"Tiger Woods in addition to big name, there is no scandal like the negative news, but also enthusiastic about charitable, very friendly. Of course, the important thing is the business in the United States, entrepreneurs and white-collar workers are like golf. These are the resistance g Select the reason the tiger. "sports marketing expert Li Chengzhi told reporters. In 1996, Nike and Tiger Woods in the first 6 years of a contract, but $ 40,000,000, while Woods has an absolute value for money, the first year of Tiger Woods endorsement of Nike, Nike Golf equipment sales increased by 110% .

Lee Chengzhi view, in Jordan, the United States basketball like Michael Jordan is no longer produced in the public hero. "You see now the U.S. basketball 'dream team' are devalued. Is not a low level of technology, but rather 'people scattered', the young players and young men in China, personality is growing. The most obvious point is that they have no sense of national honor Michael Jordan generation, even the Olympic Games, neither the money, plus another of the league fear of injury, many people are reluctant to participate. "sports marketing, said Li Chengzhi. In his view, credibility, and now basketball player than Tiger Woods no more reassuring.

Even if the "good guys" Woods is not cute. The end of 2000, when Tiger Woods signed with Nike for 5 years $ 100,000,000 of the expensive contract, when many black children is the same old said Woods, playing like a white man; and white children's clothing, said that he "looks very funny. "

As a result, Nike focused on the expression of personality, the Nike brand director Daifulasen said: "We ask the kids out: Who is you most want to do? We thought it would hear them say, 'I want to be Jordan ', but we hear is' I want to do their own'. "

Nike's Tiger Woods in the era of more personalized basketball tension. A new generation of air-cushioned shoes Air Force 25 NBA in the six selected basketball star as a new generation of endorsement, in accordance with Nike's official statement, a new group of six individual meanings are: Kobe Bryant's tenacity, James Brown Chrysler King style, the traditional core of Rasheed Wallace, Amare Stoudemire of the force, Parker and Carter French maverick cool.

The advertising copy of this wonderful expression of the utmost Nike basketball culture. After 25 years, "New Six" to "The youngest people" pay tribute to 1982, when the first pair of Air Force 1 was produced when the time when Nike invited to lead the Philadelphia 76ers won the NBA championship Moses 6 Malone and other NBA players, as the spokesman for this new shoes. Air Force 1 was the personification of the start, "it encompasses almost all of the basketball court, the elements of power, and its core values, the strength of a show but myself."

Nike fortune from the basketball court, not the Jordan Shoes as the "perfect", a new generation of Nike basketball shoes, wielding a new set of six character combinations.