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2006年NPR美国国家公共电台六月-World Cup Battle: Nike vs. Adidas

时间:2007-07-20 06:25来源:互联网 提供网友:zhao6221133   字体: [ ]
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Time now for business news.

The World Cup begins tomorrow in Germany. Team rivalries1 in soccer or football, as it's known in the rest of the world, are intense. Equally intense is the soccer competition between the world's two biggest producers of sports apparel, Nike and Adidas. As NPR's Wendy Kaufman reports, Nike, a relative newcomer to soccer, is gunning for the German company whose name is practically synonymous with the game.

For Nike, soccer has become the Holy Grail. Nike is bigger than Adidas, but as Nike sees it, to truly be the No.1 sports brand in the world, you have to be No. 1 in the world's most popular sport.

(Nice work!)

At Adidas' North American headquarters in downtown Portland, serious play is part of the job. But mention Nike's ambition here, and you'll get an earful from employees like Antonia Zaya, Adidas, he says, is No. 1 in soccer, always has been, always will be .

"Soccer is the soul of Adidas. It's what the company was built on and there is a little guy behind all this. There was a shoemaker, and he wasn't somebody that was just putting shoes on people's feet, he was a person that was making shoes for athletes. And that is the spirit that lives with all of us. It's the passion of the game."

The passion for soccer permeates2 everything inside the edgy3 high-tech4 buildings here. A nine-foot replica5 of Adidas' new World Cup Ball dominates the lobby, along with a huge electronic clock, counting down the seconds till the start of the games. More than 2 years ago, 200 Adidas employees were selected and given a task---create new technologically6 superior products for the World Cup.

"I was one of those people actually. I built some of those products."

Anotinia Zaya says the coolest thing was working on TUNIT-a new concept in soccer shoes known in much of the rest of the world as football boots. Each pair comes with different choices for soles and studs, so it can be instantly customized.

"The chassis7 is simply inserted into the, the upper of the product, slides in and then to simple screw-in system that you screw into the upper. TUNIT is the iPod of the industry."

But while Adidas invokes8 the iPod, much of the company's marketing9 strategy is very traditional. The company boasts that it has locked up all the official sponsorships. It is the only sports apparel company that can advertise inside or near the stadiums, and it is the only one that can run ads on most TV broadcasts with billions of fans expected to watch the games in person or on television. Adidas has a powerful marketing platform. But make no mistake, Nike has plans of its own.

On a recent afternoon at Nike's sprawling11, 176-acre campus in suburban12 Portland, a top high school athlete is blasting balls into the net as part of a field test for a new Nike shoe. The company has come a long way in soccer since 1994, when it first decided13 to get serious about the sport. The company's Dean Stoyer says, 'in the past 12 years, Nike soccer business has grown from 40 million to nearly 1.5 billion.'

"We have been striving to be the No.1 soccer brand in the world since we made that commitment in '94."

And Nike, he says, doesn't enter a fight unless it intends to win. Paul Swangard of the University of Oregon sports marketing program says, 'for Adidas, the challenges to be hip10 and relevant while still paying homage14 to the past.' Nike, he says, can focus solely15 on the future.

"Nike has gone very hard at the next generation. This, this idea of soccer-crazed kids that are growing up in a new environment with a new media world, with new tastes in favorite teams and favorite athletes."

One of Nike's favorites is the superstar of the Brazilian national team, Ronaldinho, according to Nike's Dean Stoyer, Ronaldinho embodies the company's marketing theme, Joga Benito, it means play beautifully in Portuguese17.

"Ronaldinho is by far the most popular player and most would say, the most talented player in the world today, and he is, he is very, very young, and he is incredible to watch."

In the Nike-produced Internet-only ad that the company says has been downloaded 30 million times, Ronaldinho is seen doing spectacular shots, on his feet, Nike cleats, with a huge golden swoosh. With exposure like this, Nike says, we don't need official World Cup sponsorships. What matters most, of course, is what happens on the field, whose gear gets seen the most. Nike is banking18 on the Brazilians to win, while the German company Adidas is pulling for its home team.

Wendy Kaufman, NPR News.

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apparel:formal clothes;衣服, 装饰
gun for:to be trying very hard to obtain something;努力获取达到某事情
get an earful:听了一堆话, 听得叫人厌烦
replica:an exact copy of something, especially a building, a gun, or a work of art ;复制品
chassis:the frame on which the body, engine, wheels etc of a vehicle are built ;底盘
lock up:锁上
sprawling:a large area of buildings that are spread out in an untidy and unattractive way ;无计划地占用山林农田的厂房
strive:to make a great effort to achieve something ;努力, 奋斗, 力争, 斗争
to be hip:to learn about a new product, idea etc;熟悉内情,行情,最新产品与创意等等
homage:something you do to show respect for someone or something you think is important;敬意
embody:to be a very good example of an idea or quality;具体表达
swoosh:to make a sound by moving quickly through the air;哗哗作响的移动, 嗖的一声
bank on:to depend on something happening or someone doing something;指望
pull for:to encourage a person or team to succeed ;朝...驶去, 力图到达..., 靠近


点击收听单词发音收听单词发音  

1 rivalries 926be51786924da37a1354cf92d4843a     
n.敌对,竞争,对抗( rivalry的名词复数 )
参考例句:
  • The new government was torn by rivalries. 新政府由于各派对立而四分五裂。 来自辞典例句
  • Rivalries could bring about pain and hatred or give rise to fighting. 竞争会带来痛苦、仇恨,或者引起争斗。 来自互联网
2 permeates 290eb451e7da5dcf5bb4b8041c3d79fa     
弥漫( permeate的第三人称单数 ); 遍布; 渗入; 渗透
参考例句:
  • Studies show that water vapor quickly permeates plastic packaging material. 研究证明水蒸汽能迅速渗入塑料封装材料。
  • Democracy permeates the whole country. 民主主义(的思想)普及全国。
3 edgy FuMzWT     
adj.不安的;易怒的
参考例句:
  • She's been a bit edgy lately,waiting for the exam results.她正在等待考试结果,所以最近有些焦躁不安。
  • He was nervous and edgy, still chain-smoking.他紧张不安,还在一根接一根地抽着烟。
4 high-tech high-tech     
adj.高科技的
参考例句:
  • The economy is in the upswing which makes high-tech services in more demand too.经济在蓬勃发展,这就使对高科技服务的需求量也在加大。
  • The quest of a cure for disease with high-tech has never ceased. 人们希望运用高科技治疗疾病的追求从未停止过。
5 replica 9VoxN     
n.复制品
参考例句:
  • The original conservatory has been rebuilt in replica.温室已按原样重建。
  • The young artist made a replica of the famous painting.这位年轻的画家临摹了这幅著名的作品。
6 technologically WqpwY     
ad.技术上地
参考例句:
  • Shanghai is a technologically advanced city. 上海是中国的一个技术先进的城市。
  • Many senior managers are technologically illiterate. 许多高级经理都对技术知之甚少。
7 chassis BUxyK     
n.汽车等之底盘;(飞机的)起落架;炮底架
参考例句:
  • The new parts may include the sheet metal,the transmission,or the chassis.新部件可能包括钢壳,变速器或底盘。
  • Can chassis and whole-vehicle manufacturers co-exist peacefully?底盘企业和整车企业能相安无事吗?
8 invokes fc473a1a023d32fa292eb356a237b5d0     
v.援引( invoke的第三人称单数 );行使(权利等);祈求救助;恳求
参考例句:
  • The Roundtable statement invokes the principles of the free market system. 企业界圆桌会议的声明援用了自由市场制度的原则。 来自辞典例句
  • When no more storage is available, the system invokes a garbage collector. 当没有可用的存贮时,系统就调用无用单元收集程序。 来自辞典例句
9 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
10 hip 1dOxX     
n.臀部,髋;屋脊
参考例句:
  • The thigh bone is connected to the hip bone.股骨连着髋骨。
  • The new coats blouse gracefully above the hip line.新外套在臀围线上优美地打着褶皱。
11 sprawling 3ff3e560ffc2f12f222ef624d5807902     
adj.蔓生的,不规则地伸展的v.伸开四肢坐[躺]( sprawl的现在分词 );蔓延;杂乱无序地拓展;四肢伸展坐着(或躺着)
参考例句:
  • He was sprawling in an armchair in front of the TV. 他伸开手脚坐在电视机前的一张扶手椅上。
  • a modern sprawling town 一座杂乱无序拓展的现代城镇
12 suburban Usywk     
adj.城郊的,在郊区的
参考例句:
  • Suburban shopping centers were springing up all over America. 效区的商业中心在美国如雨后春笋般地兴起。
  • There's a lot of good things about suburban living.郊区生活是有许多优点。
13 decided lvqzZd     
adj.决定了的,坚决的;明显的,明确的
参考例句:
  • This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
  • There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。
14 homage eQZzK     
n.尊敬,敬意,崇敬
参考例句:
  • We pay homage to the genius of Shakespeare.我们对莎士比亚的天才表示敬仰。
  • The soldiers swore to pay their homage to the Queen.士兵们宣誓效忠于女王陛下。
15 solely FwGwe     
adv.仅仅,唯一地
参考例句:
  • Success should not be measured solely by educational achievement.成功与否不应只用学业成绩来衡量。
  • The town depends almost solely on the tourist trade.这座城市几乎完全靠旅游业维持。
16 embodies 6b48da551d6920b8da8eb01ebc400297     
v.表现( embody的第三人称单数 );象征;包括;包含
参考例句:
  • The new treaty embodies the aspirations of most nonaligned countries. 新条约体现了大多数不结盟国家的愿望。 来自《简明英汉词典》
  • This document embodies the concern of the government for the deformity. 这个文件体现了政府对残疾人的关怀。 来自《现代汉英综合大词典》
17 Portuguese alRzLs     
n.葡萄牙人;葡萄牙语
参考例句:
  • They styled their house in the Portuguese manner.他们仿照葡萄牙的风格设计自己的房子。
  • Her family is Portuguese in origin.她的家族是葡萄牙血统。
18 banking aySz20     
n.银行业,银行学,金融业
参考例句:
  • John is launching his son on a career in banking.约翰打算让儿子在银行界谋一个新职位。
  • He possesses an extensive knowledge of banking.他具有广博的银行业务知识。
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TAG标签:   npr  公共电台  world  battle  adidas
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