Nike Brand Advertising Dissemination Of The Beijing Olympic Games

As we all know, every four years the Olympic Games for theworld’s major sports brand company, is a wealthy feast, it can be said, who willoccupy until the next Olympics held during sports brand who has won more attentiongoods market. In2008, the Olympic flame first came to China, with the world’s mostpopulous country, and the resulting huge market purchasing power for a sports brandcompany is full of temptation, the Beijing Olympics, it is through them Theadvertising spread a new opportunity to develop the Chinese market.Although Nike is not official Olympic sponsors, but as earlier international sportsbrand came to China, of course, will not easily let go of this opportunity. Nike’sbiggest competitor Adidas as the official sponsor of the launch of the winning entriesin the Cannes Advertising Festival "together with the2008, not impossible", focusedon the theme of advertising communication. Nike is planning for the Beijing OlympicGames a distinctive advertising campaign,"Just do it","I got to win," Who am I ","race first "four-phase progression as a production well TV series, a ring closely linkedto one firmly grasp the line of sight of the audience, even in the face of thespokesperson Liu Xiang crisis event, also can quickly adjust, did not have any impacton the overall advertising communication activities, and finally with "back startingline,"an ad, we summed up the dissemination of advertising activities in the OlympicGames, the beginning of the advertising communication activities can also be held inLondon as the next Olympic Games. By contrast is easy to see, although the theAdidas Company’s advertising is a big-budget production, artistic value is high, butNike advertising communication activities progressive layers, rich in content, leavingthe audience was impressed.In summary, the topics from Nike advertising communication strategy during theBeijing Olympic Games, the analysis through to view the ads in the mainstreamprofessional sports newspaper "Sports Weekly" and mainstream television media, aswell as with rival Adidas The contrast between advertising communication, sportsbrand in China with the aid of major sports events to make some explore advertisingcommunication and brand internationalization dissemination.