Wednesday, May 25, 2011
SEM Blog Assignment # 7
LeBron James’s first National Basketball Association championship would help add $4 billion in revenue from China for Nike Inc. (NKE), according to the first sports marketing employee in the country for the world’s largest sporting goods maker.
Adding a championship to a basketball resume that includes an Olympic gold medal in Beijing and two NBA Most Valuable Player awards is imperative for James, the 26-year-old Miami Heat forward, to achieve the marketing might of fellow Nike endorsers Michael Jordan, who won six titles with the Chicago Bulls, and Kobe Bryant, a five-time winner with the Los Angeles Lakers.
“LeBron is white-hot with the Chinese basketball-loving youth, but his popularity and influence outside of that circle is limited,” said Terry Rhoads, who left as Nike’s China sports marketing director in 2002 after eight years to form Shanghai- based Zou Marketing. “One reason is the lack of titles.”
Read the rest of the article here:
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, summarize the article in 5 main points. Which one of the main points do you feel is the most interesting to you? Why? Be specific with your thoughts. The article breaks down some major factors in what it will take for the LeBron brand to skyrocket and reach Michael Jordan status. In paragraph # 2, other than winning championships, discuss what you feel is going to put LeBron over the top. Be specific with your thoughts.
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