Bryant & Nike

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             An account planner manages all functions of a campaign, from creation to launch. They are involved in recruiting new business, and maintaining favorable relationships among their clients and consumers. It is in part, their decision to continue, redevelop, or cease advertising and marketing campaigns. Therefore, there is a great deal of emphasis placed on brand image, and Kobe Bryant himself, is a brand of Nike. As an endorser of their products, and a leading spokesperson, he has sacrificed himself to Nike and has evolved in to one of their products. His statements and actions are representative of the company and their core values. .
             The recent allegations regarding sexual assault made about Bryant in the media and through the judicial system have completely altered Bryant's image. The current view of Bryant is no longer that of a confident, morally upstanding athlete. Bryant clearly committed adultery. He admits he has done so. Even his most devoted friends, supporters, teammates and fans see him as a symbol of the media's betrayal of a popular figure and the justice system's target of persecution as an untouchable talented celebrity. He is no longer the man Nike hired. His image is now complicated; it is in change and flux, and exactly what a company does not want from a long-term contracted celebrity spokesperson. ("No More Mr. Nice Guy" ABCNews.com) "The image was of a perfect role model, a superstar athlete who didn't have a parking ticket, the all-American boy and now, well, that image is tarnished," said Bob Williams, chief executive of Burns Sports. "As of today and until the trial, his image is going to take a beating." ("Kobe Bryant Reeling From Sexual Assault Charge" Foxnews.com).
             McDonald's has already made the executive decision to not resign Bryant to his endorsement contract, which expired on December 31, 2003. ("Kobe Loses Deal" Rockymountainnews.com) However, it is still the decision of Nike's account managers and executives whether they plan to buy out, allow to expire, or continue with Kobe Bryant's five year $40 million contract, which was signed the week before the allegations.