[Chinese shoes Network - brand observation] Beaverton, Oregon, Nike Inc. (hereinafter referred to as "Nike") office, the former Tour de France, "seven-time champions" Armstrong's picture was removed from the wall. posted on this wall collage of dozens of athletes, they are different times for the Nike endorsement star. Just a month ago, has been to support Armstrong's sponsor Nike decisively with him draw the line, officially announced the lifting of the sponsorship contract. A book of evidence the United States Anti-Doping Agency (USADA) announced recently, allegations comeback fight cancer after 7 wins Tour de France champion Lance Armstrong of doping abuse, at the same time, the agency denied the Armstrong since 1998 All title and banned for its implementation. sporting goods giant Nike endorsement contract a lot of stars, which also makes it had to bear the negative news from the endorsement of the troubled star. Nike bring trouble to include frequent derailment Tiger & middot; Woods sex scandal caught Kobe & middot; Bryant and Ben & middot; Roethlisberger, and indecent words and deeds beneath Pennsylvania State University football teams. Even so, Nike chose to stand with them, it's the bottom line: private life is your thing, but when you are wearing Nike clothing, please observe the rules of the sport. The bottom line violation of Nike athletes will be ruthless abandon, such as the beginning of this century, Nike gave up tested positive for doping in track and field star Marian & middot; Jones, baseball player Jason & middot; good Dalby (Jason Giambi) in recognition After using steroids, Nike refused to join hands with him. more celebrity endorsements to spread the risk? In order to reduce the embarrassment caused scandal celebrity endorsement, some big brands take more celebrity endorsements way to spread the risks. For example, Pepsi has invited to Nicholas Tse, Sammi Cheng, Aaron Kwok, Louis Koo, Faye Wong, rain, Beckham, Ronaldinho, Roberto Carlos and the like. "select number of celebrity endorsements, indeed can spread the risk to some extent, in effect." Adfaith ???? management consultant, told reporters that a number of stars at the same time or different times words, can strengthen the brand position and influence maintain brand vitality and attractiveness, but also differences in the use of different stars different product lines support sub-brand. For example, Nike sports products generally by the famous athlete Cheap air jordan 12 taxi for sale online free shipping endorsement, leisure series may endorsement by the Civic star non-athletes. However, "more celebrity endorsements can be described as double-edged sword", Professor of International Business Administration, Shanghai University of Finance and Economics Department of Marketing Chao steel orders, enterprises can make use of a number of star's influence grew rapidly, and once the individual spokesperson situation occurs, others can continue to serve as the representative of the brand image, to spread the risk, but also lead to not enough focus on brand image, distinctive. innovative products to reduce dependence Nike is one more brand spokesperson, of course, one of its star of negative news by upsetting the brand, but now for Armstrong's "down", Nike has been like the past so tangled and worried, because The company's marketing reliance on superstar has been greatly weakened. In the past three years, Nike's advertising budget spent on traditional media declined by 40%, despite a record of its marketing budget in 2011 reached $ 2.4 billion. Company Advertising Age survey data show that Nike reached $ 800 million in 2010, non-traditional marketing budget, the proportion of total marketing budget in the United States ranked first in the advertiser. Nike found its core audience - young man moved from the television on the Internet, so hope can occur and customer relationship through innovative products directly, engaged in among their lives, control of their data, their grasp needs more effectively influence them. If you put the lid slightly larger than an adult thumb chip into a special Nike running shoes, this kind is called Nike + classic product that can track the movement you include time, distance and energy consumption and other data, including and encourage you to transfer the data to nikeplus.com above, where you can get some suggestions for training, but also with friends to share their income. Michael era, Nike in order to attract more attention, and only in the US Super Bowl (Super Bowl) game, then have a maximum of over 200 million people / day attention, and now every day can easily achieve this Magnitude. While no financial details about Nike + but some foreign analysts say, Nike + increase the number of members by 55 per cent in 2011, while its running business up to 30% revenue growth, to $ 2.8 billion, Nike + contributed. "more celebrity endorsements is to deliver the brand values ??through personal influence at the same cheap jordan shoes for men time generate the target customer 'pull' and direct way to reach consumers more of a direct 'thrust'," Yang Jianxin think, Marketing of the two different directions in nature, but accurate, interactive, cost advantages are not available in the traditional market. more "sticky" than the star increase digital marketing is another advertising giant Procter & Gamble to get rid of in the new media era "Star addiction," the latest strategy. In recent years, Procter & Gamble gradually realized in the search engines, social networks and other precision marketing platform, for different markets can be used to promote the combination of different, more cost-effective delivery of advertising, which previously P & G's advertising costs are mostly used in the celebrity endorsements to master of traditional media. "fundamental transformation of P & G's marketing approach will make it to reduce investment in the field of traditional media in favor of the creation of more personalized for each consumer." P & G's global marketing and brand building officer Marc Pritchard also had media said. "Of course endorser also will be part of the huge marketing budgets of these large FMCG companies, after all, as the TV ads with celebrity endorsements marketing approach for a mass consumer brand or its necessity, but they are in the company's marketing plan dominated the era is over. "Foreign Economic and Trade University, Associate Professor, Department of Marketing ?????? said. (Chinese shoes Network - the most authoritative and most professional Footwear News)earlier this month, Drake through the personal social networking account to you Sneakerhead early exposure of OVO and Air Jordan's latest joint single product - OVO x Air Jordan VIII Calipari Pack". At present, Drake gave him a majority of fans won the double ball shoes suit is not yet available in advance of the opportunity, in his own Instagran upload a photo of himself in a rich sense of joy photo Travis Scott concert was captured, and called on the users of this diagram with the text, if you have Drake can be selected as the best piece, then the user will be able to get Calipari set in advance. -- -- -- -- -- -- -- extended reading -- -- -- -- -- -- , every day at six, on the way home from school, the 1626 WeChat public number makes you home! it's one of the most attractive Hairstyles for girls! can do so much for the team to take part in the marathon? Zhou Bichang? jerseys collocation! 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Sexy and unassuming you may have overlooked - - - - - - - - to the tide recommended - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -.FoamPositeOne "Mirror", in December last year, will continue to release after the exposure of the spy, is offering information. And in today's release of the Nike 2015, "All Star" series, there will be a FoamPosite one in the column, the release date and FoamPosite one of the "mirror". Then we think this One Mirror FoamPosite is about to be on sale One All "Star FoamPosite". At present, has been lucky sneaker feet the shoes debut, although only spy, but the combination of bottom of ice and application of golden reflections Posite indeed very dazzling. more the latest shoes running shoes, NBA anecdotes and sports knowledge, please pay attention to the most Niubi sports equipment community [when off], microblogging search "when off, micro channel search dunkhome and extra welfare wayward send. source: Slot Coin- your current version - tool over the wall? 1.?? black soul theme? 350 V2 to be released? instagram: s.sam.group? just yesterday we brought YEEZY POWERPHASE will launch the news today, was the first KAWS x Air Jordan IV exposure of real shoes studio @s.sam.group and @2muchsol3 and account information to bring us a new surprise: the "Triple Black" Yeezy Boost 350 V2 color design is about to debut. The black soul theme as a high popularity in the shoes design, now to be ap Retro jordans for sale plied to the "coconut", that will make a lot of Sneakerhead very excited. Although not yet confirmed whether it is true, but at the same time, there are two reliable "intelligence" has brought the news, it is reassuring to us. Calm down, and wait patiently for awhile. 2. Nike to convene a wave of designers to carry out a creative activity instagram: miniswoosh? With the Air Max Day Nike near, have carried out a lot of publicity activities. Recently, we previously introduced Nike diehard powder MiniSwoosh and ACG own series of advertisements? Clementbalavoine have released a similar Nike promotional video, and announced that it will participate in a creative activity on Air Max. But apart from them, until March 17th, you can see more? KOL, designers, artists and creative works. These ideas can bring what kind of surprise for us? We will give you the first time reported. 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