Category: sport


Kenya is an African country that is revered by anthropologists and is considered as the cradle of civilization or humanity. The wilderness in Kenya comes with hidden dangers. For the adventurous at heart, Kenya presents the perfect opportunity with its magnificent wildlife reserves, pristine beaches, mighty mountains, thriving coral reefs, and the attraction of ancient Swahili culture. One of the biggest events here is not a human event but it is the migration of wildebeest, which takes place each year from Masaai Mara to the lush plains of Serengeti. Off late, Kenya has also become a popular golf destination and of course the Big 6 cats will always be the most alluring factor for a holiday here.


Why Volunteer In Kenya

Volunteering in Kenya is like being surrounded by some of the best that nature has to offer. In spite of active tourism, Kenya is not an economically stable country and lacks strong infrastructure. As a volunteer in Kenya, you will be able to contribute to its economical growth and at the same time get to understand their cultural behavior, language and needs. Some of the important areas that require volunteers include health sector like hospitals and clinics, education sector like schools, sports, orphanages etc.


Types Of Projects Available


As a part of volunteering in Kenya, you will get to choose the kind of project you are interested in. The different types if projects available include:


• Coaching Soccer: Soccer has become an important sport over the years and the Kenyan team has also made it to the FIFA world cup. As a volunteer in Kenya, you can use your skills and knowledge of soccer to impart training to the local players and in schools. There are some soccer volunteer programs in Nakuru. All you need is a love for the sport and some basic knowledge of playing the game.

• Working with orphans: It is not easy to work with orphans because they have never known how to live their life in a proper manner. As a volunteer in Kenya, you will get to work with orphanages where you can impart education, and offer proper guidance to the children so that they can follow the right path.

• Women’s Education: Women’s education is an important aspect that has not received the status it deserves in Kenya. The literacy rate in women in Kenya is quite low and as a volunteer, you will assist in increasing the literacy rate by providing proper education.

• HIV/AIDS Awareness Project: One of the major and concerning problems is that of the high AIDS/HIV population in Kenya. The high number of AIDS cases registered show that it has been caused due to lack of awareness and education. Illiteracy and poverty are two major factors that come in the way. You can make the rural population be more aware of this dreaded disease and how to take precautions so that the spread of AIDS can be restricted.

• Teaching English: English as we all know has become a global language but more than that there is a high demand for English teachers in Kenya. As a volunteer teaching English, you will be associated with schools that can’t afford proper teachers and don’t have the necessary infrastructure.

• Humanitarian Aid: Most humanitarian projects deal with a number of issues from helping street children to handling conservation responsibilities. As a part of the projects, you will get to work with underprivileged children, orphans, old aged people, famine stricken people, and also with wildlife and in forest reserves.


Volunteer Requirements


Age: The minimum age for volunteering in Kenya should be 18 or older.

Duration: The standard duration of most projects is 5-8 weeks although they can also vary from 1-2 weeks or 9-12 weeks. There are some projects that can vary from 6-9 months.


Language: English


Fee and Other details


There is a fee attached to each of the projects that you volunteer for. The fee is charged in advance and is charged for the following:


1. Accommodation

2. Emergency evacuation services

3. Food/meals

4. Travel insurance

5. Transportation within the region

6. Emergency support

7. All types of training material

8. Supervision by local staff

9. Orientation on arrival

10. Local sightseeing & recreational activities


Conclusion
Volunteering in Kenya is a wholesome experience because you will get to make a contribution that will help the people of Kenya and the children who are the future and you will derive tremendous satisfaction from your work.

Volunteer in Kenya expert Alex Landin is a project manager and Volunteer Kenya contributor to GlobalCrossRoad.com.

2010 Accommodation: Oversupply Looms

Property owners hoping to make a killing from 2010 accommodation rentals are likely to be bitterly disappointed, as expected tourist numbers are forecast to drop by thousands.

While initial estimates forecast at least half a million tourists over the six weeks, indications are that these numbers may drop to 300 000 or below. The expected boost to the country’s gross domestic product has also been downgraded from 1,5% to as little as 0,2%.

Match, the exclusive agent for football governing body Fifa’s Soccer World Cup, has already retruned 450 000 of the 1,8 million bed nights it had originally reserved to the market. Match arranges 2010 accommodation, travelling and tickets in packages for fans who wish to attend the tournament in South Africa in June and July.

Foreign fans have also bought significantly less tickets than was originally anticipated – Fifa is now releasing an additional 500 000 tickets to South African fans to try and fill stadiums across the country.

Only about 10% of the 2010 accommodation available in the Kruger National Park has been booked by 2010 accommodation agent Match. To date, a mere 76 bookings have been made through Match, while Sanparks has agreed to have 30% of its inventory marketed for the World Cup. Sanparks released more than 9 000 room nights, previously reserved for Match, in December, with an additional 14 731 room nights released a few weeks ago to the general republic.

Economists warn that people will not make a lot of money during the World Cup, with many local and international visitors who would normally be travelling during June and July preferring to stay at home due to the higher costs of transport and accommodation. This has been the case in other countries during major sporting events, most notably the Athens Olympics in 2004.

Lucky Mamome is a freelance journalist.

Consoling a defeat with the right games

Even the most optimistic England fan must admit that we did not look amazing in our first World Cup game, however there are plenty of ways to re-enact the game with the vast amount of sports games on the market as well as the various consoles that are available. With the start of the World Cup last week has come many football games and those with them already are trying to take England all the way and hoping that it happens for real in a few weeks time.

Everyone knows who the three main consoles are; the Sony Playstation 3, Nintendo Wii and Microsoft’s Xbox 360. Everyone has their own preferences so we are not going to enter the debate as to which is the best. Whilst the Playstation 3 is more expensive, it has capabilities not provided by the other 2 and whilst the 360 may not have the capabilities it is more affordable to the masses. The Nintendo Wii on the other hand, offers gamers a totally different gaming experience so depending on which characteristic you prefer, you will have your favourite.

Back to the topic at hand, after watching a game at the World Cup it is always fun to get a few friends round and re-enact the game on your games console. There are a number of games available including Pro Evolution Soccer 2010, FIFA 2010 and the FIFA 2010 World Cup game, so you will be able to play against your arch rivals whenever you like. The best time I feel is when you have just lost a game because even beating them on a game feels good.

Of course, there are numerous games being released by the leading manufacturers so if you want to forget about the football then you can with a number of war games, reality games or tactical games available. The PS3 and Xbox 360 prices its games around the same price with the Nintendo Wii games often being slightly cheaper due to the fact that the graphics are not at the same level as the other 2. The Wii tends to release different kinds of games as well with some old favourites such as Tekken being rereleased. Whatever game and console you go for make sure you make the most of them by having a great television to play them on.

A number of great games consoles deals are available online from the leading brands and you can also find the perfect and discount LED televisions to go with them.

Bob Brightside is an experienced gifts parcel delivery having worked in the sector for many years

The Great Game Of Table Football

The popular called table football, better known as, foosball has been around for decades. Countries all over the world have taken a liking to the game.


The first known patent established by an UK Englishman, Harold S Thornton in 1923. Sparking his idea after attending a match, and the experience of the game at home. Uncle, Louis P Thornton, introduced and patented the game in the states in 1927. With not much demand for this game, the patent expired but picked up more interest following the war.


Alejandro Finisterre also intrigued to form a way for children to play soccer who couldn’t participate in the actual sport, recruited Fancisco Javier Altuna to build his patent in 1937. The International Table Soccer Federation (ITSF) was established in 2002, promoting as an organizing sports body. Regulating later the International Olympic committee (IOC) as an official reorganized Olympic sport.


Foosball, played internationally has become known greatly. Spanning from the United States to Italy and Turkey to Mexico. In the USA the name of table football and foosball are popular.


Some even known as table soccer. In Italy, its known as calcio balilla or bigliardino or biliardino (from biglia or little ball). Turkey its most popularly known as langirt, spanning back to Mexico known as, futbolito. French-style players making name as babyfoot.


Foosball is played on a table that varies in size, ranging from 120 cm or 4 feet long to 61 cm to 2 feet wide. The table includes eight rows of foosball men that can be made out of plastic, wood, metal and even, at times, carbon-fiber. These figures are then attached to horizontal metal bars.


The game can be played by teams of 1 to 3 people who control four rows of foosmen, or can be played in a team of four known as doubles allowing two people to a team on both sides enabling one player to control the two defensive rows and the other player controlling the midfield and attack rows.


The arrangement of players include, the first and eighth row known as the goal keeper that contains one foosman for each side.The second and seventh row known as the defense containing two foosmen

The third and sixth row known as the opponents attack contains three foosmen for both sides and the fourth and fifth row known as midfield contain five foosmen for both sides


Entering the ball into play by either letting it go into the hole on the side of the table or by placing the ball at the feet of a figure in the midfield. This brings the game into play letting players to use the rotating bar to move the ball to the other end of the table in order to make a goal and score points. The winner is determined by a set amount of point established at the beginning of a game such as, five, ten or eleven points.


Competitions played all over the world, conducted by a number of national organizations with high end regulations and rules. Competitions can be tracked back as far as the 1940’s and 1950’s in Europe. Money and prizes started as an event in Seattle, Washington by Lee Peppard announcing the uarter million dollar tour in 1975.


Going out of business in 1981, many others have picked up continue the flow of competitions and events. The ITSF being one of them, allowing international events such as yearly world champions and world cup to assist with the FIFA world cup every fourth year.


Foosball has maintained the interest of many and will be around for years to come so pick up a ball and set it into play and be the next best at foosball.

Choose from a fantastic range of top table football tables or foosball table as they are known in the USA.

A much-vaunted prodical player when picked up by Man. United from Sporting Lisbon in 2003, Cristiano Ronaldo is maybe, apart from David Beckham, the best-known player on the planet.

He has since won the FIFA World Player of the Year in 2008. He is a winger who plundered 42 goals across all competitions in 2007-08, Ronaldo will be expected to do what he has yet to do – and that’s light up an international tournament, like the upcoming Soccer worldcup.

HUMBLE BEGINNINGS
Ronaldo born on 5th February 1985, on the Portuguese island of Madeira, . Named after Ronald Reagan, due to his father`s respect for the actor, few would have bet that this child would make it to the very top of the world soccer ranking, especially with Madeira being mainly being agricultural. With one brother and two sisters, it is family whom he chooses as the most important in his life.
On the back streets of this tiny island that Ronaldo learnt his first few tricks, until he was scouted that is. By the time he was 12, Ronaldo had established himself as the top player on Madeira, utilizing his great talent and speed to pass full grown defenders for Andorinha.

Having been scouted as a mega talent, the big Portuguese clubs had to scrap it out for his attention. Though Porto and Boavista both attempted to sign him, he could only ever play for Sporting Lisbon the soccer club he supported since he was a boy.
Progressing through the youth ranks he impressed all who worked with him him. At the young age of 17, Ronaldo was thrown in at the deep end with his first game against Moreirense. He scored two goals which not only gave him a dream debut, but also endeared him to the fans who soon learnt to chant for him to have the ball passed to him. A goal against title-rivals Boavista also saw him shoot to the top of the “Fan`s Favorites” list.
His skills were being watched closely by all of the top clubs in Europe, including Liverpool and Juventus.
His dazzling skills put England U-17s out, and everyone who watched felt they had seen something extraordinary.
At the end of his first season at Sporting Lisbon he was loaned out to Liverpool. Though he was extremely happy at Sporting, he was also flattered by the interest of such a big club from Englands premier league

A STAR IS BORN.
Sporting Lisbon finished top in the league, and Ronaldo was hailed as the future of the club, alongside other Portuguese Star Quaresma.
Ultimately both moved on. The offer on the table was way too much for the Portuguese club to ignore. Best-friend Quaresma ended up at Barcelona, whilst Ronaldo landed at the bright red of Manchester United.
The deal saw Ronaldo become the most expensive teenage signing in Britain, with Manchester paying £12.24 million spread equally over two seasons. Those who had not seen him play baulked at the price for an unproven player!
An so, on 12th August 2003, Cristiano Ronaldo held up the famous Red shirt, with his favourite number 7 (it is hero Figo`s number) for all the press to see. A new star had been born.
After winning all there was to win with man. United, in the summer of 2009 Ronaldo finally earned his dream move to Real Madrid. Yet another world record fee of £80 million was paid for him as part of the new era of galacticos at the Bernabeu.
The tricky winger made his debut for his country in a 1-0 victory against Kazakhstan in 2003 and was named in the squad for Euro 2004 in Portugal.
He had the chance to come of age at the Germany hosted 2006 World Cup, though one of the memorable images of the tournament was his wink at the bench after Manchester United team-mate Wayne Rooney was sent off in a match against England. He also came in for fierce criticism for diving, which resulted in him being booed at games and it probably cost him the Young Player of the Tournament award.
He only scored once at Euro 2008, but after former Manchester United assistant coach took over with Portugal, Ronaldo has been named captain, though some would argue he is not their most influential player.
With South Africa 2010 on the horizon, Ronaldo has the talent,ability and now the experience to make an impact for his team provided he can shake off his devils of the past.
On the commercial front Cristiano Ronaldo is not too different from the likes of other soccer celebrities. He earns a fortune from plenty of endorsed Cristiano Ronaldo cleats, Cristiano Ronaldo t shirts, Shin guards and various other equipment and memorabilia, as is common place in today’s modern soccer game.

As an Soccer Worldcup enthusiast, visit us and stay on top of the soccer news and performance as it happens. http://www.TheWorldCupSoccerSite.com is the only “insider” resource you need to keep abreast of the up-to-date Soccer Worldcup information, team highlights and the latest soccer news as it unfolds . Visit now and get your daily “soccer fix”.

Adidas-Reebok Merger

OVERVIEW

 

Footwear is no longer viewed as a commodity that just offers protection for feet. What was hitherto considered a ‘Want’ is today a basic ‘Need’. Today, the footwear trade is a vast and dynamic operation involving huge economies of scale. The low-cost countries are gaining foothold in international markets leading developed countries to import and outsource so as to meet their requirements. The athletic shoe segment is highly competitive in nature with the major players such as Nike, Adidas, Reebok and New Balance striving to retain their market share and the smaller players such as Puma trying to gain market share. Important features of this competitive segment are heavy advertising, celebrity endorsements, brand awareness programs etc. Until the 1970s, Adidas, the German sports company, was the market leader in the US due to its product innovation. In the 1970s and 1980s, Nike & Reebok grabbed their share by redefining the product offering and aggressive marketing. Adidas failed to retaliate. Their market was undergoing several crises due to changes in leadership. In the 1990s, though Adidas was revived by a turn-around specialist, it was not a challenge to Nike. Adidas expected its takeover of Reebok to give increased clout with dealers’ leverage of endorsement deals and sponsorships and access to wider consumer base. The Adidas-Reebok merger vaulted the combined entity into the second place in the American athletics shoe market behind Nike. The takeover of Reebok doubled the German group’s North America sales. The Adidas Group’s purchase of Reebok North America showed an obvious attitude to ensuring that the Corporation’s overall objectives will be achieved. With the acquisition, a focus on increasing the band’s apparel offerings and sharpening the brand’s image has been set. This will allow for an expansion of global position and gaining a broader presence in key markets. To emphasize this fact, Adidas has now replaced Reebok as the official apparel supplier to the American National Basketball Association for the next 10 years. With the two company’s combined strengths, an aim to widen the organisation’s overall profile and global dominance is now more than ever possible

 

EXECUTIVE SUMMARY

 

The three leading sportswear companies in the world are Nike, Adidas and Reebok. In August 2005, Nike was the leader in global market share with 32.9% compared to the recently constituted Adidas-Reebok organisation that had 26.3% market share. In the largest market in the world, the United States (US), Nike had 36.3% market share in August 2005. Following the acquisition of Reebok in August 2005, the market share of Adidas-Reebok in the US jumped to 21.1% from 8.9%.

 

The purpose of this study is to provide an analysis of the newest merger in the footwear and apparel industry between Adidas and Reebok. It is also to identify and further examine the ways in which the Adidas Group will achieve a sustainable competitive advantage relative to market leader (Nike). We inform the reader about the nature of current market standings in the industry and identify specific synergies developed through the acquisition in order to evaluate the impact of Adidas- Reebok merger on the sporting goods industry.  

 

 

 

 

INTRODUCTION

 

On August 3, 2005, Adidas-Salomon AG announced its plans to buy all outstanding shares of Reebok International Ltd.’s stock at $59.00 per share, for a total of $3.8 billion. Upon announcement, Reebok stock rose 30% while Adidas climbed 7%. As stated by Herbert Hainer, CEO of Adidas, “This is a once-in-a-lifetime opportunity to combine two of the most respected and well-known companies in the worldwide sporting goods industry. Together, we will expand our geographic reach, particularly in North America, and create a footwear, apparel and hardware offering that addresses a broader spectrum of consumers and demographics” (Adidas.com). A primary goal of the acquisition has been to challenge industry leader Nike for a higher share of the United States sporting goods market as well as the global sporting goods market. The acquisition has prompted much discussion as to what the future holds for the sporting goods industry and its major players.

 

Athletic Wear Market Share

 

 

 

 

I- CORE COMPETENCIES & COMPETITVE ADVANTAGE

 

Competitive advantage is a special edge that allows an organisation to deal with market and environmental forces better than its competitors. Whereas, sustainable competitive advantage is one that is difficult for competitors to imitate. This distinction is essential when evaluating the acquisition and its effects.

 

A merger of this scale is inherently complex, dealing with issues such as global positioning of companies, corporate cultures, and the allocation of resources. To better understand the advantages gained from the Adidas-Reebok merger, we have examined the following: Through these various analyses, we have discovered that the importance of branding is paramount for success in this industry.  Our research also identifies the specific danger of competition between Adidas and Reebok.

 

Our analysis of the Adidas-Reebok merger shows how it will gain a sustainable competitive advantage that may one day dominate the footwear industry both domestically and internationally. The fact that Adidas and Reebok control such different aspects of the shoe industry will help to ensure their success.

 

To fully understand how Adidas-Reebok will gain a sustainable competitive advantage over Nike, the situation must be looked at from several different points.  These include industrial, customer and competitor analyses, as well as a look at the different marketing strategies and changing marketing trends.

 

Adidas Core Competencies

 

–        Technology

–        Customer focus

–        Brand recognition

–        Supply chain

–        Collaboratively competitive

 

 

Reebok Core Competencies

 

–        Trend Identification

–        Ability to market to a niche segment

–        Women’s shoe design

–        Design expertise

–        Celebrity relationships

 

Combining Core Competencies

 

Combine

–        Adidas technology with Reebok design

–        Adidas sports with Reebok women’s market

–        Adidas shoes with Reebok apparel

–        Adidas global strength & Reebok US strength

 

Implementation

 

Blending the two cultures successfully (learning to work together)
Protect the strengths of acquired company (keeping development of both organisations separate)
Maintaining both brands (keeping established market share)
Capitalising on supply chain economies of scale (suppliers, manufacturing, distribution, channels)
Nurturing the partnership between technology and design (growing market share by combining leadership areas)

 

Sustainable competitive advantage

 

The athletic apparel and footwear industry emphasises branding more than any other competitive advantage. Through the use of advertisements, endorsements, promotions, and licensing agreements, the top companies in this industry have devoted much of their resources to brand recognition and loyalty. Adidas’ acquisition of Reebok will develop increased opportunities to achieve competitive advantage through branding. Furthermore, extended licensing agreements and contracts will allow the Adidas Group to sustain this advantage. 

 

Sustainable competitive advantage cannot be reached without the successful merging of Adidas and Reebok. The key to this success is how well they identify themselves. There is a very real danger of cannibalisation to occur between the two separate brands, where one brand takes away the others consumer base. However, Adidas Chairman and CEO Herbert Hainer made clear that “it is important that each of these brands must retain their own identity.”

 

Hainer points out that Reebok’s focused strategy is on the engagement of youth through sports, music, and technology. Reebok, he points out, is a lifestyle brand. On the other hand, Adidas’ focus is on superior technology and performance, coupled with a large international presence. As Hainer points out, “Adidas has positioned part of its product range in the lifestyle segment, but the company relies on the performance market. Lifestyle success to an authentic company is a bonus.”

 

Adidas will benefit from increased distribution in North America, where Reebok already has a significant presence. The addition of Reebok will enhance not only its position among the top US distributors like Foot Locker and Dick’s, but will also give Adidas-Reebok more power over promotions and in-store displays. Increasing its presence is the key to achieving sustainable competitive advantage, because the increased presence further engrains the most important advantage in this industry, brand name.

 

The acceleration of both brands is brought about through increased operating cash flows. Along with the increased operating capital, other synergies such as operating savings are realised. Catching up to Nike’s huge marketing budget is a challenge, but the increased operating costs coupled with the synergies will help promote further brand recognition through marketing.

 

Reebok has an extensive line of men and women’s apparel. The new company can combine Reebok’s apparel with Adidas’ new addition of fashion designer Stella McCartney, who has created an apparel line that integrates both sport and style. This innovative move shows that Adidas continues to look for new opportunities and markets in order to gain a competitive advantage.

 

In the past, Adidas has not been able to expand because it had problems shipping goods to the United States. It takes them about 14 days to ship from their factories in the Far East while Reebok can ship overnight. In the future, Adidas will be able to take advantage of Reebok’s existing distribution infrastructure in the U.S., while Reebok will be able to benefit from Adidas’ existing distribution infrastructure in Europe.

 

The Reebok brand will also gain sustainable competitive advantage through increased brand recognition. Globally, Reebok will benefit greatly from Adidas’ distribution around the world. Coupled with the cost savings and increased cash flow, Reebok’s marketing resources could increase.  

 

Combined R&D is helping speed development of cutting edge technologies, an important feature of the increasingly fast paced industry. Expedited research will develop higher consumer demand for innovation across all brands, putting pressure on Nike’s R&D capabilities.

 

 

II- FROM CORPORATE   TO    MARKETING STRATEGY

 

 

Porter’s Five Forces

 

Barriers to Entry – Low

Adidas and Reebok combined are able to control their costs effectively, giving them an advantage over emerging competitors in the industry. Their web sites are well- prepared and updated promotions attract online shoppers. There are many exclusive product differences in this industry that gives brand identity an immediate competitive advantage. The Adidas and Reebok brand is well-known globally and plays a major role in consumer decision making. Selling footwear is highly competitive; however, barriers to enter into this industry are quite low. Therefore, the footwear industry is broad with hundreds of retailers. Switching cost is low for the consumer, and may occur frequently depending on consumer preference and other factors affecting consumer buying decision.

 

Bargaining Power of Buyers – High

There are a large number of buyers relative to the number of firms in this industry. Therefore, companies like Adidas, and Reebok must continuously market their product and differentiate their brands against competitors, in order to increase sales and market share. The use of online tools has helped to enhance the accessibility among users. Brand identity plays a critical role in the buying behaviour; strong identity will offer consumers trust and loyalty.

 

Bargaining Power of Suppliers – Low

 There are many suppliers in this industry. In essence, there is very little differentiation among the suppliers which makes suppliers’ bargaining power non-existent. Leather, rubber, and cotton are commodity items and are available abundantly in the market place. Conglomerates such as Adidas, and Reebok have a definite advantage and power over their suppliers. These suppliers become dependent on these firms as their means to survival. Additionally, Adidas, and Reebok have standardised their input procedures pertaining to the materials used, their labour force, supplies, services, and logistics. Firms are able to switch between suppliers quickly and cheaply, due to the globalise networks of cheap labour on various continents.

 

Threats of Substitutes – Low

Buyers’ propensity to substitute is low. Consumer substitutes for athletic footwear products are low because there are little alternatives to switch, some substitutes for athlete footwear could be boots, sandals, dress shoes or bear feet. Consumers are not likely to substitute due to the performance specification of the product. For instance, a basketball player would not wear boots to play basketball. Therefore, there are no real substitutes for athletic footwear.

 

Rivalry among Existing Competitors – High

The rivalry among existing competitors in the footwear industry is quite high. Large firms such as Nike, Adidas and Reebok have grown immensely over the last two decades. Their global reach has expanded through all continents; this is evident using the Internet and e-commerce. Online selling has enlarged the reach for these firms allowing them to increase sales while minimising operating costs. Almost every large firm has a web site, and most of these web sites contain virtual stores which provide convenience to consumers. Most individuals in North America have access to high speed Internet and online purchasing has become the new trend for the twenty first century.

 

 

 

 

 

Threat of Substitute Products or Services

(low)

 

 

 

 

 

 

 

 

 

Supplier Power

(low)

 

 

 

Rivalry Among Existing Competitors

(high)

 

 

Buyer Power

(high)

 

 

 

 

 

 

 

 

 

(low)

Threat of New Entrants

 

 

 

 

 

 

 

 

 

Reebok is located in the upper-left portion of the chart, identifying it as employing a cost leadership strategy.  It is concerned with offering affordable shoes to a very broad market.

 

Adidas is located in the upper-right portion of the chart, identifying it as employing a differentiation strategy.  This company is constantly developing new technology and innovation in the industry.  Examples of this include the new microchips Adidas has developed to mechanically adjust the shoe’s cushioning.

 

 

SWOT Analysis

 

Adidas-Salomon SWOT Analysis (before the merger)

 

Adidas-Salomon was a leading player in the sports good manufacturing industry. The company had posted a very steady growth in its sales revenues in recent years, essentially as a result of its strong brand image. The company had market leading products and strong brand names including Adidas, Salomon, TaylorMade and others which were further strengthened by its strong commitment to product innovations. Furthermore, on the supply-chain side the company’s commitment to reduce lead time for manufacturing footwear had enabled the company to avoid the warehousing of products.

 

 

 

Strengths

 

Leading player in the sporting goods industry

The company was amongst the top players in the sporting goods industry due to its strong brands, market-leading products and commitment to sports for meeting consumer expectations. The global sportswear market (Euro 45 billion) was dominated by Adidas-Salomon and Nike and, at a certain distance, Reebok, PUMA and New Balance. Adidas-Salomon’s brands include Adidas, Salomon, TaylorMade and others, which had very strong brand name recognition in markets served. The company’s products served many markets and include footwear, hardware, apparel, snowboard, golf-related and other products.

 

Steady increase in sales revenues

Adidas-Salomon’s revenues from sales have been steadily increasing as reflected in the last five years’ sales performance ending 2002. From E5.1 billion of sales in 1998 to E6.5 billion in 2002, the performance has improved by a CAGR of 7%. Though sales declined by 3.9% in 2003 over 2002, it was mainly due to currency translations. The company has been able to achieve this steady growth in revenues due to its strong brand image, continuous commitment to product innovation that is consumer focused. Such a steady growth in the company’s revenue performance helped in maintaining a very good image for the company and improved investor confidence. Additionally, the company reported an outstanding operational and financial performance in the first half of fiscal 2004. This underlined the company’s momentum, with quarter on quarter sales improvements for all brands, and a record gross margin and earnings growth of almost 40%, marking the strongest first half year performance in the company’s history.

 

Successful new product innovations

The company had consistently launched new products and this has enabled it to widen its portfolio and also enhanced its competitive position. Each company brand targeted a specific market and new products were introduced based on their requirements. This has helped the company achieve a greater degree of success. During 2002-2003, the company launched ClimaCool and a3 in its running shoes category, which were big successes. The company sold over 500,000 pairs in a3 and over one million in ClimaCool. Furthermore, in the basketball shoes division, the T-MAC and T-MAC were the bestselling in the US market in 2002 which has led to the release of T-MAC 4 lace less footwear for 2004. The company’s continuous commitment towards new product innovations not only improved revenues but also helped in strengthening its relationship with its customers and attracts new customers. In May 2004 the company introduced what the company described as the first Intelligent Shoe – called “1″, the shoe provided intelligent cushioning by automatically and continuously adjusting itself.

 

Lead time improvements

The company had considerably improved the lead-time required for footwear manufacturing through lean manufacturing principles. Earlier in 2000, the company used to take 120 days for producing footwear; by 2003, this had been reduced to around 60 days. Such a reduction was made possible as a result of the company’s efficient implementation of lean manufacturing principles which helped in removing non-value-adding procedures and activities, improved labelling, special handling and other such activities to reduce time taken. These process improvements have helped the company in avoiding warehousing of its footwear products.

 

Marketing strength

The company had planned and implemented major advertising campaigns during 2004. The company’s immense size and strong position have afforded it the opportunity to undertake global advertising campaigns with focus on TV, print media and outdoor advertising as well as point of sale and PR activities. The campaign “Impossible is Nothing”, included top athletes from different disciplines such as Muhammad Ali and his daughter (brand image, boxing and lifestyle), Haile Gebrselassi (brand image, running), David Beckham (brand image, football) and Tracy McGrady (brand image, basketball).

 

Weaknesses

 

Unfocused strategy

The strategy of Adidas-Salomon was lacking focus. This is because it has a very broad product portfolio, including sport performance products for athletic sports, basketball, golf, tennis, Nordic disciplines, cycling and fashion oriented products. Rival Puma has demonstrated that focus can translate into a high profitability.

 

Over-dependence on Adidas brand segment

While the purchase of Salomon, the French maker of ski and golf gear, steered the company into the equipment arena, the company generated 79% ($4.9 billion) of its total revenues of E6.3 billion from the Adidas brand segment in 2003, while the other two contributed to the balance. Despite a strong image for the TaylorMade and Salomon brands, they generated only about 21% of the total revenues. The company’s over-dependence on the Adidas brand segment, which mainly serves the athletes’ requirements, makes the company’s overall revenues susceptible to the market conditions in this segment.

 

High level of long-term borrowings

Though the company reduced its borrowings by E181 million against 2002, the level of borrowings was still very high. At the fiscal year end 2003 the company’s long-term borrowings as a percentage of equity were very high at around 146%, which amounted to E1, 574 million. Such high debt level affected investor confidence in the company and makes low-cost funding of growth plans difficult. By half year fiscal 2004 strong cash flow had enabled more progress in debt reduction has been (net borrowings at June 30, 2004 were E967 million, down 39% or E616 million versus E1, 583 billion in the prior year) made but debt remained high.

 

Order cancellations

2003 revenue growth was substantially below the company’s first impression from year-end 2002 order backlogs, which were up a strong 14%. As 2003 revenues growth was only 5%, significant order cancellations in the course of the first half of 2003 are evident. The company achieved revenues that totalled E6, 267 million ($7,570.4 million), a decrease of 3.9% against the previous years revenues that totalled E6, 523 million.

 

Opportunities

 

Strategic acquisitions and agreements

The company made a few strategic acquisitions during 2004. In September Adidas and Stella McCartney announced a long-term partnership in New York, presenting the Adidas by Stella McCartney sport performance collection. For the first time ever a high-end fashion designer had created a functional sport performance range for women. The first collection was available in stores across the US, Japan and Europe in spring/summer 2005. It offered products for running, gym/workout and swimming as well as cover-ups. The Adidas by Stella McCartney range shows the company’s willingness to innovate in the women’s sportswear market. Adidas-Salomon acquired Valley Apparel Company of Cedar Rapids, Iowa in June 2004, a producer and distributor of collegiate and professional league apparel and accessories. It served small- to mid-size retailers, such as sporting goods stores, department stores, fan shops and college bookstores. It has a reputation of producing and delivering large quantities of apparel and branded accessories within hours of a team’s victory. In early 2003, the company acquired the Maxfli brand of accessories and other golf related products from Dunlop Slazenger Group through its TaylorMade-Adidas division. This acquisition has helped the company in offering market leading products in all the golf categories and has improved its global market share to 16% from less than 1% prior to the acquisition. The company also entered into a strategic agreement in June 2003 with the INTERSPORT International Corporation (IIC), a multi-sport retailer, in order to strengthen its sales and distribution network. Specifically, the four year agreement will – in time – strengthen the company’s sport performance, casual, Salomon and other products’ sales.

 

Supply-chain and manufacturing initiatives

The company’s success in reducing footwear manufacturing time was likely to continue in the future also. The company planned to reduce its production time further, which has helped the company achieve faster delivery of its products to the retailers, thereby reducing inventory costs. On the supply-chain side, the industry faces a problem due to longer time to market. The total time taken is about 15 to 18 months of which 12 months are spent in creation of the product, while the balance of the time in arranging for the raw materials, production and delivery to the retail stores. The company also planned to implement a new model for its supply chain, which will considerably reduce the time taken and improve cost efficiency, etc. This initiative helped the company in serving its customers faster, thereby gaining a competitive edge over its peers. 

 

Sponsoring sporting events

The company’s sponsorship of major sports events brought great recognition to its products. Adidas supplied more than 1.4 million products to federations, volunteers, officials and others during the 2004 Olympics. Following a successful marketing campaign at the Euro 2004 Soccer Tournament in Portugal, the company once again expected to achieve new record sales in football during 2004. During 2002, the company sponsored FIFA World Cup Championship in Korea and Japan and was acclaimed as the most visible among the brands advertised during the event and was viewed by 44 billion cumulative spectators during the course of the event. Furthermore, in the Winter Olympics of 2002, the company sponsored over 50% of the participating athletes who won about 200 medals. Adidas has a life-time agreement with Kevin Garnett (most valuable player of the NBA 2003/2004). It also signed a six-year cooperative agreement with Chinese Football in June 2003. The company sponsored the World Cup in 2006 held in Germany. Sponsorship of these events helps the company in building its Sport Heritage, Sport Style and other such divisions. For instance, the Sport Heritage division grew into an Euro 900 million businesses and doubled its sales from 2001 to 2003.

 

 

 

Own retail stores

In 2003 Adidas generated 9% of group revenues in own retail outlets. A significant number of new shops did not positively contribute to earnings because the cost for new shops (of hiring of sales people and training costs etc.) exceeded early revenues. This will begin to level out going forward and the company will continue to open own retail shops. Management recently explained that own retail sell-through was positive in the US in 2003 in contrast to external customers. The company is therefore planning to open 15 new US shops in the coming two years and 40 worldwide. Management expects Sport Heritage to grow again from 2004 driven by more own retail stores and no more cutting of external points of sales.

 

Threats

 

Competition

Adidas operated within a highly competitive market which in many cases overlaps into other markets as sportswear retailers increasingly compete with fashion retailers. The company’s traditional competitors like Reebok, Nike and Puma made competitive levels intense, but the addition of casual footwear and apparel manufacturers such as Tommy Hilfiger, adding a designer edge to the market, had increased competitive levels. Companies had come under increasing pressure recently from products designed for the value conscious consumer. Adidas have long been one of the premium brands in sportswear and have charged accordingly, though this strategy is coming under more pressure as cheaper substitute products are bought by consumers adding to problems in terms of customer retention.

 

Foreign exchange fluctuations

The company’s manufacturing activities were mostly concentrated in China and other Southeast Asian countries. Since most of these countries transact in US Dollars, the company incurred about 70% to 80% of its outsourcing expenditure in US Dollars, whereas, the company’s revenue generation in US dollar and other non-Euro currencies is comparatively lower. Hence, adverse changes in the exchange rate between US dollar and Euro had a negative impact on its overall revenues.

 

Weak global economy

The GDP of European countries have grown at a negligible rate and are unlikely to improve in the near future. Similarly, the Latin American markets such as Argentina and Brazil continue to witness weak economic conditions, while the Southeast and Middle-East regions continue to reel from political unrest. Thus, the company’s revenues were significantly affected due to these adverse economic conditions.

 

Impact of scandals in the US and Germany

Accounting scandals across industries in Germany and the US have impacted upon the company’s stock performance. The weak performance of many companies in the sports goods industry adversely affected the investor confidence in the industry. Thus, external factors can have an adverse impact on the company’s stock price performance and might in turn affect its brand’s value.

 

 

Reebok SWOT Analysis (before the merger)

 

Reebok International was a major player in the sports and fitness products market, with a particular emphasis on footwear. Its main strengths lied in its size and strong brand awareness. While footwear is clearly its core product, concerns were being raised over its comparative disinterest in the associated athletic apparel market, which is over twice the size of the footwear market.

 

 

 

 

Strengths

 

Growing sales revenue

As part of a strategy to grow quality market share, the company continued to invest in three key product and marketing platforms: Performance, RBK and Classic. Reebok International was the second largest manufacturer of athletic shoes in the US, behind Nike. The Reebok brand continued to drive sales pushing it closer to major competitors, Nike and Adidas. Reebok had become the number two or number three brand in most of its overseas markets. It held around 10% of the global market, compared to Nike’s 34% and Adidas’ 15%. The company has been able to increase revenues and improve operating margins despite some challenging retail conditions in many key markets around the world in 2004.

 

Excellent marketing strategy

The company employed a strategy of reinventing its brands in order to gain market share. In order to enhance its Reebok brand, the company introduced a new street inspired product collection, RBK, in 2002, followed by an effective marketing strategy which carried into 2003 and 2004. During 2003/2004, the Reebok product offerings generated healthy sell-through performance at retail. Alongside reinventing brands, the company introduced new marketing campaigns to promote them. To support the RBK product Reebok created a marketing campaign entitled Reebok’s “Sounds and Rhythm of Sport,” which fuses music and entertainment with sports and performance. The combination of relevant products and a new marketing campaign improved the performance of the Reebok Brand in the athletic specialty channel of distribution. Reebok has achieved positive market share comparisons in the critical athletic specialty and sporting goods channels of distribution (as of October 2004).

 

Celebrity associated sponsorships

The company expanded its product offerings into more lifestyle and performance categories, introducing new product segments for both the NBA and NFL, including NBA and NFL footwear, classic lifestyle apparel and performance gear for off-the-field activities. Reebok sponsored many top athletes in tennis; Andy Roddick and Venus Williams; as well as music stars Jay-Z, Pharrell Williams and 50 Cent. Yao Zing’s impact in the Asian market is hugely important to Reebok. Affiliating itself to such globally renowned celebrities enhanced the company name among many different customer groups.

 

Strong women’s sector

Another one of Reebok’s strengths was its success in the women’s sector. The market for women’s athletic shoes is larger than that for men, accounting for around 46% and 40% of the sector’s value respectively. In volume terms, the women’s sector was even more important, 46% compared to 35%. Reebok’s market share of women’s athletic shoe sales was around 35%, and has been boosted by its ‘It’s A Woman’s World’ marketing campaign.

 

Weaknesses

 

‘Classics’ under fire

The company had come under fire from its rivals in the classics department. In the past Reebok has controlled this shoe category without much competition, however companies such as Nike and Adidas were coming up with their own ‘classic shoes’. Reebok were still the market leaders in that area but the gap kept narrowing.

 

Low market share in apparels

Reebok controlled only about 1.4% of the apparel market. This posed a problem when squaring up with its fierce competitor, Nike. The footwear market’s growth was slowing. Athletic apparel gives scope for a larger and more diverse range of products, keeping the market fast moving. The apparel market was 2.4 times larger than the footwear market. Nike took charge there, with its innovative designs, and contracts with sports teams and organisations throughout the world.

 

Danger of stockpiling products by retailers

Futures, or ordered in advance sales, represented around 60-70% of Reebok’s business. This has been valuable to Reebok in the past; however five of the company’s brands that represent around 60% global market share could cause problems in the future. Futures growth for these five brands was around 9.5% on a dollar-weighted basis. This growth was alarmingly fast. Reebok had to be careful as retailers may be ordering more than they can sell. This could result in a sudden cut off in orders, leaving the company with large inventories and a decrease in sales.

 

Opportunities

 

Increase average shoe price

Reebok’s average price per shoe in athletic footwear stores, which account for around 15% of the market, was considerably lower than average. Its average price per shoe is $45, compared with an outlet average closer to $60. The company’s lower than average shoe price is partly due to the high percentage of basic products sold, which is itself partly attributable to its traditional position in the women’s sector. This left plenty of space for the company to muscle in on higher priced sales, as its products and promotional efforts improve. As well as raising brand awareness, Reebok’s sponsorship deals helped the company increase its average sales price.

 

Draw attention toward new technological developments

Reebok had started developing its product to make it more modern and has invested heavily in added technology to enhance its shoes. Reebok had a lot to gain from a continued investment in more technologically advanced, premium products. In 2003, the company introduced new fashionable and technologically advanced products tied to new integrated marketing programs. These displayed an enhanced and prominent vector logo which ties back to the Professional athletes wearing the products on the field. This branding created a real point-of-difference for its performance products and should help to generate consumer interest at point-of-purchase. These products are supported at retail with a new performance marketing campaign, which utilises the athletes and the vector logo in new and creative ways. This campaign included television, print and in-store marketing packages.

 

Encourage a strong brand push in Europe

The company planned to enhance its European market, recruiting new management talent and initiating an aggressive program to regionalise this business utilising a consistent brand image throughout Europe. Reebok executed unified product, marketing, and sales strategies across all borders in Europe, thereby presenting the Reebok Brand in a more relevant and consistent manner.

 

Exploit Nike’s lack of high profile sponsorship

Nike, the world’s most successful sportswear brand and footwear producer struggled to fill the void vacated by Michael Jordan. This was the first time in a long time that Nike did not have an eminent sports star to spearhead their marketing drive. This has left an opening for the likes of Reebok to exploit, particularly in the basketball arena. The company took the Chinese sensation from Nike, Yao Ming, hoping to increase market share by 10% to 30% by 2006.

 

Threats

 

Over reliance on footwear sales

Footwear is Reebok’s largest division and the company relies fairly heavily on the footwear market. That was a competitive field experiencing much slower growth than in previous years and, like most other producers, Reebok felt that it must do more to increase sales. Reebok had also to be aware that the market for more expensive footwear was slowing. This could ultimately force prices down, should this trend continue for a significant period of time. With the company so reliant on footwear, it risked losses, whereas other competitors such as Nike can fall back on their apparel division.

 

Diverted from historical markets

Reebok’s original success stemmed from the women’s aerobics market in the 1980s. It has since become apparent that the company has shied away from its roots. Reebok’s women’s products represent only 25% of its athletic apparel volume. The women’s apparel sector actually accounts for around 40% of industry sales, which suggests that Reebok risked losing out in the key market that transformed them into a global company.

 

Potentially expensive new product marketing

Until recently Reebok had not focused on either the men’s or the women’s apparel market for several years. Before it can build up sales significantly in this area, it had to instil confidence back into consumers that it is good at producing more than just ‘classic shoes’. This process could’ve proven to be both time consuming and costly.

 

Adidas-Reebok SWOT Analysis (After the merger)

 

Strengths

More products for different customers
Increase in product line
 Acclivity in market share
 Now both upper and middle priced markets are covered.
Shared R&D, Patents, technology & innovations

 

Weaknesses

Differing values among management
Complexity of joining two corporate cultures
Both companies belong to different countries

 

Opportunities

Reduction in costs
Decreased competition
Cross-over promotion by sponsored athletes
Enter to new market/Segments

 

Threats

Nike.
Nike’s possible acquisition of Puma.
Danger of cannibalisation between the two separate brands.

 

 

 

Post merger performance

 

7th March, 2007 -Adidas Group’s motto is “Impossible Is Nothing.” But since the No. 2 sporting-goods maker announced in August, 2005, that it would snap up rival Reebok for $3.8 billion to gain a firmer footing in the U.S. and challenge market leader Nike (NKE), the company has yet to prove that the combo will work.
True to its mantra, however, Adidas says it’s racing flat-out to make its tie-up with Reebok a winner. The company has closed factories in Indonesia and is repositioning the Reebok brand to widen its appeal. “Our focus this year will be on getting Reebok back onto a growth track,” Adidas Chief Executive Herbert Hainer said in a statement. “It’s going to take time, but we’re moving in the right direction.”
As part of that move, the company is ramping up its sales and marketing efforts. It’s reducing reliance on low-traffic, shopping-mall-based outlets and placing Reebok apparel and footwear in higher-end department stores and larger sporting-goods ventures. Adidas has also enlisted star NFL quarterback and Super Bowl MVP Peyton Manning, actress Scarlett Johansson, and other famous faces to help launch a series of new products planned in the second quarter.
The company says it expects these efforts to increase sales of the Reebok brand this year in the “low-single-digit” range. Adidas expects its gross margin in 2007 to be between 45% and 47%, thanks to “improvements in all three brand segments.” For the group, the company expects sales in 2007 to grow in the “mid-single-digit” range.

 

 

III. CREATING CUSTOMER VALUE, SATISFACTION

 

An annual report produced by Interbrand (2006), in cooperation with BusinessWeek, ranking the top 100 global brands shows that Adidas was ranked 71st and Nike 31st. The ranking is based on brand value, which is defined as “the dollar value of a brand, calculated as net present value, or today’s value of the earnings the brand is expected to generate in the future”. Given that this puts both brands ahead of corporations such as Shell, Porsche, and fashion brands such as Armani, Burberry and Levis, it signifies the strength of the two brands. Indeed, Adidas and Nike are the only sportswear companies in the top 100 global brands. The positions of the two companies during the previous five years had been relatively stable, with Adidas ranked at 70th, 68th, 67th, 69th, and 71st between 2001 and 2005 respectively, and Nike ranked at 34th, 35th, 33rd, 31st and 30th over the same period.

 

Customer loyalty has been a major focus of strategic marketing planning and offers an important basis for developing a sustainable competitive advantage – an advantage that can be realised through marketing efforts. It is reported that academic research on loyalty has largely focused on measurement issues and correlations of loyalty with consumer property in a segmentation context.

 

Many studies have been conducted on brand loyalty. However, in these entire studies brand loyalty (e.g. repeat purchase) has been measured from the behavioural aspect without considering the cognitive aspects. However, brand loyalty is not a simple uni-dimensional concept, but a very complex multi-dimensional concept. However, it does not clarify the intensity of brand loyalty, because it excludes the possibility that a consumer’s attitude may be unfavourable, even if he/she is making repeat purchases. In such a case, the consumer’s brand loyalty would be superficial and shallow – rooted.

 

After careful examination consumer non-durables report (based on the ASQ Analysis of Quality & Customer Satisfaction With Manufacturing Non-Durable Goods), we anticipate that the acquisition of Reebok by Adidas and the challenge for Adidas/Reebok—a combination of very different business cultures—would be to maintain quality as it attempts to go toe-to-toe with sales leader Nike. The acquisition was completed at the end of January 2006 without a hitch as far as Reebok’s perceived quality. The 2.4% gain by Reebok that quarter, coupled with a similar drop by Nike, puts Adidas-Reebok perceived quality firmly ahead of Nike. 

 

Nike also stumbles in comparison to Adidas-Reebok in terms of value. Consumers are much more likely to believe they get value for the money spent on Adidas-Reebok compared to Nike. And although Adidas-Reebok captures a significantly higher customer loyalty score than Nike, both companies are vulnerable on this score — with Nike posting the lowest and Adidas-Reebok the second lowest customer loyalty marks of any of the manufacturing non-durables companies.

 

Unlike the food processing segment, where manufacturing skills represent core competencies of the business, the athletic shoes segment’s core competencies are creating, marketing and distributing global brands. Manufacturing is almost entirely done by subcontractors operating primarily in countries where labour costs are low.

 

In this business environment, in addition to the usual challenges of supply chain management (at which Adidas and Reebok both excel), there is the added complication of addressing social responsibility issues such as fair labour practices and safe working conditions in cultures very different from the United States. A company’s performance in the area of social responsibility may also affect how consumers perceive the quality of the company’s products, since these issues are of growing concern to many consumers. While both companies have made strides in this area, they have been consistent targets of critics, and the high visibility of these issues may contribute to the fact that the athletic shoes category has the lowest perceived quality score among all manufacturing non-durables.

 

Nike, the market leader, on the other hand, has programs in place to provide oversight of working conditions and human rights issues in addition to managing supplier production quality at its contract manufacturers. Originally using third-party monitors, Nike now handles these functions internally. The company measures its overall performance with a balanced scorecard that includes compliance measures in addition to cost, delivery, and quality measures. The company has become an advocate for bringing into better alignment the codes of conduct of various compliance and monitoring organisations.

 

For companies the size of Adidas and Reebok, monitoring can be a major undertaking. Adidas-Reebok new company contracts with 41 footwear manufacturing plants and another 543 apparel manufacturing plants. Adidas-Reebok was the first footwear program to be accredited by the Fair Labour Association.

 

The athletic shoes industry falls 1 percent to 76, dragged down mostly by the performance of Nike. Reebok and Nike were tied in last year’s measurement, but they have moved in opposite directions by equal amounts this year. Reebok climbs 4 percent to 78, while Nike slipped to 72. The six point advantage Reebok enjoys over its nearest competitor is unusually large in any industry, surpassed only by Google in search engines, eBay in Internet auctions, and Wachovia in banks.

Reebok’s acquisition by Adidas may have contributed to Reebok’s increase in satisfaction. The combined brands led to a near doubling of U.S. sales, rivalling Nike in market share. Price increases eroded satisfaction across the industry last year, but this year Reebok has a large advantage in value for the money as perceived by its customers.

 

 

Adidas-Reebok Customer Relationship Management (CRM)

Adidas-Reebok new company is driving future success by engaging consumers with unique interactive product approaches and rewarding point-of-sale experiences. Adidas and Reebok brands must be competitive in this environment where consumers make their final purchase decisions based on availability, convenience and breadth of product offering.

There are examples what Adidas-Reebok has done:

 

Product performance excellence

Adidas Group website gives their potential customer possibility to zoom in on the product and also to see full information even its technology. Consumer also can choose colour and size easily, the website also offer product preferences by consumer behaviour.

Price performance excellence

Adidas-Reebok has offered discount for specific product or promotional in their website.

Transactional excellence

Process of buying is quite easy and easy to understand by customer. Adidas-Reebok also provide their websites with product tracking and account managing, so that customer cans easily tracking their order and or review their cart.

Relationship excellence

In managing their relationship with consumer, Adidas-Reebok gives them services to subscribe their newsletter. Customer can contact Adidas-Reebok through easy steps and if they aren’t satisfied with the product, they can refund it and the procedure of refund is explained in their website.

 

To manage their relation with small retailer, Adidas-Reebok offer “Affiliate Program” by giving them procedure to get commission in sales.

 

The Adidas Group, with its wide assortment of product lines, is challenged by an increasing individualisation of demand. There is a tendency towards an experience economy, a design orientation, and, most importantly, a new awareness of quality and functionality that demands durable and reliable products corresponding exactly to the needs of the buyer. Consumers with increasing purchasing power are increasingly attempting to express their personality by means of individual product choice. As a result, Adidas was forced to create product programmes with an increasing number of variants. This development makes forecasting and planning for Adidas more difficult than ever. The result? High overstocks, an increasing fashion risk, an enormous supply chain complexity, and the necessity to provide often large discounts to get rid of unwanted products. Adidas realised that implementing made-to-order manufacturing, instead of made-to-stock variant production, could become a promising option to manage the costs of variant explosion and broad product assortments. Adidas’ management board decided to head towards mass customisation (MC). The programme development started in the mid- 1990s, resulting in the mass customisation product range mi Adidas. It was launched in test markets in 2001, and introduced, on a wider scale, in 2002. The programme provides consumers with the opportunity to create unique footwear to their exact personal specifications in terms of fit, function and design in specialised retail stores or at selected events. The shoes are offered in selected markets MC can be seen from the Adidas perspective as an approach to improve both its operational performance and its competitive position by providing higher customer value. From market research studies and customer surveys we know that consumers love the system, and even make appointments to buy shoes. Other benefits to Adidas are outlined in the box below. However, these benefits come at a cost, as MC also brings a number of challenges. This process is called the elicitation of a mass customisation system. The supplier has to interact with the customer to obtain specific information to define and translate the customers’ needs and desires into a concrete product specification. However, instead of just listening to the customer, in many cases customers are performing this design (configuration) activity by themselves on a tool supplied by the manufacturer. The selling process turns into a co-design process.

 

 

IV. ANALYSING BUYING BEHAVIOUR

 

The sportswear market can be split into two separate markets: sports clothing and sports footwear. The mass-market for sportswear initially developed in the 1980’s with the growth of the training shoe market. This was initially passed off as a fad. However, during the late 1980’s and in the 1990’s, the sportswear market grew rapidly. In the early 1990’s, the sports clothing market overtook sports footwear, and since the early 2000’s, there has been a steady sales ratio of 70% clothing to 30% footwear in the overall sportswear market. Between 2000 and 2004, the overall sportswear market grew by 16.2%. However, during this period, sales of sports clothing grew 18.9% in contrast to sports footwear, which grew by 10.4%. One of the reasons for this is that price deflation of 13% occurred between 2000 and 2004, which encouraged consumers to increase the number of garments and pairs of footwear they buy each year.

 

 

Consumers of sports apparel in the US and their socio-demographic profiles

 

The Keynote Report on the Clothing and Footwear Industry (2006) revealed that an important characteristic of sportswear consumers is the bias towards men, in contrast to most clothing and footwear markets where women spend more and buy more frequently. A survey undertaken by NEMS Market Research survey on behalf of Keynote (2006: 93) found that the most widely used outlet for buying sports, leisure or casual clothing or footwear was a sports shop, with 55% of consumers stating this. The survey also found that sports shops were used by 72% of 16-19 years olds, 49% of 20-24 year olds, and 72% of 25-34 year olds.

 

Further information about the socio-demographic profiles of buyers is presented in the following table:

 

 

 

Nike

Adidas

Reebok

All

39

36

31

By sex

 

 

 

Male

39

36

31

Female

39

36

32

By age

 

 

 

16-24

59

49

46

25-34

53

48

40

35-44

44

45

38

45-54

44

37

35

55-64

23

22

21

65+

14

13

10

By social grade

 

 

 

AB

38

35

27

C1

40

36

31

C2

48

43

40

D

33

32

35

E

32

29

25

 

 

 

 

 

 

 

 

 

 

 

 

Buying behaviour

 

A survey of consumer attitudes towards sportswear was undertaken by BMRB Access, for Keynote, in June 2007. Based upon a representative sample of 1,016 adults, the key findings were:

 

• 36% of respondents believed that sports brands like Nike or Adidas offer better quality than most other clothing or footwear;

• 58% of respondents in the 25 – 34 age group believed that sports brands like Nike or Adidas offer better quality than most other clothing or footwear;

 

• In 2006, when asked which brands consumers had bought in the last year, 36% had bought Adidas, 39% had bought Nike, and 31% had bought Reebok;

• In 2004, when asked which brands consumers had bought in the last year, 40% had bought Adidas, 44% had bought Nike, and 36% had bought Reebok;

• In 1998, when asked which brands consumers had bought in the last year, 48% had bought Adidas, 37% had bought Nike, and 35% had bought Reebok.

 

There is also a new trend in consumer behaviour and women are getting a bigger influence in all buying decisions and more and more companies realise this and redirect their advertising towards women. This, as well as their increased interest for sports, should make women an obvious target for Adidas-Reebok and their advertising. Women are responsible for about 80% of individual consumer spending and they can therefore no longer be ignored by a brand of Adidas-Reebok size. If Adidas wants to attract women to buy their products they have to make sure that their brand is appealing to women as well.

 

An already existing brand can be harder to gender since the consumer might have preconceived notions. Therefore the customer needs to be convinced and learn to connect certain values with the brand and even change already set values. Communication and advertising have the power to create associations with a brand and make the brand more interesting to the consumer. Women are more susceptible to advertising than men are and this makes advertising an excellent tool when trying to change the values of a brand. What women want and find attractive have changed enormously during the last decades. To reach out to women and to achieve success, Adidas-Reebok has to understand these changes and follow the market development so that their communication can be adapted to the “modern” woman.

 

Brands and the values they bring to the consumer have become more and more important to both companies and consumers. We think that Adidas mainly created the Stella McCartney line not to sell clothes, but to build their brand. The values from this line will spill over not only to the other Women collections but to the brand as a whole.

 

By choosing Stella McCartney as a collaborator, Adidas are taking a short-cut into the consciousness of women. They are able to adopt the brand associations that are connected with Stella McCartney and merge them with their own brand associations. This is not unusual for companies to do and we think it will prove to be very effective. Both Adidas and Stella McCartney are brands that include very strong values.

 

Adidas is known for their high tech functional clothes and the perceived quality is high. Stella McCartney is a trendsetter and famous for her designs, the combination of the two brands and their brand associations is very interesting and sure to get attention. Adidas call their new positioning “perfect fusion of performance and style”. The customers that feel loyalty towards Stella McCartney are likely to transfer that loyalty to the new line and this will increase the tolerance for and the positivism towards Adidas.

 

In order to further analyse whether or not Adidas’ acquisition of Reebok resulted in a sustainable competitive advantage over rival and current industry leader, Nike, a customer analysis must be formulated. One way in which the merger is supposed to lead to a sustainable competitive advantage is by increasing the amount of exposure of the two brands globally. This increase in exposure occurred through a larger distribution chain created from combined resources of the two companies.   

 

Adidas-Reebok strategy towards consumer buying behaviour

 

In an effort to distinguish itself from the competition, each company has developed exclusive relationships with highly recognisable organisations and individuals. Reebok had the exclusive rights to market its products for the NBA, NHL, NFL, and the WNBA. Similarly, Adidas had obtained contracts with professional European soccer clubs such as Chelsea, Bayern Munich, Real Madrid, and AC Milan. On the other hand, without an established superstar, Nike’s current endorsements lack the influence they once held with the likes of Michael Jordan. “At the moment, virtually none of the current NBA stars wear Nike. In my eyes, this is the reason Nike was prepared to spend an outrageous amount of money for an 18-year-old,” claims Adidas CEO Herbert Hainer.

 

While there are many possible avenues to exploit in terms of sales opportunities for these companies, the market is highly segmented in such a way that it is important for the three to engage in target marketing. For example, in this market of athletic shoes, a firm can either offer an all-purpose cross-trainer shoe or a running shoe and a basketball shoe.  While the cross-trainer shoe has broad appeal for all consumers it does not satisfy any consumer’s needs in particular. In contrast, the running shoe and basketball shoe combination will each satisfy a particular market segment but will have modest appeal to the other segment. This is the point where the particular companies must decide whether they will individually follow a niche market or a full-line strategy. In order to make this decision, the firms must weigh the cost of offering an additional product and the revenue generated by doing so.

 

By utilising Porter’s generic strategies framework (previously discussed), the methods employed by Adidas-Reebok to compete for customers in the industry become easily apparent. While both Nike and Adidas make use of a differentiation strategy to attract its customers, Reebok concentrates its efforts on a broad cost strategy approach. The differentiation strategy of the two companies, Nike and Adidas, can be seen in action by examining the various productions of both these companies. 

 

Nike currently incorporates its Shox technology in many of the athletic shoes it produces. All of Nike’s past Shox shoes have had the same basic platform: a four-column Shox unit in the heel for cushioning and a mesh/synthetic upper. In addition to the Shox technology, Nike has innovated online purchasing by allowing customers to customise their own shoes through NIKEiD.com. These methods can be seen as an attempt by Nike to differentiate itself from the competi

Italy In USA 94

 

 

World Cup USA 94 (Italy VS. Ireland)

 

An article about the game Italy played and lost to Ireland in USA 94, which was also the first world cup match I ever saw.

 

It was the summer of 1994 and the date was June 18, a day on which Italy would be playing its first world cup game against the Republic of Ireland. I for my part would be not only watching it but even present at “Giant’s Stadium” in the Meadowlands as I had gone through the trouble of getting a ticket, not only to see Italy take on Ireland but Norway in the next match as well. Regarding the game against Norway that had been a relatively easy task as interest had not been so high given there are not as many Norwegian Americans in New York or New Jersey as there are Irish Americans in these states. I however had pulled it off and would be sitting at “Giant’s Stadium” hopefully to watch Italy beat Ireland like they had done four years before in “Italia 90″.

 

By then I; it being four years after the tragedy had fully recovered from having lost to Argentina on penalties in 1990 and even from not having qualified to the European Nations Cup in 1992, which thanks to the by then already disintegrated Soviet Union, Italy did not play in. This would basically be Italy’s first competitive match in a major tournament since that night so long ago in Napoli, against Argentina. I mean after all who really counts a match for third place in any tournament as competitive.

 

Many had been the changes in Italy, now being coached by Arrigo Sacchi, the man who had made Milan invincible or practically and was expected to at least get to the final of USA 94. Roberto Baggio, had also become our star player after Italia 90, who surely would be starting every game; him even being considered by many at the time as arguably the greatest player of his generation, along with Brazil’s Romario and Argentina’s Batistuta. Italy, naturally also had other solid players, some of which were new to the team, such as Dino Baggio (no relation to Roberto), and Daniele Massaro, from AC Milan and Signori from Lazio.

 

Of course as with every team that aspires to win a world cup, Italy also had those players who were returning from the previous tournament such as the more experienced Maldini and Baressi. Both these players coming from AC Milan, who had won that year’s edition of the European Cup; presently known as the Champions League. As for notable absence, their really were not any, as most were healthy or least enough to start though some around the world wondered why Italy’s top goal scorer from the last world cup; Schillaci would not be playing but this was basically due to his poor form in the years preceding the world cup. All things considered there was great reason for Italy’s many fans to think their team could do in USA 94 what they had not managed to do in Italia 90 and that being to win the world cup.

 

In all this however there were other factors, and one of them being that Italy’s team was overly dependent on Roberto Baggio and the form he showed on any particular day; basically what it boiled down to was Italy was as good or as bad as Roberto Baggio was. Another thing to consider was that though Italy had qualified to the world cup without too many difficulties, they had not really been overly impressive coming in second to Switzerland in their group.

 

This a team, whom they barely managed a 2-2 draw against while playing at home and had even lost to by 1-0 on their return match. I even recall one particular qualifying match in which Italy was forced to play under a practical blizzard of snow in Scotland that ended in 0-0. Roberto Baggio, having to be literally carried of the field after a collision with a Scottish player, both of whom were going for the same ball which was coming down. Qualifying had definitely not been all that easy however Baggio and company had prevailed and even managed a win in their last qualifying match against Portugal at home, when a draw would have sufficed to get them to USA 94.

 

I, at the time (as far as my life went) no longer found myself working in John Hancock’s mutual fund department; having been laid off a couple of weeks earlier but not before having made a few bets with some of the Irish American at work, who naturally put their money on Ireland’s greens while I did so on Italy’s azzurri. I, however in looking back regarding my job would have in all honesty missed several days at work, in what would have been a first for me (who had not even taken one day off) in over a year at John Hancock, for as important as work is; this is football and a world cup at that, so it comes first. I imagine that to a lot of Americans, who do not descend from football playing countries; an attitude such as mine might seem strange, if not irresponsible but that is the way many all over the world feel about football. Some even go to the extreme of giving up their jobs and spending all their savings on going to the games to cheer their team to victory.

 

As for Ireland; they were definitely not a bad team, solid on defense with big strong players capable of shooting the ball with both legs, and not unskilled either. Ireland, also however did not have many good players on the bench and were limited in their attacking game to mostly plays that went down the flanks in order to set up the air ball in the box, for a header or a lucky bounce. These sometimes coming from their goalkeepers long distance kicks as had been the case with their tying goal against the Netherlands in Italia 90.

 

I, in all that concerned this most special day for me; will never forget the pride I took when putting on the blue shirt of the Italian national football team, in order to show my support for “La Squadra Azzurra”. I being a fan also had purchased a small Italian flag in the part of Manhattan known as “Little Italy”, where I would go on to watch the final. I was even slightly worried that I might end up being surrounded by a group of Irish fans; who probably would not take loosing too kindly. All of which made me hopeful of being in an Italian section but this I would have little control over.

 

As for the rest of the world cup, up and till that moment, only two games had been played with the first game ending with a surprisingly difficult 1-0 victory for Germany over Bolivia, while the second one held no unique attraction, other than it was the first world cup game ever to be played in an indoor stadium. This second game having been played the very day of the one I was getting ready to go to and having ended in a 1-1 draw between the USA and Switzerland, who in qualifying had given Italy everything it could handle.

 

In my excitement I also started thinking, how it was going to be the first game, I had ever seen live between two national teams which not only was not a friendly but a world cup match at that. I had never even seen as much as a qualifying match of any kind, not even to the European cup, so to me it was a huge deal to be able to see the nation of my forefathers in action against Ireland. This taking on an additional importance in New York City, given that many are either of Irish or Italian descent and are not always friendly toward each other.

 

I basically got in the spirit of the game that moment I bought my ticket however as for actually having it all around me; this came when I got to the Port Authority Bus terminal and saw all the flags, half of which were Irish and the other Italian. I, naturally looked to be near those who were Italian, as this was a day to be among one’s contingents. The mood was definitely right for an international football game and as I looked around I could also see fans with painted faces, the Irish applying their national colors orange, green and white while Italians red, white and green.

 

Once at Port Authority I had no problems in catching a bus to Giant’s Stadium, where the game would be played. As for the bus I took I would say it was evenly divided among both Italian and Irish supporters, with it being abundantly clear who was for which team based on the colors on the flags they carried. In all this however it was odd to see that most of the fans weather for Ireland or Italy were actually Americans descendent from one or the other, with most of the Italian fans not even speaking Italian. Something I noticed when I tried speaking to a few in Italian who at least recognized what language it was even if they could not understand or much less reply.

 

In all this I must say much to the credit of the organizers of this tournament, there was no violence of any kind from either side though the occasional racial or ethnic slur could be heard from both sides with Italians refereeing to the Irish as “micks”. This given that many Irish have the letters Mc in their last name, while the Irish responded in not so kind be calling Italians “w.o.p.s” These three letters standing for “with out papers”, as many Italians first arrived to America illegally and like the expression says without papers. However these “verbal taunts” for the most part were limited and did not, or at least that I saw degenerate in to physical violence.

 

After, a short bus ride, we that is I and my fellow Italian supporters entered Giant’s Stadium and by then the electricity was everywhere, today we would see who would have bragging rights in the city of New York. Would it be the Irish or Italians? This we would soon find out and though Italy was slightly favorite, this did not connote automatic victory by any means.

 

The national anthems were played and in all sincerity I do not remember whose was played first but this did not matter; for both were sung with equal passion by both sides after which our two captains, Baresi for Italy and Bonner (goalkeeper) for Ireland exchanged flags and the game was on. I, naturally by then found myself in my seat and was fortunate, that I was in a part were Italians outnumbered Irish, which put me at ease that I should not have too much trouble. For instance as my brother-in-law did once; at a game in Spain 82 were he suffered a broken head, this despite his being from Madrid.

 

Italy started much as they had played up and till that point; with Baresi leading the team and organizing it from the back. All the while looking for Baggio’s offensive creativity to provide us with the same kind of magic he had displayed for Juventus, the previous year that earned him the title of FIFA player of the year. Ireland as always solid, in their mobile defense, and always a danger on the counter attack, in fact there game was typical of the one mostly practiced on the British Isles and with Jack Charlton (brother of Bobby Charlton) as their coach why should it come as a surprise.

 

Chances there were some for Italy though Ireland, had studied their game plan well and goals would not come easy, however one did relatively early.  It coming when Houghton lobbed our goalkeeper Gianluca Pagliuca at the 11 minute mark of the game to put Ireland a head 1-0. A perfect shot it was and in the net it went, after which Houghton did a roll over as all the Irish faithful celebrated and grew in confidence that they could beat the team that had not only eliminated them from the last world cup but had come in third place, along with having won three world titles.

 

The lines of battle were clearly drawn at that point, Italy would have to go forward while Ireland could simply wait in the midfield and take advantage of any loose ball to go on the counter and increase their lead. Baggio, was being well taken care of, as this was not only our greatest scoring threat but the key to our offense and Charlton knew it. The first half would end and still we were down 1-0 and the Irish grew more sure of themselves.

 

The second half came and by then Italy started to worry and go forward in attack with more desperation, though Ireland was still solid in their wall of defense, while chants from their supporters got louder as did their reason to believe this could be their day in the summer as Saint Patrick’s is theirs in the spring. It was actually half way through the second period that those of us who backed Italy could see that we might actually not only loose this game but not even end up getting on the score board. Chances we created but always the same result Bonner, and his defenders would not have anything put over on them or at least not on that day and in fact Ireland in the second half came closer to a second goal when they hit the post, than Italy did to a first.

 

The final whistle came, and so did the celebrations of the Irish, and did they ever want us to know they had gotten the best off us on that day. I, however for my part felt they played a good game but for Italy all was not lost. As they could still qualify, specially since many teams had lost their first match to go on not only to the second round but the finals as was the case with Argentina in 90 or Germany in 82, of course both these teams ended up loosing in the final but that was another issue. Italy could still do it but this would mean almost having to beat Norway, for a loss would really limit our chances though not completely for with the system at the time; 16 out of 24 teams qualified. This making it possible for the best four third place teams to make it and after all Uruguay and Bulgaria had both gone through to the second round in 86, on the strength of two draws and a loss. Hopefully, however it would not come to this for Italy as they would beat Norway but that is another game for that one had ended with the Irish on top by 1-0.

 

Italy’s fans were depressed but as I explained to someone on the bus back to New York that all it was; was a set back and not the end, which those around me eventually did see it as. I even remember passing by a pizzeria near my apartment, me living in Brooklyn at the time in a part of the city reserved mostly for Polish immigrants (Green Point) and seeing how dejected, all my fellow Italians (some Italian American, some born in the old country) were though perhaps more so because we had lost to a team we were expected to beat.

 

Italy at that point was down but not out, but from then on we would have to get serious and play hard! Norway who had eliminated England was not going to be easy and this we all knew so bearing this in mind we would have to be at our best to beat them. Norway, who had qualified after a very long absence from the world cup scene. This however was for another day though same stadium.

 

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USA 94 (Italy VS. Norway)

 

An article about Italy’s second match in USA 94, which saw hope come back to us who loved Italian football.

 

We had lost but we were not out! We were Italy, after all and we were not going to give up after only one defeat, specially since we had already won three world cups, been in the finals four times and been semifinalists six times. Our record demanded that we go out and show what we were capable of; this I knew and having settled this in my mind I set back and enjoyed the rest of the world cup before Italy’s second match.

 

The other games were very good and though there were no great surprises, I got to see some really nice play from Argentina; who soundly defeated Greece 4-0 but this one could more or have expected. They having Maradona, who was back in form after his year and a half suspension for cocaine but that was already in the past. Marardona, was still young at 33 or relatively so and his ball handling skills were still the best even if he had slowed down a step or two but then again speed had never been his greatest asset as a player. Of course; Argentina also had Batistuta, who scored a hat trick for Argentina in their 4-0 rout of Greece while the 4th goal was scored by Maradona, himself and did the camera ever capture his passion after his first world cup goal since the one he scored against Belgium in Mexico 86. It was almost as if he scored that goal just to prove to himself and his critics that he was not finished as far as football was concerned and in a way it was strange because the way he looked in to the camera will be more remembered than the goal itself.

 

As for the rest of the games; Brazil had won 2-0 but had not really impressed by beating Russia, who was playing as such for the first time after being the Soviet Union for so long. The United States in their second game beat Colombia 2-1, in a match that perhaps would have been forgotten if not for the tragedy that occurred afterwards. Andres Escobar, scored an own goal for the United States, because of which he was killed on his return to Colombia, by one of the cartels; who obviously had bet heavily on Colombia. This most likely the case though I have heard that one of the Colombian cartels even bet heavily against Colombia. All of which must have created great confusion on the Colombian team, as some players where even threatened before games not to do their best, while others to win at all cost.

 

In a way I also felt sorry for the USA, for they were playing in a world cup, which is the greatest honor which can be bestowed upon a national team and they were doing it as the host nation and yet most Americans seemed either oblivious to their efforts or simply did not care. The USA had played well against Switzerland in their 1-1 draw. This the team that qualified a head of Italy in their group and though this was more history; they had drawn 2-2 against Brazil, in the 1950 World Cup which Brazil hosted. Switzerland, would even go on two years later with basically the same team to hold England to a 1 all draw in the 96 Euro which England was playing host to. The USA, after drawing with Switzerland even beat Colombia, who some were predicting after their 5-0 trashing of Argentina to go all the way and yet, the people of the United States seemed not only not to take pride in their teams accomplishments; it was as if they just did not want to concern themselves with it. I for my part remember even reading about wild celebrations in countries like Austria, Peru, Argentina, Italy, Germany after world cup victories while those in the states almost did not react.

 

All of which made me feel bad for the Americans on that team; which would be the first American team to qualify for the second round since the one that had done so in the first ever world cup, played in Uruguay in 1930. It also being then that an American scored the first ever hat trick of the competition against Belgium; in a 3-0 US victory that would lead to the United States becoming the first and only CONCACAF team (so far) to reach the semifinal of a world cup.

 

My pity towards the American players was largely being caused by the fact that these players really seemed to be giving it their all in this, their big moment. Yet, it all seemed to be for a nation that was not even aware or did not even wish to be. I can even add that when the United States played Brazil in the round of 16 in Los Angeles, it was Brazilian fans who clearly outnumbered American fans and if one did not know the USA was playing at home; one could have sworn it was the other way around. For such was the lack of support the USA was getting on home soil.

 

Granted, their accomplishments were on the news of major networks but even they were given less time than other sports by commentators who anybody who knew anything about football (or soccer) could tell did not have a clue as to what the game they were reporting was about and would have done better to stick to baseball. Of course for my own, I feel the networks should have at least tried to get people who either followed the game of football or to better educate the commentators they had, as to not look too ignorant about what they were reporting. Actually what ended up causing a stir was the way, broadcasters from Latin America shouted after a goal was scored, which in fact is a practice carried out through out the whole football world.

 

In all this however; there was one thing I did notice as I watched the games and it being that the following changes had taken place in the rules:

 

1-     A player was only on off sides if he was in front of the defender, on the same line no longer meant he was on off sides, which would hopefully increase scoring.

2-     Almost any series foul earned the offending player a card regardless of weather or not there had been intensions to commit injure.

3-     Any intentional handball received a card.

4-     Deliberate back passes to the goalkeeper were no longer allowed and were punished by an indirect free kick, on the spot where the goal keeper had touched the ball.

5-     Any last player committing a foul to stop a player got an automatic red card.

6-     Yellow cards from the first round, were no longer counted in later stages of the tournament.

7-     Players had to wear their names on their shirts, along with their numbers. This even causing a comic situation with the players of Cameroon; who were forced to add their names on their shirts in magic marker.

8-     Three points were given for a victory; as opposed to what till then had only been two, however I for my part failed to see (and still do) how this makes such a big difference when teams are only playing three games.

 

Game day however arrived and again, it was to the same Port Authority bus terminal only now the mood amongst the Italian faithful was more somber, we needed to win and had to or else face elimination. Norway was not going to be easy but as I looked around I could see everybody was more serious about the game than they had been against Ireland. Another thing I noticed was that Italian fans clearly outnumbered Norwegians, perhaps by as much as 4 to 1 but this did not mean we would win for this we had to do. Our name alone was not going to do it, as teams were no longer afraid but felt they could beat us.

 

I remember having a much better seat on that day than the one I had against Ireland. This because tickets were not so hard to find, which made it possible for me to sit more or less at midfield, whereas before I got to sit behind one of the goals; where I managed to get a great view of Houghton winning the game for Ireland. Italy was more concentrated on this day and there was no denying it as even during the national anthems I could sense their focus on the matter at hand. As for myself, I too had come ready to support Italy as much as I could and again wearing my blue shirt of the Italian national team.

 

The game started as any other, with Italy attacking and the score at blank when they again; like in their first game in Argentina 78 made history for all the wrong reasons! In Argentina, it was for giving up the fastest goal in world cup history, now it was for being the first team to have its goalkeeper (Pagliuca) shown the red card during a world cup match. Yes, Italy was down to ten men, which meant they would have to bring in their reserve goalkeeper and take a player off the field. Roberto Baggio, much to my surprise was chosen to go off, so basically we were down to ten men, without our best player and in a game we had to win against the team that had eliminated England in qualifying. Could things get worse?

 

This I asked myself and so did many irritated fans. One of which even overheard me say and got slightly angry at me; when I commented to someone next to me that Pagliuca had handled the ball outside the box, to be told that the ball had really hit him on the chest but regardless of which he was sent off. Marchegiani was forced to take his place. This the goalkeeper who had literally given away two goals to Switzerland, which had clearly been his fault; was going to be our starting goalkeeper, for not only the remainder of this game but the next. Could things get any worse? They could; Baresi, our captain had to leave with an injury and later that week would require surgery.

 

In spite of all however the first half ended 0-0 with the fans or “Fratelli D’ Italia” still hoping to win. The second half got under way and optimism, despite all was high and it did not take long for the much awaited scream of “GOAL” to burst from our lungs as Dino Baggio; at the 67 minute mark put us ahead to stay. All of which creating a scenario, which I will never forget; people hugging each other, some jumping up and down with flags, men and women, it mattered not for we were winning. One to zero, it would end and our hopes would live on to qualify, we of course would probably have to beat Mexico or at least tie and hope to go in as one of the third place teams but it was within our reach and this was cause enough to celebrate.

 

Celebrate, we did but it was more relieve than anything else that we had at least won a game and scored that made us feel good afterwards. It had been a costly victory loosing both Baresi and Pagliuca but we had won and that was important. As for the other game in our group Mexico had beaten Ireland 2-1; which meant that matters where square in the group at three points for all four teams. All of which put greater emphasis on our last match against Mexico.

 

 

USA 94 (Italy VS. Mexico)

 

An Article about not only the match Italy played against Mexico in USA 94 but what it was like to live in a country in which the world cup was being played.

 

Italy had won by beating Norway 1-0, after which I was pretty much sure they had qualified to the next round, specially since even third place teams could go through or at least 4 out of the top 6 could do so. Of course, there was always the possibility they could loose to Mexico but I doubted this was going to happen, as I figured if worse came to worse they would tie and go in as a third place team. This incidentally being the place they held in the group after their second game.

 

Time had come to sit back and enjoy the world cup and by this I do not only mean the games on TV but the world cup atmosphere that had been created by this tournament along with all those fans from literally all over the world who had come to see it. This plus the fact that summer had just started in the United States, gave a sensation of real world cup excitement, added to that already international scene New York was so famous for. In a way; every group of fans, thanks to the way they celebrated brought their country over to America.

 

I; in the days that followed Italy’s victory over Norway decided to explore the city of New York, feeling almost like a tourist in my home town, seeing all those fans from all those countries that had qualified and some from countries that had not but were there just to enjoy the games. There was the Norwegian and Swedish fans with their Viking hats that included horns on the sides, reminding me of characters from Wagner’s “The Ring”, Brazilian fans with their yellow and green and samba music, Argentineans always with their big drums, Germans, Mexicans, and many others.

 

All of which making this world cup a big success; who many so called “experts” had said would not be given that the United States did not have a tradition of football, and many other reasons. In all this however one thing had been overlooked and that was that many Americans would be cheering on the country of their parents or in some cases grandparents, as was mine with Italy, which was precisely what happened to keep huge stadiums packed. As a matter of fact; USA 94 set the record for the largest attendance at a world cup and this despite not having either England or France qualify. This also a record which still holds out despite three world cups having been played since; all of which had 64 games as opposed to “USA 94″, in which only 52 were played.

 

I basically went around to soak up not only the sun during the time that followed Italy’s game against Norway but to meet some of the fans from other countries; as well as look for a bar in which I would be watching Italy’s games. After all, I wanted to see Italy play in company of fellow Italians and did not have the means to follow them all over the country, which incidentally was the biggest (and will be till either China, or Canada or Russia host the event) to ever host a world cup with also the greatest distances between venues. As one could imagine would be the case, when matches were being played in cities as far apart from each other as Miami, Los Angeles, New York, Detroit, Orlando, and Chicago.

 

Italy was going to be playing its next match in Boston; which was not far but I was afraid I would not be able to get a ticket. This given the many Mexican fans, who were bound to be buying them up, so I just figured to look for a nice Italian bar with a large TV set. I considered many neighborhoods but eventually decided that the best would be “Little Italy” in downtown Manhattan. After all; what better location to watch “La nazionale di calcio” than the place where Don Vito Corleone, grew up and even made his bones in.

 

It was after looking over many places that I came to settle on “Bar Napoli”; a nice place on Mulberry street, right on the corner, though I do not remember the name of the other street. Little Italy, also the place where I happen to run in to three very nice ladies, whom I mistook for Italian. This given the colors; green, white and red which they had on them and the fact that one of them was a natural blonde. It actually turned out that these three young women, were from Mexico; which also has the same colors on their flag but despite this we did engage in a nice drink and conversation at the Bar Napoli, which included me taking photographs of them with their flag and having one taken of the four of us together. They naturally telling me that they felt Mexico would beat Italy, while I wished them and Mexico the best of luck against any team they should meet, save Italy. In a way it was strange because I had never met any Mexicans before and suddenly; just a few days before Italy’s game against them, it seemed that they were everywhere, even more than the Irish. I also remember telling one, who was married to a Polish female friend of mine that Italy was going to win 2-0, while he told me that I was simply dreaming.

 

The mood was a great one, in the city and one which I knew would probably never come back or at least not in my lifetime; so I tried as hard as I could to get as much of it as possible and that is precisely what I did. Seeing games mostly in bars, even if I did not really care who won or loss. As it was the need to see people celebrate and enjoy their good times even if mine were only when Italy played.

 

The day of the match against Mexico arrived and I felt sure Italy would qualify, which led to me being relaxed as I waited in a crowded Bar Napoli for the game to begin. The atmosphere however was tense in this rather small place, and as I sat on a chair drinking ice coffee, I started up a conversation with a fellow Italian supporter or at least judging by the Italian shirt he wore. John was his name and like me he was Italian American but contrary to me he could not speak as many as three words of Italian but this mattered not; for he and his dark skinned lady friend from Costa Rica were behind Italy all the way. In fact John’s girlfriend, Gabriela (as I remember) had been born in Costa Rica but had lived most of her life in the states which meant she like John also did not speak the language of her ancestors which in her case was Spanish. This I found out as I tried to speak to her in Spanish, who like John with Italian recognized what I was speaking but could not understand.

 

I for my part on that day wore my AC Milan, shirt wanting to show not only support for Italy but that I was a Milanista. As for the game; it was a hotly contested one, which I followed but secure that Italy would pull through which in fact was what happened as the score ended in a 1-1 draw. Italy’s goal being scored by Massaro; an AC Milan player at the 48 minute mark; while Mexico’s came via Bernal 9 minutes later. Italy drew and finished with 4 points but this strangely enough did not mean automatic qualification; from a group that ended unlike none other ever had or ever has.

 

All four teams finished with four points a piece and strangely enough even with the same goal difference, so it would be up to who had scored the most goals to decide matters. Mexico came in first place in the group and automatically qualified for the next round as they had scored 3 goals, which put them a head of Ireland and Italy who had only scored 2 goals, while Norway only 1. Mexico; for its part was going past the first round, for the first time in a tournament which they were not hosting.

 

Italy and Ireland were left tied with 4 points as well as 2 goals a piece but it was Ireland who came in second given they had beaten us in our head to head game. Italy however managed to come in third despite being equal with Norway on points and goal difference, simply because we had scored two goals and had beaten Norway in our head to head encounter. Italy was third in the group but not yet qualified to the next round, true they had a win and a draw and Uruguay in 86 had done it on the strength of two draws but this was another world cup. Italy could still be eliminated but only if Cameroon beat Russia by three goals or more. All of which would have given Cameroon four points with 5 goals for vs. 5 goals against and would have toped, Italy’s 2-2 goal difference.

 

The chance was there, an ever small one but it was there; for Italy to be ousted from a world cup in the first round. Something which had not happened since Germany 74. Russia after all had lost their first two games and had very little to play for other than pride, though they had under the same circumstance four years earlier managed to rout Cameroon by 4-0. Would they do it again or at least not loose by three goals, was the question on the mind of all Italian fans but this did become academic once Russia destroyed Cameroon by 6-1. In a game that set two records. The first one by Russia’s Salenko, who scored five goals and the second one by Roger Milla, who at 42; became the oldest player ever to score a goal in world cup history. As a footnote, I would like to add that both these records still stand.

 

It had been an interesting game at Bar Napoli and I had met two very nice people by the names of John and Gabriela, along with many others whom I would see again and form bounds with or at least till the end of the world cup. One of them, an Italian American wrongly believing that Roberto and Dino Baggio, were brothers, which I explained to him was not the case. It was however after the game that I was in for a real threat, as there was a camera man and a female reporter present from Italy’s RAI TV, who were looking for an Italian supporter whose language skills went beyond the one or two words or expressions which could not really be broadcast on TV. I just happened to be at the right place and at the right time and managed to get interviewed on TV by RAI, hopefully to be seen by my sister and other relatives back in Italy.

 

 

World Cup USA 94, (Italy vs. Nigeria)

 

An article about Italy’s match vs. Nigeria in the world cup USA 94 and how close we came to being eliminated, only to bounce back and win it in overtime.

 

Italy was in the round of 16 in USA 94, after having barely qualified by the skins of their teeth. Third in their group, in a world cup that allowed such teams to move on to the next round. Of course, this would not have been possible in the following world cup however for Italian supporters this hardly mattered. Italy was through to the knock out stage of the competition and this was all that held any meaning for their “tifossi”; apart from the fact that they would have to beat Nigeria to get through to the quarterfinal. After which if they managed to beat Nigeria, it would be Spain waiting. This a team which had already defeated Switzerland by the score of 3-0 to advance to the quarterfinals.

 

I for my part decided to watch this most important match in the “Bar Napoli” on Mulberry Street in “Little Italy”, after all it was crunch time, do or die and what better place for an Italian to be than among his own. Specially since there would be no tomorrow if Italy lost and if they did manage to beat Nigeria, they at least in my opinion would be in the world cup. For to me, the real tournament starts in the quarterfinals, as those are the teams that when all was said and done; came even close to the final. Italy however would have to go through Nigeria, the team that in the first round had beaten Bulgaria by 3-0 and had qualified in first place in their group despite loosing by 2-1 to Argentina.

 

Italy, I was sure could and should win but this was not a done deal by any means, so with this in mind I sat down at Bar Napoli to watch the match with those whom I was familiar with but specially John and Gabriella; who were even expecting me to turn up. This due to the fact that though both of them were behind Italy all the way, neither of them really knew much about the players or at least not as much as I did.

 

My Italian “azurri” shirt is what I wore that afternoon; as this was a day to stand behind “La Nazionale” (who wore their white shirts instead of their traditional blue) regardless of weather one supported Milan, Juventuz or who ever one backed during the regular season. The atmosphere was tense but in reality it was not as much as it would have been had Italy been facing the likes of Brazil, Argentina, Germany, England, or even Spain. This given that Nigeria was entering new grounds and though it was possible for them to beat us; it was unlikely that they would or at least not in this part of the world cup.

 

Game time had arrived and all of us who had been following Italy were ready in our seats or at least the ones we had had since the start of tournament, almost as if we had reserved them during the first three games. This the case though I had only been there for one of Italy’s first three matches in which I had become a sort of go between those Italian American fans who did not speak Italian and the Italian ones who did not speak English so well. I however despite being known to all preferred to seat next to John and Gabriela though in a way it was like we were all sitting next to each other, regardless of where we sat; for we all supported the same cause, an Italian victory.

 

As for Bar Napoli, it had also gone through transformations which included more Italian flags and the waiters, none of which were Italian in any sense of the word but wore the shirt of the Italian national team or at least were made to do so by their boss. It was as if this place had become a stadium and we were the part of it that stood behind Italy, even if there were those among us who had no blood ties what so ever with Italy but had been swept by the fever of wanting to support Italy. This had been the case with not only Gabriela but many tourists who found themselves in America and whose countries had not qualified to the World Cup and for some reason or another had taken up sympathies with our cause which in many ways had become theirs.

 

The game stared and Italy went off attacking and close they would come but the tone of the game was not really set till the 25th minute when Nigeria took a corner kick. The center came with a curve on it, swirling in to the box where Maldini tried to clear it but instead of doing so passed it back to Amunike, who taped the ball past Marchegiani; playing for the still suspended Pagliuca. It was a goal which had clearly been Maldini’s fault but this was not as important as the fact that Italy again started a game down by 1-0 but this time a loss would mean elimination.

 

Nigeria seemed to grow in confidence after that goal and why shouldn’t they? They were wining 1-0 and with more than realistic chances of beating us and going through to the next round. Nigeria even seemed to be more threatening, true Italy also went forward more but that only made Nigeria more dangerous on the counterattack; always taking advantage of positions left vacant by defenders moving forward. The second half however ended with Nigeria still leading by 1-0.

 

We were down but not out however we knew something was needed to get us back on level terms and that would be Roberto Baggio, who had not really done anything of any real merit in that world cup up and till that point or at least nothing that came even near justifying his accolades as the world’s great player at the time. He had had a difficult world cup; it was true, being heavily marked in every game and had even been taken off the field early against Norway but now was his chance. He would have to start producing those plays which had been expected of him for Italy to be the team we all hoped and knew they could be and the time was then for there would be no more world cup for Italy if he did not.

 

This was something all of us at Bar Napoli agreed upon during our half time rally as we talked over the situation, after which we made up our minds to put all our cheers and emphasis on the game and Italy winning it. This; almost as if we who were so far from the game could influence it in any real way but we would cheer on till the end and if we lost so be it but we would be heard or at least in that bar. I even remember how Gabriela suffered during that half time saying she would go home and cry if Italy lost and it was then that I saw perhaps for the first time how football is a game that really makes fans endure, very strong emotions even when their team did manage to come out on top.

 

The second half stared and we took our places, rejuvenated and hopeful that it would be us who would be going through to the next round, almost as if we were the one’s who were playing. Naturally, we all had ordered drinks during halftime which in a way strengthened our will to see Italy win, with most ordering beer for the occasion while I another iced coffee.

 

The second half started with Nigeria backed up to their own half as Italy went forward, at first not with total abandon but they were definitely playing in an attack mode. Nigeria was apparently content to let Italy attack while they sat back and looked to counter attack, which was a good strategy given their solid defense and fast forwards who were always a danger, specially should they get a ball in the clear, with Italy’s defenders behind them.

 

Time was passing and still the score remained against us but the less minutes were left in the second half, the more it came to be that Italy was not only playing against Nigeria but the clock, which had gone past the 75 minute mark. It was at this point that the game started to be played, almost exclusively in Nigeria’s part, not even half but quarter of the field, with the occasional exception being the ball that they could clear past their own midfield.

 

Italy was controlling the game clearly and the pressure was enormous but what of it? If we were still losing, though getting closer and closer. There were even calls for penalties by some Italian players and us the fans which the referee seemed to pay no mind to. The situation however would take on more drama as if that were possible.

 

Gianfranco Zola, was clearly fouled in the penalty box but rather than give Italy a penalty the Mexican referee simply waved for play to go on, which Zola did by going over to the player who thanks to a foul had taken the ball away from him and doing likewise to him, only without a foul. Zola took away the ball cleanly but in spite of this was shown the red card; as the player he who took the ball from fell or perhaps did so intentionally, given that he was not even touched by Zola. This can be clearly seen by those who view this action, now available on Youtube.

 

Italy was down to ten men, loosing by 1-0 to Nigeria, with the clock running out and facing early elimination from the world cup but I had not lost hope for we could do it at any second the question was would it be in time? Many around me at that moment were saying that Roberto Baggio had let everybody down and that all had been hype about him, while others just watched to see the end believing it was all over and there were those who put the blame squarely on Maldini. Insults were being hurled at the TV by many of the “tifossi” at almost everybody on the field, though most of it was aimed at the referee while I for my part felt that our goal would come and that all the pressure had to yield something.

 

It was something I will never forget, time was almost down to nothing when Italy got in the Nigerian penalty box; one more time as they had done on numerous occasions that day but this would probably be our last chance. The box was full of players specially in front of the goal and as Mussi went by a player, he passed off to Baggio and just at that moment with the game about to end, everybody around me stood up. I however was slow to get up, given that there was not even much room to do so with this place being so jammed pack; all of which creating a situation that I could see nothing when suddenly; I heard one of the loudest screams I had ever heard in my life. “Goal” was the word and I was aware it had been Italy’s but who had scored I knew not though this did not mater! Italy was equal and with knowledge of this I too started shouting our goal. I would eventually see that our goal had been scored by Baggio, who had struck a ball which some how had managed to squeeze its way through a void created by a Nigerian defender and an Italian player in to the corner of the net.

 

Relief was everywhere, for we were seeing our dreams coming to end but now we could hope to reach the final once more. The game ended soon after and it was with optimism that we faced the overtime, which we knew would follow but somehow we were sure it would be us who were bound to go through to the next round.

 

Italy was tired and in spite of which we went forward; as did Nigeria who were no longer winning and just as the first half was drawing to a close and with two minutes left; Dino Baggio lobbed a ball in to the box for Benarrivo. This being dangerously close to the goal; left a Nigerian defender little option but to have to pull Benarrivo down in the box as the referee final called a penalty for us. A penalty it was and who should take it but Roberto Baggio.

 

We all held our breaths at that moment, almost as if all our lives depended and were hanging on weather he converted that penalty or not. If he did we would be winning and with great chances to go through to the quarterfinals. So, with all of us knowing this; Baggio took our hopes and passions with him as he struck that ball which came ever so close to hitting the post and bouncing out but did manage to sneak in; where the Nigerian goalkeeper had absolutely no chance of reaching. Another shout of “goal” was heard by all present that though not as loud as the first did make our voices a bite hoarse afterward but this did not matter, for we were ahead and such the match would stay till the end.

 

Italy was in the next round! It had not been easy but no one ever said it would be and as we rejoiced I heard John tell me that he would be going to church everyday after that game or at least till the next match which would be against Spain. Gabriela also celebrated as we had pulled it off and all of us in Bar Napoli could not have been happier about it. As for me, in a personal observation of all that I had seen; did find it comic how in a span of 20 minutes Roberto Baggio went from being the man who had been worthless on the field to being the one who had saved Italy from disgrace or at least in the eyes of those fans in Bar Napoli. Some of whom had even been booing Baggio but after the game turned to say how they knew he would do it.

 

As for the other matches Brazil had gone through after a match in which they won 1-0 against the USA, who had given a much better showing than many would have ever anticipated against such a strong team. In fact Brazil had even had one of their strongest attackers sent off for a most brutal foul against Tab Ramos, of the US. This player being left with a broken head which required him to be hospitalized, while Brazil’s Leonardo was suspended for the rest of the tournament. Brazil however despite having more problems than anticipated was in the quarterfinals; even if this was nothing new for them as they had been there many times before though not in the previous world cup.

 

In other matches Argentina, much to my delight lost 2-3, eliminated by Romania; who at that moment become one of the tournament’s favorites to go all the way, after having beaten an Argentine team that had not played badly in spite of being without Maradona and Caniggia. Germany also got by; though they really had things go their way when the referee clearly failed to call a penalty for Belgium which would have made a big difference given that Germany ended up winning by 3-2. As a footnote I will add that the referee who missed this penalty, later admitted that his had been in fact an error which had obviously cost Belgium dearly. Naturally other teams had qualified to the quarterfinals but for Italy, all that they really cared about was that so had they.

 

After the game I went to my favorite pizzeria in Green Point Brooklyn, which was owned by Mike, a young man who happened to be a fellow Italian American though he could not speak the language of his ancestors, unlike Lorenzo. This man being an Italian born immigrant whose job it was to make pizza in this place which I had grown so found of in the time I had been among its customers. Mike, was glad Italy had won but doubted we could beat Spain, which led to us laying down a small wager of five dollars, with me taking Italy and him taking Spain and by virtue of which going against his heart’s desire that Italy should win.

 

 

World Cup USA 94, Quarterfinal (Italy vs. Spain)

 

An article about Italy’s match vs. Spain in the world cup USA 94 and how thanks to Germany’s defeat; I managed to get a ticket to the semifinal.

 

There is not much I can say regarding Italy’s match against Spain; other than I saw it in “Bar Napoli” in the company of those who had been there for Italy’s previous match and the already known fact that we won 2-1. Naturally as with any quarterfinal match, this one was not without its great moments which saw cheers from us; Italy’s ever faithful “tifossi”. The first of which coming at the 25 minute mark when a long range effort from Dino Baggio found the back of the Spanish net and put us ahead 1-0, which was also the score that ended the opening half.

 

The second half started as one can expect with Spain, the team that was loosing going forward and eventually getting an equalizer from Caminero; 58 minutes in to the match, when his shoot bounced off Costcurta and past Pagliuca (back after a two game suspension) and in to the net. Italy however was not going to be denied or at least not on that day as with two minutes remaining Signori (Lazio) managed to flick the ball over to Roberto Baggio, who found himself in a one on one situation with Spanish goalkeeper, Zubizarreta. We all held our breath’s at that moment for we knew Baggio could score but just the same we needed to see him do it. Baggio took the ball with his right foot and went by Zubizarreta but perhaps opened himself too wide of the goal and just as it seemed he had no angle to shoot from; what should happen, as we the fans in Bar Napoli watched in total anxiety? Baggio while falling down manages to get a shot off that barely filtered past Spanish defender Abelardo (sliding in to prevent a goal) and in to the back of the net; sending Italian fans everywhere in to a wild celebration along with ear bursting screams of “goal”.

 

We were winning by 2-1 and that is how it would end though before the end of the match; AC Milan’s Tassoti would get himself an eight match suspension for breaking the nose of Spanish forward Luis Enrrique. Italy had had its problems but what mattered to us; its fans was that we had won and would be going to the semifinal. All of which meaning that if worse came to worse; Italy would end up being among the top four teams in the world for the 5th time in the last seven world cups, though we were hoping for best coming to best which would have meant becoming champs for the 2nd time in the last four world cups.

 

Italy was in the semifinal, so the question was who would join them and I must say I expected it to be Germany, which would have set up another semifinal between Italy and Germany as had been the case in Mexico 70. Naturally with such a big match as would have been Italy vs. Germany in the semifinal; my chances of getting a ticket seemed limited to say the least, specially given my lack of funds at the time.

 

Italy vs. Germany would be a great match and though the German’s were the defending champions, it was clear to see that four years had passed by and those same players who had won the title in Italia 90 were only the same in name but by no means in form. Germany had gotten through to the quarterfinals more on their name and the fear it brought on other teams, not to mention a penalty which should have been called for Belgium but was not. This being the case for Germany while for Bulgaria; it was one of them having won their first match in a world cup after having played in five previous editions.

 

Bulgaria in that world cup; after a bad start in which they lost their first match 3-0 against Nigeria went on to win their first ever match in a world cup by beating Greece 4-0. It was this first victory that saw the Bulgarians and above all Stoickov; go from strength to strength. As they would go on to beat Argentina 2-0 and then Mexico; in penalties in the round of 16 to get to where they were in a position to play Germany for the right to be in the semifinal.

 

Germany on that day started well, going up 1-0 in the scoreboard when after 47 minutes, their captain; Mattaus put them a head, with a well taken penalty. Bulgaria, however had not come so far just to give up after one goal and it only took them 18 minutes to level the score at one a piece, when a brilliantly struck free kick by Stoickov found the back of the German net. Germany was in for a battle and it would get worse as three minutes later Bulgaria’s always solid defender Leckov put away a header in the back of the German net to make the score 2-1 in Bulgaria’s favor. Germany were now loosing and though they had made many come backs in the past, this would not be one of them; as perhaps lack of motivation or age did not allow them to be the German team of old but regardless of anything Bulgaria was through to the semifinals. They were the ones who would be playing against “La squadra Azurri” and not Germany, as many so called experts had predicated.

 

As for the other semifinal match; it would be Sweden against Brazil, with these two teams meeting both for the second time in USA 94 (first game ending 1-1) and the sixth time in the world cup. This second figure still being in fact the record for the most times two teams have faced each other in the world cup. I for my part could imagine that Brazil; after a hard fought match would beat Sweden but then again it might be the Swedes to pull of an upset and reach the final but before that could happen they would have to beat Brazil for the first time in a world cup.

 

By then I had become a regular, not only in Bar Napoli but in “Little Italy” where I was known in every bar and restaurant, as I had just about seen a match in every one of them, however I will never forget the opportunity that was presented to me two days before Italy’s semifinal encounter against Bulgaria. It happened while I was sitting outside one of these very places, waiting for my beer that a lady I knew approached me asking if I wanted to buy a ticket for Italy’s semifinal match. The answer was clear that I wanted the ticket she claimed to have but was almost sure that her asking price would be beyond my means so I asked more from curiosity than with intensions of buying how much she wanted for the ticket? She though this I do not recall the exact amount mentioned a price which almost shocked me, as it was well within what I could afford and even had on me at the time. I naturally said “yes” with a huge smile on my face and just as I was about to reach for my wallet; this lady informed me that she did not have the ticket on her but could go and get it in less than ten minutes.

 

I must confess to have been very enthusiastic at that point and just as she was about to go I asked her what kind of seats they were and if they were not too high up; as I might have problems with blood coming out of my nose if they were. Perhaps, it was this bit of American humor which this lady from Naples did not really understand that made her in a slightly annoyed fashion tell me that such could only be the case if the height in question were above several thousand meters. This joke obviously not translating well in to Italian.

 

As I waited on this hot day, I started pondering the reason that she was selling tickets to the semifinals so cheaply and even came up with some ideas that perhaps what she was offering was not “the real McCoy” so to speak. This was after all a world cup semifinal and though I had heard of a case back in Chile 62, where as few as 8,000 fans attended the semifinal between Yugoslavia and Czechoslovakia, it struck me as odd that she would be offering this ticket for so little and that one was available at such a late stage. I, however did not have long to consider the matter because just as I was waiting; a man came by from the Belgium football federation who offered me not only a better ticket but one that was even cheaper at 90 USD. I, being one not to waste such chances took out my money as fast as my hand could get to my wallet and paid the man 90 bucks; who handed me the ticket which I kept for many a year or at least till I gave it to the owner of San Lorenzo in Warsaw. This the Italian restaurant where this ticket currently finds itself decorating the wall of.

 

I was overjoyed to have this ticket which had all the signs of being the genuine article, like the ones I had bought before but still I wondered how come this man was selling a ticket that on it had a face value of 200 USD for 90, this not even being half; so I asked. The answer I got was one which I recommend all those who are fans of football to never forget; as it will be useful to them in the future to get cheap tickets to big games and it was as follows. This man told me that many Germans bought tickets when they found out that Germany would be playing the semifinal in Giant’s Stadium but when it turned out that their team lost; a lot of them, thousands to be precise decided it would be preferable to sell their tickets. This I imagined because they had probably purchased their tickets with the sole intension of seeing Germany in the semifinal, for the game in and of itself they could watch on TV.

 

Second of all; I also figured that the German’s who had made the trip over to America just to watch the world cup were probably staying in hotels, which they would no longer have to pay for if they simply sold their tickets at what ever price they could get, even if at a loss and just hopped the plane back home. I, however do not think the situation would have been so desperate; for instance when both Italy and Germany failed to qualify to the finals in the world cups played in their countries as those fans were probably not looking to get back home but I can see it as being similar. The moral however one can deduce from this is that when two great teams are expected to meet in a match and one of those teams is eliminated before; it usually leaves a lot of desperate fans seeking to sell tickets, which for the most part should make the price go down, as there would be no sense in anybody buying those tickets after the game, unless they wanted a souvenir. Furthermore regarding this matter, I could add that this is probably what would have happened in 2002 if Brazil had lost to Turkey in their semifinal match, which would have meant a final between Germany and Turkey.

 

As expected however the lady who had first offered me a ticket came back and was disappointed to see that I had bought another one from someone else but did understand that the opportunity had presented itself and she, of course could always sell her ticket to another fan. I, however for my part was thrilled I would be seeing “La Squadra Azurri” playing in the semifinal of the world cup and all I could think of was, first buying a large Italian flag, (bigger than the one I already had) and then showing my ticket to all those at my favorite pizzeria in Brooklyn. I even made up my mind to give them the Italian flag I already had as a present since I was planning on getting a bigger one.

 

Life, I must say was beautiful at that moment (like the name of that film with Roberto Bennini) and as I sat in Little Italy, now sipping my beer, I heard to gentlemen at a table next to me speaking Spanish. This prompting me to ask them in Spanish, where they were from and telling them that though I was Italian American, I did speak Spanish because my mother was from South America. As it turned out that these two gentlemen were from Ecuador, and it was with great enthusiasm that I told them I was going to be watching Italy vs. Bulgaria live, while they told me they had seen Germany vs. Bulgaria live. We went on to talk about other things though for the most part given that we met during a world cup limited ourselves to football, touching upon such topics as the recent killing of Escobar, which all of us without hesitation condemned as well as the cartels in Colombia. One of these men telling me that one of the cartels had bet in favor of Colombia while the other against. All creating a tense situation and as we also agreed upon, a team needs to have a 100% concentration in a world cup and be playing at its best to have any chance of winning, with me adding that even when a team was doing that; things would still be difficult.

 

In this most pleasant conversation, I also remember telling these two gents that during my 1984 visit to Ecuador I had met the famous “Vito Munoz”, with whom I had a very interesting conversation, naturally about football as he was and still is a very well known local sports commentator. I, for my part got to ask one question, which I had been waiting for a long time to ask somebody from Ecuador, which was why Ecuador had never managed to qualify to a world cup? After all I had been in their country, where I had seen many Ecuadorians playing football; both on a professional level and even on the streets and they definitely were not bad at the sport but quit the contrary. I even remarked how Barcelona (a team from Guayaquil, not to be confused with the one from Spain going by the same name) had made it to the final of the “Copa Libertadores” in 1990; eliminating Brazilian and Argentine teams on their way.

 

Additionally to my question, I added the comment that if, for instance Venezuela did not qualify to the world cup; the answer was simply that they stunk at the game, and this I say not to offend anybody from this country but because it is true. I mean lets face, baseball is their sport, not football. My question and comments actually made both men laugh as it was one that not only had been raised by many foreigners but several Ecuadorians themselves however this they could not answer and it was with good wishes that we parted company as I headed to my favorite pizzeria in Brooklyn.

 

 

World Cup USA

My name is Gianni Truvianni, I am an author who writes with the simple aim of sharing his ideas, thoughts and so much more of what I am with those who are interested in perhaps reading something new. I also am the author of the book entitled “New York’s Opera Society” which is now available on Amazon.

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Gauteng is a diverse province that offers whatever your taste in the fields of art and entertainment. Whether you like more modern sounds of music, nightclubs from Soweto or jazz Gauteng has it all.

If you are more attuned to the classical, the State Theatre in Pretoria and the Civic Theatre in Johannesburg regularly present ballet and drama of international standard. And then there are smaller, more relaxed venues presenting music and drama – the Market Theatre, the Sound Stage, the casinos, the Barnyard Theatres, to mention just a few.

To experience some of the diversity that is part and parcel of the Rainbow Nation, take a guided tour of Soweto, visit the Ndebele Village at the National Culture History Museum or spend some time at the Lesedi cultural village. Don’t stop there. Gauteng has museums catering to every interest from railroads to military history, not to mention art galleries that feature indigenous, modern and classic artists.

And, of course, the casinos. Gauteng offers several five star casinos that are well run and attractive – music, drama and dance – as well as fine restaurants, hotels and safe, comfortable places where you can try to beat the odds.

Constitution Hill: With the objective of creating a human rights precinct and a world class heritage tourist attraction that will contribute to the growth of the tourism sector in Gauteng, the Constitution Hill project is already well underway. The new Constitutional Court and the Old Fort are open to the public and historic buildings like the old Women’s Gaol and the Native Gaol are being refurbished. Museum, archives and libraries, offices and conference facilities are part of the overall plan. Newtown – an initiative to regenerate and promote cultural industries in the heart of Johannesburg. It is home to the Market Theatre, Museum Africa, a number of craft markets and restaurants as well as a new social housing development.

Kliptown: Another major urban regeneration initiative, which includes the development of the Walter Sisulu Square of Dedication and offers opportunities in housing, tourism and business development, among others.

Cradle of Humankind World Heritage Site: Declared a World Heritage Site in 1999, this 47,000 hectare treasure house of paleoanthropology is the scene of remarkable find over three million years old. Still in progress, it offers opportunities in tourism facilities, hospitality, conference facilities, infrastructure and scientific research.

Dinokeng: Development of a premier tourist attraction which will include a ‘big five’ game reserve, Stone Age and Anglo-Boer war sites and the historic diamond mining village of Cullinan. Within easy reach of major urban centres, it offers opportunities in lodge development, tourism facilities, hospitality services, conference facilities, manufacture of African-themed artifacts, and commercial and retail services.

FIFA 2010 World Cup: No discussion of investment opportunities in Gauteng would be complete without mention of the FIFA 2010 World Cup. South Africa is the first African nation to host the World Soccer Cup. To successfully organize one of the world’s premier sporting events is both a source of national pride and a challenge for the country. The 2010 World Cup is one of the primary drivers of infrastructure development in the near term. The central government has stepped up infrastructure spending dramatically not only because the infrastructure is under heavy pressure from sustained economic growth but also because the demands of 2010 are enormous. Some 400,000 visitors are expected, who must be accommodated and moved around the country to see their favourite team. As many as 160,000 jobs could be created and estimates of the economic impact are as high as R20 billion. Demand for construction material is already causing prices for cement and other basic materials to sky rocket. In Gauteng, Soccer City will host 8 events, including the opening and final matches and Ellis Park will host another seven. The implications of 2010 for consumer spending and investment are difficult to calculate but there is no question that countless business opportunities lay in wait – in accommodations, in transport, in food, beverages and catering, and in a variety of construction activities related to infrastructure development.

GEDA is an agency of distinction and its mission is to promote economic growth, encourage new investment and maximise opportunities for skills transfer and job creation in Gauteng.

Johannesburg is a beautiful city also known as also known as Jozi, Jo’burg or eGoli.  Johannesburg is the provincial capital of Gauteng, which is the wealthiest province in South Africa. People in Johannesburg are mostly wealthy; they earn and spend a lot. Businesses are expanded here. Due to its cultural and economic importance Johannesburg attracts number of cheap flights to Johannesburg South Africa. Visitors use different search engines to reserve their Johannesburg South Africa flights. Among these search engines one is traveltojohannesburg.co.uk  which provides schedules of cheap flights to Johannesburg from UK. More than 17 million passengers enter to Johannesburg every year.

The commercial and economic importance is not the only reason for people fly to Johannesburg, its attractions are the other motivator. Auckland Park, Darrenwood, Emmarentia, Johannesburg Central, Midrand, Craighall Park, Bedfordview, Norwood, Hyde Park Corner Shopping Mall, Zoo Lake, Honeydew, Johannesburg Botanic Garden, Melville Koppies Nature Reserve, Orchards, Rembrandt Park, Nelson Mandela Bridge, Victory Park, Johannesburg, Soccer City Johannesburg, Westcliff, Johannesburg Art Gallery, Ellis Park Stadium, OR Tambo International Airport, Newtown, and Turffontein Race Course attract a lot many visitors as well as cheap flights to Johannesburg South Africa. Another most important reason of people flying to Johannesburg is that although Johannesburg is not traditionally a tourist’s destination yet it is major hub for connecting flights to other South African tourist places like; Kruger National Park, Cape Town, and Durban. Most international tourists to South Africa pass through Johannesburg at least once. A few attractions have been added to already existing to attract more and more Johannesburg flights. These newly built attractions are; Apartheid Museum, Hector Pieterson Museum, Gold Reef City, and Johannesburg Zoo.

Sports are another aspect of International fame for Johannesburg. Most popular sports in Johannesburg are; cricket, rugby union, and running. Cricket is more important game in Johannesburg. Gauteng was the venue for the 2003 Cricket World Cup Final. Johannesburg also hosted matches from and the final of the ICC World Twenty20. There was a huge load for cheap flights to Johannesburg. Foot ball is the second most popular game in Johannesburg. Now Johannesburg is the host of many matches of FIFA World Cup 2010. People are very passionate to watch these matches live. They are looking for cheap Johannesburg flights. Only 51 days are left in FIFA. Foot ball lover from UK can easily reserve their cheap flights to Johannesburg South Africa from UK with http://www.traveltojohannesburg.co.uk/, and watch FIFA World Cup 2010 live matches in Johannesburg.

I like to get information about different tourist’s places and to visit them. Although Johannesburg is not a tourists destination but it has much to offer to visitors. You may get information about Johannesburg and reserve your cheap flights to Johannesburg with travel to johannesburg .

BIRTV2005, world famous radio and television major manufacturers have brought their latest products, patiently with the Chinese market practitioners with a new term to display the respective solutions for the future, so much were dazzled, dizzying feeling. In the field of sports television, EVS industry leading companies and manufacturers are doing all ORAD companies to show us they have made in this area for their achievements and their confidence in the future.

Here, focusing on what they raised for the sports broadcast some new ideas and practices.

  An EVS’s IPS EVS company earlier in the broadcast industry is a slow motion drive systems has gained world renown for. In 1994, EVS company was born, the company’s start-up phase of the computer age with all sorts of “garage story,” similar to the broadcast of several young people to be rewritten using slow motion video shows the history of television. 1996 Atlanta Olympic Games is a turning point for EVS business. Founder, software technology expert Laurent? Mange to sell their technology to the United States. Mange Paizhuoxiongfu that when I went to sleep next to the camera to connect the server to ensure that broadcast foolproof. Year in the world to receive the Olympic broadcast television, for the first time “a clear, perfect slow broadcasting technology.” Paris 1998 World Soccer Cup, mange to find the Dutch Philips company, ask them to produce a 75 frame per second film camera?? It higher than 3 times the speed of the camera. Philips think that this camera costs too high, there is no market. EVS company then bet, they pay 20 units to the Philips customized “super slow motion camera”, with the company’s slow-motion cameras and broadcast systems to Paris. French organizers of the World Cup experience behind the lens of their high quality, immediate orders to buy. The result is that the Athens Olympics in 2004 when the 1000 stadium cameras, the use of EVS technology accounts for 1 / 5, that is, 200.

EVS company is not satisfied with the achievements, this BIRTV, they proposed IPS (IntegratedProductionSystem) show that they want to participate in the concept of including live sports, studio post-production before the whole process, including television production ambition. Their goal is to EVS server with the software, create a true collaboration-based tapeless workflow, unified production environment, including material acquisition, cataloging, media asset management, material view, edit all the process until the broadcast.

1. Scene log keeper and media asset management capabilities

This is the EVS in its new software to add new functionality IPDirector, live in slow motion is for the sports landmark. Why? Look at the past, slow-motion live sports production, we can see past the technical means of storage of the slow-motion clips is not managed at all, and storage because they can not retrieve fragments of fragments re-use efficiency is very low. The new IPDirector, allowing the notes written a special staff to do the race when the code based on the notes written record, so that each fragment of a stored key words are accurate, can be used to retrieve the fragments. For example, the soccer match, when the time code point 12:05:30 Party goals, log keeper staff code point will be given this time 12:05:30 such as “goals,” “goal team” “header” and other key words, while this time, networked EVS slow motion all the hard yards at this time point included slow-motion clip store will automatically be given the key words. With this feature, all stored in slow motion clip are searchable, and greatly improved the efficiency of fragment re-use, reproduce and make the game exciting technical analysis becomes possible, greatly expanding the sport live content space.

2. Big event broadcast content IBC System Center

2005 FIFA Confederations Cup in Germany shortly before the success. EVS broadcast company for this event provides a complete set of the central server system, the system includes input, multi-signal recording, viewing, archiving, editing full functionality. According to information provided by EVS, the central server system including one with 6 inputs and 6 outputs, a total of 4.5TB storage capacity (240 hours of recording) the central server. This year’s Confederations Cup

total of 16 games, each game included within the broadcast signal in the distribution of IBC are: Radio International signal (BIF), CleanInternational Feed (CIF), A special camera signal team, B team dedicated camera signal, bench dedicated camera signal, and the wonderful scene from the independent replay camera signal. Wonderful lens signal broadcast by the LSM operators in car production, the operator, the 6 networked HDXT [2] server to access the material.

The central server system includes two sets IPLogger workstations, providing the signal associated with the electronic entry form. One of the IPLogger for the first 5-input signal, another one for the material clip. Each entry is associated with the reference time code and include up to 5 keywords which broadcast from a host institution from the list provided by HBS, but also allow the importation of ‘freetext’ descriptions. In addition, multiple signals IPLogger in the entry for the BIF and will be automatically associated with all other 4-way signal. System uses a central SQL data sets from two IPLogger inventory data.

4 were operational staff to use the 4 sets IPBrowser workstation. These workstations can access the database, the database stores all the information from the input table. Operator can select the appropriate material or for broadcast, or for further editing. Operator can then play the selected material (SDI signal with embedded audio), feed to AvidNLE non-compiled site, but also the transmission network through XNetNetwork to Xfile media server. In the transfer process, also used TelestreamFlipFactory codec to convert material Avid file format for editing.

Finally, the 6-channel input signals and a database of all events are archived in the mobile hard disk, making the content of HBS can be restored at any time in the future to re-synchronize with the database content.

EVS central server system network diagram

Various RHB (copyright owners reporter) can be logged within the EVS IBC

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