The Chinese hurdler was out of action for 13 months following the injury that saw him dramatically withdraw from the Beijing Games. But the former Olympic and world champion returned to competition in style by finishing second at the Shanghai Golden Grand Prix at the end of September. Liu’s much-anticipated return was cheered by a boisterous crowd of 25,000.
Liu has certainly benefited from his role as a cultural icon and role model for youth in China.
During his days of Olympic glory, Liu is said to have been paid US$2 million per product endorsement. Brands such as Nike, Coca-Cola, Cadillac, Amway, Visa, Yili and Lenovo paid to bask in his reflected glory. One analyst predicted that, if Liu had won in Beijing, his endorsements could have reached $129 million. But, according to the China Brand Research Institute, Liu’s endorsement value has dropped 87 per cent since his injury in Beijing.
Out of the 16 sponsors which signed with the star, only Nike and Amway have officially renewed their contracts with the athlete this year. Those that that have put their sponsorship on hold have said their decision will depend on Liu’s comeback performance. When Liu finished second in the Shanghai Golden Grand Prix last month, Nike and Amway immediately released ad campaigns, which ran on the front pages of local media in China. Nike’s ad, created by Wieden & Kennedy Shanghai, read: ‘real winners and heroes show their true value by overcoming challenges’.
Marketers might not spend as much money on Liu now, but this might open doors for new sponsors. About 93 per cent of Chinese respondents said they would continue to support Liu, in a survey conducted by the Chinese marketing research company CTR Market Research shortly after the Olympics. Seventy per cent said they would continue to support the brands that Liu endorses.
Ian Grundy, managing director, Citrus PR, Singapore
“There was significant interest in Liu Xiang before the Olympics, clearly during it, and now there is again as he begins his return to the highest level.
Liu Xiang is definitely a brand and, like all brands, has personality and attributes that evolve with time. When a company engages with ‘human’ brand ambassadors - as many companies involved in sport do - then there are always going to be times when human nature and human instinct play a part in how a brand is perceived.
The new Nike campaign is spot on and it is absolutely right in continuing to support Liu. His withdrawal from the 110 metre hurdles at the Beijing Olympics caused disappointment and confusion for many. However, this is something that Nike has been able to address in its recent advertising campaign featuring the tagline ‘never let hurdles stand in your way’. Audiences resonate with reality and this was an athlete showing a side that we’ve all shown at one time or another. Sponsors have stood by him and so would I. Who hasn’t overcome a challenge at some time or another? Perish the thought that we end up with brand ambassadors that personify perfection - how dull would that be? Keep it real - and Nike is.”
Monica Au, managing director, Landor Associates Hong Kong
“Great brands have great stories. What story could be more motivating than that of the tragic fall and glorious rise of a national hero? Liu Xiang’s comeback last week warmed and won over many hearts.
He once again proved that he could run with some of the world’s best. It is journeys such as this one that strengthen an athlete and invigorate brand power.
There is no reason to doubt Liu Xiang’s determination and ability to reclaim the crown. Liu Xiang the man and the brand is regaining momentum and will be faster, higher, stronger on the track and in the commercial field.
‘Love winning it back. Love giving it everything you’ve got.’ The slogan that graced the Nike poster after Liu Xiang’s disheartening withdrawal from the Olympics is more meaningful today. Liu Xiang’s commercial value is unfathomable. The crowd loves him more than ever. Nike, which never deserted him, wins with the nation that supports the virtues of kindness and loyalty. Nike should be smart enough to cash on these brand beliefs.
In the end, one cannot help but wonder if the Li Ning brandline ‘Anything is possible’ is more relevant.”
Got a view?
Email [email protected]
This article was originally published in 8 October 2009 issue of Media.
Liu has certainly benefited from his role as a cultural icon and role model for youth in China.
During his days of Olympic glory, Liu is said to have been paid US$2 million per product endorsement. Brands such as Nike, Coca-Cola, Cadillac, Amway, Visa, Yili and Lenovo paid to bask in his reflected glory. One analyst predicted that, if Liu had won in Beijing, his endorsements could have reached $129 million. But, according to the China Brand Research Institute, Liu’s endorsement value has dropped 87 per cent since his injury in Beijing.
Out of the 16 sponsors which signed with the star, only Nike and Amway have officially renewed their contracts with the athlete this year. Those that that have put their sponsorship on hold have said their decision will depend on Liu’s comeback performance. When Liu finished second in the Shanghai Golden Grand Prix last month, Nike and Amway immediately released ad campaigns, which ran on the front pages of local media in China. Nike’s ad, created by Wieden & Kennedy Shanghai, read: ‘real winners and heroes show their true value by overcoming challenges’.
Marketers might not spend as much money on Liu now, but this might open doors for new sponsors. About 93 per cent of Chinese respondents said they would continue to support Liu, in a survey conducted by the Chinese marketing research company CTR Market Research shortly after the Olympics. Seventy per cent said they would continue to support the brands that Liu endorses.
Ian Grundy, managing director, Citrus PR, Singapore
“There was significant interest in Liu Xiang before the Olympics, clearly during it, and now there is again as he begins his return to the highest level.
Liu Xiang is definitely a brand and, like all brands, has personality and attributes that evolve with time. When a company engages with ‘human’ brand ambassadors - as many companies involved in sport do - then there are always going to be times when human nature and human instinct play a part in how a brand is perceived.
The new Nike campaign is spot on and it is absolutely right in continuing to support Liu. His withdrawal from the 110 metre hurdles at the Beijing Olympics caused disappointment and confusion for many. However, this is something that Nike has been able to address in its recent advertising campaign featuring the tagline ‘never let hurdles stand in your way’. Audiences resonate with reality and this was an athlete showing a side that we’ve all shown at one time or another. Sponsors have stood by him and so would I. Who hasn’t overcome a challenge at some time or another? Perish the thought that we end up with brand ambassadors that personify perfection - how dull would that be? Keep it real - and Nike is.”
Monica Au, managing director, Landor Associates Hong Kong
“Great brands have great stories. What story could be more motivating than that of the tragic fall and glorious rise of a national hero? Liu Xiang’s comeback last week warmed and won over many hearts.
He once again proved that he could run with some of the world’s best. It is journeys such as this one that strengthen an athlete and invigorate brand power.
There is no reason to doubt Liu Xiang’s determination and ability to reclaim the crown. Liu Xiang the man and the brand is regaining momentum and will be faster, higher, stronger on the track and in the commercial field.
‘Love winning it back. Love giving it everything you’ve got.’ The slogan that graced the Nike poster after Liu Xiang’s disheartening withdrawal from the Olympics is more meaningful today. Liu Xiang’s commercial value is unfathomable. The crowd loves him more than ever. Nike, which never deserted him, wins with the nation that supports the virtues of kindness and loyalty. Nike should be smart enough to cash on these brand beliefs.
In the end, one cannot help but wonder if the Li Ning brandline ‘Anything is possible’ is more relevant.”
Got a view?
Email [email protected]
This article was originally published in 8 October 2009 issue of Media.
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