I like that Nike was locked out of advertising in the U.S. during the World Cup by Adidas, because it made them come up with an alternative online marketing campaign that's pretty inventive.
One part of its blitz is the did with Google to create a social networking site called Joga.com. But under the radar, Nike also launched an online video campaign that features huge stars such as Eric Cantona taking over a German sports station and getting back to the basics of the game. And some of the ways they do that is by including videos from local soccer tournaments that Nike is sponsoring in the U.S. and by including videos people have made on their own and upload to the site.
Called "joga bonito," or "play beautifully," the campaign allows fans to download video clips to their iPods, computers, wireless phones, or portable PlayStations.