Nike: The Almighty Terrao

This case study describes how the use of the right strategic idea helped Corinthians, probably the best-loved football team in Sao Paulo, Brazil, sell more team jerseys than ever before in Brazil.

Nike: The Almighty Terrao

Agency: Wieden+Kennedy

Summary

Counting with millions of supporters, Corinthians is, by far, São Paulo's most beloved team. Additionally to the club's huge popularity, Corinthianos are widely known as one of the craziest fans in the world.

As Corinthians major sponsor, Nike knows the responsibility to develop products that resonates these devotee fans passion. Every year, the company launches home and away kits, besides a 3rd jersey - usually, more aesthetically innovative, with alternative colors to the traditional black and white uniforms.

In the beginning of 2015, after the worst sales performance since the partnership started,...

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