World Cup sporting goods battle "side ball" reflects embarrassment

2022-10-10 06:01

For the World Cup in Brazil, whether it is foreign brands Adidas, Nike, Puma, or domestic brands Li Ning, Anta, Peak, etc., they have all put their energies into this "field." Looking at this year's World Cup sporting goods battle between Chinese and foreign brands, it can be said that each has its own "happiness" and "worries". What foreign brands are "happy" is that they have successfully occupied the position of sponsors of each participating team, and their brand influence has been further enhanced. What is "worry" is that World Cup products are deeply involved in the "fluorine-containing" quality and safety crisis; what Chinese brands are "happy" is that To successfully catch the World Cup marketing bus, the "worry" is that you can only play the "side ball" and cannot really go to the "court".

Quality and safety cause trouble

Before the start of the World Cup in Brazil, an environmental protection organization announced the latest test results of its procurement of World Cup sports products in 16 countries (regions) around the world. Among the first-line sports brands such as Nike, Adidas, and Puma International, 81% of the products launched for the World Cup in Brazil Toxic residues were found in sneakers and 35% of jerseys. Among them, PFOA, a star product of Adidas, exceeded the standard by nearly 15 times.

One stone stirred up a thousand waves. In the face of sensitive moments such as the World Cup, most manufacturers remained silent, but doubts about the quality and safety of World Cup sporting goods still affected the purchase intentions of many consumers. At the time when the World Cup is in full swing, Adidas, as the official sponsor of this year's World Cup, issued a pledge: to eliminate the use of long-chain perfluorocarbons (PFC) by January 1, 2015 at the latest. Ensure that 90% of its products are PFC-free before June 15 this year, and that 99% of its products are PFC-free before December 31, 2017.

It is understood that there are three main toxic ingredients in sportswear questioned by the environmental protection organization, namely nonylphenol polyoxyethylene ether (NPE), phthalates (commonly known as plasticizers) and perfluorinated compounds (PFCs). Those include perfluorooctanoic acid (PFOA), long-chain perfluorocarbon (PFC) and many other toxic substances. In fact, since 2011, the organization has repeatedly tested big-name sportswear and issued appeals on its "fluorine-containing" issue.

Why do sporting goods "contain fluoride"? "Take PFC as an example. Most water-repellent, oil-repellent and anti-fouling products use this substance, not just for sportswear. For sportswear, the biggest effect of using this substance is waterproof, which does have certain safety hazards. At present, the use of PFC is technically unavoidable, but there are also some international researches on alternatives, including organic carbon, activated acid, etc. Although the hazard has been reduced, there is a gap in performance." Beijing Institute of Fashion Technology Professor Wang Jianming, director of the Chemical Engineering Teaching and Research Office, said in an interview that the hazards of PFC mainly depend on whether the product exceeds the standard limit index. The current international standard limit is 1PPM (parts per million). As long as it is within the limit, safety is guaranteed.

In addition to the widespread use of PFC as a waterproofing technology, NPE as a surfactant is also widely used in the textile industry. Studies have shown that some perfluorinated compounds, such as perfluorooctanoic acid, are bioaccumulative and can continuously accumulate in the human body through the food chain, disrupt the endocrine system and harm the reproductive organs.

"At present, there is no unified international understanding of the hazards of these chemical substances, and the environmental protection organization has not mentioned what the technical standards are based on the testing? What is the level of the technical indicators in the industry? The technical standards used Is it scientific and reasonable? Has it been recognized by the industry? The scientificity and rationality of the test results are questionable." Xu Jian, secretary general of the National Apparel Standardization Technical Committee, told reporters: "The control of related toxic and hazardous chemical substances is very necessary. It is necessary to conduct sufficient research based on these substances, and make the research results widely public, so that the society can recognize and accept it. At the same time, it is necessary to formulate a technical evaluation standard that conforms to objective reality and industry recognition. Accepted. Recently, my country's clothing standards have begun to stipulate phthalate indicators. Other chemical substances have not yet been required, and some are under study. If these substances are confirmed to be harmful to the human body, they will also be stipulated in the standard. "

"Edge ball" refracts embarrassment

Compared with the popularity of international brands in the World Cup, domestic sports brands’ World Cup marketing strategies this year, without exception, have chosen to "flip the ball": Li Ning has launched a series of rapid response products for football, including national team t-shirts and football shoes. Etc.; Peak launched a T-shirt product containing football elements; Anta launched a combination of T-shirt and casual shoes...

In addition, there are also brands that choose to integrate the World Cup into related events and sponsor the World Cup reporting team of CCTV. On the whole, choosing T-shirts, cultural shirts and other products to embody World Cup elements not only caters to consumers, but also does not involve copyright issues. It has become the choice of most sports brands during the World Cup, and even leisure fashion brands such as Metersbonwe have already adopted Such T-shirts and POLO shirts are vigorously promoted. This World Cup strategy of "skimming the ball" also reflects, to a certain extent, the embarrassment of Chinese brands in the competition for the world football supplies market.

"As a high-level marketing technique above promotion and advertising, sports marketing has just begun in China. Based on the experience of foreign countries, how to combine the actual situation, seek advantages and avoid disadvantages, and fully tap the potential of sports marketing is worthy of every investment. Chinese enterprises in sports marketing are thinking deeply." Well-known brand expert Zeng Zhaohui told reporters that sports marketing requires a big deal. Companies often have to spend huge sums of money to get an agreement to sponsor sports teams or events, and the cost of developing sponsorship rights is even more. If the marketing budget outside of the sponsorship fund is insufficient, the company will not be able to effectively use the sponsorship rights purchased, thus losing real marketing opportunities. Therefore, companies should do what they can and don't treat sports marketing as a "money burning" game.

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