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1984年,耐克公司正处于艰苦奋斗的时期,之前几年他们创造的“跑鞋奇迹”在这时已经开始慢慢降温。他们需要寻找新的方法来为自己重新赢得市场份额。同一时期,NBA迎来了一位叫做迈克尔·乔丹的菜鸟。尽管当时的乔丹有合约在身,耐克依然希望努力把他争取过来,成为自己公司的代言人。但乔丹在自己北卡教练迪恩·史密斯的建议下,其实更想跟阿迪达斯或匡威签约。但匡威当时的代言人是如日中天的“大鸟”伯德和“魔术师”约翰逊,他们不想为乔丹开出跟耐克匹配的报价,同样的状况也发生在阿迪达斯公司身上,这些老牌的公司都不愿意把自己的前途赌在一个毛头小子身上。而在仔细研究过耐克公司提供的合同和发展策略之后,乔丹的经纪人大卫·法尔克认为这是一个绝佳的机会,他说服了乔丹,让他和耐克一起打造自己的新品牌——Air Jordan系列产品。只是当时肯定谁也没想到,这次合作开创了运动品牌历史上最壮丽的篇章。
In 1984, Nike was in a period of hard work, a few years before they created “running shoes miracle ” has begun to slow down at this time. They need to find new ways to regain market share for themselves. During the same period, NBA ushered in a novice named Michael Jordan. Despite Jordan’s contract at the time, Nike still hopes to work hard to get him over and become the spokesman for his company. However, Michael Jordan in his North Carolina coach Dean Smith’s suggestion, in fact, want to sign up with Adidas or Converse. But Converse’s then spokespeople are “big bird” “Bird” “Bird” and “Magic Johnson” Johnson, they do not want to Jordan out with Nike quote, the same situation also occurred in the body of Adidas, these veteran Companies are reluctant to bet their own future on a feather boy. And after a careful study of Nike’s contract and development strategy, Jordan’s agent, David Falk, sees it as a fantastic opportunity to persuade Jordan to build his new brand with Nike - Air Jordan series of products. It was only then certainly no one thought that this cooperation has created the most magnificent chapter in the history of the sports brand.