The Personal Brand Created By Patrick Ewing Wants To Build Retro Sneakers.

In recent years

The industry gradually presents the trend of emphasizing themes and narration.

In the past four years, for the retired Hall of Fame center Patrick Ewing (Patrick Ewing), he has been building the classic 90s style retro sneakers through the brand of Ewing Athletics.

He usually talks with Dave Goldberg, President of the company, to discuss different themes and design new sports shoes to be released.

However, the latest new sneakers have Ewing's strong personal characteristics.

"My two sisters have breast cancer, and my sister died ten years ago," Ewing said. "I told Dave," I want to launch a shoe with breast cancer theme to commemorate my sister, Pauline.

We sat down to discuss and finally reached a consensus that most of the proceeds would be used for breast cancer research.

I just think this is a good idea. "

In the end, this Ewing 33 Hi is vivid and vivid, highlighting the official color of the national breast cancer prevention month in October.

This sneaker is co operated with the National Breast Cancer Foundation, with official logo "Pink Ribbon" printed on it, and sales proceeds will be used in the foundation's research project.

Before the shoe was launched, Ewing, 54, was already a sports shoe.

The operation is high.

Create personal brand

Ewing is the boss of Ewing Athletics brand, which is very rare for a former NBA player.

But at the very beginning, it wasn't so easy to create a brand.

He joined Nicks in 1985 as a champion scholar.

Signed the first sneaker endorsement agreement.

"Patrick signed a contract with Adidas after coming out of Georgetown," said his agent David Falk. "That's a big list, which is more than 1 million dollars a year, becoming the biggest basketball shoe contract signed by basketball players at that time."

In the year before, Michael Jordan signed a $500 thousand agreement with Nike and created the record at that time.

So FOK knows how much influence Ewing will have.

Ewing was not only regarded as the new savior of Nicks, but also at the time of NBA, he had considerable commercial potential.

"At that time, New York, Chicago and Losangeles were regarded as the three largest markets," FOK said. "Only superstars have their own signature sneakers.

Before the arrival of social media era, idol superstars endorsement is one of the main ways to drive sales.

Patrick was an idol superstar from high school. "

After signing with Adidas for three years, Ewing's Metro Attitude sneakers were successful, and Adidas began to face difficulties.

In 1987, after the death of Adolf Adi Dassler, the son and successor of founder Horst Dassler, Adidas tried to restore development.

But soon, Adidas did not escape the fate of being sold by the Dassler family.

"Adidas said they had to give up Patrick because they couldn't play their role," Fogg said. "It's disappointing."

Ewing endorsed Nike while he was in University, and several other brands grew stronger in the basketball market.

He called the founder of sports shoes brand Pony, Roberto Miller.

However, he did not want to sign a contract with bonny, but hoped that bonny helped Patrick produce pure white sports shoes without brand logo.

As the new season approaches, Ewing has not yet signed a sports shoe contract, but Foker is planning a big business.

"I was thinking that I would do something different in the future, but we still don't know what to do, so we will create a mysterious aura first," he said. "I hope everyone at the scene is wondering," what is Patrick wearing on his feet? "

Ewing's white shoes with no sign on his feet did arouse curiosity and sensation.

Subsequently, Foker and Ewing made a decision to shock the sneakers Market: they created a new brand.

The brand's sports shoes are marked with "EWING", but its actual manufacturer is Boni company, which no one knows.

"My shoes were a great success. I was one of the few players who owned personal brand shoes at that time," Ewing said. "But I am the only one who plays the role of a company boss.

I am very proud of that.

In the first half of the 1990s, Ewing's brand was also outstanding at the peak of his career.

According to Foker, sales have exceeded about $100 million.

When Nike, Reebok and other brands signed different stars and introduced innovative technology and futuristic design, Ewing's brand still relies on Bonnie's production line, with little innovation.

In 1996, the Ewing brand announced a shutdown.

But then came the strong return of Ewing Athletics, launching the 90s style original sneakers.

Build retro sneakers

"Over the past ten years, five to seven companies have come to me to help revitalize the company," Fogg said. "We met them and spent hours checking their qualifications and finally choosing Dave Goldberg."

Goldberg is a 35 year old senior Nicks fan.

Over the past few years, he has not only collected several Ewing series sneakers, but also collected every pair of Ewing sneakers.

He spent $1000 to buy a pair of retro shoes, said to reinvent the current Ewing retro series.

Goldberg also works with Mike Parker Packer, the founder of Packer Shoes, the best shoe shop, to provide advice for the brand and provide products distribution shop.

In 2012, Ewing Athletics's colorful retro sneakers were sold to over 12 countries, and again created a sensation among fans.

"I'm proud of that," said Fogg. "I like Stephen Currie.

However, both curi and Andrea, or Durant and Nike, are actually copying the Jordan model.

Our model is totally different.

You can see other star players, no one is like us.

What Ewing did was not a endorsement agreement, but a real control of the company.

Michael Jordan is of course the king of retro sports shoes.

He has earned about $90 million a year through Jordan Brand, and has become a big shareholder of Sherlock Hornets by virtue of his strong financial strength.

In 2009, Jordan Brand broke through the $1 billion mark for the first time and now has more than $2 billion 600 million a year.

However, Ewing has also made his way in the field of sports shoes.

In October, Ewing will launch three new products.