Adidas Locks "Lebron"

As early as 2006, Adidas (Adidas) signed an official Jersey supplier contract with the National Basketball Association of the United States (NBA) for 10 years, and Adidas's trademark was printed on every NBA player's Jersey.

The $400 million contract was then an important strategic plan for Adidas to seize the US market.

However, the sports giant did not become successful in the US market because of winning the NBA. Until last year, Adidas was surpassed by Under Armour, the third largest sport brand in the United States.

With the constant pressure from Nike (Nike), Adidas is in a state of tension and has to make changes in the US market.

In the last two years of the contract with NBA, in March 17th, Adidas officially announced that it would no longer renew its contract with NBA, and the existing contract will end after the 2016-2017 season.

"All along, Adidas has established a very pleasant long-term partnership with the NBA alliance. We are constantly reviewing whether the $400 million agreement is in line with our brand and business needs."

Adidas spokesman Lauren Lamkin (Lauren Lamkin) said in a public statement.

He said Adidas is now reshaping its business and changing its market strategy, hoping to promote the brand's sustainable development in a more effective and cutting-edge way.

The NBA contract, which is about to expire, is no longer able to bring considerable benefits to the brand, so Adidas decided not to renew it.

After Adidas gave up the NBA official Jersey contract, another new sports brand will appear on the NBA stadium starting from the 2017-2018 season.

It is reported that the brand is likely to be the top two Nike or Andrea in the US market, both of which are in talks with the NBA alliance, but have not made any public comments on the matter.

Almost at the same time when Adidas gave up the renewal of the contract, the government released a message that the brand will invest in the NBA superstar, and plan to double the number of NBA stars by 2020, and look for the next "Lebron James".

To put it simply,

It doesn't matter if all NBA players wear their jerseys. It just wants to put ADI's LOGO on those big stars.

Chris, head of Adidas's global basketball product, explained that in the next five years, Adidas will invest more money in basketball projects, with the focus of Nike being the dominant player in the next five years, Chris Grancio.

Endorsement.

Although ADI is officially an official, Nike's star influence is "beyond" ADI.

In the 2014-2015 season, Nike's NBA endorsement star was far ahead of 283, while Adidas ranked second in 70, followed by the Jordan brand.

Among them, Lebron James and Kevin Durant, the two best players in the league, are the spokesmen of Nike.

Anthony Davis, widely regarded as the next superstar player, was also accepted by Nike.

As for Kobe, Paul, Wesbrook and Harden, or other popular stars, either Nike or Jordan brand.

Looking back at the endorsement of Adidas, the most famous stars are Ross and Howard, but the two players are all injured, and their performance and commercial value are shrinking.

Because fans and sports brand target users pay more attention to what their favorite stars wear, so

The market value continues to increase.

But on the current situation, Adidas and the "first American" Nike compared to some vicissitudes.

However, Adidas officials have realized the problem and are planning to declare war with the absolute "big guy" Nike in the position of NBA star endorsement.

"Before 2020, we will double the number of star endorsements, from 70 to more than 140.

We will look for the next superstar, the next Lebron James.

Chris said so.

This means that in the next five years, Adidas will put the money saved from the NBA official shirt cooperation in the superstar.

Because they know that only if the bid is higher than Nike can they sign more "Lebron James".