Zion Williamson : Could Nike's dream exposure become a nightmare? / Bradley W. Brooks, Gary E. Powell.

Format:

Book

Author/Creator:

Brooks, Bradley W., author.

Powell, Gary E., author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Nike (Firm)--Case studies.

Nike (Firm).

Finance.

Physical Description:

1 online resource

Place of Publication:

London : Society for Case Research, 2025.

Summary:

Nike's shoe brand had expected dream exposure from sponsoring two of college basketball's most celebrated programs in a highly anticipated matchup. But, within moments, it became a nightmare, as indicated through these consumer tweets. Great anticipation had built for the February 20, 2019 basketball game between Duke University and the University of North Carolina (UNC). With each team ranked in the Top 10, and with Duke's freshman sensation Zion Williamson projected as the upcoming top NBA draft pick, individual game tickets sold between 2,989 and 10,652 by third-party ticket seller, SeatGeek. Comparatively, the top price for game tickets one year earlier had been 5,400 (Schwartz, 2019). Celebrities such as former U.S. President Barack Obama, movie icon Spike Lee, and NFL star Todd Gurley attended the game (Reuters, 2019). As the shoe sponsor for each program, the Nike Corporation anticipated valuable exposure from the game. Everything was perfect for Nike-until Williamson was injured from a historically high-profile Nike product failure within the first minute of the game. Nike's exposure suddenly turned dreadful as the brand was maligned on social media. Nike's stock price closed down 1.1% on the day following the incident. The Wall Street Journal, described Nike as "living through a brand's worst nightmare" (Bruell, 2019).

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071978689

1071978683

OCLC:

1483993793