Earlier this week New Media Knowledge published new research into people’s awareness of Olympic Games sponsors. 40 people had been asked to list any Olympics sponsors they could think of. Adidas was in the lead closely followed by Nike, however, Nike are not an Olympic sponsor. Using an analysis of Adidas vs Nike on social media mentions we can compare the two brands in the run up to the Olympics.
Over the past two weeks Nike clearly takes the lead with over twice as many mentions as Adidas. If we break it down further we can see what people are saying.
Nike’s conversation cloud displays campaigns and product releases such as #makeitcount and Nike+.
Adidas, on the other hand, despite being a sponsor at the Olympic Games, has no mention of the Olympics in the conversation cloud.
While this is by no means conclusive evidence, the lack of the Olympics in social media mentions for one of its key sponsors is interesting enough to track in the coming months.