Word: trademark
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Dates: during 2000-2009
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...Nike launched a television advertisement in China showing Liu destroying the field and superimposed a series of questions designed to set nationalistic teeth on edge. "Asians lack muscle?" asked one. "Asians lack the will to win?" Then came the kicker, as Liu raised his arms above the trademark Swoosh on his shoulder: "Stereotypes are made to be broken." It was an instant success. "Nike understands why Chinese are proud," says Li Yao, a weekend player at Swoosh-bedecked basketball courts near Beijing's Tiananmen Square...
Success aside, Nike has had its stumbles. When it began outfitting Chinese professional soccer teams in the mid-1990s, its ill-fitting cleats caused heel sores so painful that Nike had to let its athletes wear Adidas (with black tape over the trademark). In 1997, Nike ramped up production just before the Asian banking crisis killed demand, then flooded the market with cheap shoes, undercutting its own retailers and driving many into the arms of Adidas. Two years later, the company created a $15 Swoosh-bearing canvas sneaker designed for poor Chinese. The "World Shoe" flopped so badly that Nike...
Come Nov. 7, Pyara will try to take a cut out of the Square’s already crowded health and beauty market with its trademark blend of “ancient Ayurvedic philosophies” and “advanced flower and plant technology,” according to its menu of services...
...this year, on those limited occasions when the quarterback has taken a chance downfield, he and his receivers have met favorable results—two touchdowns against no interceptions. And, as he has shown in flashes, Fitzpatrick has lost none of his trademark mobility...
...became disciples of Italian rock god Vasco Rossi, who must be in his mid-50s but still dons leather pants and jacket and a trademark black baseball cap over his ferocious mane of graying hair for his rave-up “Buoni O Captivi,” which rips off from Michael Jackson’s “Bad” the winning concept of two gangs about to get into a knife fight, but deciding instead to just dance. Between this and Mario Venuti’s “Nella Fattispecie,” remarkable...