Nike- Crisis public relations can not be JUST DO IT - 2004 inventory of the crisis of public relations of the two.doc

 PAGE \* MERGEFORMAT 3 Nike: Crisis public relations can not be ‘JUST DO IT’ - 2004 inventory of the crisis of public relations of the two With the excellent product design and excellence in marketing practices, Nike established a first-class brand, surpassing rival Reebok (Reebok) and Adidas (Addidas), as an international leading brand. As early as in 1973, Nike will be employed long-distance athlete Steve Puri Fang Ting (StevePrefantatine) endorsement of its sports shoes. Hired in 1985, Jordan (Jordan) as the spokesmen, but also to make Nike fame. 1987 Nike to pop music and sports marketing, combining the Beatles (Beatles) music into the Nike sports shoes ad, creates a sensation. Its ‘JUST DO IT’ (though to do) advertising language advocated by the culture of popular rebellion and go its own way around the world. But the Nike deal with the recent ‘Saw’ ad controversy, we found that the original ‘JUST DO IT’ spirit is not a panacea. 1. ‘Saw’ insult to the dignity of people Called the ‘Saw’ is the latest Nike basketball shoe commercials, a man is a famous NBA superstar LeBron James . So that Nike did not expect is that they are quite contented advertising film has outraged the Chinese people’s national pride and sensitivity. ‘Saw’ is a basketball player about to enter a five-storey building, layer by layer a challenging opponent, until the final victory. The advertisement a total of five scenes. See ad film for three scenarios: The first scene: the lobby there is a ring, step beside which stand two stone lions. A sudden fall from the air, dressed in a robe of the Chinese elderly. Two were subsequently began to ‘battle’. James magically from behind the basketball throw. Basketball rebound by the columns will be flying into the basket after the old man down. The second scenario: bills floating around the room and the Dunhuang frescoes in the flying shape of a woman. To the ambiguous character of these women with open arms. But James is not moved by beauty,