Adidas Hits "Star Tactics"

From the start of the 2017-2018 season, the NBA players' jerseys and matching costumes will become another sports brand. The global sports brand giant Adidas has decided to give up the 11 year NBA official Jersey partner contract signed by US $400 million. At the same time, the sales of Adidas shoes in the US Forbes's 2014 NBA shoes sales list also fell far behind the world's largest competitor Nike, and three chief players Ross, Howard and wall shoes had total sales of 4150 million, which was only 12.2% of the top James basketball players (340 million US dollars). The downturn in the North American basketball market has affected Adidas's market share in North America. According to the Adidas group's earnings report in 2014, Adidas is in the market. North America Sales fell by 6% over the same period last year, the only negative growth area for Adidas in 2014.

　　 Adidas Chris Grancio, general manager of the global basketball business, said that basketball is one of Adidas's core businesses, and the brand can earn $1 billion in sales every year. The United States has the highest level of occupation in the world. Basketball Competition NBA, Adidas's focus on the North American basketball market is also here. As early as in 2005, Adidas bought Reebok, which was also a NBA official Jersey partner, with up to 3 billion 100 million euros (about 21 billion yuan (6.2150, 0.0042, 0.07%)). In 2006, it completed the renewal of NBA with Adidas's identity and signed a NBA official Jersey partner contract worth 400 million US dollars for 11 years. Adidas CEO Herbert Heiner said at the press conference: "this cooperation can help us immediately increase the exposure of Adidas as a sports brand in the United States, and 11 years of cooperation will make NBA and Adidas synonymous in the field of basketball."

This year is the time when NBA officially negotiated the contract for the shirts, but in March 17th, Adidas announced the waiver of the renewal rights, which is also the last day of Haina's company. It is reported that Adidas's abandonment of NBA's official equipment status is closely related to the serious renewal rate of NBA premium. It is reported that the offer of NBA negotiations has been raised to 5000 million dollars per season, while Adidas's previous contract is about 36000000 dollars per year. Chris's position on this is that the long-term cooperation with NBA did not improve the brand's influence and sales volume as expected.

Adidas failed to achieve the expected return on NBA's official Jersey cooperation, and it also had much to do with Nike's occupation of the NBA shoe market. Unlike CBA, NBA's official equipment is unable to restrict sports shoes. The players have the right to choose the brand of sneakers. Nike's basketball shoes have been pressing Adidas behind their shoes in the field of basketball shoes for many years because of their reputation in the United States and the star effect. But Adidas is an official Jersey equipment brand, but its own LOGO can not get on NBA, but Nike's sneakers kill Murray every day. Adidas has also used retro Jersey, short sleeved Jersey and other new ways of pulling Jersey sales, but the effect is not ideal. Even so, after Adidas gave up, two other sports giants, Nike and Edmar, were fighting for the official Jersey contract starting from the 2017-2018 season, UnderArmour.