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耐克以非奥运官方赞助商的身份,时常收获赞助商才有的眼球效应。除了传统的押宝热门队伍和明星球员,在制造话题并利用新媒体进行传播方面,耐克也是一把好手。伦敦奥运会临近,英国第二大市场调查机构Ipsos Mori公司针对奥运营销效果做了一次调查,结果发现:在英国人的意识里,耐克是与奥运会营销最紧密的品牌。事实上,它从来不是奥委会的合作伙伴,没掏过一分钱赞助费。消费者不知道谁赞助了奥运,只是感觉谁赞助了奥运。自1996年亚特兰大奥运会以来,耐克已经练就一套迂回营销的招术。在亚特兰大奥运会上,当年锐步是奥运会的赞助商,但是耐克在可口可乐的奥林匹克公园旁
Nike, as the official sponsor of the non-Olympic Games, often regain the sponsor eyeball effect. In addition to the traditional betting popular teams and celebrity players, Nike is a good player in creating topics and using new media for communication. As the London Olympics approached, Ipsos Mori, the UK’s second largest market research agency, conducted a survey on the effectiveness of the Olympic marketing. It found that: in the British sense, Nike is the most closely linked brand to the Olympic Games. In fact, it has never been a partner of the Olympic Committee and did not pay a penny for sponsorship fees. Consumers do not know who sponsored the Olympic Games, just feel who sponsored the Olympic Games. Since 1996 Atlanta Olympic Games, Nike has practiced a roundabout marketing trick. At the Atlanta Olympics, Reebok was the Olympic sponsor, but Nike next to the Coca-Cola Olympic Park