Nike Hoya'S Loyalty Is Really Not Enough

When all kinds of sports events come out one after another, news related to sports also frequently appear in front of our eyes. Not long ago, Nike, which was famous for its involvement in the field association accident, was in great trouble, and Sharapova, the powerful spokesperson here, hit the rocks again, which could be said to make things worse. Let's talk about what this is about.

It is reported that Sharapova, who is known as the "first beauty" in tennis, has been taking a drug of midrazine for health reasons, but since January 1 this year, it has been listed as a prohibited drug, Whether it was Sharapova's neglect (at the press conference, she said that she had ignored the ITF's notice of changes to the list of banned drugs sent to athletes in December 2015) or other reasons, the comrades of Sharapova Street World Anti Doping Agency failed to pass the doping test during the Australian Open in January. Therefore, Sharapova is likely to face a long-term ban. The ITF (International Tennis Federation) has announced that she will be suspended from March 12, and further testing decisions are needed later.

After the press conference, he has always been a spokesperson Nike Quickly got rid of the relationship and issued a statement announcing the suspension of the contract with Sharapova, which was signed by both parties in 2010. According to the contract documents, the contract will last for eight years and be worth 70 million dollars. On the other hand, Tiger Hoya, a luxury wristwatch, also claimed that he would not renew his contract with the tennis star after the contract expired.

Why do big brands like to use big names as spokesmen? This trend has become more and more intense in recent years. Because under the impact of digitalization Social software The interaction between young people and celebrities on the social platform is no longer the same as the previous concerts and meetings. Even if it is just a chicken soup like tweet or Instagram, it will attract the attention of many fans in a few minutes. Therefore, brands are just looking at the great influence of big names among young consumers, urging them to spend heavy money to create the aura of top spokesmen.

However, superstars Endorsement There will also be negative effects. For example, several years ago, Jersey Coast members were photographed with Coach handbags, which damaged the brand image (the member was famous for "disgusting image"), and turned to Gucci, which was a transfer of "harm".

Looking back at this event, in fact, the celebrity effects brought by celebrities using celebrity endorsements are countless. For example, Hermes Platinum Bag, which was once popular all over the world and has been recognized as having more investment value than gold and stocks until now, is famous for singing the praises of Jane Birkin was named, but in 2007, Jane was asked to Birkin told the brand to remove its name from the series, until the brand clarified, the two sides would be regarded as "breaking the ice"; Not long ago, Puma signed with Rihanna to quickly raise the brand's exposure to a new level. At the same time, the Fenty series launched by both parties are also close to the Air created by Nike and Kanye Yeezy series - however, due to the conflict between Nike and Kanye during this period, the latter turned to the "embrace" of Adidas, which caused another Y3 craze... The "love" between brands and celebrities is not as long as we imagined.

In general, the "hot love" between brands and celebrities is more due to the long-term interests of the brand and the celebrity effect interests between celebrities. Therefore, when the positive halo of celebrities is too large, the recognition of brand products is hidden. When the negative impact of celebrities may affect the brand reputation, the brand may not hesitate to "tear off the feelings".