Kobe's Back; Did Nike Make a Mistake?
Kobe Bryant signed a $45 million contract with Nike shortly before his arrest two years ago for sexually assaulting a female employee at a Colorado ski resort. Shortly after his arrest, Nike decided to pull all ads featuring Bryant, as did most of the other companies for which he was an endorser. So far, most of those companies have not been quick to bring him back. Nike is an exception. Just this past week, Nike has launched a new series of ads featuring a picture of Kobe Bryant, the first since his arrest.
Is this a smart move on Nike's part? Nike states correctly, that "Kobe ranks among the very best players in the NBA and his training and preparation are key elements of his game." However, Kobe wasn't acquitted. The case was dismissed when the victim decided not to pursue the criminal matter but continued the civil case she had. That case was eventually settled. Kobe Bryant's public image was sufficiently damaged that it will take a huge effort on his part to repair it. So far, that effort hasn't been evident. Nike is gambling that the public will forget what he did and to whom he did and think of only the games he plays.
Is this in Nike's best interest? Nike has always carefully crafted an image centered around sports stars that appeal to kids and there is no denying Kobe's appeal to kids. However, this is an image that parents will not necessarily want to see their kids bring home. I suspect that they won't be running out to spend $150 to buy his shoes anytime soon.
The Kobe case raises the question most companies face at one time or another which is just how do you want your company and your products or services to be perceived by the public? Market positioning is probably the most important decision you can make as you take your marketing campaign public. Just exactly where and to what segment are you positioning your product? To whom are you selling your services? Is Nike selling Kobe to the kids who watch NBA games, play NBA video games, adore Kobe Bryant and couldn't care less what happened in that hotel room in Colorado, assuming they have even heard about it? Of course they are. They are counting on the kids being able to overcome any objection their parents may have through sheer force of kid power - you know what I mean - constant whining, pleading and deal making until you finally give in just to shut them up. The kids are masters at it and Nike and Kobe are counting on it.
Is this a smart move on Nike's part? Nike states correctly, that "Kobe ranks among the very best players in the NBA and his training and preparation are key elements of his game." However, Kobe wasn't acquitted. The case was dismissed when the victim decided not to pursue the criminal matter but continued the civil case she had. That case was eventually settled. Kobe Bryant's public image was sufficiently damaged that it will take a huge effort on his part to repair it. So far, that effort hasn't been evident. Nike is gambling that the public will forget what he did and to whom he did and think of only the games he plays.
Is this in Nike's best interest? Nike has always carefully crafted an image centered around sports stars that appeal to kids and there is no denying Kobe's appeal to kids. However, this is an image that parents will not necessarily want to see their kids bring home. I suspect that they won't be running out to spend $150 to buy his shoes anytime soon.
The Kobe case raises the question most companies face at one time or another which is just how do you want your company and your products or services to be perceived by the public? Market positioning is probably the most important decision you can make as you take your marketing campaign public. Just exactly where and to what segment are you positioning your product? To whom are you selling your services? Is Nike selling Kobe to the kids who watch NBA games, play NBA video games, adore Kobe Bryant and couldn't care less what happened in that hotel room in Colorado, assuming they have even heard about it? Of course they are. They are counting on the kids being able to overcome any objection their parents may have through sheer force of kid power - you know what I mean - constant whining, pleading and deal making until you finally give in just to shut them up. The kids are masters at it and Nike and Kobe are counting on it.
posted by Mark at 8:13 PM
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