Against the backdrop of consumption downgrade, the sports consumption market is confronted with the dual challenges of shrinking demand and intensified brand competition. Celebrity endorsement has thus emerged as a crucial strategy for enterprises to unlock consumer potential. Taking the collaboration between China’s rising tennis star Qinwen Zheng and Nike as a case study, this research examines the stimulating mechanisms of sports celebrity endorsement on consumer behavior and its effectiveness under consumption downgrade conditions. Through literature review, case analysis, and consumer surveys, the study reveals three key findings: (1) the “emotional identification” effect of celebrity endorsement reduces consumer price sensitivity, as consumers achieve value association with their idols by purchasing endorsed products; (2) Zheng’s image as a “next-generation athlete” aligns closely with Nike’s brand narrative of “breaking one’s limits,” and, amplified through social media communication, creates a “motivation–participation” loop that drives sportswear consumption; and (3) consumption downgrade increases consumers’ emphasis on functional product value, requiring celebrity endorsement to synergize with cost-performance and scenario adaptability. Based on these findings, the study proposes a three-dimensional stimulation model of “symbolic empowerment–scenario extension–value reconstruction,” demonstrating how sports celebrity endorsement balances emotional mobilization with rational decision-making to achieve consumption transformation. The research provides strategic insights for brands in responding to structural shifts in consumer behavior.

Xuqin Mao, Pengfei Zhu, Yixin Han, Qi Ning, Yan Li. Stimulating Mechanisms of Sports Consumption through Tennis Celebrity Endorsement under Consumption Downgrade: A Case Study of Qinwen Zheng and Nike. Academic Journal of Business & Management (2026), Vol. 8, Issue 5: 7-14. https://doi.org/10.25236/AJBM.2026.080502.

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