Nike “Mercurially Super Fly” at FIFA World Cup 2010
Watching the first game of the FIFA World Cup on 11 June 2010 getting annoyed by those damn vuvuzela’s, I noticed something which left no doubts in my mind that Nike is the best in the sports apparel industry. Out of 22 players on the field, more than 16 were wearing Nike’s new football spikes by the name of “Mercurial Vapor Super Fly” and apart from the opening game the Superfly is on show in every game.
The boot is known for being lightweight, the latest versions weighing 185 g (6.5 oz) per boot. Because of this, the boot is favoured by many players for whom speed is a very important part of their game, notably wingers or strikers. The boot is now in its sixth version the Nike Mercurial Vapor Superfly II, currently available in two colourways: Violet Poppy/Obsidian/Orange and Dark Obsidian/White/Cool Mint.
This shows how good Nike are when it comes to displaying their product to the target audience. World Class footballers are endorsing the brand on the second biggest sporting stage of the world (first being the Olympics). What more does a brand want? Not only in football has Nike been so creative. Basketball, Tennis, Rugby and several other sports have been the prime users of Nike merchandise.
This boot doesn’t guarantee speed or success. We all saw Italian and French players wearing these boots. *Its just a marketing gimmick*