The Brand Of Shoes And Shoes During The Olympic Year Is Mixed With Both Domestic And Foreign Concerns.

The 2008 Beijing Olympic Games is still fresh in memory, apart from the wonderful sports events. Sports brand Marketing competition is also brilliant. With the approaching of the 2012 London Olympic Games, the war of no smoking caused by the major sports brands has started again. Who can help? London Olympic Games On the international stage, let's wait and see.

　 　 Adidas Different opportunities and challenges

The Olympic Games are a great opportunity for Adidas to display their products, and marketing activities have long extended to the Olympic Games.

Despite the backlog problem of sponsoring the Beijing Olympics in 2008, Adidas chose to sponsor the 2012 London Olympic Games without hesitation. Because Adidas regards the Olympic Games as "one of the best opportunities in the world" -- showing the Adidas brand and its proposition through the Olympic Games to help athletes present the best competitive state. For Adidas, every Olympic Games will have different opportunities and challenges. After the 2008 Olympic Games, Adidas realized that it should cooperate with customers more closely to promote win-win partnership and avoid ever overstock.

In 2012, Adidas's role was "the official sportswear partner of London Olympic Games". At the same time, it provided products for 25 of the 26 Olympic sports events. Adidas is also the venue for all the venues and shops of the London 2012 Olympic Games, as well as the exclusive brand of sports goods and the supplier of no brand sports goods for more than 70 thousand volunteers.

For Adidas, the Olympic Games provide a great opportunity to show its running series. Adidas can play its global and Chinese athletes resources, share their enthusiasm for sports with consumers, thereby enhancing Adidas's brand awareness and stimulating consumers' excitement before the Olympic Games, not just during the competition.

For example, Adidas will use the representatives of sports, such as Beckham, the Olympic image ambassador of London (DavidBeckham) and Chinese boxing champion Zou Shiming, to encourage consumers and engage them in the national consumer incentive activities. These activities provide a platform for them to share their running stories, enjoy healthy life and celebrate the London Olympic Games. In addition, Adidas has just launched a series of activities around the new ClimaCool Qingfeng series running shoes, which will lead Zou Shiming as the protagonist of the communication activities, and will have a significant impact on social media.

In addition, Adidas has installed about 100 Adidas "adiZones" multi-function outdoor sports facilities throughout the UK in the run-up to the Olympics, which is part of Adidas's commitment to create permanent construction for the 2012 London Olympic Games.

　 　 Peak In the Olympic Games, we will have a firm foothold.

This year, PEAK has sponsored a full range of sportswear for 7 Olympic teams from different countries and regions. The audience will see more and more foreign sports teams playing in Chinese sports brands. It is foreseeable that big exposure will become a milestone for PEAK to stand firm on the Olympic Games this year.

At the same time, PEAK will also make some press conferences sponsored by some sponsoring delegations in London, cooperate with terminal store promotions, organize dealers to watch Olympic Games, and so on.

This year's Olympic strategic focus of PEAK is to strengthen cooperation with top sports teams in the aspect of Olympic communication itself, presenting PEAK brand to the audience through their performance. In addition, the new media can enable consumers to understand the match situation and their favorite athletes in all directions, so the new media is also an important partner this year. Because most of the young people's access to information is mostly from instant, fast and interactive networks. Therefore, in the Olympic media purchase, in addition to the traditional TV input, PEAK will increase its investment in the Internet and micro-blog, mobile Internet and other new media.

Sports events are scarce resources, and sponsorship prices will be higher and higher. This determines that future sports brands can not sponsor all projects in every aspect. Therefore, PEAK will focus on the layout of basketball projects, becoming an exclusive sponsor on the NBA field, forming a differentiated marketing category with the emphasis on basketball and tennis and track and field events.

In 2008, PEAK sponsored the Iraqi delegation. It will continue this year. On the one hand, it is based on the social topics brought about by Iraqi athletes wearing secondhand sportswear training. On the other hand, PEAK also has considerable sales in the Middle East market. In 2012, PEAK will take the influence of the US NBA and the London Olympic Games to drive the global market sales under the consideration of the internationalization strategy and the global integrated market.