Recently, the American athletes provided by Ralph Lauren clothing The issue of "Made in China" has caused a great uproar in the United States, and even members of Congress have repeatedly criticized.

Lavlauren finally issued a statement, saying that it promised that the United States team uniforms would be made in the United States at the next Olympic Games, namely the 2014 Winter Olympic Games.

Those who can participate in the quadrennial Olympic Games It is an excellent opportunity for enterprises to carry out brand marketing publicity.

However, with less than three weeks before the Olympic Games, the enterprises involved in the Olympic marketing have seen a lot of negative news. First, Li Ning in China has changed the top management, adjusted the development strategy, and the Spanish partner went bankrupt, followed by the event that Raf Lauren's Olympic uniform was made in China, but it has not yet come to an end, It also broke the news that Adidas, which had invested 100 million yuan in the Olympic Games, would close its last factory in China due to the high manufacturing costs in China.

According to the analysis of insiders, Olympic marketing is the time to test brand marketing skills. Among the three brands mentioned above, Adidas, which has the largest investment in Olympic marketing and has the greatest expectations, is the most urgent need to use crisis public relations to improve the current situation.