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In the beginning, it seems that Adidas is more active, but after the listing of nike Mercurial Vapor for 2010 World Cup, Nike become the biggest winner in the business area. Researching for a long time, according to the report of doctors, Nike company tested new nike Mercurial Vapor from time to time. Testing for the speed is nike's first theme. This new Mercurial Vapor is the continues of Nike speed myth, the inside technology is the highlight of Nike which can increasing speed. It is reported that revolutionary "TPU/Pebax" materials, and the Nike Vapor TD pattern are all features of this superior cleat that is geared to create stable traction and provide excellent ankle support. According to the official Nike store, this shoe is "Marshall Faulk's shoe of choice" and it is "designed for the serious football player". For this new shoes, Nike's so-called ambush ads have generated a lot more buzz. Nielsen found that Nike's "Write the Future" ad helped it gain twice as much attention on blogs and social network sites. Initially launched online on May 22nd, it features Wayne Rooney of England and Cristiano Ronaldo of Portugal. As the hot of Cristiano Ronaldo among football fans, it is no wonder that Nike's new ads played great effect for saling this new shoes.

After the nike ads has since been viewed over 14 million times on YouTube alone and over 29 million times on all web platforms. In contrast, Adidas launched its ad featuring David Beckham and Snoop Dogg last week. And so far, it has only received around 3 million hits. However, Adidas is not satisfied with this, for the result, Adidas want new Adidas Soccer Shoes lead the future in World Cup 2010. The other way Adidas do is supplying FIFA - the international soccer federation – officials. And it should stay just ahead in its profitable soccer shoes business as well. Nike's new premium Mercurial Superfly II shoes have nearly kept pace. But Adidas' F50i currently has the lead. Adidias also spends about $71 million per year sponsoring World Cup teams while Nike totals only around $58 million. This do the effect, FIFA authorized the World Cup football use Adidas and also during football match, the advertisements on the football field take Adidas ahead from the behind. Also from market selling show that Adidas football shoes sale better than Nike.

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