Look At Spokesperson Strategy From The Controversy Of Footwear Brands At Home And Abroad

Nike started as a spokesperson for the super star and gradually became a strong industry leader. At present, the momentum has been sharply reduced, and Adidas and Reebok are facing a strong confrontation.

Michael Grant, 24, the NBA Orlando magic star, is signing a sky high contract with Adidas.

A few months ago, Bon James, 18, made a $90 million contract with Nike, which inspired the imagination of the stars and sports brand manufacturers.

Adidas has always wanted to expand its influence on NBA, Nike's traditional territory. The $2 billion 500 million basketball shoe market is a battle for ADI, so NBA's new generation of stars has become the goal of ADI and Nike.

Despite the forecast that Nike could recover some of its vitality in 2003, Nike has been in the doldrums for 5 years.

ADI and Reebok both looked at Nike's "nap" time and wanted to grab some of the market from it.

At present, Nike has the market of basketball shoes 2/3, and it can easily let consumers obsessed with a star spokesperson.

The 18 years of cooperation between Nike and Jordan made the company earn 500 million dollars from basketball shoes at least, and Nike and Jordan became the model partners of the industry.

Nike, which does not produce a pair of shoes itself, has the greatest ability to sell brand culture and a very cool culture.

The brand and sports, entertainment, personal fashion and fashion are closely linked, with unusual advertising techniques and brand communication has touched people under the age of 30.

Nike sees Bon James as the second Jordan, and one day he will turn the passion of basketball fans into fanaticism of sports shoes and jerseys.

Jordan retired, and Kobe Bryant came to Nike for $40 million.

Kobe is caught up in a rape case, which is a blow to his star image for Nike.

Yao Ming, the popular little Chinese giant, was not received by Nike. He became the spokesman for Reebok sneakers.

At present, ADI and Reebok have more stars in their hands.

Signed with ADI: Mike Grady, Tim Duncan and Kevin Garnett.

Adidt has launched a large-scale publicity campaign for Mike Grady's T-Mac 3 sneakers.

According to retailers in New York, T-Mac 3 shoes are winning customers who are "cool" fans. They can't play "cool" on the court like Mike Grady, but they can play "cool" on the sidelines, which is the delicate relationship between consumer groups and celebrity endorsers.

In the United States, ADI's advertising campaign has been neglected for several years. Now it seems that he has understood the psychology of Americans and started working hard to go deep into urban basketball culture.

Mike Grady's latest advertisement is named "classroom", and the direct appeal is the amateur players in the city.

This is in sharp contrast to the ad made by Kobe in the past. Kobe used to speak Italian in American advertisements.

ADI plans to increase its share in the North American market from 20% to 30% in 2006.

Reebok also plans to double its market share to 30% in the next few years.

Reebok's star is NBA star Iverson. In order to stimulate sales, Reebok is willing to launch sneakers with Iverson's signature.

For Reebok, it was no doubt a great victory to catch Yao Ming and Nike at the end of the two years' signing period.

Faced with pressing Reebok and Nike, it is not unmoved.

Nike says it still has the initiative to compete.

In mid December, the company will launch the first generation of shoes for Bon James, the era of high altitude.

At the same time, borrow the image of NBA newcomer Cameron Antoine to maintain the sales and brand freshness of Jordan shoes.

According to industry veteran, Nike has no advantage in competing for stars, delivering new information to the public, and designing high tech sneakers.

Its plan for Bon James is to sell 40 million pairs of shoes during the 7 year contract, and on the day of James's retirement, he can sell 80 million pairs of shoes for Nike.

If James retired from injury or did not become a superstar at all, then the loss of Nike would be irreparable.

James must be like Nike's plan, no injury, good performance, and gradually become a superstar like Jordan, so that the company can make money from the $90 million contract.

It is too difficult to achieve these.

In short, when Nike put all of its eggs on James, the opportunity of ADI and Reebok came.