Los Angeles Lakers guard Kobe Bryant was in Edwards, Colorado from June 30 to July 2, 2003 undergoing knee surgery. After leaving Colorado a 19-year old college student accused Bryant of sexual assault at the lodge where she was employed, and where he had stayed. Bryant voluntarily surrendered to authorities and posted a $25,000 bail on July 4, but has denied the accusation. Now, Nike executives and account managers are left with a testing business decision to contemplate. What to do when the celebrity spokesperson a company executive hires undergoes a rapid and unexpected change of his image in the context of the modern media, because of circumstances beyond company control.
Introduction .
Nike has long been an American style icon of athletic wear and athletic shoes. Nike's clothing has come to represent a kind of American ideal of youthful, healthy living and determination. Nike's use of Michael Jordan as a celebrity promoter was extraordinarily successful in helping it branch out from its original base of running shoe customers into youth fashion as well as basketball lines of style. (Nike.com) To continue to promote these particular items with a new face, Nike hired the popular Lakers basketball star Kobe Bryant in June of 2003, one week before the charges were pressed. Bryant seemed ideal because, unlike so many other professional athletes, Bryant was known for his modest, low-key style despite his team's extraordinary athletic success. Also unlike, for instance, Dennis Rodman, Bryant was in a happy, two-year marriage and had a child, rather than a failed marriage to Carmen Electra and a past history with Madonna. Bryant, until recently, seemed athletically talented and personally upstanding.
Analysis.
The allegations against Kobe Bryant are an account manager's worst nightmare. Managers work hard within the field of advertising to build up a compelling image for their brands, and to see their rising empire get thrown under such scrutiny puts an account planner at a bit of a crossroads.
Just like Bryant, James has won NBA championships as well. ... Bryant's first signature contract was with Abdias although he eventually switched over to Nike. Coke, Upper Deck, and McDonalds also endorse Bryant. Just like Bryant, Nike also endorses James. However, Nike was James was first signature shoe contract and he hasn't promoted any other shoe brand. ...
Marketing of nike 2200 Introduction Nike is the number one sport shoes and apparel selling company in the world with around twelve billions in sales in 2000 (Nike History and Timeline). ... The Swoosh represents "the wing of the Greek Goddess NIKE" (Nike History and Timeline). ... Any person who accesses to this page can understand how global Nike is. ... First, with Michael's help, Nike created in 1997 the Jordan Brand. ... That is why Nike has made global advertising campaigns for these regions. ...
Pongee Bryant White Americans may argue that the country did enough when it passed the Civil Rights Act in 1960. ... The Pongee Bryant government should compensate the Black race and put an end to a never-ending oppression cycle. ... Gatorade and Nike corporations owned by white CEO's used Michael Jordan as a spokesman for their advertising campaigns and made enormous profits off of him. Tiger Woods signed contracts with American Express, Nike, Buick and they all profited extremely well because of him. ... The company's revenue increased multiple times because of Black ...
Kobe isn't better than Jordan There has been controversy among fans of the NBA about who is better between Kobe Bryant and Michael Jordan, its been going on every since 1996 when Kobe was drafted to the NBA right out of high school. Kobe Bryant is an excellent basketball player, but he is not better than Michael Jordan for the fact that Jordan led his team to six NBA championships, the center of the Chicago Bulls offense as well as the leading scorer, and has one of the number one selling tennis shoe companies in America. ... Nike understood that Jordan would turn out to be someth...
Lebron James, Kobe Bryant, and Kevin Garnett are examples of these young men that encountered the same situation their senior year of high school. ... Kobe Bryant was criticized for his decision to skip college in 1996. ... Though Bryant struggled his first year in the NBA, he has been nothing but exceptional since. ... Before Lebron James even slipped on a Cleveland Cavaliers jersey, Nike had already placed a $100 million price tag on this eighteen year old. ... They see Kobe Bryant, a 25 year-old who is worth $12.3 million dollars a year (before endorsements) that has won three NBA title...
In a Nike commercial that aired a few years ago featuring basketball star Charles Barkley, Barkley shares with us a few important things: first, just because he's a basketball star doesn't mean he should raise America's kids; two, he is not a role model; and three, parents are the ones who should be role models. ... Kobe Bryant was trying very hard to make me change my mind. ... Recently, Bryant was accused of raping a19 year-old Denver woman. ... No longer can fans look to Bryant to be their role model. ...
U.S. designers and retailers such as Nike, Gap, Wal-Mart, and Guess? ... Though Nike claims disciplinary actions were taken, C.E.O. ... Cases of abuse in Nike factories overseas have also been sexual. ... Nike is clearly violating this article. ... In order for Nike to meet U.S. ...
Products such as Nike, Gatorade, Adidas, McDonald's and even Right Guard sponsor sports athletes in their commercials. Michael Jordan, Shaquille O"neal, Tiger Woods, Kobe Bryant, and Allen Iverson, are a few athletes that have all been in commercials promoting products. ... According to Jordan's advertising image, Michael Eric Dyson, a professor of African American studies at the University of North Carolina explains, "Jordan eats Wheaties, drives Chevrolets, wears Hanes, drinks Coca-Cola, consumes McDonald's, guzzles Gatorade, and, of course, wears Nikes" (671-672). ... Three m...
When you look at players like Tracy McGrady, Kobe Bryant, and Kevin Garnett they didn't need college to be impact players in the NBA. ... Kobe Bryant averages just over 21 points a game and has a couple NBA championships to go along with that. ... He has already signed a deal with Nike worth more than 90 million dollars, and writers are even asking the question if he is going to be the first athlete to become a million dollar man. ...
