Match point

Chapter 1328 Tag Players
The pickiness and troubles of the Paris audience are world-renowned. If they are really hot-headed, even the host players may be booed to doubt their lives.

However, Gao Wen, who played Roland-Garros for the first time, won the hot discussion of the audience in a fan event, and rushed into the trending search?

Of course, this does not mean that Gao Wen has conquered the Paris audience. This group of picky audience is like a summer rainstorm, and they may turn their faces at any moment. Players go to hell and turn faces faster than a three-year-old baby.

Among the audience of the four Grand Slams, only the French Open can make Federer, who has always been elegant and calm, lose his composure.

Danson can fully understand Bennett's surprise and excitement——

This is indeed worthy of careful study. What is the context behind this imagination, an accident, a coincidence, or an inevitability?
Bennett took a closer look at Danson's expression, and he didn't procrastinate any longer. In order not to delay the progress of the meeting, he opened his mouth again and got straight to the point.

"Charlie, what I want to say is that I think Gawain is a perfect fit to be part of Nike's global brand identity."

"We should reconsider the value and positioning of Gaowen. Perhaps, it is time to formulate a new plan and officially enter the next stage."

boom!
A heavy one.

In Nike, there are a lot of stars, and it is definitely not that simple to become a real top-level treatment. The positioning of different athletes in different sports is also graded within the company. There are only a handful of players who can become global brand image positioning. Just a few.

These players are often referred to as "tag players". Even among the countless star players, they are also one of the top superstars. Each tag may mean billions of dollars in commercial value.

For a long time, Gao Wen's level has been very high. After all, it is backed by the Chinese market, and Nike is willing to divide a part of the sales dividend. The whole positioning, marketing and planning are naturally different. During last year's offseason, Nike used Gao Wen The advertisement of several superstars in series is a manifestation.

But there is one thing to say, the proportion of the entire tennis event is still the second echelon within Nike. Naturally, Gao Wen's position is far from reaching the top level——

One of the most direct and obvious manifestations is Nike's positioning of Federer.

Nike and Federer have been cooperating for nearly 20 years. The two sides have achieved each other. To a large extent, Federer is the top endorsement of Nike tennis. .

However, in terms of Nike's overall brand image, Federer's position can only be regarded as the second echelon. For example, in advertisements or event projects where top superstars in different fields work together, Federer will definitely appear, but he is definitely not a core figure. And the location is not too much.

After all, football is still the number one sport globally.

It is precisely because of this that in March 2018, the contract between Federer and Nike expired, even though Federer had just won the Australian Open and Wimbledon the year before, breaking the drought of more than three years of Grand Slam titles, and then successfully defended the Australian title. Net, but Nike still did not give Federer the corresponding treatment, it can even be said to be negative.

A large part of the reason is that Nike has doubts about Federer's age, health, and career length. They don't think Federer can continue to stand at the top of the pyramid for too long; The tennis market lacks enough confidence.

This is true of Nike, and so is Adidas. The positioning of the two giants in the tennis market has never been regarded as the first echelon.

But now, Bennett is throwing out a blockbuster——

What he meant was not just to elevate Gao Wen to a new level, but more importantly, to increase the market share of the entire tennis game.

There is no doubt that this is a breakthrough, and it can even be said to be an extraordinary breakthrough.

In Bennett's view, now is the time to take the next step.

In the entire conference room, there was no sound, and thoughts were surging in their minds. Everyone knew what this sentence meant.

Denson is no exception.

But Danson has seen countless storms and waves, and he didn't lose his composure or panic. He raised his eyebrows lightly, "Reese, what do you mean?"

He needs further confirmation.

Bennett shrugged, "Charlie, we've been worrying about what will happen to Roger and Rafa after they retire. Now, isn't the answer already out?"

heh.

The audience took a deep breath.

But Bennett is still not over.

"Moreover, our development of the tennis market has also reached a bottleneck. Outside of Roger and Rafa, it seems that it is difficult to break through the shackles of the market and reach a higher level."

"But I think that maybe Gawain can become an opportunity, not only starting from the Asian market, but also taking advantage of Gawain's distinctive image, and in turn impacting the North American and European markets."

heh!
For the second time, there was a buzzing shock in the meeting room, and the rustling sound continued to surge.

But Danson seemed very calm.

Danson can know the impact of Bennett's words, but at the same time, Danson can also know that there is no basis behind Bennett's words——

From last year to this year, they did not expect Gao Wen's jersey sales to be so good. They promoted Nike's activities step by step. The first "tennis jersey campaign" that broke history was an important turning point. Gao Wen really showed Potential to be a pioneer.

What cannot be ignored is that the sales of Gao Wen's jerseys are also experiencing a frenzy in North America. The NCAA All-American Championship and the experience of writing miracles at the US Open have indeed made Gao Wen deeply rooted here, and he has won the support of a group of fans early on. Support, and even break the shackles of Asian identity.

Bennett's idea, madness is indeed crazy, but if you think about it carefully, it may not be unreasonable.

In Danson's view, it is a very important move to open up a new market, do not break or establish, break and then establish.

Tennis, that is.

In fact, Nike has been actively looking for opportunities for a long time. Federer and Nadal, Serena Williams and Sharapova are the best examples.

However, the key point is that the tennis market is one thing before these four superstars, and it has developed to its current scale after the shining and driving of these four superstars; but their own energy release has reached a bottleneck, and another opportunity is needed. Momentum can usher in another qualitative change.

However, "opportunities" are rare in ten years. If all of them are bad, it is not an opportunity.

Now, they need to think about a question:
Can Gaowen become a new opportunity to change the market size in the next ten years?Moreover, Gao Wen turned out to be born in such a short time, is it too early to make a judgment?
Bennett proposed a possibility. After Danson chewed it carefully, his eyes showed a light of interest, interesting, this thing is really interesting.

(End of this chapter)