Sports Shoes Brand Marketing Of Olympic Games Opening

Nike Nike's Olympic marketing strategy is focused on sponsoring top athletes in the world.

Liu Xiang, the defending champion of the men's 110 meter hurdles, will run on Nike's golden hook trademark.

A spokesman for Nike said, "in Beijing, athletes like Liu Xiang give us a huge opportunity to build momentum and strengthen our brand's influence in the Chinese market".

In 2008, Adidas became a paradise for Adidas lovers.

The Adidas sportswear marked "China", "Beijing 2008" and China India are placed prominently, and the auspicious clouds, dragon and bright traditional colors are used.

A Adidas shopping guide said that these clothes are not many, but they sell well.

Adidas's designer's award dress is also decorated with Olympic and Chinese auspicious clouds.

In order to show Adidas's enthusiasm for Chinese culture, Adidas also changed the T platform to the traditional Peking opera stage in January at the press conference of Olympic staff and volunteers' costumes.

Adidas spent about 675 million yuan to become the official an official sponsor of the Beijing Olympic Games. At the same time, Adidas's trademark was printed on the clothes of 100 thousand volunteers, technical officials and other staff members of the Olympic Games.

Adidas has also sponsored several national Olympic associations, including China and the United Kingdom, as well as individual star athletes, but most of the publicity budget has been used for official sponsorship of the Beijing Olympic Games.

The three heroic plans of Lining Lining's 2008 Olympic strategy are "heroic team", "hero gesture" and "hero return". This is evidently an emotional interactive marketing communication based on Chinese heroism. Through the pmission of the Olympic hero experience, the emotional communication between the brand and the target group is realized.

The team, the Swedish Olympic team, the Olympic team of Spain, the special team of Rosa and other sports resources in Ethiopia, together with the "heroic team" of Beijing sports, issued the unique "hero gesture", which represented the initial letter of Li-Ning with the capital letter "L". The deep core information was a set of words beginning with the English letter "L": Luck, Love; Li Ning Co will join hands with the Chinese athletes Education Fund and the China Youth Development Foundation to launch the Olympic hero return plan next year, as long as shooting, table tennis, diving and gymnastics four Chinese national team athletes won the gold medal in the 2008 Olympic Games, and the above agencies will soon donate a sports hope primary school named by the athletes in their hometown in Ethiopia. According to the relevant person in charge of Li Ning Co, in 2008, Li Ning Co will sponsor 4 Chinese gold medals, table tennis, gymnastics, diving and shooting teams, 2 World Basketball champions in Spain and Argentina, and Sultan track and field.

Xu Zhihua, PEAK boss PEAK will take the agents at home and abroad to the scene to watch the match.

In addition, PEAK also sponsored the "smile Beijing" 2008 volunteer civilization action. Then, 40 thousand volunteers outside the Olympic Games will be dressed in PEAK's clothing to welcome eight guests. In August 10th last year, PEAK Group officially announced its sponsorship of Iraq. The main focus was on the opening ceremony and PEAK's overseas sales plan, for example, PEAK products had already entered the Iraqi market. Therefore, in addition to sponsoring the delegation of Iraq and Cyprus, the most important weight of the Olympic plan is sponsoring 40 thousand Olympic volunteers.

In order to better spread the brand proposition of Hongxing Erke "TO BE No.1", Hongxing Erke has launched a heavy attack with CCTV. It has worked together with CCTV to create the Olympic countdown video series and the 2008 European Cup "March 1" short film. The Olympic champion tells the story of "TO BE No.1", endorsed Hongxing Erke brand, and interpreted the spiritual connotation of "TO BE No.1".

As the first Chinese sports brand to enter the Spanish League arena, Hongxing Erke signed an advertising sponsorship agreement with 9 Spanish Liga teams to show the extraordinary strength of the Chinese sports brand in this world's top professional event.

Anta Anta has launched olympic series series, Olympic gold medal series and Olympic future series of Olympic advertisements, thus forming a complete series of advertisements for Anta Olympic Games.

This huge advertising campaign has created many of the first Chinese Advertising History: the largest investment, the longest filming time, the largest number of shooting locations, the most sports resources used and the longest time to put in.

Xu Yang, director of Anta brand, said Anta's Olympic strategy is a systematic and planning project, not only for the 15 day Olympic Games, but Anta will never play the edge ball of the Olympics.

The focus of the whole series of advertising plans will be on the packaging of athletes after the games, so that athletes can get the story of their success through their own efforts to become the brand story of Anta.

It is revealed that during the whole Olympic Games, Anta's advertising investment will reach up to 100 million yuan.

During the Olympic Games, the publicity input included athletes endorsement fee, Olympic advertising and promotion activities, with funds exceeding RMB one hundred million yuan.

When formulating the 2008 marketing strategy in 2007, Anta took into consideration the evasion of risks. Therefore, the cooperation with the signing athletes is all directional and multifaceted. After the ban on advertising, the signing athletes will still appear in the Olympic Games sponsored by Anta and the TV programs that Anta and CCTV Olympic Channel cooperate.

"361 degrees" 361 degrees, President Ding Wu said, 361 degrees will be a national enterprise specific keen touch, the pursuit of hundreds of millions of public focus on professional sports and Olympic self challenge, self exercise spirit of the perfect combination of sports, refining the concept of "flying".

Focusing on this concept, 361 degree makes full use of its own superior resources, and carries out a unified and effective integration and dissemination of its Olympic strategy. It pforms the national badminton team, the world's top champion team, into a professional sports equipment arena with a national brand of 361 degrees, showing the great potential of the national movement brand to the world.

At the same time, in addition to the attention of professional sports, 361 degrees also continued to sponsor 361 degree CUBS Chinese University Basketball Super League, CCTV5-361 degree entertainment basketball national competition and so on, while satisfying the national sports dream, it also realized its own leaping development.

"Olympic Games" is a great opportunity to enhance the brand.

This year we have invested heavily in CCTV Olympic Channel, 2 sets, 3 sets and Hunan satellite TV and Chongqing satellite TV.

At the same time, we build various Olympic Games to celebrate the Olympic Games through road signs, light boxes, car advertisements and other ways.

Gu Yueyang, deputy general manager of Guizhu bird, said they will also hold Chinese gold medals competition in more than 3000 stores nationwide, so that consumers can share the joy of Chinese athletes winning gold.

Since August 1st, the precious birds have been collecting Olympic creative videos on YOUKU net and KU6 online, trying to intercept young consumers from the Internet.

What is the creative video?

There are three kinds of birds in the world: one is "no one can be blocked by Olympic strong men" videos, such as the Olympic Liu Xiang edition, the Olympic Yao Ming edition, and so on; two is the classic spoof video, such as the Agam version, the hacker edition, the prison break version, the cat and mouse version, the chicken run version and the Big Slam dash edition, etc. Finally, there are also Street Olympic video, such as street basketball, street football and so on.

It is understood that this is mainly through the re creation of the creative video of the Olympic Games, grafting Olympic links, and engaging with the target audience in interesting cross communication and interaction, attracting widespread attention and expanding brand influence. At the same time, the distinctive creative video interprets the brand connotation from many angles, starting from the brand concept and combining with the Olympic background.

Jordan campaign 2008 Olympic year's inspiration for China's sporting goods market is an opportunity and huge consumption stimulation is still in the ear, but the "black cloud" which is not optimistic appears to have appeared over many shoe companies in Quanzhou. The situation is judged to change from "maintaining growth" to "slow growth" or even "retrogression".

Under this background, Jordan, director of the planning department of the company, said that "Jordan is not planning to make massive investments in Olympic publicity. He recently focuses on mining talents."

He has invested tens of millions of dollars to become a strategic partner of CCTV Olympic sports channel world column.

In order to meet the Olympic business opportunities, Xi dragon has made enough efforts in brand vision.

Recently, Hu Zhonghui, a brand consultant and Anta brand director, announced the new English name HITERON, and the original English name XIDELONG will be stopped.

"The new English name of Xi De lung is an abbreviation for Chinese hi tech. The new English name is highly consistent with the high-tech concept that the brand has always been pursuing. This can well create a leading brand of technology brand for Xi long."

In the Olympic marketing, XTEP has attracted attention by differential marketing. Unlike other sports brands, it emphasizes the professionalism of sports. XTEP emphasizes entertainment and life. XTEP's Olympic blockbuster has invited 4 entertainment stars from Hongkong to take pictures.

However, XTEP's Olympic marketing has already started before the Olympic blockbuster.

XTEP signed a cooperation agreement with Belarus's ambassador to China and officially became the exclusive sponsor of the Belarus Olympic team's award equipment.

The title of "XTEP Olympic train" and the exclusive title and winning bid of the "2008 Olympic final live broadcast patch advertisement" were won by XTEP.

Kim Lake Lake King Lake tends to be more aggressive.

Yao Hui, director of marketing, said that in the face of the current rush of Olympic express, he will not follow up, but will choose to attack again after the Olympic Games.

He believes that the Olympic Games bring great opportunities to the sporting goods industry, but at the same time, it has attracted unprecedented fierce competition. These competitions are not only from domestic counterparts, but also from international brands.

When local brands choose to compete, they have to invest more money than usual. The effect is not necessarily obvious.

On the opening day of the August 8th Olympic Games, mingle will organize senior middle managers and distributors nationwide to Beijing to cheer for the Olympic Games.

"We are the sponsors of China weightlifting team. We and Chinese weightlifting athletes are like a family. The Olympic Games are held at our doorstep. We hope to give them more support. We need to cheer up with the cheer and enthusiasm."

Guo Hui, director of marketing of mingle company.