Once the world's three major sports equipment brands were Nike, Adidas and Reebok. However, Reebok declined and was acquired by Adidas in 2006. In the next decade, the sports equipment market was basically a two-person turn between Nike and Adi. However, in recent years, a brand named Andema has risen rapidly. As for the reasons for his rise, I will elaborate below.

First, sports sponsorship: Andema was originally a small company that made sports tights and quick-drying clothes. His success is largely inseparable from sports marketing. Andema first sponsored the college football team. By displaying its products in NCAA competitions, Americans began to understand and like this brand.

Second, product differentiation: in line with the exercise and fitness of ordinary people, the uniqueness of Andema's products in the fitness market is not available to Nike and Adi, or it is difficult to catch up in a short time. It is in this field that Andema, which the two giants seldom pay attention to, began to rise rapidly.

Third, the star effect: Although Andema has a certain popularity in the United States, it can be known by countries and regions outside the United States, and Curry's contribution should be the greatest. Especially due to the great influence of Curry, the attraction of Andema brand to teenagers has greatly promoted the sales of Andema products. Andema once surpassed Adi in annual sales and became the second child in the field of sports equipment. Although it declined later, it is still appropriate to stay in the top three.