When was date of birth of this category of Marketing?
Let me put you in situation. ADIDAS born in 1920, its first appearing Sponsoring was in the Olympic Games of Berlin 1936 >wining 4 gold medals because the athlete Jesse Owens was wearing ADIDAS running shoes. After that, they realise how much important was to relate their brand to top athletes and also, the huge impact had in Tv, stepping to the TOP Sport Company in the world.
World Cup 1954 > Germany wins wearing ADIDAS football boots, again on the Top of the World. At the Olympic Games of Melbourne, again ADIDAS gives to Germany National Team running shoes. TOP athletes wearing their shoes in the biggest Sport Event in the World.
PUMA, was the company who took this competition of being the best more serious against ADIDAS. In the World Cup of 1970 they contacted “O Rei” Pelé, offering one of the biggest bags of money to wear PUMA’S football boots, he agreed and you know what happen? PUMA told him to ask one minute before the final started to the referee if he could tie his PUMA, now imagine PUMA’S impact caused to the World when Tv catches “O Rei” tying in slow motion his boots before a World Cup Final.
This is how started #AmbushMarketing