In the following hour, Alex and the Adidas team around him continued to elaborate on their customized endorsement plan for Yang Yiming to Yang Yiming and Yu Xiaochun.

Once signed with the other party, Adidas will produce a series of advertisements and promotional videos for Yang Yiming according to the specifications of James Harden the previous year, and follow up on global marketing promotion. Thinking that Harden was invested in Adidas at that time, critics and neutrals were still watching how Harden, who was constantly controversial in lace, could help a relatively conservative German brand sell shoes, but Adidas made everyone stumble to launch an ad for self-depressing Harden. This eye-catching ad lists almost all of Harden's black spots: fancy play, defensive eyes, constant off-court news, swaggering dressing, and even a weird beard... Then the conversation changed and directly tortured the fans in the commercial, if all these elements are removed, then Harden, will you still hate and love Harden?

It was this advertising film that almost stole the limelight of all the endorsement advertisements of competing brands that took the traditional route in one fell swoop, and people couldn't help but exclaim: It turns out that sports stars don't necessarily have to be portrayed as sunny and upright, but controversial stars are more topical and have more traffic!

Manchester United star Paul Pogba, who was later signed by Adidas, has adopted a similar strategy. For a while, Mr. Yes was no longer likable, and the problem boy with a perverse personality became a cash cow!

Yang Yiming is certainly not a troubled teenager, but he can also have many interesting labels attached to his body: the king of passers-by counterattacks; Post-95s/Millennials; All-Star Weekend starters; Rookie Championship; Fights in the arena; the speech of the young and the old; online media upstarts; There are both fans and fans who are both sought after and black...

One or several of these tags, with a little refinement, can become the material for an excellent advertising film. With Adidas' popularity and global influence, Yang Yiming's identity as a spokesperson suddenly became a household name.

After firing the first shot with big-budget advertising and marketing, Alex suggested further tying Yang Yiming and Adidas' young customer base. This task can and can only be accomplished by Yang Yiming: James Harden was already a famous basketball superstar when he joined Adidas, and at worst a swaggering nightclub prince, his personality is too strong to make people think that he should only live in the spotlight of Hollywood and paparazzi, rather than ordinary people who can empathize. Yang Yiming is different, he comes from a lesser-known city in China, and he was unknown before he set foot on American soil, he has shown great talent, but the future is still an uncashed check for him. In other words, he, like the vast majority of young people, has to find his place in a strange and orderly world, and he is destined to have similar confusion, struggle, wandering, and joy as young people. His time in the NBA was very similar to the situation of "us" when they first entered society.

Just like this, his basketball star label is not so strong that it covers up his other characteristics, if these qualities are amplified and rendered in a timely manner, then Yang Yiming is very likely to walk out of a broader endorsement path and become an out-and-out youth idol.

Rather than a "mediocre", sports idol who plays basketball well.

At this point, there is so much that the adidas brand can do. Yang Yiming can cooperate with Adidas' casual brands such as Clover or Y-3, or even do cross-border interaction with designers like Kanye, or simply launch his own designer models... At that time, Yang Yiming will no longer have to stick to his preset labels, and his identities can be diverse: basketball star, hipster, designer, singer, Internet opinion leader, and so on. All aspects of him can be referred to by fans; His way of life became the Bible for followers. He's the one of his peers who is jealous and wants to be!

If you want to compare, Kendall Jennar (Kendall Jennar), who is also Ben Simmons's current girlfriend, is probably the best example.

Ben Simmons is indeed the best rookie and potential star, but Kendou Jenner is the one who is a celebrity, designer, model, wealth and beauty, and girls all over the world dream of becoming!

In contrast, which plan is better and which is worse, and the judgment is made!

I have to say that Yang Yiming has silently signed this endorsement contract for Adidas in his heart!