Case ID: HKU829     Solution ID: 30504

Nike and Liu Xiang Crisis Management in Celebrity Endorsement Case Solution

Abstract

On 18 August 2008, Liu Xiang, China's greatest VIP sports symbol, pulled back from the 110-meter obstacles occasion at the 2008 Beijing Summer Olympic Games because of an Achilles harm. Liu was China's first-ever Olympic gold medalist in men's olympic style events; his triumph at the 2004 Athens Olympics had made him a moment national legend. From that point forward, he had turned into the most showcased individual in China. Liu's withdrawal from the Beijing Olympics not just created disillusionment among Chinese individuals who had exclusive requirements for him shielding his title on their home soil, but at the same time was a hit to his backers, including Nike, who had put a large number of dollars in his big name. When the news broke, Nike changed its publicizing battle and dispatched another slogan


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