Nike: A Spokesman For The Jordan Era

Nike explains the personality of the new six people: Kobe's tenacity, James's royal demeanor, Rachid's traditional core, Stoudemire's power, Parke's French cool feeling and Carter's independence.

More important than technology and sports, Nike has grasped the fashion pulse of the younger generation. Nike has been promoting fashion and popular culture.

"In fact, it is a simple, easy to understand shoe making technology. It only needs to inject air into the soles, forming elastic insoles, that's all."

This is a commentator's opinion on Nike air cushion shoes in the American sports industry special issue.

In January 5, 2007, in the 798 Art District of Beijing, Wei Hanting, vice president and general manager of Nike, and two Chinese young people born in the same year as AirForce1, jointly pressed a black gate switch - Nike 706 space started.

The first theme exhibition at the opening ceremony of the Nike sports culture exhibition is Nike AirForce1 25th anniversary, to commemorate the seemingly unlikely invention.

Air cushion shoes are the product of Nike Jordan era.

Air cushion technology is not insurmountable. 25 years ago, Reebok's follow-up development of ReebokPumpShoe was also equivalent to its technical content.

However, more important than technology and sports, Nike has grasped the fashion pulse of the younger generation. Nike has been promoting fashion and popular culture.

AirForce myth "I was born on the pitch, and I grew up in the streets.

From New York, Philadelphia to Baltimore...

Footprints all over the world "," I am the endorsement of style, the foundation of urban culture. "

From hip-hop music to endless urban beats, I am eternity and I am indispensable.

At the opening ceremony of Nike 706, Isaacs, a veteran basketball writer of the United States, read his long poem, "I am the source of strength", by his unique Chicago accent, which he wrote for AirForce1.

The 25th anniversary celebration of the air cushion shoes is a bit dizzy.

The famous Hip-Hop band from China, "KongFu", sang Perry's poems in Chinese. Bobbito Garcia, the famous American musician, was itchy, and was playing with the Chinese DMC three DJ champion Wordy on the DJ stand under the basketball stand.

Subsequently, domestic Hip-Hop Godfather V-nutz, DJ pioneer Fortune of Hip-Hop, and Raph Bands Mixed with Hip-Hop, reggae and jazz singing style came on stage.

In addition to the hegemony embodied in Perry's poetry, Nike's history of air cushion shoes is an indelible cultural memory.

With the help of "flying man" Jordan, Nike's lightning hook has become the favorite of street culture in the United States.

Throughout the 1980s, Jordan's influence surpassed basketball and became an icon of the rising Hip-Hop.

Basketball stars and street musicians share a common cultural temperament: unruly and rebellious and full of disdain and provocation of mainstream culture.

It has the cultural value of leading the trend of movement. That's why Nike is qualified to be a collector.

On the wall of Nike's 706 exhibition, more than 100 pairs of AirForce1 shoes of different periods are displayed, which are collected from Nike collection hall and collectors of the United States, mainland China and Hongkong.

"Why did collectors chase this shoe for 25 years?

Because AirForce1 is the first successful example of turning shoes into basketball culture.

Xu Ying, Nike brand manager, said.

In the post Jordan era, Nike, "tiger Woods", has no celebrity news and other negative news. It is also charitable and friendly.

Of course, the most important thing is business. In the US, entrepreneurs and white-collar workers like golf very much.

These are the reasons why Nike chooses tigers.

Li Chengzhi, a sports marketing expert, told reporters.

In 1996, the first contract between Nike and Woods was only 6 years and 40 million dollars, and Woods was absolutely worth it. Woods endorsed the first year of Nike, and Nike's sales of golf equipment increased by 110%.

In Li Chengzhi's view, after Jordan, American basketball is no longer a popular hero like Jordan.

"You see, now the basketball team of the United States has been devalued.

It is not the low level of technology, but the "heart dispersing". Young players, like Chinese young people, are getting stronger and stronger.

The most obvious point is that they have no sense of honor of the Jordan generation. Even if the Olympic Games do not have a bonus, and worry about injuries affecting the league, many people are unwilling to take part in it.

Sports marketing Li Chengzhi said.

He believes that in terms of credibility, no basketball player is more reassuring than Woods.

Even the "good man" Woods is not loved by others.

At the end of 2000, when Nike signed an expensive contract of 100 million dollars with Woods for 5 years, many black children said Woods was the same old man, dressed like a white man, while white children said he looked "ridiculous" in his clothes.

So, Nike put the focus on the personality, Nike brand director Dave Larsen said, "we go out and ask the children: who do you want to do most?"

We thought we would hear them say, 'I want to be Jordan', but what we hear is "I want to be myself".

In Nike's tiger Woods era, basketball has more individual tension.

The new generation of air cushion shoes AirForce25 selects 6 new basketball stars in NBA as the endorsement. According to Nike's official statement, the personality of the new six group is: Kobe Bryant's tenacity, James LeBlanc's royal demeanor, Rashid Wallace's traditional core, Stoudemire's strength, Parke's French cool feeling and Carter's independence.

This wonderful advertising copy is trying to express Nike's basketball culture.

25 years later, the "new six people" paid tribute to the old six. When the first pair of AirForce1 was produced in 1982, Nike invited 6 NBA players, such as Mose Malone, who led the Philadelphia 76 team to win the NBA championship, as spokesperson for this new shoe.

AirForce1 was personified at the very beginning. "It almost contains all the elements of human strength in basketball court, and its core value is a display of strength that gives us the strength to show itself."

Nike was born from the basketball court, without Jordan's "perfect man". The new generation of Nike basketball shoes presented a new combination of six character groups.

Nike DIY personalized era has personalized marketing, Nike's other idea is that the NIKEID. shoes personalized customization service is now introduced into China.

Hu Miao has a decent job at the capital airport.

After returning to his home, he turned on his computer and login to his website. At that time, he became a manager of the website, and Hu Wei himself managed it to facilitate his NIKEID agency business.

In 2002, when Hu Miao studied in the United States, he first came into contact with NIKEID. This is a value-added service of NIKE, allowing customers to design their own shoes, changing the color of any part of their shoes according to their own preferences, and embroidering their names in certain locations, from collocation to personal identification, according to their own preferences.

At that time, the United States already had some stores offering this service.

In 2006, Hu Miao returned to China. After finding frustrations in his job search, he thought of the NIKEID service that he had no intention of knowing 4 years ago.

Although NIKE has been developing this service for 4 years, it has been inclined to localize its development. Not many people in China know it, and no one else has done it.

But on the other hand, he also saw that more and more young people are striving to pursue their personal personalities. DIY has become the trend nowadays.

NIKEID coincides with DIY, and the idea of a self starting business is brewing in Hu Miao's mind.

The earliest preparation was Hu Miao's completion. He first looked for a website company to study online color matching on his website. A large part of DIY in NIKEID could be matched with the color after choosing the shoes.

One day in November, Hu Miao did not publicize the NIKEID China agent website.

In Hu Miao's eyes, NIKE itself represents the trend, and NIKEID is full of personality.

"I feel that NIKEID is very suitable for China. After all, China does not sell as many limited shoes as it has in foreign countries, so it costs a lot to buy a pair of shoes with individuality, so ID is very suitable."

A pair of ordinary NIKE wave shoes cost about 600 yuan, and after their own DIY, the price doubled, but this is not expensive in Hu Miao, "our price is not high, like the most expensive shoes are about 2000, but any limited edition shoes are much more expensive than this."

So far, Hu Miao has not obtained the right to sell NIKEID in China, but is acting as the agent of the NIKEID website of the US.

"My ideal is to make Chinese people wear their own brands."

This business has great prospects in Hu Miao's eyes, although everyone is doing sports shoes, but when it comes to NIKE, the trend is decent.

Nike is really in fashion.

Last year, the fashionable product in the sports field was pushed to Moire + Apple. This sport device built a sensor in the soles of Nike's new Moire sneakers, through which it can communicate with the wireless receivers of Nano's music player.

Nike and Apple launched the sports device 10 weeks after listing in the North American market, and sales exceeded 1 million pairs.

The attraction of Nike is not just on the playground. In Hongkong's AF1 "AirForceLove" exhibition, singer Edison Chan took out more than 10 Nike shoes collected for exhibition, while in China, there are a lot of wave shoe enthusiasts like Edison Chan.

"Indeed, NIKE is creating and leading a culture. 3 years ago, China had no shoes culture, and NIKE created a shoe culture in China."

NIKE Brand Manager Xu Ying said.

Nike opened the sports culture hall to Beijing 798. Its intention is also obvious. It means that Nike is not only a functional sports shoes, but also a representative of fashion and creative life.

"Sports function is the foundation, and Nike's shoe making technology is not divorced from this essence.

But in terms of brand culture, Nike pays more attention to sporting goods as fashion products, and can be very keen to observe the fashion trend.

Li Chengzhi said.