Shoes And Clothing Brand Nike Active Adidas Quiet?

Although there is not a high level of feeling in the China Internet, even smaller than that of little Germany, UNIQLO, however, after Adidas won the women's singles championship, Adidas finally pulled back a city. But as the official partner of NBA today, Adidas did not do anything in the China Games. It seems a bit unjustifiable.

Nike has been planning for a long time.

Eye-catching effect

The night before yesterday, Michael - Jordan appeared in Shanghai and attended the 30th anniversary celebration of the Air Jordan Jordan brand. Many domestic stylistic stars including Liu Xiang, Li Na, Wang Dalei, Chen Chien-chou, Christine Fan, Christine Fan, and so on were all incarnate fans.

Take today's national football goalkeeper Wang Dalei, he has repeatedly said Jordan is his favorite NBA star, "I mainly collect Jordan, though not as big as DUNK's appreciation space, but it has always been my favorite shoe.

Basketball shoes at home are definitely more than football shoes.

Li Na, Liu Xiang and others also participated in the activities.

In addition to Liu Xiang and Li Na, Federer, who is preparing to participate in the masters competition in Shanghai, has made a special trip to Jordan to win space 23 to meet Jordan.

If we think about it carefully, we will find that the stars mentioned above are more or less related to Nike.

Take Federer as an example, Federer is the long-term spokesperson of Nike brand. Last year, when the US Open, Federer wore the new boots that Nike designers built on nostalgic classic models, and Federer wore this pair of shoes to meet with Jordan this time.

Therefore, this time Federer and Jordan can not help but let people think again, and the two of them jointly appear in Shanghai. It is likely that they will also sell the rhythm of new shoes.

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Jordan, a basketball player and a casual dressed Federer, had a shadow on the side of Pujiang. It was easy to see that there was a striking Jumpman23 logo on the floor of the group photo.

Of course, Nike's handwriting is no more than that.

On the opposite side of the Huangpu River, the blue pearl neon lights are projected on the Eastern Pearl, the Shanghai center and the outer wall of the global center. On the giant Sinian screen, there is a Jordan Brand Logo, overlooking Shanghai.

Nike bought the advertising time in order to match the media's interview with Jordan himself.

As for Jordan's own action arrangement, Nike is also precise to the arrangement.

Even a large media like Tencent has only got four and a half hours of interview. This shows that the schedule of Jordan China trip is meticulous and meticulous.

In addition to actively reporting the media, Nike has also conducted targeted promotional activities.

Whether it is the basketball community such as Tiger flutter or all offline stores, it has carried out coordination activities for this celebration.

It is worth mentioning that Jordan has also set up a scholarship to launch the "flying wings" program to support the outstanding poor students in China. This also shows its concern for Chinese society, which is undoubtedly a good thing for the brand image building of AJ.

Nike's long-awaited series of events has already achieved initial success, both in terms of media exposure, fans' attention, or photos of fans who have been drying out in their friends' circle.

In Yu Tang's view, for this NBA China tournament, the biggest benefit is Jordan Brand.

Other sponsors may have gained some attention, but there is still a certain gap compared to AJ.

Jordan's role in this series of activities is the carrier and external representative of Nike's marketing activities, while Nike is deeply behind the scenes.

Such an approach naturally takes advantage of Jordan's unparalleled influence, narrowing the distance between Brand Company and consumers, attracting new users through influence and word-of-mouth, and the old customers will also be there because of their influence.

Enough high-end to form sticky.

The recognition and development of the Chinese market also reflects the changes in Nike's perception of the Chinese market.

From the previous Nike parent brand to the marketing of its more high-end sub brand Air Jordan, Nike team recognized the growing purchasing power and brand demand of the Chinese people.

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What is the breakthrough of the situation?

A series of activities around Jordan reflect the strength of Nike as a sports marketing master, while Adidas looks slightly lonely.

According to Adidas's earnings report, the annual sales growth in the Greater China region increased 10% to 1 billion 811 million euros last year. It is a very eye-catching performance. However, this year, whether in the world championships or in the net, Adidas's activities on the Chinese market are almost unknown, and the NBA China race seems to be no sense of existence.

This March is the time for the NBA official negotiations to renew the Jersey contract. However, Adidas has announced the abandonment of a $400 million contract for 11 years before the renewal of the contract. Therefore, from the 2017-2018 season, Nike will officially become the NBA official Jersey partner.

But after all, ADI is still an official partner for NBA. For Chinese consumers who are increasingly large and supported by Adi, ADI has not made an effective marketing campaign, and its cooperation with NBA seems to be a wedding dress for its competitors.

When Adidas CEO Herbert Heiner talked about cooperation with NBA officials at the time, he said: "this cooperation can help us to increase Adidas as soon as possible.

In the United States, 11 years of cooperation will make NBA and Adidas synonymous in basketball. "

However, this is not the case. Nearly ten years later, the sports brand most closely related to NBA is still Nike.

Therefore, Adidas has also changed its strategy and started signing the stars to "break the surface" and choose heavy gold to sign harden as an example.

A few days ago, the adidas shoes that ADI sent to the home of harden were also astonishing. Presumably, harden still wore Nike shoes to make him die.

Although basketball is not the advantage of ADI, but football does create a brilliant foundation, while German football is still its base camp. However, at the beginning of the month of 5-1, Boateng, Vidal, Tiago, Douglas Costa and Kimich chose to raise their Nike shoes to take a group photo to celebrate in Bayern, which undoubtedly made the sponsor Adidas very unhappy.

Before, Bayern players and Kirchhoff had been fined for being involved in activities with Nike supplies.

The front line is down, and the backyard is on fire again. It looks a little bleak than Nike.

However, the change of ADI from the signing of the League to the signing of the star is quite worth looking forward to.

With its strong capital and technology support, ADI can completely regain its own territory in the existing areas.

Of course, they also need to speed up their pace. Besides Nike, UA and Cage are watching them closely.