SBD/10/Sponsorships Advertising Marketing

NIKE REVOLTS AGAINST "ANTIAUTHORITY" TALK IN CHINESE MARKET

          The first Nike ads "developed specifically for the
     Chinese market, star local hoopsters and make earnest
     appeals to Chinese nationalism," according to Sally Goll
     Beatty of the WALL STREET JOURNAL.  As Nike has been "stung"
     by critics of its aggressive marketing tactics overseas, the
     company "is starting to play down its rebel image outside
     the U.S.," including "doing away with the antiauthority
     rhetoric" and avoiding its U.S. stars.  Nike Dir of Global
     Ad Geoffrey Frost said that Chinese youth "admire Michael
     Jordan," but by using local athletes Nike is "letting people
     know in China we see them as heroes."  Beatty: "Still, it's
     unclear how well the culturally sensitive approach will go
     down with kids in China. ... Boosting sales abroad won't be
     a layup.  Nike's best-selling shoes in China cost the U.S.
     equivalent of $59 to $78 -- still out of the reach of most
     ordinary Chinese" (WALL STREET JOURNAL, 11/10).

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