Sports Brands Should Support the Sportsmen
According to the record of Liu Xiang, we can see Nike’s marketing. In Havana, the capital of Cuba, one Adidas’s flagship shop is celebrating for Roberts’s success. He broke the record created by Liu Xiang in the game. As the sponsor of Roberts, Adidas gets a good chance to win Nike because of Liu Xiang’s absence.
According to the tradition of running, these two runners will avoid meeting in some small games. The meeting may influence the following games. In addition, they must be responsible for their own sponsors. If they lose in the game, it will be bad for their brand. As we know, Liu Xiang and Roberts are rivals in the game, and their sponsors are opponents, too.
According to the marketing manager of Adidas, Gan Mingqi tells the reporters that the whole world is holding the celebrations for Roberts except China. Certainly, people in Cuba are most exciting. Facing this matter, Adidas should consider the feelings of Chinese. People in China must be not well. Therefore, silence is best in China. This behavior is also helpful for improving the image of Adidas.
Adidas is celebrating for Roberts’s new record in the whole world except. At this time, Nike is awkward for this game? According to Wang Xin, the progress of sports can not separate with the competition. As for this game, we need not do anything. Liu Xiang and Nike Company is partner and we are in equal position. When Liu Xiang faces the difficulty, we should offer our help and make him happy.
According to the deputy secretary general of the Beijing Olympic Economy Research Association, Ji Ning indicates that Nike and Adidas are famous brand in the world. Brand image, product quality and reputation are in the same grade, so a magic weapon to win the competition is marketing planning. As we know, sport is perceptual and sport can influence the feelings of people. When there is too much commercial flavor in the sports, people are not willing to watch the games. However, if corporate marketing communications can correspond with attached the pursuit and desire of people for the spirit of sport, the brand can be implanted in people’s minds.
In fact, Nike Company does very well in the advertisements. They used “12.88 seconds” as the advertisement only when Liu Xiang broke the world record. Quickly they advertise the spirit of sport rather than his record. It is a clever behavior. For instance, we can know this point from the advertisement of Nike “I Am Fighting”. We can see the figure of Liu Xiang, but the advertisement mentions and tells us the spirit of sports. Even if Liu Xiang’s record is broke, the advertisement does not violate the truth either.
The advertisement strain is the most important one in the corporate marketing strategy, especially sports marketing. But, some domestic companies’ sports sponsorship is in the starting point. The stars they signed are all well-known athletes, and some enterprises only signs with Liu Xiang. So once the athlete is in an unstable state, enterprises do not know what to do. The enterprises should keep a watchful eye on the performance of the athletes and change their marketing plan in time.
Adidas Porsche Design Bounce is definitely one of the best Adidas running shoes, the Adidas Porsche Design Bounce S2 is hot sale in European countries such as French, Spain, Poland and so on.
Processing your request, Please wait....
