Global sports sponsorship and branding: multinational endorsements by Nike and Adidas (1970-2020)

1. Adidas formalizes postwar global expansion base

   Aug 18, 1949Labels: Adidas, Adi Dassler

   • adidas Press
   • Adidas DE Wiki

2. Adidas becomes FIFA World Cup ball supplier

   Jun 1, 1970Labels: Adidas, FIFA World

   • FIFA Telstar
   • Reuters 2013

3. Nike rebrands from Blue Ribbon Sports

   May 30, 1971Labels: Nike, Blue Ribbon

   • Nike Wiki
   • Swoosh Wiki

4. Nike signs Michael Jordan endorsement deal

   Oct 26, 1984Labels: Nike, Michael Jordan

   • Guinness Jordan
   • Air Jordan Wiki

5. Adidas signs Run-DMC in landmark streetwear deal

   Jul 1, 1986Labels: Adidas, Run-DMC

   • Guinness Run DMC
   • My Adidas Wiki

6. Nike launches “Just Do It” brand campaign

   Jan 1, 1988Labels: Nike, Wieden Kennedy

   • Fortune 2009
   • Just Do It

7. Nike signs Brazil national team kit deal

   Jan 1, 1996Labels: Nike, Brazil national

   • Guardian 2001
   • AP 2024

8. Nike signs Tiger Woods to major endorsement

   Aug 1, 1996Labels: Nike, Tiger Woods

   • Tiger Career Wiki
   • LA Times 1997

9. Adidas begins exclusive NBA merchandising partnership

   Apr 11, 2006Labels: Adidas, NBA

   • SBJ 2006

10. Nike becomes NFL’s official uniform provider

    Oct 12, 2010Labels: Nike, NFL

    • ESPN 2010

11. Adidas and FIFA extend World Cup partnership

    Nov 21, 2013Labels: Adidas, FIFA

    • Reuters 2013
    • SoccerAmerica

12. Adidas and Kanye West debut Yeezy partnership

    Feb 1, 2015Labels: Adidas, Kanye West

    • Adidas Yeezy Wiki
    • adidas Release

13. Nike signs Cristiano Ronaldo to “lifetime” deal

    Nov 9, 2016Labels: Nike, Cristiano Ronaldo

    • CNN 2016
    • NBC Sports

14. Nike begins NBA on-court uniform era

    Oct 1, 2017Labels: Nike, NBA

    • NBA com 2024

15. Brazil extends Nike kit partnership toward 2038

    Dec 7, 2024Labels: Nike, Brazil national

    • AP 2024
    • ESPN 2024