According to the university of California at Davis a latest survey report shows that the course of the sponsoring brand equity holders because it is lost in the collective 5 billion to $12 billion. General motors, AT&T company, accenture, Gillette Air Max 90 Gold razor and Switzerland elegant watch all that ends up with Tiger Woods in the contract, only Nike still insist on.Strategy analysisNike and Jordan's cooperation is the classic case of success. In the s and s, professional athletes were as heroes worship, and therefore Nike invest a lot of Air Max 90 For Sale money, please success, attractive famous athletes for product endorsement, is taking the pyramid image promotion strategy. Top athletes is the minimum number, but has a strong radiation. Using athletes do propaganda for the product more than Nike, but only a Nike made the most successful.Fire and water are good servants, but bad masters. With the world's number one professional golfer Tiger Woods cooperation ten years was a great success, when woods scandal, Nike chose are in the same boat. Nike know to brand golf series woods is very important, if not woods, Nike Air Max 90 Classic the market share of the quadrature in the product series will go unattended. But in others had to draw a line to cooperation, when Nike will be influenced by the social moral question, and the sales will be affected if remains to be attention.