论文部分内容阅读
阿迪达斯公司现在拥有众多为其“鼓与呼”的大牌体育明星。它为了“挖”到一直为耐克公司做广告的美国著名篮球明星乔丹,不惜报出数倍于耐克的报酬,终于让乔丹为之心动。阿迪达斯还成为今年法国世界杯足球赛的指定品牌,这无疑又一次使阿迪达斯的名气在消费者心中留下深刻的印象。 最初的阿迪达斯 1920年,阿道夫·达斯勒和鲁道夫兄弟在德国的一个小镇开始经营他们小小的制鞋厂。阿道夫负责产品设计,鲁道夫则是产品的推销员。由于他们的生产规模很小,产品没有名气。因此最初兄弟俩没有赚到大钱。然而一件事却为兄弟俩的成功创造了良机。那是1936年在德国举行的奥运会上,著名运动员欧文斯穿上了阿道夫兄弟制造的运动鞋,而且在这次运动会上获得了冠军。随着欧文斯的成名,阿道夫兄弟的产品也在一夜之间声名鹊起。这一次偶然的事件也成为后来
Adidas now has many big sports stars for its “Drum and Hustle.” In order to “dig” Jordan, the famous American basketball star who has always advertised for Nike, he did not hesitate to report his salary several times as much as Nike, and finally let Jordan take heart. Adidas also became the designated brand of the French Football World Cup this year. This undoubtedly once again made Adidas’s fame deeply impressed in the hearts of consumers. The original Adidas In 1920, Adolf Dasler and the Rudolph brothers started their small shoe factory in a German town. Adolf is responsible for product design and Rudolph is a product salesman. Due to their small scale of production, the products are not famous. So initially the brothers did not make big money. However, one thing created a good opportunity for the brothers’ success. At the Olympic Games held in Germany in 1936, the famous athlete Owens wore sports shoes made by the Adolf brothers and won the championship at this sporting event. As Owens became famous, the Adolf brothers’ products became famous overnight. This occasional event also became later