Under Armour'S Contracted Players Seek New Development

Recently, the Cleveland Cavaliers suffered their fourth recent defeat against the Golden State Warriors. The Warriors point guard Stephen Curry, who scored 23 points and 10 assists in the game, made his brand sponsor Under Armour is elated - it seems not impossible to defeat Nike, which has 95% of the basketball supplies market share in the United States in the future.

Under Armour Among the 13 players signed in the NBA market since 2008, the most successful one: after entering the league with the 7th position in 2009, he has grown steadily on the road of point guard and is now the top ten scorers in the league. In the upcoming 2014-15 NBA All Star Game, he has been firmly in the starting list of the western region, second only to LeBron James in popularity.

The Curry One, a customized sneaker designed for him by Under Armour, appeared with him at the NBA All Star Game. On January 8, Under Armour held a grand press conference for this product, transforming a high school gym located in the Bay Area into a“ Curry One Design Studio ”And prepare to release relevant TV advertisements before and after the All Star Game.

Stephen Curry's excellent performance even inadvertently attracted the creative company W+K, which has cooperated with Nike for many years. Recently, W+K became the famous sports channel ESPN in the United States In an advertisement produced, Curry and his new gym shoes Everything is very eye-catching. However, Under Armour and W+K both said that this was just a coincidence.

Four years ago, Under Armour had only one basketball shoe product. Even now, the company's revenue from basketball products only accounts for 30% About 1% of the annual income of 100 million yuan. In addition to Nike's monopoly advantage, other brands still compete fiercely for share in the basketball market.

Although the influence is less than that of the "Super Bowl", and affected by the decline of NBA audience in recent years, the annual NB All Star Game is also Brand advertising It's a place of contention. According to the relevant statistics of the University of New Orleans, the 2014 All Star Game brought 10.61 million dollars to the local economy. The 2015 All Star Game will be held at the same time in Buckley Center and Madison Square, and ticket prices and attendance are expected to reach new highs in recent years.

In fact, Bloomingdale's, one of the four major department stores in the United States, is also interested in the business of the All Star Game this year. It is reported that Bloomingdale's is going to build 16 brand guerrilla stores on the day of the game and launch a series of products related to the All Star Game.