Phil Knight personally ordered and laid out a lot of emergency public relations measures in an attempt to make Nike recover some losses.

But because of the time difference, when he arranged the countermeasures here, he wanted to contact Gu Kun from Australia to calm the people, but he couldn't find anyone.

After Gu Kun's last race in the afternoon, he returned to his private yacht "Zhu Sen" for the night, and the "Zhu Sen" would not stop in Sydney Bay, but would go around the open sea overnight.

Anyway, for Gu Kun, he just went to the sea to sleep and warm up occasionally, it was the same everywhere, why didn't he drive a boat, and he didn't miss that little fuel money.

After going to sea, as soon as the satellite phone is turned off, no one can contact him, and no one can really contact him, so he has to wait until the next time he returns to Sydney to compete - the most terrifying thing is that Gu Kun does not have an event every day, and he happens to have no competition tomorrow, September 19th.

During the entire half-month Olympic Games, he didn't compete for two or three days, and Gu Kun happened to pick this time difference before he started, so that the bullets could fly for a while.

Therefore, those who are trying to reconcile will not be able to contact him until at least September 20. This created superior conditions for him, which not only slapped Nike in the face, but also did not appear to be very deliberate and deliberately find fault with others. Even if someone reviews it in the future, they will feel that Gu Kun's credibility in this matter is trustworthy, and it is Nike who does have a problem, not Gu Kun who hacked them.

It also reduces some aggro points.

Gu Kun is not the kind of swaggering existence who likes to attract hatred. For him, the most important thing is to grab profits, and it would be better if he could get things done without attracting hatred from the enemy.

"Boss! I can't contact Gu Kun! I can't reconcile for the time being. ”

"Alas......" Phil Knight waited for the assistant's return until the second half of the night, but in the end, he waited for such a result, and could only sigh and lose sleep in the middle of the night.

Phil Knight, who spent six or seven hours in torment, with a handful of extra gray hair and white circles under his eyes like a mad dog, finally waited for the time for the U.S. stock market to open.

He was the first bad news he had received at around 8 o'clock last night Oregon time, equivalent to midnight New York time. So by five o'clock in the morning Oregon time, the New York stock exchange was already open.

Phil Knight almost trembled to open the software for online market queries, and then the first number that came into his eyes made his brain "buzz" again.

The company's total market capitalization fell from $16.1 billion to $13 billion!"

Phil Knight held on to the handle of the swivel chair, his brain buzzed for a long time, and he took a tablet of nifedipine to lower blood pressure before he could be relieved.

The market capitalization of $3.1 billion evaporated in the moment of opening!

What kind of concept is this?

The layman may not be very intuitive, just give a few numbers to understand.

In 2000, Nike and Adi were both publicly traded companies, and Nike's total market capitalization before was $16.1 billion, while Adi's market capitalization was $8.5 billion, a gap of about double.

Historically, in the next 20 years, because the evaluation trend of the fashion industry was engulfed by the Matthew effect of social media, the phenomenon of "winner takes all" became more and more obvious. So by 2020, Nike had almost grown to a market value of $180 billion, a tenfold increase in 20 years, while Adi only doubled from $8.5 billion to more than $15 billion.

The gap between the two has also widened from double in 2000 to 10 times in 2020.

Therefore, at this juncture before the recovery of the Internet winter, Nike suffered such a heavy blow and instantly evaporated $3.1 billion, which is very fatal, and it is completely possible to affect the entire rhythm in the future.

Because of the current industry's first to the industry's second advantage, the future will snowball with the blessing of the Internet, and the slightest gap now will be multiplied in the future.

If it becomes Adi's market capitalization that surpasses Nike and the brand's global identity surpasses Nike's, it may be magnified that Adi will always be stronger than Nike in 20 years (although because of Oceania's strong culture, the gap will not be as obvious as when Nike was ahead)

Even if Adi is only close to Nike now, then ten or twenty years from now, the gap between the two will not necessarily be tenfold, but only three or four times. The long-term effects of this butterfly effect are highly exaggerated.

Although all this data and foresight will not be known to Phil Knight himself, he can also predict how serious the cost of narrowing the gap with Adi will be.

......

Of course, at this time, some people may have to ask: the drastic changes in the market value structure of Nike and Adi may really have such a big shock to the world.

However, isn't it too unreasonable for Nike to suffer such a heavy setback just because of Gu Kun's incident?

But in fact, this is very real - about a few years later, Nike encountered a public relations crisis, just one year in the NBA playoffs, a certain star was dealing with a key shot, during the breakout layup, because he stepped on the sole of his Nike shoes, resulting in a slip and strain, and the key ball also missed.

Just take a ball, and Nike's stock price lost about 100000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000

But Gu Kun's trouble today is also much more significant than a key ball in the NBA playoffs. First of all, Gu Kun is not comparable to the ordinary stars in the NBA case in the later generations. Two years ago, Gu Kun's prestige and international popularity surpassed Jordan and Ronaldo (and now it is even more surpassed, because Jordan has retired)

Gu Kun also almost lost an opportunity to make history by "letting the human 50-meter sprint swim into the 20-second mark" because of the exploding swimsuit, but fortunately, he lost money and changed to wear Adi to get it back.

This is positive and negative, and it must not make Nike vomit blood solidly?

Gu Kun's behavior can already be compared to the 2016 World Cup in Brazil, the Croatian team players, "would rather take the initiative to pay a fine of 70,000 US dollars in exchange for not drinking the functional drink provided by Coca-Cola, and insist on drinking the Red Bull that is used to drinking and ensuring that it is effective."

After that incident, despite the Croats paying the fine, Coca-Cola's stock price loss was terrible, with billions of dollars in market value, and Coca-Cola's entry into energy drinks and the promotion of Coca-Cola's plan to snipe Red Bull were broken for several years, and the project was almost paralyzed.

Red Bull's Austrian owner, Matt Schitz, woke up laughing from his dreams, and he helped with a $70,000 fine, along with some benefits that could not be made public, and received much more benefits than Coca-Cola actually had as the sole sponsor of World Cup drinks.

......

Not everyone watched the Olympics, most people only watched the gold medal list at most, so what happened to Gu Kun, the people on the side of Oceania did not react immediately.

However, when the stock price of a single stock on the New York Stock Exchange crashes violently, the legend and fermentation of the news instantly rises by an order of magnitude.

That morning, on the entire Wall Street, everyone was the first to stare at the dogs.

"OMG! What happened? Nike's stock price plummeted 19 percent?

It turned out that at yesterday's Sydney Olympics, Gu Kun wore a swimsuit sponsored by Nike, and almost lost breaking a major world record and winning a gold medal, but fortunately he was saved by wearing Adi's swimsuit!

There was also news that the Lan team took the initiative to pay the fine! They were going to pay the fine in exchange for not wearing Nike clothes!! An additional fine of 20,000 US dollars for not wearing one, and the athletes paid off the fines for not wearing more than 20 times. Evidence was also submitted that Nike's quality was not sufficient for athletes with particularly strong physiques. ”

"It turned out that Gu Kun's chest muscles are the most developed among the earthlings, more developed than Schwarzenegger, and his lung capacity is also the highest among the earthlings, which has been tested by a world record. Nike's swimsuit cannot take into account the elastic modulus and firmness, and there is indeed a risk of bursting when Gu Kun's extreme burst expands his chest. Adi's clothes have also been identified, and the redundancy is indeed higher than that of Nike in terms of firmness and elastic modulus. ”

The response of the financial community has always been the fastest, even in areas that were not originally cared about, as long as there are real stock price fluctuations, then no matter what you don't understand, you have to understand it, which is not negotiable.

Therefore, those responsibilities that were vague at the beginning have also been further diffused and infiltrated under the rhythm and in-depth analysis of the financial community.

Later, while Nike's stock price plummeted, Adidas' stock price rose slightly, rising from $8.5 billion to $9.2 billion, an increase of 8%.

However, considering that Adi has indeed benefited and really flaunted his quality, investors have no reason to suspect that Adi and Gu Kun are colluding.

Who made Gu Kun completely innocent at the moment, and there was really no collusion.

Moreover, when Adi raised prices, many other sports brands also rose and fell, such as PUMA also rose by 3%, and Enbon did not move much, probably because it is also a brand from English-speaking countries, and the reputation of quality association is not good, falling by 1%. However, even with Li Ning Anta, the market value or valuation has also risen slightly.

A lot of sports brands have made a chain of profits and losses from Nike's heavy setback, and you can't bite one or the other.

......

After a whole day of noise in the stock market, Gu Kun himself, who was in the eye of the typhoon, finally drove his private luxury yacht back to Sydney to prepare for a new competition.

And this time, he also changed his previous low profile and did not take a small private helicopter to the venue. Instead, he used a Mi-26 load helicopter to land his double-spelled gold Maybach extended version into the city of Sydney, and then drove the double-spelled gold Maybach to compete.

The various forces that have not been able to contact him have been able to contact him, and information has been pouring in like a tide.

"Boss, the Nike guys want to talk to you about emergency compensation. ”

"Boss, Adi's people want to help you out of the previous fine, and they also want to show ......"

Gu Kun took the time to refuse one by one: "Don't worry, Nike should already know that there is no help, so take it back." As for Adi's side, there is no need to collect money so quickly, and it is not too late for the Olympics to be over. ”