Liu Xiang Kissed Nike On The Fence And Said, "Who Dares To Subvert And Start Over, Even If Nothing Will Be Achieved"

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　　 Nike Both Yili and Liu Xiang said that they had already prepared for Liu Xiang's failure to win the championship and had many plans. But they were surprised when they fell in the first column.

Liu Xiang fell at the first hurdle. Then he hopped to the end. When passing the last hurdle, Liu Xiang went back to the court and kissed the last set of hurdles affectionately.

After the match, the Chinese track and field team held a press conference immediately. Feng Shuyong, deputy director of the Field Management Center, said that Liu Xiang's injury aggravated in the process of adapting to the competition system, but he did not expect this situation to occur before the competition. According to the preliminary diagnosis of some experts, Liu Xiang's Achilles tendon may be broken, and further results need to be checked in the hospital.

Feng Shuyong regrets to announce that for Liu Xiang, this season has ended ahead of schedule.

Before the 2008 Beijing Olympic Games, more than ten enterprises signed endorsement contracts with Liu Xiang. Including an enterprise that endorses 15 million yuan/year, there was only one contract renewal in 2009. In 2010, except Nike, Liu Xiang, 27, hardly had any commercial endorsements, and the endorsement value of Airman once fell to 2 million yuan/year.

After 2010, Liu Xiang returned from injury and won the Asian Games championship, the Diamond League championship and the world record. Advertisers began to come back, and the value of endorsements returned to tens of millions. According to the field management center, in order to reassure Liu Xiang in training, the team of Xiang has refused many sponsorship intentions. However, as far as the Olympic Games are concerned, Liu Xiang has at least endorsed eight major brands - Nike, Yili, Coca Cola, Tsingtao Beer, Amway Nutrilite, BMW, Shufujia, etc.

After Liu Xiang's failure, the brand merchants responded immediately. A few minutes later, Nike launched a customized script on its microblog: "Who dares to fight for all dignity, who dares to start over at the peak, even if nothing will come..."

"Whether there is any further indication needs to wait for the attitude of customers", a person in charge of Nike's public relations team told this newspaper that they had been worried about whether Liu Xiang could finish the whole journey when the news of Liu Xiang's injury came. But Liu Xiang fell in the first hurdle, which surprised all of them.

The person in charge admitted that they had made a number of plans before Liu Xiang's competition, and this time, the copy of Liu Xiang's withdrawal from the competition due to injury was one of them. He said that their marketing plan for this Olympic Games was originally to "live a great life" and didn't care about winning or losing. According to the original plan, whether Liu Xiang won or not, they would celebrate his participation in the Olympic Games for three consecutive times.

The head of Yili's marketing department also told our reporter that Yili had indeed prepared several plans before the Olympic Games, and also prepared Liu Xiang's psychological preparation for not winning the gold medal. "But no one can predict the result. At present, our leadership has not decided which scheme to use."

Yili also said that they were surprised that Liu Xiang fell in the first hurdle. However, they did not emphasize Liu Xiang's competition results in the advertisement, which is related to his overall marketing strategy. The theme of this Olympic Games is "ordinary people's Olympics", and many activities are carried out around this, which has nothing to do with Liu Xiang personally.

But Yili was still disappointed, "As a manufacturer, we naturally hope that the athletes who endorse the brand will play well, which has a great impact on us. As for the ads on CCTV, it is the time of package purchase, at least until the end of the Olympic Games, even if we want to change it halfway, we can't do it. Not only Eli, but other manufacturers, including BMW, are also the same. But I guess At present, our marketing strategy may maintain the original plan. "

The head of Nike's public relations team said that the cooperation between Nike and Liu Xiang would not be terminated this year, but they would 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 went to battle with injuries: "That's all the conspiracy theorists."

According to previous reports of relevant media, for Liu Xiang's commercial development, the distribution policy of the Track and Field Sports Management Center is: 50% for athletes, 15% for coaches, 20% for local sports bureaus that train athletes, and the remaining 15% is taken by the Field Management Center.

Liu Xiang's commercial endorsement will be discussed jointly by the Tian Guan Center and Liu Xiang's team. There are strict regulations on the level of endorsement and the proportion of benefit distribution. All endorsement content must be agreed by Liu Xiang himself.

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