Adidas Match Tracker – real utility for young footballers

Adidas is weighing into the world of providing real digital utility to up and coming footballers, to rival Nike Football’s initiatives.

The Adidas Match Tracker is a great piece of technology by Adidas to help young footballers improve their game. This app delivers amazing match analysis,  tracking passes, shots on goal, distances travelled and team formations/moves from matches in the 2010 champions league.

It helps young footballers learn directly from the professional players and teams in terms of their moves but it also gives those football fanatics an in depth technical look at every game. It’s social as well.

After Nike Football really pushed the boundaries with Nike Bootcamp and more recently The Chance in terms of providing real utility for footballers it’s great to see Adidas delivering real value and utility to young footballers. Hopefully this app will overcome their massive flop at the 2010 FIFA World Cup, as there campaign was blown away by Nike’s ‘Write The Future’ idea in my eyes. This is Nike’s latest digital installation where people are given a chance to ‘write the future’

Nike Football + Team edition ipad app – taking brand utility to the next level

Another example of the great utility Nike Football are providing to footballers across the world. As they say ‘we don’t do advertising, we do cool stuff’. The Nike Football + Team Edition is an ipad training app for coaches/players to improve their football skills. On the ipad, you can view drills, instructions, challenges, create custom programs from some of the world’s best teams. No doubt the 2.0 version will have more of a social component, but this is a great starting point. It has amazing interactivity and leverages the viewing power of the ipad brilliantly.  It’s is an example of how the best brands are creating marketing in their products as opposed to just marketing products. Awesome effort guys.

Youth Marketing Rule #2: Inspire me and help me achieve

Marketers need to inspire Gen C with their brand ideas, they need to stand for something and have a strong point of view on the world. We’ve just seen Barack Obama dominate in the recent American elections based on his attraction and understanding of the Gen C crowd. His whole strategy was built on ‘change’ and inspiring the youth of America. One of the most famous brands of all, Nike has always understood how to inspire youth. They typically have done it from a top down approach, buying the most famous athletes and creating big TV ads, now, they’re going bottom up and creating grassroots activity with digital at the heart of all communication and consumer involvement as a key driver. In late 2008 to follow on from the success of the ‘Take it to the next level’ campaign, they created Nike ‘Bootcamp, part of Nike Football. Bootcamp was an immersive digital training resource for Gen C to ‘train like a pro’ . They inspire young footballers, providing them with digital tools on their mobile phone to improve their football skills and most importantly compete against others around the globe via a social networking platform, the key success point for any male dominated community. Bootcamp was an awesome example of a brand providing real utility to the youth community, tapping in their need to ‘belong’ as well as ‘compete’ against others.