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).