Sports Brand Nike Breaking Circle To Conquer Mass Culture Implants Is The Future Trend.

Two weeks ago, a women's athlete led show in brunneal palace, Paris, blunting social media.

Many entertainment stars and fashion lovers in T are willing to be spectators.

The performance of the women's soccer girl on the court is amazing.

"The typhoon on T is so steady and so confident that it is really admirable."

Dongyu Zhou, the fashion darling, praised Wu Haiyan, the captain of the Chinese women's football team as a model.

In Shanghai, the Chinese women football team continued to wear the New Jersey of the world cup and opened the world cup.

Under the dazzling lighting, they showed their most confident and beautiful side.

And the best way to build their side is jerseys sponsor Nike.

From the T show in Paris to the Shanghai rally, Nike made people know a different Chinese women's football team.

And they seem to have successfully implanted women's culture into their products.

Dong Wei, vice president of Nike global and general manager of Greater China, became the opening host of the whole expedition. She told us about her understanding of the relationship between women and sports, and also drew a beautiful blueprint for Nike's brand.

Cultural implants are the future trend

Dong Wei still remembered that when the world cup shirt show in Paris ended, the social network was being cleaned.

This overturned many people's show of women football players and female athletes, and even once made her eyes full of tears.

"From our point of view, we hope to create such a story, so that people can feel the innovative platform created by athletes.

Second, from the perspective of products, innovation and practicality are always the top priority of a sports brand.

These costumes, from design to technology to the form of this show, reflect our creativity. "

Dong Wei accurately analyzed that the brand new consumers are slash youth, hoping to see more diversified things, so they subverted the traditional concept, implanted fashion and personal style, and displayed on the T platform, and finally brought a full range of feelings to all consumers.

In fact, before the show, a video released by Nike on girls' Day attracted widespread resonance.

They searched for the five most representative female athletes. Through their free expression on the playground, they told you that girls like sports, do not "manage anything", put deeper cultural ideas into their products and become fresh.

Coincidentally, there are many cultural implants in the design of the women's world cup jerseys.

For example, the Chinese soccer women's soccer jersey subverts the past red, yellow or red and white colors, using gray and orange, and the Phoenix on behalf of the Chinese women's football is printed on the Jersey as a dark mark.

American team shirts were printed on the 50 states of the United States, and even their legendary star, Eric - Morgan, expressed this design, making her feel behind the back of the United States.

For these inspirational designs of culture, Dong Wei talked about the power of product incentives.

Communicating with consumers and giving them spiritual strength is the most important part of the brand.

No matter what innovative stories you have, you will rely on life as a whole.

For example, the clothing of Chinese women's football, through this cultural implant, can better show the special side of female athletes.

For this kind of cultural implant, Dong Wei said that it is also a brand that must be adhered to.

Women's fashion has a huge market.

Whether it's the show in Paris or the video of girls' day, Nike is committed to the consumer market in the female market.

In fact, in recent years, the women's market has always been a very important part of the major sports brands. It is also the top priority of Nike's development in the past three years.

As a career elite, Dong Wei is also very optimistic. She even predicts that the future of women's market is immeasurable.

She divides the female market into different circles, white collar elites, ordinary consumers, teenage girls, etc. these people have different needs for sports equipment.

As a brand, consumers in different circles can tailor the products they need.

However, for the current situation of the development of the female market in the brand, Dong Wei thinks it is only at the initial stage, but it is still a success.

The Paris New Jersey was released, and the Chinese women's football players wore fashionable clothes.

In particular, Wu Haiyan's bright coloured dress is a different understanding of the fashion elements of the sports brand.

In order to win the women's market, the combination of design and fashion is very important.

Nike has chosen some excellent designers in this layout. This is also the most important step for them to expand the female market: "we have a very strong R & D team behind us, whether from sports scientists, materials scientists or color experts, we are trying to create some of the latest technology.

The huge designers team must understand the consumers' thoughts and thoughts, grasp the individuality and psychology of the group, and make the best combination of functional and fashionable sports.

As a result of opening up the female market, Nike has spent a lot of time on the Chinese women's football team in the world cup this year. It also signed Dongyu Zhou, the Secret Supermodel Ju Xiaowen, and Li Na, the benchmark athlete of the women's athletes.

These people have different personalities, and also have their own fans. Their endorsement also accurately grasps different consumer groups.

"In fact, these girls are constantly breaking the ego, digging their potential and breaking some of their obstacles.

It's very much in line with the idea of inspiring and inspiring young women.

They have multiple personalities and selves. No matter which type you like, you can see their shadow on them. "

Dong Wei said so.

In addition, since 2013, Nike has cooperated with the Ministry of education on the "vitality campus" project. In recent years, it has launched the "spreading the feet" project. Young people are their important force in the future: "we hope that children from 7 to 14 years old can enjoy the charm of sports and enjoy this fun. This is the focus of our continuous attention and will intensify in the future."

Using personal insights to drive product inspiration

At the Shanghai expedition conference, Dong Wei, as the general manager of Greater China, described his understanding of sports.

This year, Nike has not only made efforts on women and youth products, but also focused on e-sports, a new sports item that sports brands are not much concerned about.

Dong Wei also jokes that he has just entered the League of heroes, registered his account and began to experience this project.

Dong Wei stood on the stage, a simple design of white suit, waist tied the brand logo sky blue belt.

For many people, she is a paragon of successful career women.

As the general manager of the Greater China region, she understands her demand for sports brands through her own experience.

Over the past decade, she has been growing rapidly for over ten years, and is also a decade of rapid development of the brand.

From her simple conversation, she can feel her tireless and passionate power.

"In fact, I was very moved from my instant visit to Nike.

Just do it, which makes me know that everything should be tried. "

It is because of this enthusiasm that she leads the team in trying to do different things, updating the product line, constantly innovating, finding a close connection with consumers.

Every year, they will try in some new fields.

Sports and sports can make people work hard all their lives.

Because we are helping many people to live better, I also hope that those who devote themselves to the sports industry and those in sports will have this positive optimism.

And this is actually her deepest understanding of sports.