Evaporation Of 3 Billion 700 Million Dollars A Day Market Value Of Nike'S "Pot" To Whom?

An international brand in

In the face of heavy setbacks, the market value has evaporated the market value of US $3 billion 700 million in a day, not because of the product, not because of the change of executives, but because of a past move of the spokesperson. What is the matter?

The story also starts in September 3rd, the American sports brand.

The company announced that NFL, the US professional football league player (Colin Capenik), has become one of the spokesmen for the commemorative advertisement of "Just Do It" slogan 30th anniversary.

When

After announcing the new spokesman, Trump posted a message on twitter, and many twitter netizens were also protesting their shoes.

The next day, Nike's share price plummeted, evaporating 3 billion 700 million dollars in one day.

The destruction of such a strong, the spokesman is really sacred?

Colin Capenik is the quarterback of the San Francisco NFL team of the US professional rugby league (NFL). He has set a record for 181 quarterback to run the offensive, and led the team to the forty-seventh Super Bowl in 2013.

But in August 26, 2016, the day came to a turning point in my career.

Because in 2016, the "7. 7 American police shot the black incident" caused protests and demonstrations, the police carried out violent attacks against black people and caused casualties, but the police involved were only dealt with by "leave".

So Capet Nick refused to stand up when he played the national anthem before the NFL competition this year, expressing his dissatisfaction with discrimination against the social status of ethnic minorities on the ground of single knee.

In addition, he also accused the Democratic presidential candidate Hilary and Trump, "Hilary compares black teenagers to fierce animals, and Trump is a racist racist."

In fact, this is not the first time Capet Nick made such a protest. Before that, he expressed his protest in the ball game.

After the "National Anthem gate", Capet Nick's behavior has attracted many athletes' imitation. With the expansion of protest, Trump accuses, "we should dismiss any player who does not respect the national anthem."

In the United States, playing the national anthem and raising the flag ceremony before the ball game represents the cohesion of people's heart and strength. It is one of the important ways of American patriotic education. Therefore, Capet Nick's action is undoubtedly a provocation and a great disrespect for the national flag.

So many white and conservative audiences are dissatisfied.

He also paid the price. Capet Nick was chosen as the most annoying American NFL athlete and became one of the most controversial players in the history of NFL.

Capet Nick released Nike posters on Twitter and added the slogan "believe in your beliefs, even if it means sacrificing everything".

Nike's official Twitter account was also forwarded, announcing the announcement.

W+K, the creative businessman responsible for the campaign, is also publishing on his social networking platform.

In addition to advertising, Nike also filmed the "Dream Crazy" series, telling a series of athletes' stories, dubbing by Capet Nick, and paying tribute to the spirit of inclusiveness represented by "Just do it".

After the release, this dynamic obtained a lot of forwarding and praise, but at the same time, Twitter and other social media also appeared "Just Burn It" and "boycott Nike" and other popular topics.

Some netizens wrote, "NFL forced me to make a choice between my favorite sport and my country.

I chose the country.

Nike forced me to make a choice between my favorite shoes and my country.

When did the American flag and national anthem become offensive? So netizens burned their Nike shoes to protest.

Some netizens say they will never buy anything from Nike anymore. They will spend more money on Nike's competitors, and even ask the photographer to take photos of the ball without Nike logo.

These netizens believe that Capet Nick's behavior is a great disrespect for the national flag and a manifestation of patriotism, while Nike still employs such spokesmen as a disrespect to the country.

Trump could not sit still. He sent a message on twitter, saying, "Nike will fail like NFL's declining ratings because of anger and resistance."

Since then, Nike has been pushed to the top of the storm.

Nike is the marketing spokesman for the controversial spokesperson?

It can be seen that Nike is not a light spokesman, but Nike's public relations are not idle. Afterwards, Nike brand North American vice president Gino Fisanotti said in an interview that he believed Capet Nick was one of the most inspiring athletes of this generation, and praised him for using the power of sports to help push the world forward.

Obviously, Nike has made a choice in the face of protests and doubts on the Internet.

MWWPR, a brand reputation and crisis management company, has studied the views of enterprises on social issues. The Carreen Winters, the company's chief strategist, said it seemed to be (Nike)'s intention to get involved in the controversy. Karin Winters

"They are good at marketing and know their customers.

Consumers will reward them. "

Her research shows that 1/3 of consumers will spend more money on products that are similar to their concepts, while consumers who are less concerned about this aspect are less likely to change their behavior.

In addition, Nike gained $43 million worth of media exposure in this patriotic war.

Immediately after that, there was good news from Nike's sales. Nike's online sales grew by 31%.

In fact, this is not the first time Nike used controversial spokesmen. As early as 1984, Nike invited the black star Michael Jordan to become the brand spokesperson. Before that, no company collaborated with the celebrities of "colored race", so this move caused a great stir and discussion in the then us.

What is more worth mentioning is that Nike was widely criticized for publicizing the culture of gangs and gaining profits by issuing a Barack Ras headgear some time ago.

Everyone is unhappy with the brand using black models to demonstrate the whole head and neck.

With only exposing the eyes, people believe that the image presented will enhance racial prejudice.

Under the pressure of public opinion, Nike removed the Barack lava headgear from the website. At the same time, Nike had to temporarily close all stores because of race problems in the South African market.

Therefore, this time Nike chooses the controversial spokesperson of the station. It is out of Capet Nick's story that it is particularly suitable for the interpretation of the "Just Do It". With the help of the South African market, the business consideration of such a behavior is to strengthen the brand's race standpoint, or for the sake of nationality and justice.

A spokesperson's action is related to brand loss.

In fact, spokesmen are mostly marketing strategies of brand choice. Brand Strategist invites and creates spokesmen, so that people can have a good impression of brands through their associations with their popularity, professional personality and conduct.

The role of brand spokesperson is to pplant the emotion and promote the influence of the brand with the influence of the spokesperson.

But sometimes it is also risky to use celebrity endorsements. If the spokesperson accidentally becomes a "negative textbook", it may be the first time that his endorsement brand will suffer the first time.

Therefore, most brands will abandon their spokesmen for their reputation to safeguard their brand image.

Therefore, compared to Nike, these brand spokesmen's "feats" make the brand side more passive.

In 1984, Pepsi Cola invited Madonna as spokesperson. Madonna's Like A Virgin, like a virgin, was strongly opposed by religious circles because of the blasphemy of God. In order to quell the public anger, Pepsi decided to stop broadcasting TV commercials for only a month.

The label of spokesperson has a far-reaching impact on the brand, so the practice of abandoning the spokesperson is also reasonable.

The same thing happened to Joker Xue. In September 2017, Joker Xue and Li Yutong had a lot of trouble. The image of the slag man was on the side of the netizens. At that time, they were talking with KFC for endorsement advertisements. They were full of streets and lanes. But after the negative news came out, because Joker Xue's reputation had damaged the brand image, KFC asked all the poster of Joker Xue in the shop and all the related things to be removed.

Because in the endorsement contract signed by Joker Xue and KFC, there are clear provisions: there can be no negative news during endorsement.

Joker Xue's behavior not only brought abuse to himself, but also faced 20 million of KFC's compensation for breach of contract.

Such a spokesperson's behavior is not only for his own sake but also for his own gain.

There is also a situation where the public behavior of a brand spokesperson hurts even if it does not have its own brand, but it also creates negative effects for the spokesperson himself because of the stakes between friends and businesses.

Do you still remember Sun Yang, who was not long ago in the Asian Games in Jakarta? On the podium, Sun Yang went to the podium on her own 361 degree dress. Ji Xinjie, who was next to Ji Xinjie, wore a uniform award dress from the Chinese delegation provided by Anta.

What is interesting is that on the second day, Sun Yang wore the uniform award dress of the Chinese delegation in accordance with the regulations.

But the Anta brand logo was covered by Sun Yang's "label" with the national flag. Meanwhile, Sun Yang wore a large flag on the stage, and all the Anta awards clothes were closely covered, and the national flag was not lifted.

Therefore, Anta quit, and directly accused Sun Yang on micro-blog: to insult the image of the country and to override the interests of the individual above the interests of the state.

The online bombing of the pot, some netizens condemned Anta to eat ugly, the national hero clasp hat; also some netizens criticize Sun Yang, do not abide by the "spirit of contract."

The two sides argued for a wide range of discussions.

Similarly, Capet Nick's "flag gate" incident labeled himself with a flag of disrespect for the national flag. Although Nike did something wrong with the handling of the incident, he had a great deal of "tentative mistakes". But who knows whether this action will cause trouble in the subsequent brand activities?