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Cold Thinking Of Athletes Endorsing Clothing Advertisements

2008/8/26 16:00:00 37

Clothing Advertising Athlete Endorsement

In the rapidly expanding Chinese sports market, the development of athletes' sense of commercial value is increasingly popular among the people.

With the emergence of Olympic champions, local sports brokers, sports marketing companies and sporting goods manufacturers have also tasted the sweetness of sports stars promoting brand names, naming, sponsoring, endorsement and competitions.

"Liu Xiang is not only a superstar and a national hero in China, but also a model for athletes all over the world," he said.

In September 23rd last year, Michael Johnson, who was invited to speak at the "Olympic sports and athletics forum", held the greatest 200 and 400 meters champion in track and field history. He commented Liu Xiang: "he did well on the field and handled well in the field."

He has just emphasized the "off field relationship" in his speech "winning the Olympic Games". "Stars have great pressure, business activities will take up too much time, and they must maintain good relations with fans and media, and sometimes stand up for the motherland."

But first, we must take part in these activities to meet the continuity and intensity of training.

"Training and competition are the first ones.

If the results are not good, the media and sponsors will ignore you. "

The key to Johnson's speech and post match group visit is this sentence.

And the news of Liu Xiang's retirement came out, and all the brand advertisements also experienced a rapid phenomenon of panic.

Advertisers face rapid changes in marketing

We found that just 4 days ago, the advertisement appeared by Liu Xiang was still occupied by the overwhelming attack.

However, after Liu Xiang returned from the competition, Liu Xiang's endorsement advertisements changed greatly.

Although many sponsors issued a statement that they would continue to support Liu Xiang, they changed their advertising plans against Liu Xiang.

Whether it is to remove Liu Xiang, switch to other spokesmen, or simply cancel the player's footage in advertisements, businesses have made a more real stand for Liu Xiang's withdrawal from action.

Now, if you turn on the TV again, it's hard to see the Liu Xiang version again.

For example, the advertisement of Erie brand before Liu Xiang retire is: Ma Lin, Wang Hao, Liu Guoliang of the table tennis team, Li Yongbo, Lin Dan, Xie Xingfang and Xie Xingfang of the badminton team. Plus, everyone is holding a glass of milk and shouting, "I am". At the end of the season, the advertisement is based on "Ya," and again cries "the slogan of" I am strong in China ".

After Liu Xiang retired, Guo Jingjing, who won two gold in the Olympic Games, sang the "one-man show", and Liu Xiang had disappeared.

For example, Vesa (VISA) before Liu Xiang returned from the competition, the advertisement was: Liu Xiang went to the pro citizen line, "Xiang Fei Ren" came to the middle of the ordinary people, asked how you intend to support the Olympic Games, and heard Liu Xiang shouted "Liu Xiang refueling" slogan.

But after the game, VISA rarely appeared.

The advertisement of Nike brand before Liu Xiang retire: many sports stars who endorse Nike have their own advertising words. Liu Xiang's special advertisement is: "I am Liu Xiang, I am dedicated."

After Liu Xiang retire, Liu Xiang's advertisement has been changed to: love competition, love all the dignity, love win it back, love everything, love glory, love setbacks, love sports, even if it hurts your heart.

Lenovo branded the slogan "winning every victory by technology" at the close of the advertisement before Liu Xiang's retirement, and was accompanied by Liu Xiang's collision in Athens Olympic Games.

The end of Liu Xiang's celebration of the Olympic champion.

After the withdrawal, advertising no longer chooses athletes to play, but chooses ordinary advertising stars to show their faces.

In this regard, the major enterprises in advertising and marketing can be afraid of entering and changing the speed of the face, will not let their advertising investment due to emergencies embarrassed situation.

　　合作企业凸显人文关怀

Should athletes return to competitions because of injuries, should enterprises just change their spokesmen with commercial rewards?

In August 19th, Nike published a full page advertisement for Liu Xiang's Avatar in several newspapers.

This advertisement is matched by several lines of slogan: "love competition."

Love all the dignity.

Love won it back again.

Love gives everything.

Love glory, love setbacks.

Love sports, even if it hurts your heart. "

This advertisement makes us feel that Nike brand's advertisement handling in Liu Xiang's retirement due to injury is very timely.

Not only did they make many preparations in advertising, but they also paid attention to the sportsmanship of advertisers themselves.

Prior to this, Nike company personnel in an interview with Xinhua news agency also said: Nike brand will certainly continue to cooperate with Liu Xiang, this is no doubt.

China Ping An, Ely, Coca-Cola, VISA, Lenovo and many other companies have also stated that they will not change their cooperation with Liu Xiang.

Prior to this, Nike signed a advertising sponsorship contract with Liu Xiang for up to 4 million yuan, and designed and developed hurdle spikes for Liu Xiang in Olympic Games.

As one of Liu Xiang's sponsors, AOKANG group, China's largest private shoe making enterprise, also said 20 days ago that Liu Xiangtui's competition will not affect the choice of enterprises. AOKANG will not give up Liu Xiang, and will continue to support Liu Xiang.

The AOKANG group in Wenzhou, Zhejiang, is the leather product supplier of the 2008 Beijing Olympic Games, and is also Liu Xiang's script src=>.