Author: Sam Bradley

Search & Affiliate Marketing Strategist since 1993

Nike versus Adidas: Who’s spending more in race to claim the World Cup crown?

The World Cup’s quarter final stage is set to bring the sport’s big rivalries into sharp relief.  France versus Morocco. Norway’s Erling Haaland versus England’s Dan Burn. And, of course, Nike versus Adidas.

The former’s second-quarter earnings, posted at the beginning of the week, contained some clues that the American apparel-maker is enjoying a FIFA dividend despite not sponsoring the competition. 

According to Nike CEO Elliot Hill, the company has sold 2.5 times the number of kits it moved during the 2022 tournament. “The World Cup is always a moment to prove ourselves. It’s one of the toughest battlegrounds in sport, and we’re coming with our best,” he said.

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To manage 300,000 creators, Unilever automates everything but the relationship

The ad industry seems hellbent on scaling creator marketing. Adding more creators to the roster? That’s the easy part. It’s the infrastructure — discovery and vetting, talent management and content approvals — that’s likely to cause operational headaches.

Unilever knows this, especially after last year’s declaration to make creators core to its marketing plan. The conglomerate grew the program from 10,000 to 300,000 and execs are deciding which parts of its influencer marketing to hand over to automated systems.

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The Creator Economy

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“In most of the places where we are using technology, technology is used for us to augment the human choices,” said Leandro Barreto, chief marketing officer for Unilever’s beauty and wellbeing business group. He later added, “This doesn’t need to be done by a person in an Excel. This can be done by a system that scans the internet…” 

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