August 18, 2008, Liu Xiang, China's largest sports celebrity icon, declined from 110 meters hurdles event at the 2008 Beijing Olympic Games because of injury Achilles. Liu was China's first Olympic champion in the men's track and field, his victory at the 2004 Athens Olympics made him an instant national hero. Since then, he has become the most sold rights in China. Any withdrawal from the Beijing Olympic Games is not only caused frustration among the Chinese, who had high expectations for him to defend his title on home soil, but was also a blow to the sponsors, including Nike, have invested millions of dollars in his celebrity. As soon as the news broke, Nike best of its advertising campaign, and launched a new slogan. "Love Love contest risking his pride Love winning it back the love by giving him all the love that you have to love the glory of the pain of love ..... sports, even if it breaks your heart." Nike would be able to include the output of Liu with the Beijing Olympic Games in the opportunity to further enhance its image? The growing nationalist sentiment in China, what were the consequences of the withdrawal of Liu? Nike as to avoid or minimize any losses that may arise as a result of frustration of Chinese consumers? "Hide
on Kineta Hung, Isabel Chan, Penelope Chan Source: University of Hong Kong, 21 pages. Publication Date: March 25, 2009. Prod. #: HKU829-PDF-ENG
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