Nike在中国的品牌营销战略

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When you think Team USA Basketball, you think Nike. We are here launching in Rockefeller Center, with me now is the brand president of Nike, Charlie Denson. A big big deal going into the 2008 Summer Games, what does it mean for Nike to be in China and supporting, uh, Team USA Basketball?

 Well, for us, the Beijing Olympics is something we've been working on for, er, for years. And I think this story, this US basketball team's story is gonna be one of the biggest stories in China. These guys are gonna play as a team and they are committed to going after that gold metal.

 And of course they take on China in the first round, so it should be interesting, what, tell me a bit about the structure of Nike and the Olympics, I mean, unparalleled to what you've done before creating footwear apparel across so many different sports this year, but what is the structure of your deal? How is it different this year than in previous games?

 Well, this year, it's a little bit different because we're sponsoring 22 out of the 28 Chinese federations. And we've actually created new products for all 28 sports including BMX in Beijing. So it's a little bit different than it has been in the past and then we have some of our traditional relationships with, like, US basketball, US track and field, the Russian track and field federation and things like that. So, but, we, we've worked with over 3,000 athletes in preparation for the games. So it's a great opportunity for us.

 You know when we spoke a few months ago, you talked about how important China is in terms of the amount of revenue it brings in for Nike. What are your plans in terms of Nike staying in China post the Olympic Games?

 Yeah, it's something that we've committed to, ever since the, that Beijing was awarded the games. China, we've been in China for over 30 years as a manufacturing partner and a commercial partner. And one of the things, China represents our second largest country in the world today as our fastest growing market, and we expect that'll continue after the Beijing (Olympics) and we're staying committed and to our relationship with Chinese consumers.

 A lot of people out there are calling this the next Dream Team after the disappointment in 2004. What does it mean in terms of Nike revenue sponsorship, er, the tie-up if they don't win versus if they win? Does selling all of the apparel depend on the gold medal this summer?

 Well, I, I, winning always helps, and certainly this team is committed to that, to that, er, from Jerry Colangelo, Coach K, you know all the way down to all the players, so I've never seen a group of, of, talent, this type of talent this committed to something. It's just been amazing so far, so, but, but I think it's a, you know, winners or losers can be a great story, but I wouldn't bet against them.

 What were the biggest challenges for Nike, going into this massive, er, sponsorship of the Summer Games in China, the biggest hurdles that you guys had to overcome? Well, I think, uh, we didn't really look at them as hurdles but I think the biggest opportunity was to introduce new products in 28 different sports. I think, this represents our biggest series of innovations or innovation launches in the history of the company at any single event. And we had our very large design team working for several years in anticipation of them. So, you know, you'll see the lightest basketball shoe ever made, the lightest tracks bike ever made. The uniforms that all the athletes have been wearing will be considerably lighter than what has ever been worn before. So for us, it's what we do and it's what we enjoy and we are really looking forward to it.