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& nbsp; & nbsp; & nbsp; Nike: quick to respond & nbsp; & nbsp; & nbsp; 18 at noon, Liu Xiang out of the race unexpectedly. In the afternoon, Nike issued an official statement: "Liu Xiang is China's most outstanding track and field athletes from the 2004 Athens Olympics gold medal and broke the world record since then, he has been and will continue to bring a passion for Nike China and supporters around the world. to be able to work closely with Liu Xiang proud. At this time, we understand his feelings, and look forward to his return from injury. "19 am," Sports Weekly "and many other newspapers published a new version of Liu Xiang Nike ad, advertising slogan is "love match, love spell on the dignity of all" ...... even if it breaks your heart " & nbsp;. & nbsp; & nbsp; helpless Liu shoes & nbsp; & nbsp; & nbsp; "should Liu requirements for greater protection of his right foot, Nike heel position right shoe uppers increases the foam's thickness, in order to better lock the ankle. "In the phase Liu Xiangliang week before the 2008 Beijing Olympics, Nike was told reporters that Liu Xiang, designed specifically for research and development hurdles spikes, vamp thickness of less than 2 microns, rely on the support of fine fibers, which is Nike's lightest ever . quality, most rugged sports shoes & nbsp; & nbsp; & nbsp; However, with the August 18, Liu Xiang out of the race, make every effort to design Nike running shoes and apparel have been developed to a great extent the loss of useless & nbsp;. & nbsp; & nbsp; experts say, Nike put the heaviest bet on Liu Xian jordans on sale online g body, it is obvious; but Nike has always insisted on playing in the Olympics, "many stars Strategic Multi-project "is still much left to their own room. Reporters noted that before August 18th, although Nike Liu Xiang version of the ad occupies prime-time CCTV broadcast the Olympics, but multiple versions of the Yi version of such ad at the same time turns playing. Also, Nike sponsored the Beijing Olympic Games China 22 Olympic sports teams equipment (Summer Olympic Games altogether 28 large items), including weightlifting, basketball, tennis, fencing, archery and other projects doing well, it has been advanced as Nike earned a lot of popularity & nbsp;. & nbsp; & nbsp; new industry-renowned marketing expert Wang believes that four years ago, Liu Xiang performance regardless of how Nike can fuss about the "breakthrough" meaning, Asian athletes standing on the Olympic track and field final pitch, it was enough; but now, how to interpret Liu Xiang, is not an easy thing a symbolic figure for Nike sports such as professional firms tend to have a huge impact on Jordan announced his retirement. that year, Nike's stock had tumbled 10% & nbsp;. & nbsp; & nbsp; stay classic case & nbsp; & nbsp; & nbsp; Some experts say Although Liu regret to retire, but Nike, Coca-Cola over the years successful "Xiang marketing" is still regarded as a classic case, it will be talked about later & nbsp;. & nbsp; & nbsp; Liu Xiang Nike The "investment" can be described as steady type. As early as in 2002, when Liu Xiang entered the Nike vision. In 2003, Nike began targeted for Liu X jordans on sale mens iang, "service", in terms of their clothing, equipment, and so on are well-attended events arrangements began in June 2004, Nike started to participate in the 2004 Athens Olympic Games, Liu Xiang, marketing and advertising programs. Nike designed in Sina News Liu Xiang, Liu Xiang was once the gold medal, there will be the first time the country people will understand Liu Xiang . election platform & nbsp; & nbsp; & nbsp; Liu Xiang won in Athens, Nike is to increase the intensive cultivation of Liu Xiang in July 2006, Liu Xiang broke the 110 meters hurdles world record of the day. Nike China store clerk put on a commemorative T-shirt sales; in August 2007 after the Osaka World Championships Liu Xiang achievement, "Grand Slam", the same day on the development of Nike designed the "Raymond" T-shirts & nbsp; & nbsp; & nbsp; new industry, said Wang, Liu Xiang Nike commercial value of mining is more like a small fire soup, scientific foresight and unique vision, coupled with plans to market a step forward, so that Liu Xiang's value before the Beijing Olympic Games has been fully released. "Relative to sign Liu Xiang only for one-shot deal for businesses, is a small cost in exchange for a big return." & Nbsp; & nbsp; & nbsp; O'Connell: emergency U-turn & nbsp; & nbsp; & nbsp; "If everything was so easy, every step so comfortable, the results can not exciting it 2008, see China footsteps?." This Liu Xiang's narration made cell phone ring tones, in Aokang Group Brand Director Club Jung's phone has been a long time, may, after August 18, Liu Xiang pulled out of the ra cheap air jordans ce four hours, the narration was replaced by music. & nbsp; & nbsp; & nbsp; which for almost all the Olympic marketing activities related Aokang Group and Liu Xiang is undoubtedly a blow, and now, Liu Xiang retire because of injury, is completely contrary to O'Connell's expectations. betting Liu & nbsp; & nbsp; & nbsp; March 2007, Aokang Olympic sponsors to catch the last bus of the Beijing Olympic Games leather sole supplier for the Olympic Games ceremonial shoes, in order to allow the use of Beijing Olympic Games composite logo of interests carried out, in the year May 10, O'Connell started the "Olympic champion dreams of Action", and in particular the commitment to set up public welfare Dream fund to help the Olympic champions to achieve their dream of public service. & nbsp; & nbsp; & nbsp; However, until 22 November 2007 to join Liu Xiang, O'Connell seems to have found the key to marketing. & nbsp; & nbsp; & nbsp; ". In fact, the Olympic Dream Scheme and not much funding," Aokang Group Chairman and CEO Wang Tao has admitted. However, rumors of Liu Xiang's worth is 58 million. & nbsp; & nbsp; & nbsp; Liu Xiang retreat before training, advertising is the last shot O'Connell in this ad, Wang Tao and Liu Xiang photographed together in 2008, and put in CCTV prime time. More importantly, in 2008 O'Connell all marketing activities are launched around Liu Xiang. Liu Xiang to run image made online advertising has been at the Sina Home, Club Jung revealed: unexpected & nbsp; & nbsp; & nbsp; "This time we invested a total of one million." "Liu Xiang out of cheap foamposites the race will certainly O'Connell marketing impact." Associate Professor of Communication University of China Advertising School bell with Qian pointed out that because Liu Xiang out of the race, O'Connell quiz activities for Liu Xiang race will not be carried out, it was also Aokang Group, insiders also revealed that, Liu Xiang, the Olympic O'Connell organized group will disband. & nbsp; & nbsp; & nbsp; in O'Connell's plan, for if there was not Liu Xiang won the marketing approach. Previously, Club Jung introducing O'Connell Olympic marketing plan when he said: "If Liu Xiang does not win, O'Connell has in place safeguards to our marketing slogan is 'the pace did not stop, as well as the hearts of the dream, you're always the champion' . "However, a number of contingency plans and did not Liu Xiang out of the race in the heats on the program. & nbsp; & nbsp; & nbsp; therefore, within five hours after Liu Xiang out of the race, chairman and president of Aokang Group, Wang Tao immediately convene a meeting and announced: "O'Connell will be as planned, Liu invited in his capacity as special ambassador, mentor and start to appreciate in particular the establishment of the 'Top Ten Olympic champion Liu Xiang O'Connell enlightenment coach award'. In addition, in 2009, O'Connell and Liu Xiang will also renew cooperation will continue. " In fact, O'Connell and Liu Xiang had the contract expires in 2009. & nbsp; & nbsp; & nbsp; ". When the athletes were injured out of the race have occurred, enterprise contract in advance when they should be aware of this risk," Bell jordan retro 14 white/fuchsia blast/black pointed to modest. & nbsp; & nbsp; & nbsp; Liu betting "blessing in disguise" & nbsp; & nbsp; & nbsp; Liu Xiang Bingtui tournament surprise, but followed by a press conference It can be regarded as a very successful public relations crisis - the adverse impact of injuries to retire successfully converted to carry forward the Olympic spirit of sportsmanship positive role. Similarly, Liu Xiang's sponsors, this may mean, "retire" is not a mere failure; how to expand as fast as the Athletics crisis public relations, became their most critical thing now. & nbsp; & nbsp; & nbsp; in fact, although Liu Xiang out of the race, but did not lose influence in the short term, and from the other side reflects the body of Liu Xiang, the Olympic spirit and sportsmanship, Perhaps this is also a positive for the sponsor is. I think, sponsors and no immediate need to replace Liu Xiang's advertising and promotion, but on the content of advertising should make some adjustments. & nbsp; & nbsp; & nbsp; at this time, Liu Xiang regarded as a tragic figure, out of consideration for the brand image of the positive side, a large area of ??Liu Xiang in the ad should not appear in the picture, especially Liu Xiang Content sprint hurdles, these pictures are not consumers now want to see. In contrast, Liu Xiang has shown sportsmanship and the Olympic spirit, for sponsors who should be the most significant propaganda points. & nbsp; & nbsp; & nbsp; in fact, there are already a number of Liu Xiang's sponsors began to move, by continuing to support Liu Xiang, the Olympic Games and reached Cheap jordans online air jordan 11 blackout for sale the continued support of sports undertakings in China advertising appeals, or behind by Liu Xiang stories to convey the spirit of sport. & nbsp; & nbsp; & nbsp; of course, from a business point of view, this incident also reflects the principles of several companies in the choice of sports celebrity endorsements process should grasp. & nbsp; & nbsp; & nbsp; First, before selecting athletes, it should be personal circumstances of athletes, team environment, the external environment is very understanding, including the athletes themselves competitive state, in the team relationship as well as information and other competitors; Second, companies betting players can not put all your eggs in one basket, even though Liu Xiang, but also should have other sports stars at this time able to go to the top, and will not complete failure; third, Enterprises in endorsements with athletes should also be increased between the additional terms, for the athletes in the Olympics different manifestations give different fees, in order to reduce the risk of loss of business betting spokesman. & nbsp; & nbsp; & nbsp; Liu Xiang test enterprise risk awareness & nbsp; & nbsp; & nbsp; Wen / Hu Yu & nbsp; & nbsp ; & nbsp; no one sports star is a permanent value. Jordan Nike brilliant achievement, but after Michael Jordan retired, Nike began only hard to find a new leader, and ultimately signed spared no expense to Tiger Woods. & nbsp; & nbsp; & nbsp; no one can do sports stars blow. Just after Nike signed Woods, Woods accidentally enter the competitive state of the first low tide, air jordan 11 space jam for sale Nike golf products and therefore controversial. After a painful wait and mutual accommodation, the Woods revive the prestige, Nike has only ushered in the dawn. & nbsp; & nbsp; & nbsp; when sports stars at the zenith, many companies will follow others surrounded them, or even bet on the advocate's body, the result is not only difficult in the homogenization of marketing strategy brand success, but also because of unexpected circumstances spokesperson passive. Whether it is capital investment, or brand image are a sieve. & nbsp; & nbsp; & nbsp; Liu surprises retire so that more companies, especially domestic companies were forced to start learning and spokesperson of "risk-sharing." This includes two levels, the first time can adjust the marketing strategy, and make it match the public psychology of public relations response. Second, carefully consider whether a longer period of time continue to choose the future of Liu Xiang, waiting once again turn his career. & nbsp; & nbsp; & nbsp; the latter's "bet" is obviously greater, not only courage, but also need to have strong financial and scientific observation tracking, marketing strategy to rely on. & nbsp; & nbsp; & nbsp; whether it is Liu Xiang individuals or businesses signed Liu Xiang, in August 2008 experienced the most severe test. 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