Olympic Games: The "Fight Against The Enemy" Between Shoes And Clothing Brands

Recently, the Chinese Olympic delegation was formally established, with athletes wearing red.

The collective headlines on the big media headlines.

But outside the lens, a detail is very interesting. Ten minutes ago, the leader of the Olympic Games was dressed in a dress made by Heng Yuan Xiang. However, because of the heat of the scene, the Olympic dress was slightly thicker, and almost every athlete took hard paper as a fan to relieve the heat.

After ten minutes of mobilization meeting, all the members returned to Anta sponsored clothing.

Olympic outpost

London Olympic Games opening

This is a war.

There are sponsors for dress gowns.

This is a commercial era. This is an era of sports creating value.

In such a big era, the Olympic Games are not just the arena for athletes to compete, but also the battleground of major Brand Company competitions.

Gunpowder was raised before the Olympic Games, and Heng Yuan Xiang held the Olympic dress ceremony.

It is said that the dress is built by digital color control system, and is specially customized for 24K gold-plated buttons. The Brand Company has a good heart.

But only after a day, Anta held the awarding ceremony of the Champion Award dress, and the meaning of the secret warfare was obvious.

This Olympic Games will become the Olympic Games.

The marketing battlefield, and the high ground occupied by the athletes is the clothes worn by athletes on the pitch and even outside the field: the Olympic team's dress is sponsored by Heng Yuan Xiang; Lining signed the sports equipment of Chinese gymnastics, shooting, diving, table tennis and badminton, and named the match suit "the red scale series" with Chinese style; while Anta was a big hand, it directly won the sponsorship of the Olympic award dress. Although the company did not disclose the specific amount of cooperation, Ma Jilong, director of the China Olympic Committee's market development committee, told the media:

This is the largest cooperation in the history of Olympic sponsorship in China.

It is reported that the sponsorship fee of the cooperation is as high as 9 digits.

This is a problem.

What about brand crossover?

Since the introduction of business elements into the Olympic Games, sports have created great value beyond the arena itself.

But with the rapid development of commercialization, some problems also arise.

Because of the agreement with Brand Company, most countries have strict requirements for sportsmen to receive awards: they must wear the required award dress.

But this is a problem. Some other sponsors who are sponsored by other brands may not be fully implemented because of contractual problems.

Just like the Atlanta Olympic Games, although the award winning sponsor of the US team is Reebok, Jordan, who is the spokesman of Nike, maintains the loyalty of his Signing company and receives the national flag on the stage to receive the award, which will keep Reebok's trademark strictly.

With the development of sports marketization in China, such a situation has gradually emerged.

After winning the World Championships last year, Sun Yang had been controversial about wearing a brand name dress that was not sponsored by the national swimming team.

Athletes such as Sun Yang, Liu Xiang, Lin Dan and Li Na, who have their own Signing company, are not a minority in the Chinese delegation. As long as the flowers in the hands of the athletes receive a slight increase of one inch, they can block the non sponsors LOGO and how to coordinate and balance. This is really a problem.

This is a learning.

How to spend money on major events?

Propaganda means and propaganda effect are very mysterious. Sometimes a brand spends a lot of money, and its propaganda effect is not as good as other brands of "good steel on the knife edge".

Ipsos Mori, the second largest market research institution in the UK, has conducted a market survey. It is very interesting that Nike, which has no cooperation and sponsorship relationship with International Olympic Committee and the London Olympic Organizing Committee, is the most closely related brand in the minds of the British.

The sponsor of this British delegation is Adidas, but Nike sponsors Cavendish, who may win the first British gold medal, and has exchanged loyalty through years of cooperation.

Although the British Olympic Organizing Committee has strict requirements for sportsmen to receive the award, Cavendish has said in a high profile that he can wear the required award dress, but he must wear Nike shoes, but he can't walk on the podium.

This is a stage.

American dress is beautiful.

The opening ceremony of each Olympic Games is undoubtedly the king of the whole world. It also makes the Olympic Games not only a competitive arena for athletes, but also a stage for displaying the national culture and customs.

This also allows countries to make their own decisions.

Attach great importance to, even harsh.

The dress of the US team is very handsome, and the dark blue suit is very smart, and with a spirit of beret, it is full of fashion sense.

But American netizens do not buy it, saying that this is a Sissy Dress and is not suitable for athletes.

But our Olympic dress continues to carry the red and yellow flag colors, mainly red and yellow, but many netizens say, "tomato scrambled eggs, but tomatoes are more."