable logo
Nike’s logo was also a clear favourite. ‘Nike has created a universally recognised design mark [the ‘swoosh’] that is known outside the context of the goods on which it appears,’ said one delegate. ‘It captures the spirit of both leisure and competitive sports with a logo that is simple, yet stylish and captivating,’ praised another.

‘They may not be the best soccer team in the world,’ said one entrant, ‘but say “Man U” almost anywhere on the planet and people will know who you are talking about.’

Delegates also appreciated the effectiveness of its slogan – ‘just do it’ – and the work of the company’s IP department to enforce its rights. ‘The perception and brand recall of Nike translates through its word mark, its logo and its slogan. Variants of either of the three when used in an advertisement leads to an immediate customer association with the brand,’ commented one entrant. ‘You see it everywhere – on hoardings, in the press, on professional athletes’ and young people’s clothing. People want to be associated with this brand,’ said another.

Other big brand names featured on the list, with Adidas at a distant second place with 14%. It was praised for its rich heritage; its global reach; and its alliances with well-known and much-admired sporting celebrities. ‘Traditional, but constantly updated,’ said one. ‘All sports revolve around Adidas equipment, clothing and accessories,’ said another, ‘you simply can’t play sport without it.’ The company was also praised for its ability to understand and predict consumer trends, and reach out to them effectively in its product lines.

There were some surprising entries. The Olympics itself received four votes (‘the license fees its IP brings in exceeds those of all other sports brands combined,’ one delegate pointed out), while Manchester United Football Club received six. ‘They may not be the best soccer team in the world,’ said one entrant, ‘but say “Man U” almost anywhere on the planet and people will know who you are talking about.’ Others referenced the ‘Becks link’ that has brought the team to the US, the consumer awareness that spans multiple languages (it is the most recognised sporting team in China), the team’s loyal fans that help to expand its brand and the team’s rich history, which includes a record 11 FA Cup victories.


Do you agree?
Email ipreview@cpaglobal.com to register your vote.


THE TOP FIVE SPORTING BRANDS, AS VOTED BY YOU:
1 Nike 67%
2 Adidas 14%
3 Man U 3%
4 = Olympics 2%
4 = Puma 2%


This article first appeared in IP Review, issue 23

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