Nike, Hoya'S Loyalty Is Not Enough.

When all kinds of sports events came out in succession, news about sports also appeared frequently in front of us.

The Nike, which was not long ago, was on the brink of the accident in connection with the IAAF. Sharapova, the spokesman for the right side, was on the rocks again.

Let's say, "what's going on here?"

It is reported that Sharapova, who is known as "the first beauty" in the tennis court, has been taking a drug of miconhydrazide for health reasons. But since January 1st this year, the drug has been classified as an illegal drug, and Sharapova is not aware of the reason for it. (at a news conference, she said he was neglecting the notice of change to the athlete on the list of banned drugs which he sent to the athletes in December of ITF2015), or for other reasons, Sharapova Street Anti Doping Agency comrades failed to pass the doping test during the January Australian Open tennis tournament.

As a result, Sharapova is likely to face a long ban. ITF (International Tennis Federation) has announced that she will start the ban in March 12th and further tests are needed.

After the press conference, there has been a lot of endorsements.

A quick release of the relationship and a statement announcing the suspension of the contract with Sharapova were signed by the two sides in 2010. According to the contract documents, the contract will last for 8 years, worth 70 million US dollars.

On the other hand, TIG Hoya, a luxury watch, also claims that he will not renew his contract with the tennis player after the contract expires.

Why does big business like to use big coffee as spokesperson? This trend is becoming more and more intense in recent years.

Because of the impact of digitalization, love

The interaction between the young people on the social platform and the big cafe is not just the previous concert, the meeting is so unitary, even a chicken - style push or Instagram, a few minutes later, can attract the attention of many fans.

As a result, brands are looking at the huge influence of big coffee on young consumer groups, prompting them to spend money to build the aura of top spokesmen.

However, the superstar

There will also be negative effects.

For example, a few years ago, members of Jersey shore were injured by the Coach handbag they had been photographed. The image of the brand was damaged (the member was known as "disgusting") and switched to Gucci.

In view of this incident, in fact, the celebrities of celebrities who make use of celebrity endorsements are numerous.

Shi Bao Jin Bao was named after the famous chanson singer Jane Birkin, but in 2007, the animal care films launched by the caring animal environmental protection organization, let Jane Birkin talk about the name cards to remove their names from the series, until the brand is clarified, and the two sides are regarded as "absolve the past"; and before long, Puma signed on to Rihanna, which quickly raised the brand exposure rate to a higher level. At the same time, the Fenty series launched by both sides also pushed the Air Yeezy series created by Nike and Kan. However, during the period, because of the conflict between Nike and Kan, the latter turned to the "embrace" of the Adidas, thus causing another frenzy of raging. For example, once popular throughout the world, it has been identified as a more valuable investment than gold and stock.

The "love" between the brand and big coffee is not as long as we imagine.

In general, the "love" between brand and big coffee is mainly due to the long-term interests of the brand and the celebrity effect of big coffee. Therefore, when the celebrity's positive aura is too big to conceal the recognition degree of the brand product, when the celebrity's negative influence may cause the reputation of the brand to be involved, the brand may not hesitate to "tear the tears away".