Nike brand President Charlie Denson announced that Nike brand and general management veteran Joaquin Hidalgo will lead an aggressive growth strategy in global football (soccer) with the goal of achieving clear Nike brand dominance by 2010, when at least one of every five people on the planet are expected to turn their attention to South Africa for the world's most popular game and most-watched sporting event.
"Our goal is simple: to be unquestionably the No. 1 brand in the world's No. 1 sport," Denson said. "In a little over a decade, we've built Nike football from nothing to a $1.5 billion business that saw 20 percent growth last year. Now we're ready to separate from the pack and create competitive distance with our next phase of growth.
We have the game's best products, used by many of football's best teams and players, and Nike is the brand today that young people who love beautiful football are growing up with.
Everywhere in the world, we intend Nike to be the brand consumers think of when they think football.
In the past year, Nike has driven momentum in its global football business through innovative products and highly successful digital marketing strategies.
The company's Joga Bonito ("play beautiful") global football campaign and breakthrough JogaTV and Joga digital marketing initiatives drove strong sales growth and deeper brand connections with consumers.
More than 100 million football videos were viewed through JogaTV digital channels, and joga has become the world's biggest online community dedicated to football, attracting a million members
Hidalgo has been with Nike for 16 years and has extensive general and brand management experience. He has been instrumental in building Nike's global football business.
From 1998 to 2002, he was Vice President and Global Brand Director of Nike Football, driving strong growth of the business in the four years leading up to the 2002 World Cup, when Nike-sponsored Brasil won the tournament.
Hidalgo led the company's highly successful "Football Zero Two" global marketing strategy in 2002, which included Nike's "Secret Tournament" campaign.
Following those achievements, Hidalgo has led Nike USA brand management for the past four years, a period of strong growth for Nike USA overall and for its football business. Hidalgo recently was named Vice President of Global Marketing for the Nike brand.
He will continue in that role in addition to overseeing an integrated consumer-focused growth strategy for football. He reports to Trevor Edwards, Vice President of Global Brand and Category Management, who reports to Denson.
Nike currently sponsors many of football's best clubs and players, including two-time FIFA Player of the Year Ronaldinho.
In November, Nike is introducing a signature line of Ronaldinho footwear, including the Tiempo Ronaldinho, and apparel for on and off the pitch.
This is the first signature collection Nike has ever introduced in football. Ronaldinho is in his fourth season with FC Barcelona, which recently extended its long-term relationship with Nike and is considered one of the world's best and most popular football clubs.
