Nike Adidas Suffered An Unexpected Setback, And Lining And Puma Suddenly Rose.

At the Beijing Olympic Games, Lining undoubtedly explained to people what "everything is possible."

When Nike sponsored 21 of the 28 teams in China, Adidas became the main sponsor of the Olympic Games, and Lining began his own "Olympic marketing".

With the progress of the Olympic Games, the top two encountered unexpected setbacks, while the small investment Li Ning Co fought a beautiful battle.

The only thing that can rival Boulter is Puma.

1, Lining moment: the opening ceremony of "fire"

As Li Ning Co's CEO, Zhang Zhiyong still clearly remembers that when he learned that Lining had lost the Olympic sponsor's qualification, his employees were crying.

Since the four Olympic Games in 1992, Chinese athletes have been wearing "Lining" on the podium.

In 2008, the Olympic Games held at the gate of China witnessed the brilliant moment of Germany, the world sporting goods giant Adidas (ADIDAS).

But the reality is that Zhang Zhiyong's loss and depression did not last long.

When Lining lit the sacred Olympic torch at the opening ceremony, the Li Ning Co welcomed their real spring.

On the first stock trading day after the opening ceremony, the stock of the company rose rapidly, while the Lining store in the streets of Beijing was crowded.

Li Ning Co's performance is red across the board, even without losing to Adidas.

But it is said that Adidas has thrown 80 million dollars to become a sponsor of the Beijing Olympics.

And their new store in Sanlitun, Beijing, the "Adidas sports city", costs more than 80 million dollars!

On the basis of input-output ratio, Li Ning Co obviously accounted for a big "cheap".

In addition to benefit from the continuation of the opening ceremony of the "fire", Li Ning Co also played a good battle in the two aspects of sponsorship and media marketing.

Lining's sponsorship of China's four "dream team" continued to win gold medals at the Olympic Games.

Li Ning Co's cooperation with CCTV has played a remarkable role.

According to the agreement, Lining's logo was put on the Olympic Channel host and the reporter.

Although the marketing strategy was stopped before the start of the Olympic Games, its effect was basically achieved.

A survey showed that in the sports apparel industry, up to 37.4% of respondents believed that Lining was a sponsor of the Beijing Olympic Games, while the real Olympic sponsor Adidas had a cognitive rate of only 22.8%.

Lining's marketing strategy was taken as a classic case by Harvard Business School.

Lining became the main bearer of the torch, but it virtually advertised the brand of Lining, which was apparently unanticipated by Adidas, the official Olympic partner.

2, Puma moment: Boulter's kiss

The great success of Li Ning Co's Olympic marketing is the only thing that can be compared with them is Puma.

In August 16th, the world watched the 100 meter flying man war. The Jamaica flying man Boulter won the gold medal in the 100 meters final of the Beijing Olympic Games with an amazing result of 9 seconds and 69. He also broke the Olympic record and world record of the project.

Especially unthinkable, Boulter even slowed down when he sprint for 100 meters.

Such a strong performance made Boulter suddenly become the focus of the whole world.

At this moment, any words and deeds of flying men will be recorded in the global media.

At that critical moment, Boulter took off his golden Puma running shoes after crossing the 100 meter end, and even lowered his head to kiss the pair of Puma gold shoes in his hands.

Such a classic scene, the world's many photographers and cameramen will obviously not let go.

So, on the second day, all the major media in the world are pictures of Puma.

In particular, Puma moved that Boulter was arrogant and unruly but coarse and thin.

In addition to the Puma gold shoes after the match, the Jamaica flying man praised the reporters after the match. "This is the best sprint shoe I have ever worn. It is very light. It has the support I need, and at the same time has a flexible upper.

I hope they never change this pair of shoes! "

Boulter swept two gold medals in men's 100 meters and 200 meters, and he broke the two world records respectively.

In addition to the men's 4X100 meters, Boulter, who won three gold medals in a single Olympic Games, made Puma's investment worth more than anything else.

3, Nike moment: Liu Xiang's retirement injury

Adidas's qualification to win the Olympic sponsorship is also a blow for Nike.

According to Interbrand's list of the most valuable brands in the world in 2007, Nike's brand value is as high as 12 billion dollars, while Adidas has only 4 billion 800 million dollars.

The main sponsorship battle of the Olympic Games has lost Nike's face, and Liu Xiang's retirement due to injury is a great blow to Nike, the world's first sports brand.

In particular, it is embarrassing for Nike to let Liu Xiang lose the majority of their attention when they return from the game. And then there is a rumor in the bookstore that Liu Xiang's retreat is sponsored by Nike's "coercion", which makes Nike have to face another credibility crisis public relations.

In order to eliminate the adverse effects of Liu Xiang's retirement, Nike quickly declared its "innocence". Nike has repeatedly insisted through the Internet and traditional media: "before the game, Liu Xianghui was sure not to return.

Even assuming that Nike's statement is fully understood by sports fans, for Nike, Liu Xiang is one of the top athletes in their huge athlete sponsorship team.

In particular, the Olympic Games will be held in Beijing, and its impact can be imagined.

In order to minimize the impact of Liu Xiang's retirement from injury, Nike made a new Liu Xiang advertisement overnight, but this is obviously not the same as Liu Xiang's winning or even winning.

    4、阿迪達斯時刻：國奧出局之“冷”

The National Olympic Games will attack the four strong teams, "together with Zheng Zhi 2008", now looks like this is a "cold" joke.

Liu Xiang's injury "hurt" hurt Nike, but Adidas, the latter's main competitor, had no capital to gloat over.

Because they are suffering from the "cold" of the more terrible Olympic Games.

After encountering Liu Xiang's "retreat gate", Nike interviewed Adidas. The latter said: Liu Xiang's influence on the two brands is not as big as people think.

On the one hand, this sentence shows Adidas's prudence, on the other hand, it seems to be Adidas's helplessness.

Before the Beijing Olympic Games, the main sponsor of the Olympic Games carefully created the Olympic theme advertisement, which is full of Chinese flavour and fashion sense.

The advertisement is based on Hu Jia, Zheng Zhi, Sui Feifei, Chinese women's volleyball team and other Olympic stars, and tells their unusual Olympic stories.

This is an advertisement with the theme of "2008 together, no impossible," and later won the Golden Lion Award at the advertising festival in Cannes. But I'm afraid Adidas will feel very depressed about it: before the Olympic Games, Hu Jia won't win the Olympic Games because of his relapse and poor condition.

The Chinese men's soccer team was lucky enough to "advance" into the Olympic Games on the basis of the host's advantage. But the group stage China's Olympic Games humiliating out of the game, suddenly let the sentence in Zheng Zhi's advertisement "just wait for the Beijing Olympic Games, I don't want to disappoint the fans anymore."

For Chinese football, write a new page of rhetoric, so pale and ridiculous.

Beijing Olympic Games, people remember is estimated that Zheng Zhi that red card, and perhaps there is a network of ridicule.

Adidas seems to have lost all this investment.

In addition to the "cold" of the Olympic Games, Adidas's investment in the Chinese women's basketball team and women's volleyball team is also limited.

Especially the stars in their advertisements, women's basketball teams in the four finals, Sui Feifei's performance is very low, and the defending champion Chinese women's volleyball team is four strong. Obviously, it is difficult for Chinese fans to be satisfied.