When The Olympic Games Begin, The Brand Competition Of Sports Shoes Enterprises Will Become Fierce.

Nike

Nike's Olympic marketing strategy is focused on sponsoring top athletes in the world.

Liu Xiang, the defending champion of the men's 110 meter hurdles, will run on Nike's golden hook trademark.

A spokesman for Nike said, "in Beijing, athletes like Liu Xiang give us a huge opportunity to build momentum and strengthen our brand's influence in the Chinese market".

Adidas

In 2008, Adidas became a paradise for Olympic fans.

The Adidas sportswear marked "China", "Beijing 2008" and China India are placed prominently, and the auspicious clouds, dragon and bright traditional colors are used.

A Adidas shopping guide said that these clothes are not many, but they sell well.

Adidas's designer's award dress is also decorated with Olympic and Chinese auspicious clouds.

In order to show Adidas's enthusiasm for Chinese culture, in January this year, at the press conference of Olympic staff and volunteers' clothing, Adidas also changed the T platform to the traditional Beijing opera stage.

Adidas spent about 675 million yuan to become the official an official sponsor of the Beijing Olympic Games. It also extended the Adidas logo to the clothes of 100 thousand volunteers, technical officials and other staff members of the Olympic Games.

Adidas has also sponsored several national Olympic associations, including China and the United Kingdom, as well as individual star athletes, but most of the publicity budget has been used for official sponsorship of the Beijing Olympic Games.

Lining

The three heroic plans of Lining's 2008 Olympic strategy are "heroic team", "hero gesture" and "hero return". This is obviously an emotional interactive marketing communication based on Chinese heroism. Through the "Olympic hero experience", the emotional communication between the brand and the target group can be realized.

The team, the Swedish Olympic team, the Olympic team of Spain, the special team of Rosa and other sports resources in Ethiopia, together with the "heroic team" of Beijing sports, issued the unique "hero gesture", which represented the initial letter of Li-Ning with the capital letter "L". The deep core information was a set of words beginning with the English letter "L": Luck, Love; Li Ning Co will join hands with the Chinese athletes Education Fund and the China Youth Development Foundation to launch the Olympic hero return plan next year, as long as shooting, table tennis, diving and gymnastics four Chinese national team athletes won the gold medal in the 2008 Olympic Games, and the above agencies will soon donate a sports hope primary school named by the athletes in their hometown in Ethiopia. According to the Li Ning Co responsible person: in 2008, Li Ning Co will sponsor 4 Chinese gold medals team, table tennis, gymnastics, diving and shooting, Spain, Argentina 2 World Basketball champions, and Sultan track and field.

Peak

PEAK boss Xu Zhihua will take the agents at home and abroad to the scene to watch the match.

In addition, PEAK also sponsored the "smile Beijing" 2008 volunteer civilization action, when the Olympic Games outside the 40 thousand volunteers will wear PEAK clothes to welcome eight party visitors.

Last August 10th, when PEAK Group officially announced its sponsorship of Iraq, its main focus was on the opening ceremony and PEAK's overseas sales plan, for example, PEAK products had already entered the Iraqi market. Therefore, apart from sponsoring the delegation of Iraq and Cyprus, the most important weight of the Olympic plan is sponsoring 40 thousand Olympic volunteers.

Erke

In order to better spread the brand proposition of Hongxing Erke "TO BE No.1", Hongxing Erke launched a massive attack, co operating with CCTV to create a series of Olympic countdown video clips and the 2008 European Cup "first to the top" short film, using Olympic champion to tell the story of "TO BE No.1", endorsing Hongxing Erke brand, and interpreting the spiritual connotation of "TO BE No.1".

As the first Chinese sports brand to enter the Spanish League, Hongxing Erke signed an advertising sponsorship agreement with 9 Spanish teams, showing the extraordinary strength of the Chinese sports brand in this world's top professional event.

Anta

Anta has launched a series of Olympic advertising series, Olympic gold medal series, Olympic future series and many Olympic advertisements, thus forming a complete series of advertisements for Anta Olympic Games.

This huge advertising campaign has created many of the first Chinese Advertising History: the largest investment, the longest filming time, the largest number of shooting locations, the most sports resources used and the longest time to put in.

Xu Yang, director of Anta brand, said Anta's Olympic strategy is a systematic and planning project, not only for the 15 day Olympic Games, but Anta will never play the edge ball of the Olympics.

The focus of the whole series of advertising plans will be on the packaging of athletes after the games, so that athletes can get the story of their success through their own efforts to become the brand story of Anta.

It is revealed that during the whole Olympic Games, Anta's advertising investment will reach up to 100 million yuan.

During the Olympic Games, the publicity input included athletes endorsement fee, Olympic advertising and promotion activities, with funds exceeding RMB one hundred million yuan.

When formulating the 2008 marketing strategy in 2007, Anta took into consideration the evasion of risks. Therefore, the cooperation with the signing athletes is all directional and multifaceted. After the ban on advertising, the signing athletes will still appear in the Olympic Games sponsored by Anta and the TV programs that Anta and CCTV Olympic Channel cooperate.

361 degrees

The 361 degree president, Ding Wu, said that 361 degrees would be the perfect combination of the pursuit of hundreds of millions of public focused professional sports and the Olympic spirit of self challenge and self exercise, with the unique keen touch of a national enterprise, and the concept of "flying" was refined.

Focusing on this concept, 361 degree makes full use of its own superior resources, and carries out a unified and effective integration and dissemination of its Olympic strategy. It pforms the national badminton team, the world's top champion team, into a professional sports equipment arena with a national brand of 361 degrees, showing the great potential of the national movement brand to the world.

At the same time, in addition to the attention of professional sports, 361 degrees also continued to sponsor 361 degree CUBS Chinese University Basketball Super League, CCTV5-361 degree entertainment basketball national competition and so on, while satisfying the national sports dream, it also realized its own leaping development.