Nike and Liu Xiang: Crisis Management in Celebrity Endorsement Harvard Case Solution & Analysis

On 18 August 2008, Liu Xiang, China's largest celeb sports icon, removed from the 110-meter hurdles event at the 2008 Beijing Summer Olympic Games due to an Achilles injury. Liu was China's first-ever Olympic gold medalist in men's track and field; his triumph at the 2004 Athens Olympics had made him an immediate national hero. Ever since then, he had become the most advertised individual in China.

Nike and Liu Xiang Crisis Management in Celebrity Endorsement Case Study Solution

When the news broke, Nike tweaked its advertising campaign and established a new tagline: "Love rivalry. Love. Love. Adore giving it everything you have got. Love the glory. Love the pain. Would Nike have the ability to turn Liu's withdrawal from the Beijing Olympics into an opportunity to further foster its brand image? Against the backdrop of increasing nationalist sentiment in China, what were the implications of Liu's drawback? Could Nike prevent or minimize the losses that might result from Chinese consumers' disappointment?

PUBLICATION DATE: March 25, 2009 PRODUCT #: HKU829-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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