Nike Wins Jeremy Lin's Battle For Endorsement

There are domestic sports. brand The company official revealed that Jeremy Lin was very optimistic. business Value, but Nike, the US sports brand, is still ahead of schedule, renewing its contract with Jeremy Lin. Although the news has not been confirmed by Nike, the Internet has been flooded with news of Nike's signature shoe design for Jeremy Lin. It is reported that this type of shoe upper is embroidered with the word "Lin". Under Nike, a basketball player named after his personal name is only a basketball player. Jordan Kobe and James 3 people, Nike's attention to Jeremy Lin can be seen.

Before February 5th, few people knew who Jeremy Lin was. However, when the Chinese basketball boy continued his miracle in NBA to seven consecutive victories, Jeremy Lin became popular. Its crazy performance has also attracted domestic and foreign. Sponsor Come in a throng. In fact, as early as August 2010, Nike signed Jeremy Lin. The current 3 year contract has been fulfilled for second years. As the deadline for the renewal of the contract is approaching, the campaign against Jeremy Lin by the sports brand has started recently.

"Jeremy Lin represents to a large extent the performance of Asian players in the NBA arena." Jordan sports brand related responsible person said, Jeremy Lin is likely to be Yao Ming after retirement NBA another "outbreak point", Jordan sports brand has begun to Jeremy Lin's business value assessment.

Blaine Marshall, YAHOO sports, also wrote that Jeremy Lin's influence is not only in the United States, but his fame has crossed the sea and become a global idol. Prior to Jeremy Lin, Yao Ming has always been a symbol of the Chinese in NBA, and the strong ability to absorb gold and idolatry make it the top of the 8 consecutive year in the sports world of Forbes China celebrity list. "China exported Yao Ming to NBA, and Yao Ming's success in NBA also nurtured the Chinese market. The effect of skin color and blood relationship is not to be underestimated. After Yao Ming retired, the impact of NBA in China dropped sharply, but Jeremy Lin came out in time to fill Yao Ming's retirement. market Empty. "

According to Forbes magazine, Jeremy Lin's current individual market value It has soared to $14 million.

But for Jeremy Lin's commercial value, some people are cautious. A few days ago, PEAK CEO Xu Zhihua hurried to New York to be interpreted as Jeremy Lin. In this regard, Liu Xiang, the head of PEAK, said whether Xu Zhihua had talked with Jeremy Lin about the endorsement. He was not very clear about that. But he stressed that from the current exposure rate of Jeremy Lin, his exposure and popularity of the brand will be improved, but even if he signed Jeremy Lin, the promotion effect of a sports brand will not be immediate. "Just like before Reebok signed Yao Ming, it also competed. ADI Das and Nike Not even enough. Puma , CONVERSE 。 I think brands and products are most important. Spokesmen are just part of enriching their brand language, brand spirit and brand connotation, and can not play a decisive role.