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Adidas (other OTC:ADDYY.pk) is launching a massive ad campaign designed to coincide with the arrival of soccer super star David Beckham in Los Angeles. Market pundits are dismissing Adidas pointing to Nike's (NYSE:NKE) huge market share particularly with the urban youth who can barely afford to pay for Nike products.


Adidas gets soccer. Nike does not. Beckham globally is probably capable of moving more product than Tiger Woods or any other Nike celebrity endorser. Soccer is exploding, other sports are just growing.

If investors truly have a global viewpoint consider this: Soccer is bigger than any North American spawned sport. The money that star soccer players receive make elite American athletes look like paupers.

The last generation of immigrants are more prone to be soccer oriented rather than basketball, baseball or football. North America even has the cultural phenomenon of soccer mom.


It will not happen over night but Nike is vulnerable to Adidas best card. When the trend starts to tip Nike will find itself in the back seat and probably not know what to do.

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