Chapter 537 Popularity Frenzy
The world is erupting.
"Gao Wen, the men's singles champion of the 2014 US Open, is returning to China for the first time since winning the championship. He is preparing to participate in the Imperial Capital Open, which will kick off next Monday. He has caused a frenzy of people welcoming him at the Imperial Capital International Airport..."
According to reports, a total of 1,500 people gathered at the airport. This was the most intense airport reception frenzy at the Imperial Capital International Airport in the past year, even crazier than the attention attracted by most popular artists.
At the same time, the hashtag of Gao Wen's return to China to participate in the competition directly entered the top ten hot search list of the social networking platform. Just a "participation news" can cause such a sensational attention, which really makes people feel Gao Wen's top popularity. A tennis craze is rising.
However, this is just the beginning.
At noon that day, Gao Wen attended a youth tennis project launch ceremony held by the China Tennis Association. Together with Zhang Ze, Zheng Jie and others, he unveiled the project and delivered a speech at the ceremony, hoping to cultivate more tennis talents, help them grow healthily and support the tennis world.
At the ceremony, Gao Wen delivered a speech with the theme of "Dare to Dream, Dare to Chase". Someone at the scene filmed part of the video with a mobile phone, which sparked heated discussions on social networks. Within just 30 minutes, the number of reposts exceeded 100,000, and it easily went viral, winning a lot of attention for the project activities.
…
Afterwards, Gao Wen went to a primary school and reunited with Li Na, who officially announced her retirement two weeks ago. He had close contact with the primary school students in the school. Not only did he personally guide the students in practicing tennis, but Gao Wen also had a brief exchange of moves with Li Na and played an exhibition match.
The elementary school was packed with fans who had heard the news. The crowd was so thick that it was even more outrageous than at the airport.
The exact number of people is no longer counted, but what is certain is that traffic police have arrived at the scene to maintain order. Otherwise, the rush hour after get off work is about to arrive, and the already congested peak hour will be even worse.
Despite this, the bustling crowd at the scene was still in great trouble. After Gao Wen and Li Na left the scene, they were still trapped there and unable to move. The traffic jam lasted for three hours before the surging crowd was successfully evacuated. Videos of the huge crowds inside and outside the scene once again spread on social networks.
…
In the evening, Gao Wen arrived at the "Pants" building and went to CCTV-5 to record a program.
What was extremely surprising was that the fans got the news from somewhere and actually waited outside the studio early. Although the number of people was not that exaggerated, the lively scene of more than 500 people still blocked the entrance of the studio.
Fortunately, because there were not many people, Gao Wen stopped before entering the studio to have a brief conversation with the fans. After signing autographs and taking photos with them, Hai personally expressed his gratitude.
"Thank you for welcoming me home so warmly."
Gawain, who changed his fourth outfit in just one day, inexplicably became a hot topic again. This time, it was because of his fashionable outfit of a hoodie and denim shorts. Some fans even enthusiastically listed all of Gawain's outfits for the day for comparison, and then concluded: Although mainly casual and simple, it is obvious that Gawain is a clothes hanger and has his own fashion taste, and "he looks good in anything he wears."
So, the label of "boyfriend outfit" appeared in front of Gao Wen, and the speed of Taobao's new products once again made people feel the speed of China, so much so that people completely forgot the fact that Gao Wen went to the studio to record a show.
In the program, Gao Wen reunited with Zhan Jun and Hu Litao and talked about his career, the incredible two weeks in Flushing Meath, his college life, his original plans before winning the US Open, and the earth-shaking changes in just six months.
The atmosphere of the entire program recording was very relaxed. Gao Wen once again demonstrated his humorous and approachable qualities, winning applause from the on-site staff.
…
That night, Gao Wen appeared in Wangfujing again in a suit and tie, where he attended the signing press conference of Rolex as the new spokesperson.
Rolex officially announced that they have signed a five-year endorsement contract with Gauvin, and Gauvin will become the new global ambassador of the watch.
Ever since Nike and Wilson signed contracts with Gowan, the entire industry has been paying attention to Gowan's next move. Everyone knows that there are at least eighty sponsoring brands queuing up to sign with Gowan. He is undoubtedly the hottest commodity at the moment, but Tobias has always kept his mouth shut.
This also means that Tobias should be planning a big move.
really!
Rolex stood out in the fierce competition and became the third advertising endorsement for Cowen after he won the US Open. This blockbuster news caused a huge stir and once again made all the people in the industry deeply feel the popularity of Cowen.
More than 300 reporters gathered at the press conference to witness this legendary collaboration for the first time.
Unlike professional sports brands like Nike and Wilson, which all choose their spokespersons in one fell swoop, Rolex has always maintained a high-end attitude of "better to have less than too few" when it comes to spokespersons. Each time the spokesperson is selected, it is streamlined again and again, trying to make it as few but fine as possible, and shaping the brand image with an attitude of continuous improvement.
In fact, the connection between watches and competitive sports has always been very close, because time and timing are one of the basic principles of sports events. All sports are inseparable from the measurement and reference of time, including football, basketball and other competitions. It is precisely because of this that top watch brands have reached strategic cooperation with specific sports events, which has always been a benchmark for cross-border cooperation.
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Tennis is no exception.
Longines at the French Open, Citizen at the US Open, and Rolex at the Australian Open and Wimbledon.
Top watch brands can be seen at the timers of the four Grand Slams, including the Masters, Gold Tournaments, etc.
At present, Rolex's global market share is well-deservedly in the forefront, and has even been ranked first for many years. It has already formed a stable market. Therefore, the brand does not need to open up new markets, but only needs to continuously consolidate the existing market. The endorsement strategy for the brand is not to open up a new situation, but to further shape the brand image and brand depth.
Naturally, Rolex always maintains a cautious attitude towards the selection of spokespersons, and usually only selects the top few in a sport. Moreover, once the contract is signed, Rolex hopes to create an eternal, long-lasting and stable image, which will not be easily changed.
That’s why when Rolex announced that they would sign a contract with Gawain, all the reporters were excited.
Soaring into the sky! It really is soaring into the sky! (End of this chapter)