Olympic marketing: How did sportswear brands do?
Friday, 29th August 2008 ~ Maggie ~ Link ~ Comments (0)
For sports apparel brands, the Olympics are arguably the most important stage for marketing. So how did the sports marketers fare with the Chinese market in these Olympics? Here's a look at how things played out for Adidas, Li-Ning, Nike, Puma and Speedo.Adidas
Adidas reportedly shelled out 70 million euros to be an official Olympic sponsor. Adidas gear was also all over Olympians, great for television. But aside from shoes and uniforms, Adidas wasn't particularly visible in Olympic venues. It had no special presence on the Olympic Green, but its beautiful flagship store in Sanlitun near the Workers' Stadium and Workers' Gymnasium saw lots of foot traffic.
Adidas' Olympic sponsorship allowed it to use the Bird's Nest and Olympic logo.
Its Olympic ad campaign, though beautifully designed and fitting in concept (Together in 2008, Impossible is Nothing), came up short in the personnel categories. That campaign had four primary faces, in sports that are very popular in China--diver Hu Jia, footballer Zheng Zhi, basketball player Sui Feifei and a few women's volleyball players. Hu pulled out due to injury, Zheng and the men's football team had an embarrassing performance and Sui Feifei was only sixth in scoring on Team China. The women's volleyball team played strong in a very tough field, but in the end only came through with the minimum result acceptable to the hometown fans, a bronze medal.
Li-Ning
China's biggest sports apparel brand had the biggest marketing coup of the games—its founder, Li Ning, carrying the Olympic flame on a three-minute slow-motion run to the top of the Bird's Nest, where he lit the Olympic cauldron. The company's stock went up the next day, and Li Ning will always have his stamp on what seems to be an especially important part of the Olympics to Chinese fans.
Li-Ning's storefronts were generic during the games, but there was nothing generic about its opening ceremony product placement.
Li Ning also had its name on the uniforms of China's diving and table tennis teams, who delivered dominant performances, as well as the Spanish national basketball team, which gave Team USA a tough match before losing in the gold medal game.
Nike
Nike's two biggest bets on Chinese athletes were Yi Jianlian and Liu Xiang. Yi was solid but not explosive, averaging 9 points a game. The Chinese national team, wearing Nike jerseys, didn't really exceed expectations, but certainly didn't come up short, making it to the quarterfinals before losing to Lithuania. But Chinese fans were more excited about catching a glimpse of Team USA, who were also sporting Nike's hot new jersey, available in stores all over Beijing.
Nike had to deal with the toughest spin job of any Olympic marketer this year—how to salvage its investment in China's biggest sports star, Liu Xiang, when he didn't even compete in the games. Nike's immediate answer--a full page ad celebrating the love of sport even in defeat--succeeded in becoming part of the stream of catharsis after Liu bowed out. Nike got some negative publicity for its efforts to hunt down netizens who alleged that the shoe company had coerced Liu to drop out rather than lose to Robles.
Nike hedged its big-name bets by backing lesser-known athletes as well.
But Liu and Yi weren't the only athletes that Nike put is name behind. It was all over team China, and ready with full-page ads in China Daily and front-page ads in Titan sports news when any of its athletes won a medal or had a strong performance. Swimmer Zhang Lin (silver medalist), boxer Zou Shiming (gold medalist) and beach volleyball duo Tian Jia and Wang Fei (silver medalists) were just a few of the lower-profile high-achieving athletes that Nike celebrated in its Olympic campaign.
Puma
Dollar for dollar, Puma might have gotten the most of its Olympic investment. Its hopes ran on two spiked shoes-- those of sprinter Usain Bolt, who loped across the finish line to set the 100-meter dash world record. China loves a winner, and Bolt and the dominant Jamaican team were very well-received in Beijing. Jacques Rogge can complain all he wants, but most Chinese don't mind a guy who's willing to revel in his moment.
Speedo
If you weren't wearing a Speedo LZR Racer in this Olympics, you might as well never leave the Water Cube's warm-up pool. Nine out of every 10 swimming gold medals went to LZR wearers. The only complaint that people had about the LZR was that it made swimmers too fast, world records too common. The suit was considered such an integral part of success that Nike agreed to let its swimmers wear LZRs instead of Nike suits. Speedo doesn't have a big presence at Chinese sports retailers—swimwear here tends to be generic instead of branded—but China, along with the rest of the world, has no choice but to see Speedo as the leader in swimwear technology.
Tags: Adidas, athletics, Beijing Olympics, Hu Jia, Li-Ning, Liu Xiang, marketing, Nike, Olympics, Puma, Speedo, Sui Feifei, swimming, Tian Jia, Titan, Usain Bolt, volleyball, Wang Fei, Zhang Lin, Zheng Zhi, Zou Shiming
In the gym and on the beach, China's women still in the hunt for volleyball gold
Thursday, 21st August 2008 ~ Maggie ~ Link ~ Comments (0)
UPDATE: The USA's Walsh and May-Treanor defeated Tian and Wang, leaving China with silver and bronze in women's beach volleyball.
A win against Russia Tuesday night put China into the semifinals of the women's volleyball competition. Defending Olympic champion China won the quarterfinal in three sets, 25-22, 27-25, 25-19.
China's semifinal pits it against Brazil, undefeated in these Olympics.
Brazil's men's team knocked China out in the quarterfinals. The women's match is scheduled for 8:00 tonight Beijing time. Cuba and the USA play in the other semifinal and the gold medal match takes place Saturday.
In beach volleyball, an all-China semifinal ended in victory for top seeds
Tian Jia (田佳) and Wang Jie over Xue Chen and Zhang Xi. Xue and Zhang went on to win the bronze, defeating a Brazilian duo, 21-17, 21-19. As this post goes live, Tian and Wang are taking on America's Kerri Walsh and Misty May-Treanor, in what should be a very competitive gold medal contest.
Related:
China's women aiming for beach volleyball gold
Tough road for China's beloved women's volleyball
Image: Jieyang.gd.cn
Tags: Beijing Olympics, Olympics, Tian Jia, volleyball, Wang Jie, women's volleyball, Xue Chen, Zhang Xi
Day Three: China takes more gold, leading in medal count
Monday, 11th August 2008 ~ Chris ~ Link ~ Comments (0)
On the third day of the Beijing Olympics, China has proven itself to be a serious contender to win the most medals at this year's games. As of 7:30 pm Beijing time on Monday, China had taken eight of a total of 32 gold medals issued, accounting for a quarter of the Olympic gold given out so far.In terms of total medals won, China's 13 total medals were one more than the United States' 12. South Korea was in third place with seven total medals and four gold medals. South Korea's four golds were second only to China's eight and one ahead of the three won by the US.
Yue/Liang take gold 10m synchronized platform
Monday at the Watercube, Divers Lin Yue (林跃) and Huo Liang (火亮) won China's second gold medal in diving so far, winning the men's 10 meter synchronized platform. The pair has been dominating international competitions heading into the Beijing games and appear to be having no trouble assuming the role of heirs to Chinese diving legends and Athens gold medalists Tian Liang and Yang Jinghui.
Lin and Huo's combined score of 468.18 beat out Sascha Klein and Patrick Hausding of Germany (450.42) and Gleb Galperin and Dmitry Dobroskok of Russia (445.26).
Chen gives China third weightlifting gold medal
Chen Yanqing (陈艳青) won weightlifting gold for the second Olympics in a row, taking the top spot in the women's 58 kilogram class and giving China its third weightlifting gold in three days.
Chen is the first woman to win Olympic weightlifting gold twice.
The 29-year-old Chen, who had been coaxed out of retirement for the Beijing games, snatched 106 kilograms and lifted 138 for the clean and jerk, for a winning total of 244 kilograms. Chen beat out Marina Shainova of Russia and O Jong Ae from North Korea, who took silver and bronze, respectively.
Tian and Wang win again in beach volleyball
China inched closer to its first beach volleyball gold on Monday as Tian Jia (田佳) and Wang Jie (王洁) defeated Liesbeth Mouha and Liesbet Van Breedam of Belgium in a hard-fought 2:1 victory (18-21, 21-19, 15-13).
With wins against fellow Group A members Switzerland and Belgium, Tian and Wang look likely to advance to a berth in the tournament's top 16. The pair will play the undefeated duo of Susanne Glesnes and Kathrine Maaseide of Norway at 11 am Beijing time on Wednesday.
Lin Yue/Huo Liang image: sports.mop.com
Chen Yanqing image: Xinhua
Tags: Chen Yanqing, Diving, Huo Liang, Lin Yue, Olympics, Tian Jia, Wang Jie
China's women aiming for gold in beach volleyball
Monday, 11th August 2008 ~ Chris ~ Link ~ Comments (0)
Since first appearing as an exhibition sport in the 1992 Barcelona Olympics and making its debut as a medal event in Atlanta four years later, the fast-paced sport of beach volleyball has quickly become one of the most popular Olympic events.
An easy-to-understand combination of power, speed and spandex, the sport pulled 3.5 billion viewing hours during the 2004 games in Athens and has already proven quite popular with Chinese audiences during this year's Beijing games, with spectators consistently packing the stands at the beach volleyball ground in Chaoyang Park.
As an Olympic sport, beach volleyball has been dominated by the triumvirate of Brazil, the US and Australia – no other countries have won gold medals in either men's or women's beach volleyball to date. Each country has won gold once in the women's event.
This year there may be a new world order in Olympic beach volleyball, as China has a good shot at joining the women's beach volleyball gold club. Fielding its best talent ever and enjoying a home-field advantage, China has two talented teams in the women's competition that are both considered serious medal contenders.
Tian Jia (田佳) and Wang Jie (王洁) – who beat Lea Schwer and Simone Kuhn of Switzerland 2:0 on Saturday – are top seeds in Pool A after placing second in the qualification round for the event. They are expected to advance beyond their group, which also includes Belgium and Norway.
China's other women's team, consisting of Zhang Xi (张希) and Xue Chen (薛晨), has also started off on the right foot in the Olympic tournament, beating Greece's Efthalia Koutroumanidou and Maria Tsiartsiani 2:1 in Chaoyang Park on Sunday. Zhang and Xue – who was named top rookie in 2006 by the International Federation of Volleyball - are playing in Pool D, which is rounded out by Germany and South Africa.
Experience will be a big factor for both pairs – each of whom have been playing together since 2006. Tian Jia has played in previous Olympics and has also been playing internationally since 1998 and she has extensive international experience playing together with Wang.
Zhang and Xue, both making their Olympic debut on Sunday, dropped one set to their Greek opponents, but according to Xue, who at 19 is the youngest beach volleyball player competing in Beijing, any Olympic jitters are behind them.
"We were a little bit strained in the game and the rivals are very strong, so we lost a set," Xue told Xinhua after the match, "But we'll be very confident in playing in the next matches," she said.
Xue Chen image: 2008.sina.com
Tian Jia/Wang Jie image: hi.baidu.com
Tags: beach volleyball, Olympics, Tian Jia, Wang Jie, Xue Chen, Zhang Xi