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[Chinese shoes Network - brand observation] Beaverton, Oregon, Nike Inc. (hereinafter referred to as "Nike") office, the former Tour de France, "seven-time champions" Armstrong's picture was removed from the wall.
posted on this wall collage of dozens of athletes, they are different times for the Nike endorsement star.
Just a month ago, has been to support Armstrong's sponsor Nike decisively with him draw the line, officially announced the lifting of the sponsorship contract.
A book of evidence the United States Anti-Doping Agency (USADA) announced recently, allegations comeback fight cancer after 7 wins Tour de France c
cheap jordans online hampion Lance Armstrong of doping abuse, at the same time, the agency denied the Armstrong since 1998 All title and banned for its implementation.
sporting goods giant Nike endorsement contract a lot of stars, which also makes it had to bear the negative news from the endorsement of the troubled star.
Nike bring trouble to include frequent derailment Tiger & middot; Woods sex scandal caught Kobe & middot; Bryant and Ben & middot; Roethlisberger, and indecent words and deeds beneath Pennsylvania State University football teams.
Even so, Nike chose to stand with them, it's the bottom line: private life is your thing, but w
hen you are wearing Nike clothing, please observe the rules of the sport.
The bottom line violation of Nike athletes will be ruthless abandon, such as the beginning of this century, Nike gave up tested positive for doping in track and field star Marian & middot; Jones, baseball player Jason & middot; good Dalby (Jason Giambi) in recognition After using steroids, Nike refused to join hands with him.
more celebrity endorsements to spread the risk?
In order to reduce the embarrassment caused scandal celebrity endorsement, some big brands take more celebrity endorsements way to spread the risks. For example, Pepsi has invite
Retro jordans for sale d to Nicholas Tse, Sammi Cheng, Aaron Kwok, Louis Koo, Faye Wong, rain, Beckham, Ronaldinho, Roberto Carlos and the like.
"select number of celebrity endorsements, indeed can spread the risk to some extent, in effect." Adfaith ???? management consultant, told reporters that a number of stars at the same time or different times words, can strengthen the brand position and influence maintain brand vitality and attractiveness, but also differences in the use of different stars different product lines support sub-brand.
For example, Nike sports products generally by the famous athlete endorsement, leisure series may endorsemen
cheap foamposites t by the Civic star non-athletes.
However, "more celebrity endorsements can be described as double-edged sword", Professor of International Business Administration, Shanghai University of Finance and Economics Department of Marketing Chao steel orders, enterprises can make use of a number of star's influence grew rapidly, and once the individual spokesperson situation occurs, others can continue to serve as the representative of the brand image, to spread the risk, but also lead to not enough focus on brand image, distinctive.
innovative products to reduce dependence
Nike is one more brand spokesperson, of course, one of
Retro jordans for sale its star of negative news by upsetting the brand, but now for Armstrong's "down", Nike has been like the past so tangled and worried, because The company's marketing reliance on superstar has been greatly weakened.
In the past three years, Nike's advertising budget spent on traditional media declined by 40%, despite a record of its marketing budget in 2011 reached $ 2.4 billion. Company Advertising Age survey data show that Nike reached $ 800 million in 2010, non-traditional marketing budget, the proportion of total marketing budget in the United States ranked first in the advertiser.
Nike found its core audience - young
man moved from the television on the Internet, so hope can occur and customer relationship through innovative products directly, engaged in among their lives, control of their data, their grasp needs more effectively influence them.
If you put the lid slightly larger than an adult thumb chip into a special Nike running shoes, this kind is called Nike + classic product that can track the movement you include time, distance and energy consumption and other data, including and encourage you to transfer the data to nikeplus.com above, where you can get some suggestions for training, but also with friends to share their income.
cheap jordans for sale Michael era, Nike in order to attract more attention, and only in the US Super Bowl (Super Bowl) game, then have a maximum of over 200 million people / day attention, and now every day can easily achieve this Magnitude. While no financial details about Nike + but some foreign analysts say, Nike + increase the number of members by 55 per cent in 2011, while its running business up to 30% revenue growth, to $ 2.8 billion, Nike + contributed.
"more celebrity endorsements is to deliver the brand values ??through personal influence at the same time generate the target customer 'pull' and direct way to reach consumers more of a d
Cheap air jordans for sale irect 'thrust'," Yang Jianxin think, Marketing of the two different directions in nature, but accurate, interactive, cost advantages are not available in the traditional market.
more "sticky" than the star
increase digital marketing is another advertising giant Procter & Gamble to get rid of in the new media era "Star addiction," the latest strategy. In recent years, Procter & Gamble gradually realized in the search engines, social networks and other precision marketing platform, for different markets can be used to promote the combination of different, more cost-effective delivery of advertising, which previously P & G's
cheap jordans for sale mens advertising costs are mostly used in the celebrity endorsements to master of traditional media.
"fundamental transformation of P & G's marketing approach will make it to reduce investment in the field of traditional media in favor of the creation of more personalized for each consumer." P & G's global marketing and brand building officer Marc Pritchard also had media said.
"Of course endorser also will be part of the huge marketing budgets of these large FMCG companies, after all, as the TV ads with celebrity endorsements marketing approach for a mass consumer brand or its necessity, but they are in the company's marketing
cheap jordan shoes for men plan dominated the era is over. "Foreign Economic and Trade University, Associate Professor, Department of Marketing ?????? said. (Chinese shoes Network - the most authoritative and most professional Footwear News)Air Jordan 6 "Golden Harvest" was leaked more pictures in the earth today, blue suede shoes surface collocation white decorative elements, white crystal bottom also absent. The initial shoes on sale in November, fails to disclose specific information.
shoes information:
Air Jordan 6
color: Golden, Harvest/Sail-Golden, Harvest
number: 384664-705
release date: November 2017
offer price: $190
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Nike Air Penny 4" Varsity Red" is the first engraved after 2006, showing a black / White / red outsole, made of transparent rubber material, is expected to be on sale in April 15th this year, the number of 864018-101, $160.
APP download [get], WeChat public number: [get movement tide], scan code with you into the forefront of Sneaker, fashion, more free shoes, true and false identification services, you experience!As one of the most classic of NIKE shoes, Nike Foamposite One recently ushered in the history of the most pure color - white version. The white shapes from designer Eric Avar burst of inspiration in 1997, when he was sitting and saw a well-designed sunglasses case, he suddenly hugged muse. "If we have one and the similar shoes, is not it?" So White Nike Foamposite One will come into being.
shoes equipped with a special light EVA FOAM shoes, coupled with the outer layer of white cloth, translucent soles, all white lace and silver "1 Cent" mark, giving ice generally pure, white hit white way to make shoes like exudes a bright light, filling among the sci-fi feel. Experienced royal blue, black and romantic pink meteorite, the new color Nike Foamposite One is still desirable. March 19, the global Nike Sportswear retailers on sale, priced at $ 220 (about HK $ 1,706).
& nbsp;& nbsp; Chinese shoes Network November 21 hearing, Nike's quarterly dividend increase of 8% to 27 cents a share, the dividend will be paid to shareholders in January 4, 2010. NEW YORK, Nov. 20 report, Nike (Nike Inc.) 19, said its quarterly dividend by 8 percent to 27 cents from 25 cents a share. The dividend will be paid to shareholders in January 4, 2010, to shareholders of record date for December 7.
