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Celebrity Endorsement - LeBron James and Nike
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Transcript
Celebrity Endorsement - LeBron James and Nike
Outline:
- Bio - LeBron James
- James's Branding Strategy
- Celebrity endorsement
--> benefits for him
--> benefits for Nike
- 2010 - change (video)
- Conclusion
Reaction - "Rise" commercial
Just do it
conclusions:
popular
beneficial for both sides
influential
needs proper planning
Thank you for the attention!
Further Branding:
- "The LeBrons"
- Liverpool F.C.
- human rights
- Obama support
- "Shooting Stars"
- appearances, interviews
- signature moves
- Harvard
Magazines:
- Vogue
- SLAM
- Sport Illustrated
- ESPN The Magazine
- GQ
Endorsement:
contracts with Nike, Sprite, Glacéau, Bubblicious, Upper Deck, McDonald's, State Farm
six signature shoe styles
"The Lebrons"; "MVPuppets"
More Than a Game (2009)
Swiss watch ambassador
Biography:
- NBA professional basketball player
- embodiment of American Dream
- superstar at a young age
Benefits:
- perks
- $ 15, 779, 912 --> salary
- $ 30, 000, 000 --> endorsement
- fame - as a professional
Biography:
- St. Vincent - St. Mary High School
- 2X NBA MVP
- NBA Rookie of the year 2004
- NBA Scoring Champion 2008
- 7X Nba All-Star
- 2 Gold, 2 Bronze medals with Team USA
The Decision:
- one-hour special on ESPN in 2010
- widely criticised
Nike benefits:
- context
- association
- re-creation of hero
- $ 4 billion boost in revenue form China
- requital
Attention hog
Obnoxious
Bizarre
Nasty
Mr. Easy-way-out
Clown
Lame
self-titled former 'King'
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