Sports brands and earned media: who is winning the emerging markets?
The economic growth of the so-called ‚BRICS‘ countries is opening up new opportunities for sporting goods brands. Content Fleet’s infographic shows how strongly Adidas, Nike, Puma, Reebok, and Under Armour are represented in the online media of emerging markets.
Observation period: Sept. 1, 2015 to Dec. 1, 2015
Investigated countries: BRICS (Brazil, Russia, India, China, South Africa)
Adidas is the most-reported-on sports brand in the online media of the BRICS with one exception: South Africa. Here most of the articles are about Puma.
About four to five percent of the global online coverage of these sports brands occurs in the BRICS countries. The regional distribution is uneven, however. While Adidas, Nike and Puma were reported on in all five countries, Reebok was not mentioned at all in India. In South Africa, neither stories about Reebok nor Under Armour appeared.
While Adidas does the best in terms of media coverage, Nike obtains the highest levels of social media engagement. Nike articles generated 35 percent more reactions on Facebook and Twitter than those about Adidas.