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& Nbsp; & nbsp; & nbsp; about the Nike sports shoes how to become a global market dominant story, too numerous to mention, from newspapers, magazines, books, articles, or University Business School case study, it is also often found dissect Nike philosophy , feature stories and marketing strategies of the company culture. Summarized its success factors is nothing more than: product innovation, technological innovation, quality and production system full of aggressive marketing activities. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in the history of Nike's success, there is a part have never been mentioned --- Nike marketing in Europe and the fate of the whole story, from the initial cut into the European market, to the transformation of the global The first brand of process. In February 1981, Nike CEO Phil. Knight (Phil & nbsp; Knight) will lead Fuzuo Lauber. Shi Zhuose (Rob & nbsp; Strasser) sent to Europe, leaving the sentence to him before leaving: "to sell shoes to Europe!" Continental opened a Nike campaign, dominated the prologue. This article will provide a detailed analysis of all major changes in Nike marketing strategy across the whole of Europe in the 1980s and early 1990s, Nike business decisions and refocus European policy, resulting in Nike from a US regional business transformation into a global enterprise. & nbsp; arrived in Europe & nbsp; & nbsp; & nbsp; & nbsp; 1981 In the spring, Nike in Amsterdam, the Netherlands set up Europe's first shoe store. Company size was Nike's total revenue collection of $ 458 million, 8,000 retail outlets, 140 kinds of shoes, 130 business representatives, 2,500 employees, almost all of the sales is limited to the territory of the United States. In the same year, Nike has become the stock listed companies, marketing tentacles extend to Europe, is one of the enterprise market expansion strategy to promote the territory of the two methods, and the other to advance the United States sportswear market. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike reason why a soft spot for Europe, the main factor is the market is large enough, with a size of 200 million of the 80 million potential customers. Only a third of Americans buy shoes Europeans average amount per person per year on average has a rate of two pairs of sports shoes, the Americans have four pairs. Whether it is basketball, football, tennis, running, or other sports occasions, the Europeans start to finish only in the end to buy a pair to wear. Nike found that if Americans buy shoes in accordance with the model, to change the habits of Europeans to buy, the market potential should be further expanded to three times the original. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; During this period, Nike path cheap jordan shoes for men structure in Europe, compared with no tricks, depending on sales of the main countries and the status of the market, set up distributors, traders or agents. A Nike distributor responsible for sales in addition to products, have both established brands, promotions, goods inventory management. Nike's sales contracts with distributors also bound by the terms of the lack of rigorous, mainly US domestic business has been busy, taking into account the European market powerless. & nbsp; Competition & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike Bigfoot into Europe, just stepped Adidas shoes (Adidas) site, then a flourishing reputation Adidas, the German sports shoe market is not only the capitalists the leader is Europe, even global hegemon. In Germany, Adidas sneakers and Palmer Brothers (Puma) with hands covering 75% of the market share (Palmer by the Adidas founder Adi Dassler shoes Adi & nbsp;.. Dassler's brother Lu Di Das Le Rudi & nbsp; Dassler created). & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Both companies thrive in the athletic footwear market, transformed into the world's leading brands growth history of interesting twists and turns. Early 1920s, Adi. Dassler founded with his brother Dassler company (Dassler), and quickly won the esteem professional sports players. Dassler sports shoes for the first time in 1928 in Amsterdam, The Netherlands Olympic appearances, once again become the Los Angeles Olympics four years later specified with the shoes. The 1936 Berlin Olympic gold medalist Jesse United States. Owens (Jesse & nbsp; Owens) that is worn by the feet Dassler shoes. Third year after the end of the Second World War, two brothers opinion serious conflict, brother flee to reinvent the wheel, Palmer own shoes, my brother will Dassler renamed Adidas (Adidas), then the size of the company, only 50 employees . & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Adidas. Dassler originally born athlete, regular exchange of sneakers and professional players use experience and knowledge, and proceeded to engage in marketing research survey, from the depth of understanding of their shoes quality requirements. 1954 FIFA World Cup Germany head coach Adi special look on. Dassler shoes design competition for the team, the German team in all competitions were victory, which is Germany since World War II, the community is seen as the most important event. Before a global television audience to see, in addition to the German team's excellent skills, as well as three representatives of Adidas sneakers denim flag flying over the court along with each star. Since then, he laid the status of a national sport Adidas shoes experts. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; the next few years, Adi. cheap foamposites Dassler continued commitment to improve the quality of development and production, continue to explore the needs of professional athletes with shoes, we can provide high-quality and innovative products for athletes. Likewise, we return to Adidas is using it and talk about it with each other. Word of mouth to give Adidas a great help, successfully in many countries signed on as a designated team with shoes, but to take advantage of the world-class competition by major (eg: & nbsp; Olympics, World Cup) released new products to market. Such a monumental new product launch activities for Adidas bring nothing to calculating free media coverage. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Adidas establishes innovation and high-quality brand image after gradually extended to sports apparel product line, and in the market attainable unprecedented success. Early 1980s, Adidas product line covers all sports supplies to set up branch offices or authorized manner, architecture of more than 120 countries over a global marketing network. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Olympics in Mexico, more than 70% of the athletes foot shoes all three twill Adidas. Through television, thousands of athletes have become the spokesman for Adidas, this invisible marketing is incredibly powerful, Adidas is not only professional sports shoes, but extended to all consumers worldwide, as their casual shoes. In 1980, Adidas's sales of $ 1 billion, engulfed the German sports shoe market share of 70%, both in Europe and the United States, or global, are truly the first brand. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Adidas spent on media advertising is not much, the company's advertising strategy is weak, because the enterprise has become a world heavyweight, but in the marketing or advertising strategy performance flat. Mainly because the professional athlete endorsement Adidas creating free media coverage is difficult to estimate, so that three denim brand logo to be everywhere exposed. Adidas ad copy or narration dull, conservative, and neither bold nor aggressive. In today's marketing angle to comment on when the Adidas ad is offensive and belong to no memory point of corporate advertising. & nbsp; Policy & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Based on the above background of the competition, Nike & nbsp; European policy in the 1980s, is locked Adidas as the number one competitor. In addition, there are two brands worth mentioning, one for Palmer shoes, with annual sales of $ 300 million, the other for the Reebok shoes (Reebok), with annual sales of just over $ 1.5 million. Like with Adidas, Nike in terms of quality and advanced technology also has a high rating, founder Phil. Knight himself is a born at cheap jordans for sale mens hlete, closely related to famous athletes. Nike to cut Europe's biggest problems is that no one knows the market the brand. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; The European strategy is the first step in Nike do the market potential by country and Adidas in the market divided into four categories of the current situation. The first class is called frontline theater, such as: & nbsp; the United Kingdom and Northern Europe, promising market potential, and is a weak area of ??Adidas. The second type of resistance theater, good market potential, Nike's strong channel network, such as: & nbsp; Belgium, Netherlands, Luxembourg, Greece and Switzerland. The third category is the dike theater, market potential, competition, must cost a lot to promote the brand, Nike's access network is weak, such as: & nbsp; Germany, Austria, Spain, Portugal and Finland. The last one is called depth dike theater, such as: & nbsp; France, Italy. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Germany, France and the United Kingdom was designated as the first priority will be the war of the market, because the population of these three countries add up closer to the United States. But marketing can not be taking into account these three forces, the defendant's main focus in the United Kingdom. Nike believes the same language, the United States, according to the original marketing strategy transplanted to Britain to perform, should be more no resistance. Nike and Adidas European strategy is very close, and actively seek the endorsement of popular players and team shaping Nike brand shoes for the championship, athletes and sports media continue to talk about. Nike has no intention to follow the footsteps of dance Adidas, company executives resolutions must open up a path of their own style of Nike, and the survey found that Europeans recognize from two important elements of the Nike: "US" and "running" the last will its positioning as "European American sneakers." & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in the UK, running is becoming the trend. Nike set up branch offices in the UK, polishers Burui Deng. Foster (Brendan & nbsp; Foster) particular portfolio management banner. Foster is British, it was the Olympic track gold medalist, a high visibility in the country, media relations deep. Soon, the Aston. Huila (Aston & nbsp; Villa) soccer shoes signed on as sponsor, the team later won the European Cup soccer championship. Nike also signed a British national treasure input on the controversial cricketer Ian. Bo Han (Ian & nbsp; Botham) spokesperson for the brand. Nike's strategy worked, Foster, Aston. Huila football team and Bohan Cheng successfully created for the brand in the printing of many popular topi Retro jordans for sale cs, so Nike constantly exposed in the UK and Europe. Nike and Adidas sponsored athletes slightly different way, Adidas sneakers provide free, with the athletes signed sponsorship about, let them talk publicly Adidas, also pay official sponsor of competitions, when players win the championship, Adidas brand name naturally a lot of exposure. Nike seems to be more in-depth will sponsor defined marketing strategy effort to assist the athlete is the most important part. When an athlete or team champions, Nike must examine whether or not all the processes and brand tied in one piece. Nike hopes the brand ambassador's personality must be strong enough to be manufacturing topics, or even deliberately stir up some small problems, causing the media and the public's high degree of attention. Shaping the image of Nike spokesperson purpose, and to train them to become the hero of the masses, these heroes of the image that is identical to Nike's image. For example: & nbsp; 1981 ?? Wimbledon contest sponsor Nike star John. Mike Enno (John & nbsp; McEnroe), advertising theme "Mike Enno with Nike for the oath" and "Mike Enno favorite four-letter -Nike" Mike tried to highlight Enno's style and personality, and close with Nike's image. On the angle of view of strategy, Nike is indeed Mike Enno best brand ambassador, a US citizen, top players, controversial and aggressive. He told Ian. Bo Han, like the Nike spirit and image interpretation of the head in front of consumers. & nbsp; 80 years of marketing & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in the early 1980s, consumers buy more conservative, resulting in serious Nike stock. In addition, Nike ignored the recession and the rise of aerobic exercise treadmill trend trend, but ignored the feelings and attitudes of consumers have been increasingly concerned about the sneakers from advanced technology, into the popular and leisure for the purpose of sports shoes. Nike's marketing is indeed a big problem. & nbsp; & nbsp; 1984 years ago, Nike's market share in the United States up to 34%, is slowly declining. Forcing the already retired founder Phil. Knight returned to power back again, rectify the gradual decline of the management structure. & nbsp; Nike and European markets & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in the early 1980s, Nike find ways to control their respective dealers, and tried to protect the brand name and trademark rights. 1982 saw the collapse of the French dealers to enter the judicial process, Nike is about to lose the right to the brand name, simply facing bankruptcy dealer acquisitions. UK distributor Nike was also acquired in 1983 to become Branch, 1989 + in the same way to set up branches in Spain. During this period, Nike drastic reorganization of cheap jordans online its distribution system, with impressive results, sales increased dramatically. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Overall, Nike's international business in the early 80's and 90 show steady growth. 1991 more stroke position in Europe's second-largest brand climbed, with sales of 2 & nbsp; billion mark, but in Germany, Adidas's lair is no progress. International business increasingly important in Nike's total sales amount in 1980 only 6% in 1984 jumped to 17% in 1987 to 27% in 1993 is close to 36%. International business is 70% from the European market. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike is not auto sales growth engines in Europe, but due to media advertising. Advertising budget of several million dollars from 1982 jumped to 100 million $ 20 million in 1988. Phil. Knight believes the pattern of Nike marketing strategy is too small, and therefore decided to substantially increase the top athletes signed an endorsement and sponsorship contracts, but with marketing activities to expand the brand of consumer touch breadth and depth. This caused a very positive consumer response: If these top players think Nike shoes is good, then I should wear Nike. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; MTV global TV channel is Nike's most important media, but also King advertisers the channel. MTV Europe's youth and young adult population of the Miami television program, Nike surreal advertising expression, fame, popular, easily grab their identity. On Nike is concerned, it's just kind of appeal, both to maintain the consistency of the brand image, but also won the favorite of the young. Nike advertising makes a difference. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; In addition, Nike Another important media is the clever use of a variety of events activity caused shocking topic. For example: & nbsp; during the 1984 Los Angeles Olympic Games, Nike boldly planning a "city activity" (Cities & nbsp; Campaign), the world's major metropolis of skyscrapers hang huge outdoor advertising, has not only been competing media coverage, but also won the praise of young people. In fact, the shock effect caused by the activity, as Nike has created interest spread is difficult to estimate, comparable with that of similar activities in the year Swatch watch (Swatch) performed. Although this activity so that the brand awareness increase, but only to maintain flat sales. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; 1986 ??, Nike has become the world's adolescents and young adults in mind favorite sneakers, but its distribution in the system is not complete, nor is it a top high visibility, it did find that it wants to buy it. According to the survey, in Germany, 16% of respondents know th Cheap air jordan 12 for sale online free shipping at Nike, and has a pair of Nike, 44% of people would be interested in buying it, though with the first local brand Adidas comparison, there are still a far cry, but has quite gains. & nbsp; Ta & nbsp; vie & nbsp; est & nbsp; a '& nbsp; toi & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; believe only a handful of people can read "ta & nbsp; vie & nbsp; est & nbsp; a '& nbsp; toi" these French words into English is familiar to everyone "Just & nbsp; Do & nbsp; It", is Nike's most successful campaign theme. In France, due to advertising regulations prohibit the use of English, so have the French version of Just & nbsp; Do & nbsp; It. In fact, Just & nbsp; Do & nbsp; It Nike ad theme in the former company's main advertising has been around for ages. Later in 1986 the advertising agency to transfer suspected Vuitton. Kennedy advertising agency (Wieden & nbsp; & amp; & nbsp; Kennedy), began fanfare. In 1986, Nike has been studied for many years the further development of new product & nbsp; - & nbsp; to learn science and technology gas poured into the soles of the air, so that the shoes become lighter, shoe features a great improvement. In order to make the gas menu now visualize, Nike developed 12 kinds of "visual gases shoes", in the sole side opened some plastic small window, the user can see through the small window the sole internal structure. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Vuitton. Kennedy advertising agency recommends "revolutionary new product" in the perspective of a new interpretation of the Nike shoe technology, and The Beatles (Beatles) oldies "revolution" as the background music, developed a series of awesome heartstrings of advertising performance. After signing NBA superstar Michael. Jordan (Micheal & nbsp; Jordan) gas shoes spokesperson, Jordan can Shenhuqiji back straight and stay in the air for several seconds, universally amazed. In fact, when in 1984, Jordan already is a Nike spokesman, but he also provided the names of my signature "Air Jordan" as a new product named: Jordan gas shoes (Air & nbsp; Jordan). Then ask the name of the director Beik history. Lee (Spike & nbsp; Lee) take a series of commercials, sports stars to convey innovation and technology products. Advertising destination is set to "shape the Jordan and Nike signing other players as a totem heroes, celebrities, and representatives of the movement, in order to communicate with consumers surreal image of sports passion." & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; the word "rebel rational" continuously appear in the ad, an attempt to accumulate Nike both specific and distinguished style. Advertising messages passed that is an attitude, a full aggressive and "rebellious rational" attitude performance. For exam Cheap air jordan 12 taxi for sale online free shipping ple: & nbsp; often people feel embarrassed tennis gold medal urchin Andrews. Agassi (Andre & nbsp; Agassi) and NBA Grease Charles. Barkley (Charles & nbsp; Barklay). Through this series of Nike commercials and star, will force the whole bet Just & nbsp; Do & nbsp; It's on top of the core themes in the world, more than 80 countries synchronous playback. "International marketing is the biggest lie" different market "," Nike has always been regarded as a model of marketing motto, this large-scale launch Just & nbsp; Do & nbsp; It global campaign is no exception, all the ad copy or narration without making any changes, only the French exception. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; new Nike in this wave of offensive, Subvert the United States market. Nike is no longer a simple sneakers, but also popular casual shoes. Over the past behavior of US consumers buy shoes must "sweat" to choose between "fashion", and now Nike is both "sweat" and "fashion." Learning technology combined gas marketing, the traditional Nike reborn, becoming a symbol of fitness and lifestyle. In other words, Nike in the embryonic stages of sports, casual shoes combo markets, offers the best choice for consumers. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Just & nbsp; Do & nbsp; It is also unprecedented in the European market success. Nike exposure increase, attracting the attention of the masses. Especially the majority of the advertising budget on MTV television channels, easily touch up to 100 million 8 million viewers (about 4,400 households). 1990 sales in Europe grew by 100%, the correct use of the media to be on a bookkeeping in Nike's credit. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike exaggeration and aggressive younger generation of European consumers hit it off, iconoclastic, rebellious and self strong personality. In fact, the European group of the new generation does not care who is the Jordan, they only care about the symbolic meaning to wear Nike. Nike not only for young people to express their attitude to parents, teachers and the community, but also represents their one common language. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; The irony is that the older generation of Europeans McDonald scoffed, more ridicule American tourists colorful casual dress sense, but the younger generation was in love with American goods, and has gradually formed a culture. Through the spread of European metropolitan airport advertising light boxes and outdoor advertising, as well as pan-European channel CNN celebrity Elsa. Glenn Xu (Elsa & nbsp; Klensh) reports, the young man began to imitate the American style (formal and informal combo) casual wear to school and work. According to a Time magazine survey, 22 cheap jordans for sale ,000 European respondents, 93% preferred the American casual and sports apparel, 60% like the French, and 44% of the preferences of Italian style. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; American products to enter the European tendency to form in the late 1980s and early 1990s, Levi jeans (Levi's) and Coca-Cola at this time Gongfengqisheng benefit because both are representative of American culture totem. Nike and Reebok sneakers was also purebred American brand sports shoes is just the most prominent American Marxist characterization, it can quickly spread diffusion in Europe, the mid-1980s the total market sales of $ 2.5 billion, 1992 more than four billion US dollars. During this period, the biggest beneficiary is Nike and Reebok, Nike sold in Europe from 1987 to 191 million jumped to $ 1.1 billion, Reebok has nearly $ 1 billion results. On a global sales volume, Nike's global market share of 17 percent from 1990 to 1992 rose 25%, from 12% Total Reebok rose 22%. Alone in Europe in the early 1990s in terms of overall market share, Nike18%, 15% of Reebok, Adidas's dominance is no longer, falling to 16%. & nbsp; Data Hero & nbsp; & nbsp; & nbsp; 1992 ??, Nike and Reebok-out effort to build brand, the two add up advertising media spend nearly $ 200 million. Nike's problems at this time also began to come to the fore. According to a survey in Germany found that Nike's brand awareness has been significantly off-track phenomenon, well-known in the 29 years of age and 30 & nbsp; - & nbsp; age 49 years, while high, but have low willingness to buy farther behind the number one rival Adidas. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; younger fickle consumer behavior, brand for them vulnerable in their growth process, it is inevitable to give up some things, including the brand. Therefore, some brands become fashion products, grows and faded. One study investigated the 1992 show, Nike's sales problem does occur, the crux of it seems to be an epidemic will fade goods (see Table 2), between 1990 and 1992, Nike brand loyalty has been declining, Adidas steady, Palmer sharply decline. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in fact, even earlier, Nike had emerged alerts in the European market, American consumers aggressive Jiancheng emphasized weakness Nike, Nike for regional manager, a strong wrist dealers and the media is fame. Meanwhile, during the rapid growth of Nike European headquarters comigrate three times. 1983 Amsterdam moved from England Newcastle (Newcastle). The second in 1987 moved to Weiterstadt, Germany (Weiterstadt), third flight in the early 1990s and returned to the Netherlands. With each move, always drain many outstanding cadres, employees, because they do not want to f Retro jordans for sale ollow the eviction from home, the result is an experienced older employees leave, new employees without experience up into such a serious impairment Nike's vitality. In Germany, due to the posts of general manager turnover Nike frequently ridiculed by the media as "Carousel of Personnel game." & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike operation of the business and market-competitive practices fairly self, is generally believed that Nike in Europe will compete divided into three levels: & nbsp; the highest level is the Nike itself, with minor was included in the target of sharp run or Japanese brand Asics and Mizuno, the lowest level is the need to be mashed brands such as Adidas, Palmer. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; In addition, Nike factors seriously affect the relationship with the dealer business are among the gradually fading, and when there is a conflict. The core problem is the ordering system Nike require dealers to be five in a single delivery to the next six months, in exchange for 5 & nbsp; ~ & nbsp; 7% discount, and the need to ensure that within two weeks to pick up. The system is entirely a half threat semi inducements clearance mode of operation, had been successfully implemented in the United States since the 1970s. The problem is that the trick in Europe, but was to dealers backlash that Nike will inventory risk entirely passed onto them. Nike has not improved dispute with the dealer, because Nike's tough stance, there is no elasticity, making an already worsened relations already rusting. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; issues between Nike and distributors is the key to decide the fate of its European future, mainly to improve consumer tastes, market segmentation variables impermanence, life shoes popular short and other factors, Nike dealer ordering system into a heavy resistance, causing Nike unable to respond quickly to changes in consumer demand. At the same time, Nike also must face the threat of a strong foundation Adidas path brought relations with consumers. & nbsp; Nike and Adidas War & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; 1993 ?? Nike sales in Germany and France fell by 28% and 34% respectively, the overall European market share is not as expected, but still see growth. Nike began to realize that the policy must be adjusted. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; the root causes of Nike sales decline is that it deliberately want to compress Adidas market space, just hit the European economic downturn, consumer willingness conservative, stagnant, distribution Suppliers of bickering, plus high-end transaction managers frequently make Adidas the opportunity to make a comeback, a last-ditch. & nbsp; & nbsp; & nbsp; & Cheap air jordans for sale nbsp; & nbsp; & nbsp; In this case, replace Duozhu Adidas enterprise, the new CEO undertook a mission to either shoulder ZTE cause, Adidas attempt to transition into the new generation of the most popular consumer brands . In order to reduce production costs, ordered the production line moved to the Far East. More importantly, Adidas adjust marketing strategies to reinvent the brand outright. Never mind the past media advertising company, the name of the director and filmmaker invited David. Lynch (David & nbsp; Lynch) run for shooting commercials and MTV television channel big beat drums. Campaign theme named "wall" (The & nbsp; Wall), particularly in the ultra-realistic impression techniques, highlighting the wisdom and the body of athletes, simultaneously broadcast in 30 countries. The advertising budget than in the past few years even quadruple spent, although not with Nike or sharp running the billions of dollars in budget par, but it is Adidas ever shot one of the most generous. In fact, the spread is not the main Adidas TV ads, but the continuation of the old past sponsorship activities, such as: & nbsp; sponsoring sports events, athletes, teams, or the entire football league. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Adidas more developed so-called "cultural program will be" hosted a series of popular activities, deep local consumers, such as: & nbsp; street football tournament, Carnival street soccer, track and field, etc. Encyclopedia. Within a few years that the formation of a wave across Europe, and thus into a complete music, street fashion and entertainment and leisure activities, including ice skating, concerts, dance and breakdance. Adidas genuine marketing resources on those brands deep plowing activities, in 1994 the whole of the European Community to do more than 300 field activities, 35,000 runners, attracting millions of spectators. Due to the unprecedented success of the activities, there are always some players per game or celebrity to join the festivities, the media also followed in hot pursuit of activities everywhere, the brand brings a lot of free coverage. Later, Levi jeans, Coca-Cola and other ethnic groups as the young target audience to follow brands have followed suit. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; In addition to MTV's advertising, through the "Culture Programme will" run by a variety of street sports, Adidas brand awareness in a new generation of consumer groups won significantly improved, effectively and 15 & nbsp; - & nbsp; 25-year-old consumer direct interaction depth. & nbsp; & nbsp; Another Adidas brand strategy is a sign of a deep plowing some sports stars as brand ambassador. For example: & nbsp; Germany's most popular ever "football" Mr Frans. Franz Bauer (Franz & nbsp; Beckenbauer) that is one of Adidas's spokesperson, the move with the early 1980s, Nike signed Burui Deng in the UK. Foster has the same purpose. Adidas Nike does not want to emulate European marketing gimmick, just wholeheartedly to develop their own style of advantage and be converted into brand value. & nbsp; Nike's transformation strategy & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Obviously, Nike in the line of American-style approach in Europe is limited. The key is to be consistent with the policy of European culture, sports shoes is a global industry, the European countries should be treated as a single market strategy. Therefore, Nike's approach is to the company's transformation into a global enterprise, rather than the company's international division operates the European market. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; on the marketing strategy point of view, Nike's transformation means advertising routes must also be followed by a turn in the past mainly in the United States basketball, football as the core into the European places. Nike is only sold in the US in the past, and now need a strong emphasis on world brand impression. Just & nbsp; Do & nbsp; It campaign also made some adjustments to the European cultural & nbsp; - & nbsp; opera, and American culture & nbsp; - & nbsp; superstars together. Nike advertising director, said: & nbsp; "We must take advantage of the strongest brand strengths to make sense of CF. very encouraging message conveyed by advertising is" Nike is a global, fully trust the sports shoe company "." & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in order to successfully manipulate Nike campaign between the United States and Europe, then Vuitton. Kennedy is only a small Polish advertising company, for the first time taken the United States, opened its first European office in Amsterdam, the Netherlands, and strategic alliances with McCann Erickson advertising company, through its global marketing research database and transfer capabilities, Learn more about the European market. & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike taken the biggest step in marketing is the development of women's shoes new products, development of all important global football market. Cut these market strategy process: & nbsp; sponsored top athletes of various sports, make every effort to take advantage of every media shape their style, personality and Nike brand, and sales of Nike shoes and sportswear. This is the Nike sports shoe market have become the dominant global Fuji tips. & Nbsp; & nbsp;Earlier today, James and the Cleveland Cavaliers determine signed two-year contract, so a lot of fans of James hanging heart finally landed smoothly, but his boots are also still in the launch of a new color, as I talked about earlier of This pair of Nike LeBron & nbsp; 12 "Finish Your Breakfast" once again exposed the sale of reminder, the upper grid pattern using colorful building, with white Posite material for shoes to create a very dynamic atmosphere. It is reported that the shoes will be July 18th overall sale, item number 748861-900, interested friends might concern you. NBA today conducted a total of four games, the Rockets and Thunder which carried out a defensive battle, with Harden's excellent play, the Rockets won the game. Anthony and the Knicks are under JR. Smith led seven-game losing streak ended, but the Lakers are not so lucky, though Bryant anger cut the game 44 minutes, but his teammates played poorly, Jeremy Lin the game sluggish performance, 2 0 vote, just sent out an assist. Following small for everyone to bring today's shoes battlefield. Sprite fresh color Nike Flyknit One + 2013-12-08 22:48:52 Nike has once again released a new color of & nbsp; Nike Flyknit One +, the overall tone of this blue / green color of the previous fires Sprite is particularly similar color, particularly fresh. It is noteworthy that this Nike Flyknit One + with respect Flyknit, large quantity for sale, like a friend you want to start running shoes in the coming year, then think about this superior performance shoes. If you want to ask the domestic sports brands signed Which player most fans welcome home, small series that Li Ning's chief spokesperson Dwyane Wade is undoubtedly the leader in this list! Wade brought before the sneaker is the world's heart, "the Holy Land" Jordan Brand, the network released a few days ago as he built one pair of brand Air Jordan 12 "WADE" PE, the choice of black and red shoes overall tone, with yellow detail modifications , heel embroidery "WADE" reveal its identity of the owner!0.jpg (89.76 KB, download number: 0) download attachments saved to the album 2013-2-17 19:20 upload 1.jpg (101.99 KB, download number: 0) download attachments saved to the album 2013-2-17 19:20 upload 2.jpg (107.19 KB, download number: 0) download attachments saved to the album 2013-2-17 19:20 upload 3.jpg (120.15 KB, download number: 0) download attachments saved to the album 2013-2-17 19:20 upload 4.jpg (539.5 KB, download number: 0) download attachments saved to the album 2013-2-17 19:20 Nike upload0.jpg (86.88 KB, download number: 0) download attachments saved to the album 2010-10-11 08:49 upload 1.jpg (68.31 KB, download number: 0) download attachments saved to the album 2010-10-11 08:49 upload 2.jpg (54.03 KB, download number: 0) download attachments saved to the album 2010-10-11 08:49 uploadas early as this year's early exposure, Adidas Originals NMD XR1 the new "OG" color is finally released. 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