Chapter 036 endorsement of Nike

In the spring of 1985, millions of viewers in the United States saw an advertisement: a basketball rolled quickly to the end of the court, and a black man waiting there easily hooked the ball into his palm with his feet in colored sneakers and began to move with the ball. At the same time, the thorn of the engine came. The noise, the roar of the engine became louder and louder, and the young man soared to the sky. This black guy is an NBA basketball superstar. Jordan.

The last ten seconds of the advertisement are Jordan's 'walking in the clouds'. Even spectators who have never seen a basketball game will marvel at Jordan's superb skills. This advertisement not only proves that Jordan has a 'special flying ability', but also implies that the shoes under his feet are also necessarily related to it.

And wear it in Michael. The pair of shoes at Jordan's feet is the famous sports brand Nike.

Before retiring, Jordan sighed sincerely, "Fiernett and Nike turned me into a dream figure."

Knight in this is the founder of Nike. It is he who turned Nike, a small company, into a super multinational company beyond Adidas, and made Jordan the greatest star in basketball history.

Starting with Jordan, Nike began one star-making campaign after another.

Liu Xiang and Kobe. Bryant, LeBron. James, Rooney, Ronaldinho, Federer, Nadal, Marion, Rashid Wallis, Stadamaier, Lobinho, Ronaldo, Ibrahimovic, Adriano. Wait, these are all Nike's contract stars.

If you look carefully, you will find that in these lists, many players are not the stars of modest gentlemen in the eyes of the public. Ibrahimovic is unruly, and Adriano and Rooney are not good children. Even Ronaldo and Ronaldinho are often caught in nightclubs. The handle, Kobe. Bryant and LeBron. James is not a good person either. Even Liu Xiang, a Chinese flying man, is a relatively personal athlete and definitely not an honest child.

In addition, Kahn is also Nike's endorsement player. He is by no means an idle person. Is the person who has bitten his opponent's ear and pinched his teammate's neck on the court a good person?!

Nike has always had the tradition of signing controversial stars. From the beginning of its establishment, this brand has been looking for independent, strong-tempered, impetuous and offensive athletes to endorse.

Nike always likes to find those unruly drivers to endorse, which also has a lot to do with their brand culture and temperament. Nike was a company that was founded in 1968. When this small company was established, no one expected what threat this small company would bring to Adidas, a giant in the industry at that time.

However, Nike has developed so fast. They aim to challenge Adidas and have been moving towards this goal. It can be said that Nike has always been presented as a challenger of Adidas, the world's first sports brand at that time. Adidas represents orthodoxy and stability. , representing Germany's rigor and rigid, then Nike needs to find another way. They emphasize attack, the temperament of not giving up, and are aggressive, because if the challenger wants to survive, it is not good to stick to the rules, and there is no way out. Only when you have been exposing your spear, attacking forward, and not taking the ordinary road, can you have a future!

It is precisely because of Nike's culture and corporate philosophy that they always favor athletes who dare to challenge the secular world and dare to take an unusual path.

Someone once questioned Nike's behavior. Nike's founder Nike once said, "This kind of (controversial) star is generally discredited. Usually, there are many people who like him, and there are many people who don't like them, but they are by no means unknown people. Because of them, Nike is more known, and because of Nike, they are more famous, which is a win-win situation.

Well, it is worth mentioning that Zhang Yang's good friend Cristiano Ronaldo is also the spokesperson of Nike.

Cristiano Ronaldo is not a good child in the public sense. His strength is extraordinary, but it is also very controversial. The coaches of many teams in the Premier League even scold Cristiano Ronaldo as the 'diving king', satirizing that he likes fake wrestling, and Cristiano Ronaldo's personality is also more flamboyant.

So, Nike's current endorsement star is Kobe Bryant in basketball. Bryant is still LeBron. James or Ibrahimovic and Cristiano among football players. Ronaldo and Ronaldinho are both controversial and controversial topics.

And Adidas is not. The image of their spokesperson is perfect. For example, Kaka and Beckham are both fans and the public. He is absolutely a good man and a good gentleman.

Therefore, the negotiations between Adidas and Zhang Yang on the endorsement have not progressed smoothly. This is also because, in Adidas's view, Zhang Yang is not in line with their corporate culture concept. This person is too arrogant and has a more unruly personality than Ibrahimovic.

Adidas is worried about Zhang Yang, and for Nike, Zhang Yang is simply the most suitable. A star with extraordinary strength, stronger than Cristiano Ronaldo's personal ability, and more fucking than Ibrahimovic, is definitely tailored for Nike!

So, after Zhang Yang left AC Milan, a subsidiary of Adidas, Nike quickly found Zhang Yang's agent Jorge. Mendes negotiated on inviting Zhang Yang to endorse Nike.

Nike seems to be very optimistic about Zhang Yang. Zhang Yang chose to join a 'bad team' like Manchester City, which did not seem to affect their interest and confidence in Zhang Yang.

About Nike's culture and corporate philosophy, these are all Melissa. Trio gave Zhang Yang an analysis, which also made Zhang Yang see that the beautiful female anchor is knowledgeable, which is not a vase.

"I transferred to Manchester City." Zhang Yang said doubtfully, "However, it seems that Nike doesn't care." Zhang Yang said, "Especially the bonus of up to 20 million euros shows that they seem to be very concerned about Manchester City."

"It's not about Manchester City." Melissa. Trio analyzed very carefully that this inadvertent temperament of 'strong woman' brightened Zhang Yang's eyes. Melissa. Trio continued, "Nike is concerned about you. To be precise, they are more confident in you."

"Let's be specific." Zhang Yang said that he felt that he understood a little, but he didn't bother to think about it. Why bothered to have such a smart woman around?

Melissa. Trio gave a white look, "From the perspective of Nike's corporate culture and their development process, they started from the grassroots and finally grew up to surpass Adidas and become the first brand of sports. Therefore, they are very interested in starting from nothing and working hard to become a rich family, which resonates with the culture of their brand.

Zhang Yang nodded, which was exactly what he had just understood. He took over and said, "And if I can lead Manchester City to a series of championships, or even reach the top of Europe, this is a matter worth publicized in itself, and it is also in line with Nike's key concept. So--"

Melissa. Trio nodded, meaning that he was right. Nike is an American brand. They are also deeply influenced by American culture and advocate personal heroism.

If Zhang Yang can lead Manchester City to such a brilliant achievement, then the influence is huge. As Nike's spokesperson, Zhang Yang will also bring great benefits to Nike, and the bonus of 20,000 euros paid to Zhang Yang is not worth mentioning in the face of this huge income. The biggest winner is Nike.

The next day, Zhang Yang was at the airport with Melissa. Trio said goodbye. He will fly to Portland, USA, at the airport and his agent Jorge. Mendes and Nike's personnel met, and then rushed to the Nike headquarters in Beaverton's 'World Park' near Portland.

In the 'World Park', Nike executives and invited reporters from nearly 100 media have been waiting for a long time. Nike attaches great importance to the signing endorsement with Zhang Yang, and they also made the signing ceremony quite grand and grand.

Several media in mainland China, as well as Hong Kong, Macao and Taiwan, have also come to the scene. Zhang Yang is now the first person in Chinese football. His influence in Chinese sports world is as famous as NBA superstar Yao Ming and track and field athlete Liu Xiang. Naturally, these media have been paying attention to Zhang Yang.

Nike's headquarters still attaches great importance to the arrival of Chinese media, because Zhang Yang is a Chinese player, so it is naturally of great help for Nike to further develop the Asian market, especially the Chinese market.

They can use Zhang Yang's holiday to carry out a series of activities in China to promote and promote Nike. In addition, after signing the endorsement, Zhang Yang will also take time to shoot endorsement advertisements for Nike. At that time, Zhang Yang's huge billboards endorsement of Nike can be seen everywhere in large and medium-sized cities in China. When it comes to Zhang Yang's influence in China, coupled with such a large-scale marketing, Nike executives are already imagining the huge benefits that are about to be reaped.

The two sides signed under the lens and flash of nearly a hundred media, and the signing ceremony was completed.

Then Zhang Yang shook hands with the representative of the other party's headquarters, which also officially announced that Zhang Yang has become the spokesperson of Nike. In the next four years, he will use his influence to bring benefits to Nike. Of course, he himself has also benefited a lot, not only in terms of money, but also his influence will rise to a high level.

"Zhang, we believe that this will be a great cooperation." Nike executives said, "This even reminds me of the cooperation between the company and Michael."

Nike executives are quite optimistic about Zhang Yang. When they delivered their speeches, they even compared Zhang Yang to Nike and Michael. Jordan's signing is definitely a great compliment.

Zhang Yang is also quite happy about Nike's compliment. Of course, he knows Michael. The importance of Jordan to Nike, since Nike has said so, it shows that Nike uses all resources to promote itself.

His influence can bring profits to Nike, and Nike's vigorous promotion will also make publicity more influential. This is a win-win result.

"Thank you." Zhang Yang smiled confidently and said, "I am also very happy to cooperate with Nike. I also believe that this will be a great cooperation."