Nike is looking to unseat Adidas as the accepted leader in soccer (football for most of the world) gear.
They’re focusing a lot of their efforts on the internet, with a site called NikeSoccer.com and a campaign featuring Brazilian player Joga Bonito.
Adidas controls most of the World Cup-affiliated advertising on TV, in print and on radio. So Nike is using the web to make their mark with a younger, newer audience.
I don’t know if it’ll work, but the merits are clear: Nike is acting ‘small’, eschewing media channels that Adidas has wrapped up, and is going right around them online.