Celebrity Endorsement Should Not Be "Tasted".

Just as the industry is still debating whether to engage international sports stars as an endorsement in the end is whether enterprises benefit more or stars benefit more, two sports brand enterprises in Quanzhou have given their own answers.

At the end of the Beijing Olympics, Anta and PEAK launched their activities in China with their own NBA spokesmen.

According to the insiders, this shows that Quan enterprises have more and more initiative and planning in brand endorsement activities, and have more integrated into brand culture and brand spirit.

Steve Francis and Luis Scola came to Jinjiang, Fujian, Anta (China) Limited headquarters in August 28th. Francis and Scola experienced all aspects of Anta's R & D, design and manufacturing, and witnessed the birth process of Anta professional basketball shoes in August 28th.

In Anta's first scientific movement laboratory, Anta (China) Co., Ltd. R & D personnel for Francis and Scola to carry out the foot type measurement and testing, for the next generation of players to fight boots began active preparations.

According to the introduction, the measurement method of Anta science sports laboratory adopts the most advanced laser foot measurement technology at present. Compared with the manual scale measurement in the past, it has the advantages of high speed and accuracy, and reduces the manual links in the measurement process, so as to ensure that Anta professional basketball shoes provide technical support for foot fit comfort.

Battier's love China trip despite the fact that the eight team of the dream team who failed to join the United States participated in the Beijing Olympic Games due to foot injuries, but after the Olympic Games, Battier came to China with his love and started a journey of love with his partner, PEAK.

In September 1st, Battier and PEAK came to Chengdu to spread his love on this once weathered earth.

In order to make the youngsters grow healthily, PEAK and Battier donated a number of PEAK clothing and sports equipment worth 200 thousand to the local sports bureau.

At the same time, the leaders of the Sichuan Charity Federation awarded PEAK an honorary plaque of "sports loving enterprise" and awarded Battier the "best sports love Award" plaque.

Xu Zhihua, general manager of PEAK, said that PEAK, as a member of China's sports brand, has never forgotten to shoulder its due social responsibilities and spare no effort to support the development of China's sports and public welfare undertakings.

Giving love to the children of Sichuan, inheriting the dream of basketball and developing the spirit of sports is the aim and pursuit of PEAK. PEAK hopes to bring more joy to Sichuan children together with Battier.

The tour of Battier's love China trip includes 4 cities in Beijing, Wuhan, Chengdu and Hongkong. Apart from the journey of love, another important event that Battier will take part in in China is the NBA caravan sponsored by PEAK and Mengniu.

Star endorsement should not be "tasted just now". Just as Liu Xiang's retirement competition has caused the influence of sports stars' spokesmen and deeds on brand, many people in the industry are still arguing about hiring a sports star with high popularity, which is actually spreading more effect on sports stars, and also spreading more effect on the brand of the enterprise.

Quanzhou's two NBA's sports brand enterprises have launched their respective spokesmen's visit plans to China. The stars are everywhere, and they are said to be "hot".

According to the insiders, such an approach reflects the fact that enterprises have hired spokesmen, from the original simply to advertise, to the level of integration into brand culture and spirit.

Ye Maozhong, a well-known brand planner, told reporters that from the perspective of the two enterprises' behavior, they had made detailed plans before signing a strategic cooperation agreement with their respective spokesmen, including how to cooperate with the brand publicity of enterprises in the future. This shows that enterprises have more and more initiative and planning in brand endorsement activities.

"Interaction with consumers is the most direct, because this time not only fully mobilizes the enthusiasm of consumers to participate in activities, but also deepens consumers' understanding of corporate brand culture through interaction, and enables spokesmen to have a deeper understanding of enterprises, which is conducive to long-term cooperation between the two sides."