You are on page 1of 17

Soccer Shoe Brand

Preference
Teddy Larkin, Mitchell House

and Tyler Manion

Question
Is the shoe brand preference (Nike, Adidas, PUMA, and
other) of young soccer players (17-22) playing in the
2012 W&J Tournament or the 2012 Ohio Nike
Challenge Cup in North East US representational of the
soccer shoe global market as a whole?

Parameters
Ages 17-22
Male
North East U.S.
Plays Club or Collegiate Soccer
Played in the W&J Tournament or the
2012 Ohio Nike Challenge Cup

What is a soccer cleat?


Soccer cleat refers to the whole shoe
Upper
Sole
Studs
Also known as:
Boots
Shoes

Started in 1924 by Adolf Dassler


Believed soccer cleats were most
important product a player could own

First well-known cleat named Adidas


Copa Mundial, which is still the most
sold soccer shoe

Has since developed into multiple lines


ie. Adizero, Adipure, and most famously
Predator

Started in 1924 by Rudolf Dassler


Like his brother, believed the soccer
cleat was the most important tool for a
soccer player

First well-known cleat named PUMA


King

Has since developed into multiple lines


ie. v series, Pwr-cat, and still most
famously, the King

Started in 1962
Originally Blue Ribbon Sports
First well-known cleat named Nike
Mercurial

Introduced in the 1970 World Cup


Has since developed into multiple lines
ie. T90 Laser, CTR Maestri 360,
Tiempo Legend, and still most famously
, Mercurial Vapor

Other Brands

Umbro (owned by Nike)- arguably the

next best competitor to The Big Three

Diadora
Lotto
Reebok (owned by Adidas)
Under Armour

Data
Brand

Nike Adidas Puma Other

Sample 1

47

32

18

Sample II

42

40

Total

89

72

27

12

Soccer Shoe
Global Market
Share %

31%

38%

14%

17%

Expected

62

76

28

34

Hypotheses

Ho: global market share (Our


findings do not represent the global
market share)

Ha: = global market share (Our


findings represent the global market
share)

Chi Squared

Chi Squared

Chi Squared is a statistical test of discrete variables looking for a difference.


Expected = (row total observations * column total
observations) / total observations
df = (rows 1) * (columns 1)

Chi Squared Results


= .05 and .01
2 = 26.240
df = n-1 = 4-1 = 3
Two tailed p-value < .0001

Conclusion
Given our expected and observed
values with significance levels at .05
and .01 resulting in a 2 value of 26.240
and a such a low p-value (<.0001), we
are able to reject the null hypothesis
that our findings do not represent the
global market share and accept the
alternate hypothesis that our findings
represent the global market share.

Alternate Approach
Observed proportions:

Expected Proportions:

Nike

89/200=.445

62/200=.31

Adidas

72/200=.36

76/200=.38

PUMA

27/200=.135

28/200=.14

Other

12/200=.06

34/200=.17

Limitations and Extensions

One of the tournaments was actually sponsored by Nike


Human error
Sampling method made blind testing impossible
Increase sample size
Instead of an Other category, could have specifically listed and
calulated the other less competitive companies
Could have used the advertising budget in addition to the Soccer
Shoe Global Market Share