Behind Zheng Qinwen's victory, Nike and Adidas' top business war

Behind the glory of sports competition, there are often battles between business giants. Zheng Qinwen's victory is not only the pinnacle of personal glory, but also a microcosm of the business war between Nike and Adidas.

With Zheng Qinwen winning the championship, her Nike poster quickly went viral.

The only souvenir I want to take away from Paris is the medal

After winning the championship, Nike quickly replaced the advertisement and the same T-shirt with a new version.

Overnight, Zheng Qinwen gained countless fans. Some were attracted by her competitions, some by her eloquence during interviews, and some by her fashion sense...

People lamented that God seemed to have opened a door and a window for her, while also opening a back door for her.

It wasn't until I heard Zheng Qinwen singing "Economy Class" that I sighed at how good she is at playing tennis. She has the skills for tennis and singing, and she can also play tennis at concerts.

While Zheng Qinwen won the gold medal in a record-breaking victory, he also became the first non-institutional commercial Olympic champion in Chinese history.

However, as Lao Zhong, everyone only cares about whether someone pays her social security.

In order to congratulate Zheng Qinwen for winning the Olympic gold medal, the four major tennis open tournaments sent her blessings and showed their copywriting~

The Four Grand Slams: The Great Dream Chaser (I Need Your Chinese Market)

French Open:

Legend has it that there is a golden dream.

It is the obsession of some nations.

Later, a daughter of a certain ethnic group @郑秦文Ana

In Philippe Chatrier, it was unraveled.

Wimbledon:

When I grow up

I flew to the highest mountain

Pick up the olive branch and crown yourself

US Open:

I used to be a follower,

Now it's the guide!

@郑秦文Ana is full of energy and looks forward to a new chapter

Australian Open:

2024.8.3 Paris, France

@郑秦文Ana, you did it❤

Australian Open: No, you make me look very uncultured.

Actually, I feel pretty good, just like I’m at a loss for words when I post on WeChat Moments.

But soon, the Australian Open revised the copy

13 years ago, she ignited the flame of her dream here

13 years later, here she is

Looking back, the spark has spread all over the prairie

This is their herstory @李娜@郑秦文Ana

Here, Li Na, China's first Grand Slam tennis winner, was @ed. She won the Australian Open championship that year. Zheng Qinwen happened to be the runner-up of this year's Australian Open. The Australian Open witnessed the history of Chinese women's tennis.

Li Na and Zheng Qinwen are both from Hubei, and when talking about Hubei, we cannot fail to mention a university - Huazhong University of Science and Technology.

By the way, Huazhong University of Science and Technology has been on the hot search list quite frequently recently. Not only was there a freshman at Huazhong University of Science and Technology named "Prince Wang", he also just single-handedly rectified a top domestic investment bank.

When you think that its finance major is very good, Huazhong University of Science and Technology will tell you with facts that its core major is tennis.

Li Ting, China's first Olympic gold medalist in tennis, women's doubles in Athens in 2004, graduated from Huazhong University of Science and Technology;

Li Na, China's first Grand Slam tennis champion, first Olympic singles semi-finalist, graduated from Huazhong University of Science and Technology;

Zheng Qinwen, China's first Olympic singles gold medalist in tennis, is a 2023 undergraduate student majoring in sports training at Huazhong University of Science and Technology.

Huake: Welcome to Guanshankou Professional Women's Tennis Academy.

How valuable is Zheng Qinwen's Olympic women's tennis gold medal?

In terms of difficulty, we can refer to Liu Xiang's Olympic gold medal, but in terms of influence, it will be even better, because tennis is the world's largest individual sport today, and the commercial value behind it is immeasurable.

With Zheng Qinwen winning the championship, clients from all over the world kissed her, and she became a woman whose whole body was covered with advertising space.

The most interesting and exciting of these is the advertising war between Nike and Adidas over Zheng Qinwen.

Nike was the first to discover Zheng Qinwen's commercial value. Eight years ago, when Zheng Qinwen was 13 years old, it signed her and became her angel sponsor.

When you thought Nike was sure to win, Adidas, which missed out on Zheng Qinwen, signed a contract directly with the Chinese national tennis team and became the sponsor of the national team.

Therefore, based on the principle of national team > individual players, Zheng Qinwen had to take off his Nike-sponsored tennis uniform and put on Adidas tennis uniform.

When you thought Adidas was one step ahead, Nike made Zheng Qinwen's entire coaching team wear T-shirts with Nike's slogan.

Those wearing Adidas are the staff of the national team, and those wearing Nike are the staff of the coaching team. The main idea is that everyone wears their own clothes.

After an extreme struggle, the war between the two giants, Nike and Adidas, on Zheng Qinwen finally focused on his feet.

Zheng Qinwen was originally wearing a pair of Nike Vapor X. Because tennis shoes need to be broken in, it is impossible to change shoes at the last minute. This means that Zheng Qinwen can neither change into Adidas' new sneakers nor reveal the Nike logo.

So I had to use tape to cover up the Nike logo.

Just when you thought Nike had suffered a huge loss, Nike asked the director to take an extremely long close-up shot of Zheng Qinwen's sneakers.

As we all know, if it is not blocked, it is not news, but if it is blocked, it is news. This made the audience all over the world recognize the Nike logo that showed through the tape.

Someone even added the caption for this shot of Nike: "Strength cannot be concealed."

Someone even gave it a Japanese stalk:

Because "wear tape" means "real man" in Japanese, it can be understood as "it's okay, it's okay."

In the end, Zheng Qinwen won the championship and Nike became the biggest winner among Zheng Qinwen's sponsors.

Just when you thought Nike had won this time, only Nike knew how painful it felt, because it was too difficult to choose a photo of Zheng Qinwen winning the championship without the Adidas logo!

Even in this classic photo, if you zoom in carefully, you can still see the Adidas logo.

In the end, Adidas and Nike are both winners. With their own foresight and magical operation, both sides directed a textbook case of celebrity endorsement. However, what they never expected was that the final winner was... Anta? ? ? Because Zheng Qinwen wore Anta's award-winning suit to accept the award and interview...