The Asian Athlete A Cultural Icon Of Chinese American...

The Asian athlete are often seen as the model minority for their overly conforming attitudes towards American culture (Martin, 2015). The Asian athlete offers the image of the patriotic immigrant subject who asks little to nothing of the nation and praises the nation for the opportunities it presents (Joo, 2012). One example is found by Mayeda (1999) regarding Japanese pitcher Hideo Nomo’s first year in the major league (1995), as the American sports media viewed him conforming entirely to American beliefs and values. According to the author, Nomo embraced this perception by sacrificing personal comforts and remaining quiet to better help his team and teammates on the Los Angeles Dodgers. Former Houston Rockets center Yao Ming represented model citizenry in displaying a good balance of an ideal Asian, in that he was able to compete against non-Asian athletes and still maintain his individuality as a Chinese citizen to become a cultural icon of Chinese American communities (Bai rner, 2008). As part of the model minority view of self-discipline, Asian star athletes are seen as overcoming obstacles of discrimination by staying humble, quiet, and safe (Joo, 2012). For the most part, Asian athletes are praised for assimilating into U.S sports by being team players, behaving as obedient students of their coaches and avoiding negative attention on their personal lives. Dominant mainstream sport media organizations have produced images of Filipino boxer Manny Pacquiao as one of thoseShow MoreRelatedAdidas Marketing Plan20779 Words   |  84 Pagessimpler†©website,†©and†©an†©increase†©in†©advertisements†©and†©commercials†©for†©specific†©products,†© as†©opposed†©to†©just†©focusing†©on†©promoting†©the†©adidas†©brand†©as†©a†©whole.†©Finally,†©we†© recommend†©that†©adidas†©aggressively†©pursue†©gaining†©market†©sh are†©in†©emerging†©Asian†© markets,†©especially†©China,†©since†©there†©is†©yet†©to†©be†©an†©established†©leader†©there†©in†©the†© sporting†©goods†©industry.†© †© Currently†©adidas†©is†©essentially†©surviving†©in†©the†©market,†©but†©it†©is†©overshadowed†©by†©its†© biggest†©competitor†©Nike.†©By†©following†©these†©five†©recommendationsRead MoreAdidas Marketing Plan20768 Words   |  84 Pagessimpler†©website,†©and†©an†©increase†©in†©advertisements†©and†©commercials†©for†©specific†©products,†© as†©opposed†©to†©just†©focusing†©on†©promoting†©the†©adidas†©brand†©as†©a†©whole.†©Finally,†©we†© recommend†©that†©adidas†©aggressively†©pursue†©gaining†©market†©share†©in†©emerging†©Asian†© markets,†©especially†©China,†©since†©there†©is†©yet†©to†©be†©an†©established†©leader†©there†©in†©the†© sporting†©goods†©industry.†© †© Currently†©adidas†©is†©essentially†©surviving†©in†©the†©market,†©but†©itâ € ©is†©overshadowed†©by†©its†© biggest†©competitor†©Nike.†©By†©following†©these†©five†©recommendationsRead MoreAnalysis of Nike Inc.9194 Words   |  37 Pagesearly 1980’s. 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