top brands often need a comprehensive plan—
strategically planning their business promotion over the long term through geographic and temporal dimensions.
This is a major game of chess.
Around 2012, Pepsi had already set its sights on the entire competitive sports market, taking on its age-old rival Coca-Cola.
In April 2015, Coca-Cola ended its thirty-year partnership with the NBA, and Pepsi stabbed its rival in the back, securing an exclusive sponsorship contract with the NBA. This marked the change of the main sponsors of the Big Four leagues in North America to Pepsi.
These were the NFL for football, the MLB for baseball, the NHL for hockey, and the NBA for basketball.
Pepsi’s penetration into the competitive sports of the North American continent had reached a new peak, and their roster of star endorsers was countless:
Messi. Van Persie. Aguero. David Luiz. Wilshere. Ramos. Kompany. Salah. Mario Gomez.
And so on and so forth.
Not only were there clusters of stars, but Pepsi was also pairing them with increasingly youth-oriented marketing strategies to firmly capture the new generation market.
On the other hand, Coca-Cola, once at the forefront of youthful trends, began to promote retro culture, and the two rivals embarked on divergent advertising strategies.
Among these, the NFL was a crucial step in Pepsi’s marketing efforts.
In 2012, Pepsi signed a ten-year contract with the League, not only exclusively sponsoring League events but also the Super Bowl halftime show.
Without a doubt, any player favored by Pepsi was honored, as if holding a boarding pass to the Galactic Battleship.
However, Donald was not blinded by affection.
Just as Pepsi laid out its corporate empire, Donald also meticulously plotted to build Li Wei’s brand image, each with their own agenda.
Of course, Li Wei could sign with Pepsi and, using his current momentum, negotiate for a higher figure. Donald was confident in his negotiation skills. But such a Li Wei would simply be another medal for Pepsi, nothing special, dispensable and replaceable at any time.
In the long run, Li Wei’s brand image and market value would suffer.
This was the major difference between dealing with Nike and other brands since Li Wei’s position and circumstances had slightly changed over the past two months.
Therefore, from now on, Donald had to play a steady and well-founded game, neither rushing nor seeking instant success. They needed a clear plan and strategy—this was the only way to prevent popularity from turning into a bubble.
Donald looked at Stanley.
Stanley was slightly stunned; this was an unexpected attack he wasn’t prepared for.
Logically, when Pepsi extended an olive branch, the rookie should have rushed to sign gratefully. Even with Jordan, it wasn’t a matter of the check’s figures being insufficient; as long as the numbers were right, everything else was negotiable. This had been Pepsi’s ultimate weapon in suppressing Coca-Cola over the years—
As long as the money was right, everything else fell into place.
So, Stanley had been considering what price to propose.
But the opening of the meeting was completely unexpected.
His mind racing, Stanley showed Pepsi’s decisiveness and boldness. Instead of continuing to maintain the upper hand, he strategically retreated to yield the initiative.
"So, what image of Li Wei do you see in your eyes?"
Indirectly, Stanley admitted that Pepsi had not considered this aspect; but he didn’t mind opening up possibilities and listening to Donald’s suggestions.
Such a cooperative attitude immediately set the stage.
Donald turned to look at Li Wei.
"Look at the labels on him; each one is a burden and a hurdle. The average person might have given up long ago, but he has persevered."
"In fact, it’s more than just perseverance. He has completed an incredible journey, making people believe that dreams can truly be realized."
Stanley gently lifted his chin, a pondering look flashing in his eyes.
Unexpectedly, Li Wei started speaking, his face brimming with a smile, "I know public image is just packaging, it’s not to be taken seriously. But I swear, I have absolutely nothing to do with the person in Donald’s eyes."
The atmosphere instantly relaxed.
A hint of helplessness showed in Donald’s eyes, but he didn’t stop Li Wei.
Stanley looked at Li Wei with great interest, "Oh, nothing to do with you at all?"
Li Wei shrugged lightly, "Well, maybe a little bit."
Li Wei’s face was open and honest, "Let’s be realistic, I never anticipated playing football, nor did I foresee joining the Professional League. This wasn’t part of my life plan."
That was the truth. At least before Li Wei’s transmigration, football had nothing to do with his original self.
"Perhaps, in your eyes, I’m creating miracles, making history. But in my view, I’m just the first person to accomplish this, that’s all."
"Since I can do it, I believe there are many more wearing the number 23 out there in the world who can too."
He was less a dreamer and more a pioneer.
But never underestimate the courage, determination, perseverance, and action it takes to blaze a new trail through thickets and thorns—the difficulty is far beyond imagination.
Stanley admitted that before meeting Li Wei, he didn’t have any other thoughts; it was purely business. They longed to sign Li Wei, but that was all—
A rising star of tomorrow.
Such figures are all too common in the world of competitive sports, too numerous to count.
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Especially in the age of social networks, even the smallest things come at you like watermelons, sensation after sensation, more and more sensational, exaggerated, and greasy. Phrases like ’once-in-a-century talent’ and ’savior’s arrival’ have completely lost their original meaning—
Three exclamation points are nowhere near enough to express shock; five is the basic standard.
Pepsi wanted to sign Li Wei, no doubt about it. When football and the Asian Market collide, this is a goldmine not to be missed; but Stanley didn’t think there was anything special about Li Wei.
Stanley looked at Li Wei, excitement sparkling in his eyes, "Is that so? I thought professional players always considered themselves unique, always believed they could change history, always felt they were irreplaceable, like—"
Stanley looked at Donald.
Without any hesitation, Donald provided the answer, "Brady."
Stanley smiled, "Yes, Brady."
In some sense, an athlete’s competitiveness and an actor’s narcissism are the same. It’s a professional skill. Even if they are usually mild-mannered, once they step onto the field, they must bring out their fighting spirit and passion—
The Good Old Man is unlikely to reach the peak and win championships. Most of the stars with brilliant achievements are killers.
Confidence, fighting spirit, competitiveness.
These are the epitaphs of champions.
Li Wei shrugged casually, a composed smile on his face, "Are you talking about Michael Jordan?"
Jordan: I’ve done nothing to offend you!
Brady: ??? Why am I being ignored again?
But Stanley and Donald caught on instantly, both breaking into smiles—
When it comes to narcissism and competitive spirit, Mr. Jordan is certainly in a league of his own.