LONDON/AUCKLAND : The unpredictability of the Women's World Cup, with the U.S. knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers' quick shifts in preferences and demand. The tournament in Australia and New Zeala
LONDON/AUCKLAND : The unpredictability of the Women's World Cup, with the U.S. knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers' quick shifts in preferences and demand.
At DICK's, where 76 clothing and products tied to the 2023 U.S. Women's National Team were available online on Monday, more than two-thirds are discounted by 25 per cent to 35 per cent, including jerseys, tee-shirts and hoodies, according to a check of its website. A release from Nike stated that the collection “dissolves the boundaries of men and women’s football styling,” and most pieces are sold out on the designer’s website.
Adidas doubled its production of Germany women's team jerseys for this World Cup, compared to the 2019 tournament, and was still on the verge of selling out when the team fell out of the running early."That tells you something about the exponential growth of the sport," said Adidas spokesman Jan Runau.One in three fans of women's soccer are new to soccer full stop, according to Yvonne Henderson, CEO of UK-based industry association Women In Football.
French telecom company Orange's World Cup advertisement seeks to directly challenge the notion that women's soccer is less skilful or exciting than the men's game, while Adobe's ad with Germany's Bayern Munich women's team includes a voiceover saying:"Our game is proudly different."
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