KTAF NEWS

The long-awaited and delayed Tokyo Olympics for a year is finally overdue. Due to the various ups and downs and fluctuations of the epidemic around the world, the Tokyo Olympics has suspended live spectators, so the box office revenue on the spot must be terrible. In order to be able to This economic account is filled, and the attention economy before TV broadcast becomes the top priority of the organizing committee.The U.S. team began to make the tournament in full swing at the end of June, and one of the more interesting marketing topics was that gymnastics star Simone Biles left Nike, which has been endorsing for many years, and switched to the fashion lifestyle brand Atheleta under the Gap Group.Atheleta’s popularity in recent years has been comparable to that of Lululemon. In store brand decoration and lifestyle advocacy, as well as the development of sub-line brands such as girls’ line, they all face Nike tit for tat. As a veteran powerhouse, Nike’s market value has reached nearly 204 billion U.S. dollars, while the overall market value of Atheleta’s parent company Gap is only 12 billion U.S. dollars. When there are many discussions about Simone’s choice, she is very serious about developing the conference and saying that she hopes There will be more room to grow with the brand, and to promote and launch more products in line with her philosophy.

This can’t help but reminiscent of Nike’s previous corporate sexual harassment scandals and negative news about men’s and women’s executives being paid differently for equal work. Although Nike’s CEO apologized at the staff meeting at that time and dismissed executives who had misconducted their employment relationship. To rest things for peace, but soon sprint champion Allyson Felix (Allyson Felix) stepped up again and criticized Nike for failing to support female athletes during pregnancy. In the context of the “me too” movement, Simone bluntly said, Atheleta’s brand concept is more supportive of diversified athletes with different backgrounds, skin colors and cultures. This is simply a sharp knife in Nike’s heart. And this is not the first time Nike has overturned in the familiar sports marketing field. Its “dual standard policy” for spokespersons in times of crisis has been talked about by the world.It has always been a common practice to borrow sports stars in sports marketing, but just like any show star, sports stars are also a double-edged sword. A while ago, Ronaldo used Coca-Cola to reflect his own self-discipline at the European Cup conference. Throwing the drink aside also made netizens reveal the advertising time he used to endorse “Happy Fat House Water” many years ago. It can be seen that turning a face and not recognizing people is the biggest pitfall in sports marketing.

Throughout Nike’s use of celebrities as endorsements, it’s like a roller coaster, with ups and downs. Except for Simone’s voluntarily leaving, another uncontrollable factor is other scandals by sports stars. Unpopular results can still be an injury problem. To explain, but ethical issues such as stimulants and cheating scandals are completely out of the question, and the choices the brand chooses at this time are also very intriguing.Both are well-known football players. Last year, Nike took the initiative to terminate the cooperation with Brazilian player Neymar. In 2018, the rape case committed by Ronaldo in Las Vegas in 2009 did not stop Nike from furthering its efforts. Cooperation. During Nike’s derailment scandal in Tiger Woods and Kobe Bryant’s sexual assault, they have always been inseparable from these two. Coca-Cola and McDonald’s, who also had a cooperative relationship with Kobe at the time, resolutely abandoned Kobe. Until the news of Kobe’s accidental death last year broke out, the people in the world had been confused about Nike’s choice and its self-confidence. In the same case, there is also Lance Armstrong, a professional road cyclist who used drugs to improve racing performance. Nike stood behind him and stood by him until Armstrong himself admitted to using drugs.

A star is also a person. Outstanding performance in the show business or a certain sport does not mean that he/she is morally perfect, and because of the pressure of prestige, he/she has to use more external forces to maintain his/her perfect image. , On the contrary, it is easy for people to collapse scandals in today’s accelerated flow of information. The complexity of human nature is also in the process of change and development. The kindness of the fledgling is precious, and it may not be able to support him throughout his life. There are always cases of going astray or losing oneself. If a brand cannot have a perfect prediction of sports stars, it can only break when a crisis occurs, and preserve the brand fruits accumulated in its long-term investment.In recent years, the new cooperation between the sports industry and the fashion industry has provided us with a new way of thinking. For example, Nike’s popular Jordan shoe series allows sports stars to participate in design and promotion in a more inspirational way after retirement. It is much better than simply asking them to pose in front of the camera and shout a few slogans. This gives the brand new fashion vitality, and also substitutes a sense of humanized design into the brand. At the same time, it does not require a sports star to always have a perfect personality. It just uses his wisdom and insight to further display in the product. This is the reason to make the best use of it.

Nike, which usually ticked its slogan “just do it”, has gone from being an agent of Japanese sneakers to today. It is not easy. In front of established competitors such as Adidas and Puma,and upstart challengers such as Lululemon and Atheleta, they must As long as it is new and innovative, it should be more unconventional to market the brand. As a veteran fast-moving consumer goods company, P&G has taken a new way of telling stories with micro-films in SK II. Can Nike also consider using more short video methods that are popular in the era of electronic media to tell stories, and be closer to grassroots consumption? In addition, use more emotional flow to narrate the endless story core, rather than simply making sports star marketing an invincible weapon. The realistic marketing environment has already proven the truth that if you don’t advance, you will retreat. It is not easy to master the minds of consumers in the new Z era.