Nike's 1.5 million new advertisements were released overnight

The latest version of Nike ads, please pay attention to advertising words

Liu Xiang shocked the bird's nest because of injury, and shocked all the audience. Of course, he also shocked the sponsors of those betting Liu Xiang. Although sponsors all said that they will continue to support Liu Xiang and confirm its commercial value, these statements are obviously only sponsors wishful thinking. According to industry sources, Liu Xiang's retirement this time will reduce the sponsor's income by about 3 billion yuan.

Loss of more than 3 billion sponsors

Liu Xiang stated 14 brands in 2007: Amway Nutrilite, VISA, Yili, Nike, Bank of Communications, Lenovo, China Post, Yuantai, Aokang, Shanshan, Shuangqian, Shengda, Baisha, China Mobile. In 2008, we added other heavyweight companies and brands such as Ping An Insurance and Cadillac. A more conservative estimate is that the advertising involved in these endorsement activities will exceed RMB 500 million. It is reported that many brand giants endorsed by Liu Xiang had already produced a large number of advertisements before, and they planned to start running on August 18 when Liu Xiang first participated in the competition, involving television, newspapers, outdoor, Internet and other media platforms.

Ding Bangqing, deputy chairman of the Guangdong advertising company, said: “Because Liu Xiang’s retirement has caused personal reputation and influence to be impaired, from a commercial point of view, it will definitely affect the brand he’s endorsed. Individuals feel that corporate reductions will at least exceed 30 billion, I estimate that many brands are afraid to directly withdraw Liu Xiang's advertisements at the moment, but in the future, they should gradually reduce or weaken their role in brand promotion, or stop him from centering, or simply look for new ones. Spokesperson."

Nike faces a huge problem

The most influential non-Olympic sponsor is Nike. In the face of Adidas' home advantage as an Olympic sponsor, Nike urgently needed sports stars to break the game. Although Liu Xiang retired after the game, Nike immediately issued an official statement, expressed his understanding of Liu Xiang, Liu Xiang, the brand recognition and determination to continue cooperation.