Nike And Dongyu Zhou Jointly Launch The Latest Promo.

According to the world clothing shoes and hats net, Dongyu Zhou, a Chinese entertainment star, is wearing a body.

Appear in this

The latest promo.

She was dancing, running and reciting her lines, and then kept telling you her story in your ear.

Strictly speaking, this is not an advertisement. Nike has produced a VR experience project for Dongyu Zhou. You can match the VR eye device on your mobile phone, you can explore the so-called "Dongyu Zhou: the heart is wild" 360 degree of full scene space.

The so-called scene, from the beginning, was a practice room, where Dongyu Zhou practiced dancing. Then the picture changed, and she began to recite her lines, which means she was like studying hard.

Then she ran to the street and finally came to a fantasy space full of mirrors.

Nike's propaganda copy is, "from childhood in gymnastics room experience, now in front of the screen to pursue dreams."

Is this still Nike? Although the way of handling and advertising tonality maintain a consistent style, Nike is not a brand that likes to cooperate with entertainment stars.

As you can see, since the beginning of this year, the stars with their traffic are constantly appearing in Nike's cooperation list.

In March, the brand invited Wang Junkai, captain of TFboys, to visit Oakland headquarters in the United States. The micro-blog broke the forwarding record of Nike official micro and was forwarded 6 million 650 thousand times at present.

Then, when promoting the new VaporMax shoes, the Korean idol G-Dragon was invited, and Chinese star Li Yuchun appeared in the product advertisement.

Li Yuchun appeared in Nike VaporMax advertising.

Such a strategy is hard to judge right and wrong, but there is no doubt that Nike used to use entertainment stars to get attention.

That is to say, Nike seems to be in a passive state in today's competition.

In February 2015, Adidas launched Stan smith and Boost product lines. These successful exploding products increased its share of the American sports shoes market by 83% in the following year.

Nike seemed to have no time to react to the sudden attack on its competitors.

It was not until the spring and summer of 2017 that Nike came up with a new product VaporMax that could compete with it, and adopted the Adidas hunger marketing method, replacing the color to the market in batches, and gradually formed a certain influence.

But Nike, looking at its competitors, is hoping to find its own brand.

Finding stars is the most common but effective way.

Whether it is Wang Junkai or Dongyu Zhou, it is regarded as a good entertainment icon in the Chinese market at present. This time, Dongyu Zhou's personal story is also used to bring out the positive image of the brand instead of being too stiff. However, usually the sports brand will find such a story for athletes.

At present, this cooperation is mixed.

Sina micro-blog's evaluation of this cooperation is also polarizing, fans for this cooperation point praise, but some people seem to have some distance in questioning Dongyu Zhou's physical fitness and sports fitness concept.

In any case, look at the current Nike, and think of the 1984 launch of an independent brand with Jordan to make young people crazy, or the 2008 Beijing Olympic Games on Sina micro-blog to use a "great" copywriting series to achieve a classic marketing case of Nike. Do you think it is becoming mediocre or more popular?

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