Nike Denied Liu Xiang Was Kidnapped And Injured By Advertisers.

Both Nike and Erie indicated that they had already made preparations for Liu Xiang's failure to win the championship and had many plans.

But falling in the first column is still beyond their expectation.

Liu Xiang fell down in the first hurdle.

Then he hopped to the finish line.

In passing the last hurdle, Liu Xiang deliberately turned around and kissed the last column.

After the match, the Chinese track and field team immediately held a press conference.

Feng Shuyong, deputy director of the field management center, said Liu Xiang's injury was aggravated in the process of adapting to the competition system.

The initial diagnosis of some experts is that Liu Xiang's Achilles tendon may rupture, and further results should be taken to the hospital for examination.

Feng Shuyong has no regrets in announcing that this season has already ended for Liu Xiang.

Before the 2008 Beijing Olympic Games, more than 10 enterprises signed a contract with Liu Xiangqian.

It includes a company that endorsed 15 million yuan / year, and there was only one renewal in 2009.

In 2010, in addition to Nike, Liu Xiang, 27, had almost no commercial endorsement. His endorsement was once reduced to 2 million yuan / year.

After 2010, Liu Xiang came back from injury and won the Asian Games champion, the Diamond League champion and the world record.

Advertisers are beginning to return to their homes and endorse their worth back to tens of millions of dollars.

According to the field management center, in order to let Liu Xiang feel at ease in training, Xiang's team refused many sponsorship intentions. But for this Olympic Games, Liu Xiang has at least endorsed 8 brands -- Nike, Erie, Coca-Cola, Tsingtao Brewery, Amway, Nutrilite, BMW, Shu Fu Jia and Tencent micro-blog.

After the defeat of Liu Xiang, the brands responded at the first time.

A few minutes later, a custom copy was launched on micro-blog: "who is willing to fight for all dignity, who dares to come to the top of the summit, even if there will be nothing?"

"If there is any further indication, we need to wait for customers' attitude," a person in charge of the Nike public relations team told the newspaper. Before the news of Liu Xiang's injuries, they had been worried about whether Liu Xiang could finish the whole journey.

But Liu Xiang fell in the first hurdle, still beyond their expectations.

The official admitted that they had made many preplans before Liu Xiang's competition, and this time it was one of the copybooks that Liu Xiang had withdrawn from the match due to injury.

He said, this time the Olympic Games, their marketing plan is "live great", do not care about winning or losing, according to the original plan, whether Liu Xiang won the championship, they will celebrate three consecutive Olympic Games for him.

The head of Yili marketing department also told our reporter that Erie did prepare several plans before the Olympic Games, and also made preparations for Liu Xiang's failure to win gold.

"But no one can expect such a result.

At present, our leadership has not yet decided which plan to launch. "

Erie also said they were very surprised at Liu Xiang's fall in the first hurdle.

But they did not emphasize Liu Xiang's result in advertising, which is related to their overall marketing strategy.

In this Olympic Games, the theme of Erie is "ordinary people's Olympic Games". Many activities are centered around this. It has nothing to do with Liu Xiang himself.

But Erie still has some disappointment. "As a manufacturer, it is natural that the athletes who want to endorse the brand will perform well, which will have a great impact on us.

As for advertising on CCTV, it is the time to pack and buy, at least until the end of the Olympic Games, even if we want to change halfway.

It's not just Erie, but the same is true for other manufacturers, including BMW.

But as far as I can see, our marketing strategy may remain the same at the moment.

And the head of Nike's public relations team said that the cooperation between Nike and Liu Xiang will not be suspended this year. They will still have a series of follow-up cooperation.

At the same time, he denied the rumor that Liu Xiang was kidnapped by advertisers before he took the offensive. "Those are all conspiracy theorists."

According to previous reports from relevant media, for Liu Xiang's commercial development, the allocation policy of track and field management center is: 50% of the athletes, 15% of the coaches, 20% of the local sports bureau for the athletes, and 15% of the remaining 15% from the field management center.

Liu Xiang's commercial endorsement matters were discussed by the Tien Guan center and the Liu Xiang team. There are strict rules on the level of endorsement and the proportion of interest distribution. All endorsements must be agreed by Liu Xiang himself.