Chapter 746 Creative Sparks
Looking back on the nearly half-century journey of commercialization of competitive sports, there are countless top superstars in different events and fields. Everyone should have their own list of "superstars" in their minds.
However, when it comes to the development and promotion of the personal commercial value of professional players, there are three players who have gone down in history and changed the landscape.
Michael Jordan is the first person to create his own personal brand and promote Nike to become the world's largest sports brand.
David Beckham is the first legendary superstar to break the barriers of competitive sports and penetrate into the fashion, entertainment, lifestyle and other industries.
Cristiano Ronaldo is the first person to make full use of social networks to create a business empire and realize personal value.
The times are advancing, history is being written, and they have all left their own mark in different ways.
If we discuss performance on the field and professional achievements, the debate among fans will certainly not subside, and this is true for every competitive sport; but if we discuss commercial value, personal brand, marketing promotion, etc., the above three players are epoch-making.
At present, for Nike, C Ronaldo is the top player, and NBA's LeBron James is slightly inferior.
Whether it is Beckham or C-Ronaldo, this is the height that all sports agents dream of. Relying on one player to create an entire business empire, even if the agent only has this one player, he can easily be among the top 1% of the pyramid.
Clearly, this is the future Tobias paints for Gawain.
This time, Gawain and C-Ronaldo shot an advertisement together. Naturally, it was not Gawain's personal advertisement, but a special project to cooperate with Nike's New Year promotion.
The stars are mobilized.
The project is titled, "Dream a Little Crazier," marking the beginning of a new era for Nike in 2015.
The whole advertising idea is very interesting.
The ad starts with Gao Wen, filming him working out in the gym and practicing on the driving range. He then goes onto the court amid the cheers of the audience, and is mixed with footage of him overcoming all obstacles in the US Open and finally reaching the top to win the trophy.
Finally, he added, "They said it was crazy."
Of course, when Gao Wen participated in the US Open, he was wearing the UCLA team uniform, so the entrance scene and the batting scene still needed to be re-shot in New York; and the post-production will modify the details through computer special effects to show the scene of Gao Wen reaching the top wearing a Nike jersey.
Afterwards, Gao Wen will leave the tennis court and continue his "crazy journey" of challenging his limits.
Step onto the green field and challenge C-Ronaldo.
Step onto the basketball court and challenge LeBron James.
Step onto the golf course and challenge Rory-Mcllroy.
Step onto the baseball field and challenge Mike Trout.
At the end of each challenge, the footnote is repeated, “This is madness, they said.”
After all the challenges were over, Gawain returned to the tennis court, ready to go. When he was waiting to step onto the court, the Hulk was standing on the other side of the net waiting for the battle to begin.
The entire advertisement ends with the sentence "In this case, why not dream a little crazier?"
The entire advertisement is completely linked together with Gavankar as the core. Needless to say, C-Ronaldo and LeBron James are one of the most representative and influential top superstars in football and basketball respectively. The other two players are also of great background and are the players that Nike is currently promoting.
McIlroy, golf, was born in 1989. He officially became the new world number one in March 2012 and currently holds four Grand Slam championship trophies, including the US PGA Championship in August.
Trout, baseball, was born in 1991 and plays for the MLB Los Angeles Angels. He was elected American League MVP in the just-concluded 2014 season. He is not only the youngest MVP in history, but also the first player in history to be in the top three in MVP voting in the first three seasons of his career.
There is no doubt that the lineup is luxurious.
Any one of these players may have achieved more than Gowen at the moment, and they both represent the current peak of their respective sports.
And Gao Wen is about to "challenge" them, and throughout the whole process, he connects the entire theme and becomes the soul of the advertisement.
From this, we can see that Nike has high hopes for Koeman, and boldly and decisively launched its first major project in 2015 around Koeman; it even invited top stars such as C-Ronaldo and James to work with Koeman, showing their determination.
Of course, how could C-Ronaldo and James be willing to be supporting roles?
The special project is a series of works, and "Dream Crazier" is only the first one, which establishes the core theme of Nike's commercial promotion throughout 2015:
Dare to dream, dare to take action.
After that, Nike also developed a separate theme for C-Ronaldo, James, McIlroy and Trout, and finally brought the five players together again to shoot the last part of the series, bringing an end to the New Year's special planning series.
Big blueprint, big move.
Moreover, this is a plan for Nike's entire brand, so it spans five different projects, with the main purpose of presenting a core theme; next, Nike also has separate related plans for each project, and the series of advertisements and promotional posters need to be shot separately.
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Nike's pattern is naturally extraordinary.
Gao Wen first read the entire plan in London. On the one hand, he was amazed at Nike's concept and creativity, which was inspired by his experience at the US Open and derived the entire business plan. On the other hand, he also enthusiastically put forward his own ideas -
The Hulk at the last moment was Gawain’s idea.
According to the original plan, in the final stage, Gao Wen walked onto the court and faced a grand and wide court, but the opponent on the other side of the net was unknown.
It's empty.
After all, Nike couldn't possibly invite Federer or Nadal to come and "assist" Gao Wen in the shoot.
It’s not because the two players are too big to play supporting roles for Gawain - this is obviously also a reason; but more because it is too direct and too simple.
Not to mention that it is very likely to directly set up a confrontation between "Gawain vs. Federer/Nadal" and thus lead to infighting among Nike's spokespersons, it is definitely not a wise choice to directly place Gawain in the position of the Big Four and ignore the existence of other players.
Nike believes that ending with concepts such as "challenging the unknown" and "challenging the limits" perfectly fits the overall theme and is more appropriate than concrete opponents.
However, Gao Wen thought that since the theme of the entire project was "crazy" and it had always been breaking the boundaries of sports, why not be even crazier?
For example, against the Hulk or Iron Man.
The disadvantage of this is that it lacks some artistic conception, because the original plan still carried some Zen and philosophy, which could elevate the purpose of the advertisement, but now after the modification, this possibility has been lost.
The advantage of this is that it is more approachable and interesting, and can at least spark discussion among young people, and may even spread widely.
After thinking about it, Nike adopted Gao Wen's suggestion.
(End of this chapter)