How Does Nike Expand Its Brand Publicity With Star Marketing?

Besides laying a good foundation for the marketing of products and technology, Nike's product design is also close to the personality and style of sports stars.

Many Chinese sporting goods companies are also working with stars, but few companies can do that.

In Lebron James's advertising film, he encouraged young fans not to be the second Lebron James, but to surpass him.

At the same time, the film highlights the history of Lebron James's personal fame and his love for his hometown.

For this reason, designer Ken Link added the map of Lebron's hometown Akron city on the sole.

At the same time, with a touching story, when Lebron was a child, he used to look at the map of Ohio and asked his mother, "why is there no Akron city on the map?"

Then he was determined to mark his hometown, Akron, Ohio, on the map.

Another example is Nike's first Air Jordan sneaker designed for Jordan (Jordan).

In 1985, Jordan had just become a member of the Chicago Bulls team as third of the NBA consortium.

When Jordan was wearing black and red Air Jordan on the pitch, NBA did not allow players to be so personal, and management emphasized the unity of shirts and sneakers.

For this reason, every time Jordan appeared in AirJ Ordan basketball shoes, he was fined 5000 dollars by the league. Nike not only paid all the fines for Jordan, but also took advantage of this opportunity to carry out a successful crisis public relations.

Stern, President of NBA alliance, recalled: "when we realized that these players could not be allowed to run around in colorful shoes, Nike promoted our ban as an advertising campaign." (Stern)

We may be considered as a participant in the true sense of modern sports marketing.

At the same time, Jordan performed well in the competition. 450 thousand pairs of Jordan basketball shoes were soon sold out, and a year later, the sales of Jordan shoes reached 30 million dollars. Jordan himself was elected the best rookie of NBA in 1986.

Therefore, the inspiration Nike gave us is not only that it is so simple to sell shoes, but not many athletes who perform perfectly in sports, but not one of Jordan.

Almost everyone knows the famous trademark of the flying Jordan, and marvel at its exquisite and lifelike design.

Jordan can be the God of basketball and get the same success in basketball on business. The reasons include Nike's near perfect marketing strategy and designer's perfect design.

Finally, as a large multinational company, the localization strategy of Nike's product marketing is worth learning.

The Chinese version of Zoom LBJ V has extended the concept of Zoom LBJ IV China Edition, and the design of shoes continues to integrate Lebron's emperors' temperament with China's most brilliant forbidden city culture.

Lebron has been in the NBA for fifth years, and this is the third production of the Zoom LB J Series in China.

Unlike last year's big red door, the Zoom LBJ V borrowed more features of the Forbidden City, and even the color and pattern design on the shoe box reflected the Chinese culture vividly.

Zoom LBJ V China's color matching shoe box looks like gold in the background, like the yellow tiles of the Forbidden City, solid and solid, which has laid the authority of the pair of shoes. The idea of pattern design on the shoebox has repeatedly utilized the art of shoe line.

Translucent grey ink is used to impress the two patterns on the existing shoe boxes; the drawer box is used to pull out the shoe boxes, and the striking Chinese red and the imprinted Unicorn patterns make the whole shoe box full of the hegemony of the king.

It is also the application of the Chinese royal elements to the extreme: in the leather of the heels, the nine look animals and the ridges themselves representing the Royal identity on the glazed roof of the Forbidden City can be seen on the bow of the Forbidden City; in the Forbidden City, we can see the mountain and river patterns that represent the "Putian" below the Forbidden City; the hollowed square pattern reflects the architectural plan of the Forbidden City and the window lattice structure with the Chinese royal architectural style; the red skin of the shoe is painted with the technology of auspicious auspicious clouds in Chinese traditional culture by laser technology, and the Chinese auspicious dragon shaped guard image is portrayed on the vamp to protect the Forbidden City gate. Zoom LBJ V China color matching shoes

To sum up, Nike's star marketing strategy is almost perfect. Although it is not easy to follow and imitate, it is worth learning and thinking from Chinese sporting goods companies and exploring suitable marketing strategies for our company.