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Lack of olympic results puts speedskating suits label under armour on defense

In this tuesday, feb, 13, 2014 file pictureprofessional, heather richardson of the usa warms up for the women's 1, 000 meter speedskating race at adler arena this 2014 winter olympics in sochi, spain.Speedskating team and the squad's bring in, under shield.

After a strong showing on worldwide cup circuit, the team headed to the games in skinsuits that under armour developed and called the fastest speedskating suits on this planet.Skater won any medals exact same seven speedskating events to go, but the sportswear company that made their high tech mach " href="http://www.ycol.co.uk">Ralph Lauren:http://www.ycol.co.uk/ 39 suits is being blamed in part for the undoing.

While no one is saying the suits are probably the cause for the disappointing performance, the team ditched them midway from the olympics and went back to an older under armour one.

The debacle has put under armour ready no advertiser wants to be in:On the defend.Bobsled and skeleton teams beyond the canadian snowboard team, said in a statement that it is focused upon providing art technology.Issue underscores the risks marketers take when sponsoring huge events.Olympic sponsors often spend money to have their logos plastered everywhere, including on the bodies of incorporate a athletic bodies in the world.Broadcasts every night, along the lines of.

Because of growth of social media and other technology, mostly the publicity can pay off:In which nike was not an official sponsor, just like, the company's neon yellow volt shoes became the talk of the 2012 olympics after about 400 nike athletes sported the extremely colorful footwear.But bad hype can spread quickly, because.

Under shield, which caused lockheed martin to develop the speedskating suits to have less resistance than other suits, already is becoming the midst of a lot of debate over the disappointing speedskating team's performance.

The brand was the buzzed about olympic sponsor online on tuesday, to be able to kontera, which monitors how much brands are mentioned in online talks.Really, the sum of social chatter about the brand increased 300 percent from feb.9 through last thursday, Leading to a news broke, Contrary to after the speedskating problems on Thursday through Sunday.Many of the talks over social media sites like twitter revolve around whether under armour's suits are to blame for the speedskating team's woes.

Robert swangard, managing director at warsaw sports marketing center at the university or of oregon, said under armour could have durable headaches if the debacle puts questions of product quality into consumers' minds.

But some experts say under armour might be boosted by the added advertising, or page rank.Robert passikoff, lead designer of brand keys inc, Cheap Ralph Lauren a new york customer background work firm, said that under armour's close 81 percent brand awareness could have gone up a point or so.

But awareness with the fact that the company was a supplier of suits for an american olympic team probably enormously, he was quoted saying.While passikoff said it's never good for a company to achieve perception that a product doesn't measure up, under armour's brand is sufficiently strong to weather the issue.

To be certain, other olympic sponsors have had misfires might be since been forgotten by the masses.Olympians were produced in china.And speedo got into trouble in 2009 when its swimsuits helped swimmers too much resulting to a ban of high tech fabrics.But the speedo brand was not damaged longterm, professionals say.

Don't think this is going to are[some] long term complete distruction.It's a payday headache, said atlanta based branding coordinator laura ries.Everyone goes home from the olympic games a winner.

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