BERLIN (Reuters) - Sportswear firm Adidas
But more than half the players displayed Nike's brightly-coloured shoes and it was one of Nike's new lightweight "Flyknit" boots worn by Germany's Mario Goetze that volleyed in the winning goal. Nike has been eating into its German rival's market share and some branding experts and investors don't believe throwing more cash into marketing will necessarily fix the problem.Instead, Adidas needs to spot and set more trends and create a buzz among fashion and sports-mad youngsters."At the moment, Nike is cool, very cool. If you ask a 20-year-old, they are not going to pick Adidas right now," said Tammy Smulders, head of marketing consultancy SCB Partners."It is not as easy as just writing a cheque. They need to be doing more of the viral, underground activities which brings out the cool factor of the brand."