Talkwalker’s Battle of the Brands: Nike vs Puma

A weekly section on brand chatter in the social space

Jul 08, 2019 04:29:00 AM | Article | Campaign India Team

Things are heating up – India has made it to the semi-finals and the rest of #CWC19 promises a lot of action-packed performances, high adrenaline games and much more. So of course, we couldn’t resist but dig deeper into the brand that keeps Team India looking smart. In the ring today are Nike (official kit sponsor of Team India) and Puma - one of their direct rivals. While Nike is sponsoring Team India, Puma has slowly and gradually focused on influencer marketing over the past few years to grow the buzz around their brand. We’ve taken a look at data from the past thirty days (excluding Instagram) and are happy to share our findings with you!
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. 
Nike and Puma are formidable competitors but Nike gets this round. However, it’s not entirely due to their sponsorship of team India. The initial peak is mostly because Nike introduced plus sized mannequins at their flagship store in London. This move was well received and the internet was abuzz about it. Puma in comparison has less than a third of the mentions but Instagram is their platform of choice which is why the numbers aren’t reflected here. 
Nike is very prominently associated with the ICC Cricket World Cup – one of the largest hashtag bubbles associated with the brand is #CWC19. It’s interesting to see that their tagline hashtag is more popular than their brand name hashtag. Puma on the other hand is associated with the India vs West Indies match mostly because of this tweet: