Discussion Question
Page 349 of the textbook features a story about Stephen Curry and his experiences being pitched as a brand representative by Nike and Under Armour. Review this story and read the two articles used as sources for it (shown below) before answering the discussion questions.
TrueHoop Presents: How Nike lost Stephen Curry to Under Armour
The $14 Billion Man: Why Nike Lost NBA Superstar Stephen Curry to Under Armour
For this discussion, answer the following questions:
- What were some of the mistakes Nike made in its pitch to Stephen Curry?
- What did Under Armour do right in its pitch to Stephen Curry?
- Which three principles of persuasion from Chapter 11 (pages 322 – 323) are most important in this situation?
- How did both organizations use or fail to use the lessons from this week’s How to Win Friends readings?
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