Why are famous shoe brands branded "ambush marketing"?

The expression “ambush marketing” was created by American Express Master Jerry Welsh and appeared in the early 1990s. His initial philosophy was to compete in a healthy and sponsored environment that was often expensive.

Nowadays, ambush marketing is often found in associations and societies - these associations and societies often have important sports events to hold, although other possible types of events can be used in stadiums. Sponsorship is a major event, and a company may spend heavily on the exclusive official sponsorship of these events. This uniqueness will quickly cause trouble for other companies. They will have to “stick to the edge” of the game with all means, but they will not pay any sponsorship fees, and they will not violate the law.

For the global partners of the Olympic Games in previous years, the 12 companies spent a total of 866 million US dollars to obtain the "privilege" of this "uniqueness." This is also the 12 companies, they also to support marketing activities at the expense of a huge $ 1.2 billion. However, a post-Olympic survey showed that despite spending heavily, these brands as official sponsors received less than 40% consumer recognition. The success of such events means that ambush marketing itself is a rapidly growing industry.

This is considered to be the most important ambush marketing in the history of sports marketing. Adidas was ambushed by China’s Li Ning in spite of the fact that he had spent a lot of money to spend 200 million U.S. dollars in order to become the official sportswear of the Beijing Olympic Games in previous years. The "Adidas tragedy" happened when Li Ning finally ignited the Olympic flame at the opening ceremony. Li Ning was once China's greatest gymnast and national hero, and was also the first Chinese player to win a medal at the Olympic Games, and in 1984. The Los Angeles Olympics scored 3 gold, 2 silver and 1 copper. He later founded Li Ning.

Exposure in the media is equivalent to giving his company a free, 10-minute advertisement - not only in China, but everywhere in the world. Li Ning Sports is very astute enough to realize that his "one-man show" will automatically convince Chinese consumers that he is wearing his own brand of clothes - but in fact, he still wears Adidas in accordance with "regular rules." Official dress. In order to further confuse consumers, Li Ning’s logo and the slogan are very similar except that it is very similar to Nike’s famous “hook”: Adidas is Impossible is Nothing, and Li Ning is Anything is possible. All this was significant. After the event ended, Li Ning’s stock price rose by 3.4% in Hong Kong.