Sport Consumerism and celebrity endorsement

Celebrity endorsement is a huge part of sports consumerism. Athletes are used in all of the sports brands to advertise and promote their products, for instance Nike football use Cristiano Ronaldo.

   

 

He is sponsored by Nike football; each season Cristiano Ronaldo will release a new  pair of Nike boots which will generate huge amount of profits for Nike. Celebrity endorsement is an effective way of promotion, a lot of Nike football consumers will be fans of Cristiano Ronaldo. It is clever because now Nike can deliver the same boots as the Ronaldo wears; they will generate high amounts of revenue just from a small advert and Ronaldo wearing his own boots. This is the current and latest product that Ronaldo is advertising. www.cristianoronaldo.com

Adidas is also the huge competitor of Nike, both brands compete in record breaking profits each year, Adidas also use celebrity endorsement as a advertisement technique, the likes of Lionel Messi who is rated the best footballer in the world. Messi promotes the Adidas F50 boots which are the extremely lightweight boots, compact with Adidas technologies including sprint frame which is a technology that involves a extremely light weight one layered material which creates a precision ball control material and extremely lightweight boot. Also it the f50 boot has the Sprint web technology which provides stability at high speed movements. 3D texture and finish for better control at high speed. It increases durability and abrasion resistance, and finally we have the sprint frame technology The sprint frame  construction uses geometrical learning and the stud shape to offer the perfect balance between light weight and stability. 

Both brands summarizes capitalism, using footwear technologies is almost scripting another language if we take words like sprint web and abrasion resistance its an extremely clever promotion technique to draw consumers in from across the world both brands sell globally and advertise globally not just using the internet and and television but on sports wear as well. 

People are starting to learn the specialist global language, employees of the brands are learning it, consumers are asking for specific products with the specialist technologies who are aware of it. This is showing the branding and promotions work and that it is targeting the mass audiences. Both Brands are extremely well known and found globally due to the clever branding and promotional techniques.

This is the brand new release from Adidas called the Adidas boost, hyper reality? Yohan Blake has announced that with these new Adidas boost trainers he believes that he can shave seconds of his record time of the 100 metre race.  

Is this hyper reality? is it the shoes that's making it faster are we falling for this clever advertisement and promotion?

This can be questioned Yohan Blake has stated he believes that the Adidas technology that is included on these shoes will make a sufficient difference in the sprinters  own personal100m record.

Is this clever advertising making us sucker consumers?