The Fragility of Sport Promotions

While visiting Niketown in London today, I was struck by how sport can turns things on its head so quickly. Within the store was a great football zone, with a number of promotions and features introducing a range of football based products. At the rear was a Brazilian kit promotion, displaying the full range of kit and leisure clothing.


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The strap line used was ‘Cool Under Pressure’ a great reference to the wicking effects of the Nike products, helping the host nation cope with the heat. Sadly the same strap line carries a completely different message in light of the demolition of the Brazilian team at the hands of Germany last night…