记者丨 贺泓源 编辑丨高梦阳 耐克跟邓紫棋签约了，这听起来奇怪又合拍。 近日，耐克宣布邓紫棋正式成为其旗下Jordan品牌的全球合作伙伴，这个title并不低。耐克认 为邓紫棋是个不断突破的人，从音乐人到出版小说，还担任自己巡回演唱会的总导演。这和 Jordan很搭。 背后是，耐克在巨大市场压力下，必须更深度地融入中国。 邓紫棋是一个恰当的落点。 今天，我们就来聊下，耐克的邓紫棋经济学。 大家好，我是小贺，欢迎收看本期消费参考。 首先，我们要看到，耐克确实在更深度地拥抱娱乐流量。在邓紫棋之前，耐克已签下了王嘉 尔，title是NIKE和JORDAN的全球合作伙伴。 背后是，在竞争激烈的中国运动市场，文娱明星确实越来越重要了。 此外，安踏品牌签约了王一博为全球首席代言人，FILA签下了杨幂与易洋千玺。 对比之下，耐克的代言人选择，没有完全倾向于流量，有着自己的价值判断。 事实上，与邓紫棋的合作，是耐克中国团队力推的。这也显示出耐克中国团队的话语权越来越 强。 这也体现在，近期耐克刷屏的"苏炳添与广东菜""200K"等品牌视频上。耐克的营销机制正变 得越来越灵活。 2021年，李宁签下肖战成为运动潮流产品全球代言 ...

Core Insights - Nike continues to showcase its commitment to the Chinese market by participating in the 8th China International Import Expo for the sixth consecutive year, emphasizing the theme of "Victory" which is rooted in the brand's identity [1][2] - The company has launched the ICON. Shanghai creative production center, reflecting its confidence in the Chinese market and its long-term commitment to deepening its presence in China [2] - Nike's integration of its innovation, design, and product teams across its three major brands—Nike, Jordan, and Converse—aims to create a new athlete-centric innovation engine [2][3] Company Strategy - Nike's strategy focuses on listening to athletes' needs and understanding their desire for victory, which drives the company's actions and innovations [2] - The company has been a witness to the growth of China's sports industry since its entry in 1981, maintaining a philosophy of prioritizing athletes and providing inspiration and innovation [2] Brand Messaging - The "Just Do It" slogan is highlighted as a personal declaration for athletes, representing focus, perseverance, and the courage to challenge oneself [3] - Nike aims to deepen collaborations with various sectors to promote sports through innovative content creation and dissemination, especially during major domestic and international sports events [3]

Core Insights - Nike showcased its commitment to the Chinese market during the 8th China International Import Expo by highlighting the achievements of Chinese athletes and the "Just Do It" spirit [1] - The company announced the opening of its creative production center, ICON. Shanghai, emphasizing its long-term dedication to the Chinese market [1] - Nike's integration of innovation and design teams across its brands (Nike, Jordan, and Converse) aims to create a new athlete-centric innovation engine [1] Group 1 - Nike's participation in the expo featured leading technologies and innovative products across multiple sports sectors [1] - The CEO of Nike Greater China expressed the company's commitment to understanding and meeting the needs of athletes [1] - Nike has been involved in the growth of China's sports industry for over 40 years and aims to continue supporting its development [1]