& nbsp; & nbsp; & nbsp; 2004 ?? 8 ?? 28 morning, when Liu Xiang over the last fence, in front of television Malaysian Chinese beauty Ku Min lady style aside, the moment "simply scream" . & nbsp; & nbsp; & nbsp; Ku Min is JWT (JWT) account director, responsible for the work of this team in a 4A advertising company Nike service. She only remembers a signle customer dial telephone, and finally found, and the other being desperately rang her: the first time we have to share the surprise. & nbsp; & nbsp; & nbsp; "This is really like a gamble." September 7, Gu Yue Min recalled the scene that day, still conceal excitement. Of course, winning is not only Liu Xiang, the much-anticipated men's 110 meters hurdles final runway, her clients Nike had the last laugh. & nbsp; & nbsp; & nbsp; "on the 28th, lucky day," the three versions & nbsp; & nbsp; & nbsp; at 10:00 on September 8, Nike Chinese company The marketing department employees are the few classic hurdles Liu Xiang printed advertising Sketchpad shot carried away conference room, these special drawing board soon to give Liu Xiang. & nbsp; & nbsp; & nbsp; At the same time, published in the "on the 28th, lucky day," Liu Xiang large posters have covered the Shanghai who sell Nike products all shop windows. & nbsp; & nbsp; & nbsp cheap jordan shoes for men ; these posters designed by JWT Nike print ad "auspicious articles." Gu Yue Min said, "auspicious articles" actually designed three versions: gold version, silver and bronze version and unlicensed versions. Finals ended, responsible for media buying business JWT Mindshare immediately notify the three major cities Beijing, Shanghai and selected five newspaper advertising department, the same day delivery gold version celebrate advertising. & nbsp; & nbsp; & nbsp; "! The market of integrated marketing with too perfect" copy creative director of JWT origin ???? he said. & nbsp; & nbsp; & nbsp; Hu Gang, another creative director Zhu art origin and companies have time to work the 2089 Nike Team, it is the longest pair partner JWT. Nike JWT Team is able to maintain the most exciting Team, because Nike is usually given maximum creativity and play space. & nbsp; & nbsp; & nbsp; from the initial advertising market in China, Nike chose JWT, but is only responsible for Nike JWT in mainland China and Hong Kong's advertising business, is the global advertising agent Nike Wieden Kennedy, the company is said to have an office recently into China. & nbsp; & nbsp; & nbsp; Wieden Kennedy Nike launched during the Athens Olympic Games advertising creative is Yundi version of "Can you faster th cheap jordans online an you." This is the unified version of the Nike television commercials in the world put. & nbsp; & nbsp; & nbsp; Gu Yue Min has been in discussions with her clients, how to use the opportunities the Athens Olympics, a surprise move in China's marketing. This time Liu gradually into view. In mid-July, Nike China and recommended behest, ancient and her partner began formal work plan to make Liu Xiang. Creativity is still the starting point, "You can be faster than you." & nbsp; & nbsp; & nbsp; consider Liu Xiang in Japan, Europe has run out of good results, into the top eight should be no problem, but the Ku Min Tan Yan, had also thought better to just get a newspaper Contributed secure. When looking for Liu Xiang qualities, they found that the man was really something - he is beyond his idol, he represents a breakthrough, Asians do not do things exactly the same with Nike, which demands global advertising concept . Ancient suddenly excited, she got a lot of video data to see Liu Xiang, "He is very 'real', you really touched him." Liu Xiang, the show's strong desire to win and personality, it seems at JWT Team Nike, Nike is the global market to promote its theme "Can you faster than you" living examples. & nbsp; & nbsp; & nbsp; then began starry night and hardships, has experi enced four major proposals would be. Each has three or four proposals discussed new ideas, eventually two creative script sift through, the final decision is sent to Nike headquarters. "Nike sees no need to add too many elements in the ad, Nike's appeal is very pure, is exercise, as long as full of athletes, like the kind of spirit manifested." Hu Gang said. & nbsp; & nbsp; & nbsp; "Nike may be embodied in the spirit advocated by Liu Xiang body perfectly." JWT's creative team decided to use the definition of Asian, because Liu Xiang not only belong to the Chinese people's glory, and Asians are Chinese people to help in the international fight to glory. & nbsp; & nbsp; & nbsp; Nike's operation is quite standard, advertising creative script to notify the Chinese Olympic Committee and the International Olympic Committee, who proposed should avoid talking about skin color, so "Who sprint stadium There is only black and white levels? "copywriter was abandoned when the final plan finalized in early August, only two weeks of operating time. & nbsp; & nbsp; & nbsp; Zhu Hailiang call with Nike and JWT already have had many pleasant cooperation of Chinese new generation of directors Li Ran, let him at that time do not pick another piece, left the time to do this ad film. From shooting Cheap air jordan 12 ovo to editing, dubbing, all the work done in August 16. And under normal circumstances, such an ad film shoot, need 4-6 weeks time. Hu Gang said that during that time the whole team can be described as "passion investment." & nbsp; & nbsp; & nbsp; through its international network analysis, Nike has realized that Liu might be changing the first person of Asian track and field history. So, finally came out of the television advertising "Breaking the Law" chapter is such a picture: on the starting line, ready to move, the calf muscles ...... Asian complexion starting with a series of actions, subtitles play: Law 1, Asians muscle explosive enough? Law 2, Asians can not become the world sprint trapeze? Law 3, Asians lack the momentum to win? - Lens opened, Liu Xiang leading the way, the opponents behind. Subtitles played: & nbsp; & nbsp; & nbsp; the laws are made to be broken & nbsp; & nbsp; & nbsp; August 24 preliminaries before the day began in the above ad broadcast nationally, and with international versions of Nike ads evenly divided over the time period, from the 27th, all put Liu Xiang Nike ad. & nbsp; & nbsp; & nbsp; August 27 to 29, Nike requested relevant companies to consumers sample three major cities in 1500 to do market research showed that sports brands, respondents cheap jordans for sale Liu Xiang of this ad deepest impression. Liu Xiang Nike tells the story, not only resonated widely in the field of sports. & nbsp; & nbsp; & nbsp; Liu Xiang, a specialized service person & nbsp; & nbsp; & nbsp; Liu Xiang blockbuster, a lot of people envy Nike overwhelmed betting success. & nbsp; & nbsp; & nbsp; "This is absolutely not an accident," Nike Pan Jianhua, director of marketing for Greater China, said, "Any one perfect marketing, is not a coincidence." & nbsp; & nbsp; & nbsp; as a professional sports company Nike has a staff of rich professional experience in the field of sports. "We can determine who is a rising star, before he lit, Nike will be excavated to provide the best equipment for him, to help him improve performance." & Nbsp; & nbsp; & nbsp; "Nike today's success largely depends on the athlete as a partner. So we have to work in Nike personified, as long as optimistic about the signing of Nike athletes, will appoint someone to serve, to provide any possible assistance to the athletes." Pan said. & nbsp; & nbsp; & nbsp; Nike Chinese company has two marketing department, a brand marketing, a sports marketing department, the former is responsible for advertising and public relations affairs, the latter signed the main job is to serve the athletes, incl Retro jordans for sale uding monthly orders to the headquarters to meet the equipment requirements of athletes throughout the year, and is responsible for contacts with the national sports community. & nbsp; & nbsp; & nbsp; height 190CM Li Tong is such a Nike employee, his identity is now marketing manager of Nike, responsible for contacts with the National Athletics Association. Nike had signed Liu Xiang and enable it as an advertising spokesman, Li Tong is the worship Huiyanshizhu strongly referrals. & nbsp; & nbsp; & nbsp; the reality is often more dramatic colors, the men's 110 meter hurdles Liu Xiang Li Tong is the previous Asian record holder for many years. & nbsp; & nbsp; & nbsp; Li Tong Nike in 1981 he signed the first athlete in China, in 2002 returned from overseas to join Nike. At that time, Nike also began to renew close cooperation with the Chinese Athletics Association. In Lee's extraordinary experience, track and field team for the case of its hand. When Liu Xiang participate in the Games and the World University Games in 18 years old, it caused Lee's attention, when Liu Xiang's performance is 13 seconds 34, he is convinced that the boy has great potential to reach a higher level. & nbsp; & nbsp; & nbsp; at the recommendation of Li Tong, Nike headquarters to send someone to go to Cheap air jordans for sale the competition at Liu repeated site visits, concluded: Liu Xiang is definitely a rising star! Nike China that year signed a contract with Liu Xiang. & nbsp; & nbsp; & nbsp; Li Tong is still clearly remember that Liu Xiang to take the Universiade gold medal in 2001, when he wore blue and golden hook, there are eight nails 97 models of Nike running shoes, that Nike shoes are then supplied to the Chinese track and field team, Li Tong Liu Xiang even guess which shoes to wear old athlete left. The following year, Liu Xiang in Lausanne, wearing a pair of white Nike running shoes, the first to break the Asian record. & nbsp; & nbsp; & nbsp; on the World Cup tournament held in Paris, escorted Li Tong, Liu Xiang, wearing the new Nike shoes provide. After the game, Liu Xiang Li Tong will convey the views of the company: the soles do not need so much nail fastener into lace. & nbsp; & nbsp; & nbsp; brother Li Tong told the company starting from a professional point of view how to help Liu Xiang, continued assistance to the office to the corresponding requirements, and from the macro to provide some professional advice to Liu Xiang. In 2003, Nike Liu Xiang opened the special treatment, try to provide help in the Nike can assist the range, including arrangements to attend a number of act cheap foamposites ivities to meet the clothing, equipment, special requirements, especially when the period of Liu Xiang competition abroad, will send accompany someone to help deal with the interference of various affairs of his game. Equivalent to almost half the broker role. & nbsp; & nbsp; & nbsp; The Athens Olympic Games, Li Tong also escorted. & nbsp; & nbsp; & nbsp; sports marketing Lee is located, now has more than 20 employees, and the need to continue to increase manpower, because there are more and more positive signing players need additional services. "We now have great potential pick players, many of whom are new rising stars." Pan Jianhua said. & nbsp; & nbsp; & nbsp; Liu worth? & nbsp; & nbsp; & nbsp; in Li Tong opinion, there should be a 21-year-old Liu Xiang decades maintained a high level of competitive state, if well maintained, athletic career can last 34 to 35 years to . & nbsp; & nbsp; & nbsp; Liu worth? This is after the August 28 issue of media are keen to discuss. A Beijing company, said Liu Xiang upset annual advertising contract is 2 million yuan; some of the advertising profession reporter spoke to said that, at least, should be at 300 million yuan. & nbsp; & nbsp; & nbsp; & nbsp; as of now, in television commercials for the brand endorsement of Liu Xiang onl cheap jordans for sale mens y three: Nike, Coca-Cola, Maxima. The three companies had little move, and now seems to look flash in the pan. & nbsp; & nbsp; & nbsp; Maxima in February this year, Liu Xiang was formally signed. Liu Xiang Maxima will recommend to its advertising agency Shanghai Advertising Co., Ltd.. The company's business director, said Liu Xiang felt very young, in the rising period, some achievements have been very easy, and in addition to the requirements of the sport Hurdle rate, but also requires considerable technical and explosiveness, which brand and Maxima demands very consistent. He refused to disclose the contract amount, but rumors of this comprehensive agreement only a few dozen yuan. & nbsp; & nbsp; & nbsp; another one can not spend much money. It is said that Pepsi had to go first to the door, out of the price tag is 100,000 yuan a year, in the Paris world championships, Liu Xiang won the bronze medal, competitors Coca-Cola contract value quickly from 250,000 added to 35 million yuan, Liu Xiang won 2004 advertising contract. & nbsp; & nbsp; & nbsp; and Nike regard, according to unofficial reports, Liu Xiang has just renewed. A widely circulated statement is reproduced by competing Nike contract is about 400 million / year. Nike Pan Jianhua, director of marketing, admits not s Retro jordans for sale o much to the newspaper. & nbsp; & nbsp; & nbsp; and former two different is that Nike talking about Liu Xiang, it seems even some love the feeling. "We are investing in the future, such as the amount is not out preaching, but the contract can be modified, the contribution of the two sides which can be reflected in the contract, Nike has quietly done a lot of things, Liu Xiang will have a better marketing plan . "Pan Jianhua said. & nbsp; & nbsp; & nbsp; This year, Nike is the world's lightest Liu Xiang specially made special shoes, red, white, gold three pairs. Pan said he hoped to wear a pair of gold shoes heart when Liu Xiang finals, but Nike's principle is to do everything we can in advance, will not provide any comments. Liu Xiang, the final choice is white shoes. & nbsp; & nbsp; & nbsp; Liu Nike also ready to help a special commemorative edition CD. "It does not matter with the market, he was an outstanding athlete, Nike worth doing a lot of things for him." In 2008, Liu Xiang will be 25 years old, this is the golden age of athletes, and Nike wish him more success in the home. But the two sides to the contract exactly when? Only Pan said, it is now very clear that Liu Xiangming will appear in Nike's advertising and marketing activities. & nbsp; & nbsp; & nbsp; However, from the Pan conversation, he clearly hopes this will be a continuation of a long time of the contract. Pan Jianhua said that he very much hope that, one day you can have Nike's US headquarters buildings, "Cheung House." Several buildings Nike headquarters are in long-term close cooperation relationship with Nike athlete named, such as Michael? Jordan House, Agassi floor. & nbsp; & nbsp; & nbsp; marketing department has been working for 10 years at Nike Pan slight criticism for some beverage companies like Nike to take the car along the practice. "We'll see the future, long-term planning Nike never. not a one-time deal, because you can not understand the athletes to grasp its characteristics and market tightness propaganda " & nbsp;. & nbsp; & nbsp; the Athens Olympics, Nike-sponsored China national team 24, the Chinese team won 32 medals, the Nike-sponsored athlete belongs has 12, the groundbreaking project, in addition to the men's 110 meter hurdles, tennis, canoeing, women's meters, etc. are sponsored by Nike . & nbsp; & nbsp; & nbsp; "Nike most willing to do, to do the most good is to train a rising star not purely sport turn into a business, contract money trouble, but to create opportunities. His ability to break through the culture, the return will be in the back. Some people would argue that only the big companies have the strength to do so, but Nike original size of small companies do now, is because he insisted on doing so. "Pan said that from now until 2008 , Nike headquarters will use the players and coaches of global cooperation resources, go to more experts to help Chinese sports development, to meet the special needs of sports associations to help cooperation. & nbsp; & nbsp; & nbsp; ". Nike is the only company willing to invest in the future of the company," he said.Champion recently once again invited the Italy brand Casbia jointly launched a "AWOL Atlanta" series of shoes, the shoes including black, white and gray three colors, each color are made of different materials to create a perfect fusion of fashion and sports. But it is reported that the shoes are priced at $443, so expensive pricing, you will pay for it?
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