But the following story is a bit cruel. Jordan quickly became the god of basketball, and Nike used Jordan to win the American market in one fell swoop, quickly pulling Adidas down from its dominance for decades.
One year before Jordan joined the NBA, Nike's total revenue at 1983 was less than $900,000. Today, Nike is already a giant, and its high-end basketball shoes series Jordan brand has become a "cash cow" with an annual income of more than one billion dollars.
Surprisingly, Nike is now forced into trouble by Andema in the same way. Sadly, the director of all this is still Nike.
In the manager's eyes, Anta, Peak and all other China brands that entered the NBA, Andema is worth learning. It has the backing of all small and medium-sized brands:
1 is a market segment, and the market plate is really not big.
It stood in the competitive Red Sea market and used to be like a loser.
3, its marketing funds are less, and even only one star can be invited to speak for it.
However, it successfully defeated Adidas in the American market, took the second place and began to challenge Nike's 30-year leading position.
Luck is very important, and grasping luck is more important.
Andema's road to success is like a "beautiful accident". Because its only signed basketball star was abandoned by rival Nike!
Curry has been a signing player for Nike for the first four years of his career, but because Curry was seriously underestimated by Nike due to injury, Nike was not enthusiastic when renewing his contract.
At that time, when Andema came to the door, it was only a niche brand that produced tights, accounting for only 0.35% of the domestic basketball shoe market in the United States, while the market share of competitors Nike and its sub-brands (Jordan brand and Converse) reached 92.6%.
Today, Andema's investment bank can be regarded as one of the best venture capital in the past decade.
Andema's financial report shows that with the help of Curry, its revenue increased by 28.5% year-on-year, increasing by more than 20% for 265,438+0 consecutive quarters, and its e-commerce website traffic increased by 300% a year!
Among them, the sales of the first generation of combat boots in Curry made the sales of footwear reach $65,438+$53.6 million, an increase of 40.2% over the same period of last year. At the same time, Andema has planned to build a basketball brand of 654.38 billion dollars around Curry, just like Jordan is to Nike. Obviously, since signing a contract with Curry, Andema has been tailoring the brand offensive strategy for him along the road of Curry's popularity.
Building all-round marketing brand for star players has become the usual strategy of sports brands. Today, China brands such as Anta and Peak are also gaining stars in the NBA. For example, during this year's NBA Toronto All-Star Game, when Curry's teammate Thompson surpassed Curry and Rockets star Harden won the three-point championship, Anta also gained good exposure on social networks, but unfortunately, Anta did not lay out a deeper and broader brand strategy for him.
Internet makes fans more enthusiastic.
For sports brands, the celebrity endorsement model has become an indispensable marketing tool since Jordan, and the huge economic value of stars makes sports brands flock to it.
Today, Curry has become the most watched player in the NBA. Every kid on the American street wants to play like Curry, and he broke the record with the Golden State Warriors on the court, and it is very likely to break the best record of 72 wins 10 losses in the Jordan era.
Therefore, when the news of Curry's contract renewal for Andema was announced, Andema's share price immediately hit a record high, reaching a record high of 103.56 USD, and the final closing price was 103.36 USD, up by 4.74%.
In the Internet age, the star's every move is more topical and communicative than it was more than 30 years ago. The worship of stars by children without a complete world outlook is more prominent when it is transformed into economic benefits. On social networks, you can see that every Weibo of tfboys will be forwarded by tens of thousands of people, and an ordinary picture of Korean star G-Dragon will also be commented by tens of thousands of people.
In such an environment, the spread of fans makes the star effect more powerful, which is also the reason why sports brands continue to increase star investment.
It was also after feeling threatened that Nike began to be vigilant, so it increased the contracts of veteran stars such as lebron james and kevin durand by an order of magnitude. If not, Adidas in the American market today may be Nike tomorrow.
Speaking of the first reaction of Andema sneakers-expensive!
The water depth of Andema is real. Curry's latest generation of five-generation combat boots starts at 699 yuan. Think back to the other Splash Brothers, Clay Thomson's newly released Thompson III, the most expensive pair of color matching in the finals (except of course the limited edition of Thompson dog powder), and the price is only 599 yuan. What concept? Curry's sneakers, the cheapest starting price of Andema-Andema Curry 3 is also 499, so the sneakers of Splash Brothers are really "a sky, an underground".
Andema has many series of basketball shoes. In addition to the most familiar series endorsed by Curry, there are HOYR, Spine and so on. Only the Andema shoes in Curry are discussed here.
Curry's sneakers have a * * * personality today-there are never low-cut shoes, because as we all know, Curry's ankle is a big obstacle to the further development of his career. Last season, Curry only played 565,438+0 games because of ankle injury, and Curry missed 6 games in the playoffs, so generally speaking, Curry's sneakers are also very suitable for us ordinary people to play with ankles.
Of course, in general, looking at sneakers still depends on technology. The direct function of science and technology is shock absorption, torsion resistance, wrapping and so on. Of course, in the end, it is to prevent some accidents, such as injuries, shoes falling off and sneakers affecting the technical deformation of players. So what are the main technologies of Andema sneakers?
In fact, Andema started as a sportswear manufacturer. If we want to say that Andema's real black technology is probably heat dissipation, such as HeatGear hot equipment and Cold Gear cold equipment, sports shoes have to mention performance DNA technology. Of course, refer to ADI's Boost and Bounce；; Li ning's cloud, Nike's zoom max, etc. Basketball shoes will see more cushioning techniques. In this part, Andema's elastic chassis technology and four-dimensional air cushion are their two major breakthroughs in recent years. Of course, compared with Adinike, it still hangs up.
So, to sum up my personal view on Curry Andema sneakers: It is very similar to Xiaomi in China, focusing on brand marketing and viral communication. Curry helped a lot when basketball shoes were brought up (last year, Curry earned 6.5438+0.2 million in sneakers, which is an amazing figure). Generally speaking, the future of Andema basketball shoes is not long at present. Although he has surpassed Lardy in the American market, the lack of domestic technology is indeed a serious injury for Andema. In the future, Andema should not continue to pay attention to brand marketing strategy, but need more "ingenuity" and strive to be the "Huawei" of sports shoes.
(This question, please ask Curry fan Xiao Z to talk about it. )
Not so good, the appearance is cool and the quality is average.
At its price, there are many choices, and UA is not a cost-effective choice.
Because I'm not wearing UA in Curry. I saw Andema worn by Jennings four or five years ago. I thought it was cool, so I bought it. It cost more than 800 yuan, which is very expensive.
Curry's shoes may be more suitable for shooters-I'm talking about shooters who claim to be not very mobile on the court, not real shooters who run a lot like Hamilton.
Why do you say that?
The shoes in the garage are not easy to fold, but the biggest problem is that they are not resistant to exercise. The probability of degumming and perforation of soles is very high, and many students have reflected it.
But it is not without advantages, at least it looks good (except LOGO).
Most people who buy UA shoes in Curry now can be said to be "beliefs". This is not because the store has not been popular in the past two years, but now the performance of Andema has also fallen sharply. In two years, Curry will get cold, and so will Andema. Iverson's Reebok shoes were all copied. Didn't Iverson get cold after he retired? After watching the NBA for so many years, I have experienced many such things, and there is no red flower. In the end, Curry will become a bunch of players who are "overvalued" by Sunspots.
On the other hand, Nike and Adi have many star players, and there will always be star shoes that sell well. Moreover, if you have money to buy UA Andema, Nike and Adi, you really have a lot of choices, no matter the quality or the grade of the stars. Although I am a fan of Curry, the main reason for telling these things realistically is that I don't think UA shoes are worthy of its price.
To tell the truth, most of Andema's shoes lack technology and sincerity, and the cost performance is extremely low. If their spokesperson is not Curry, their shoes sales will be greatly reduced. In other words, Andema's basketball shoes field is supported by Curry alone.
Unlike Nike, a brand famous for its basketball shoes, Andema, founded in 1996, first became famous for its tights. This kind of close-fitting clothing with polyester fiber and spandex as the main fabrics is light and sweat-wicking, which can keep the muscles active during exercise and give athletes good protection and comfort. If you have the habit of fitness, it should not be difficult to find that many people will wear Andema's tights for fitness, which is highly accepted by the public.
When Curry was not as hot as he is now, Nike was very cold to him, offering few contracts and no treatment for signing sneakers. At this time, Andema threw an olive branch to Curry. 15, Golden State Warriors began to board the leagueNo. 1, and the attention of the star library also rose. Andema left with curry wind.
At this time, the unprofessional nature of Andema's basketball field is highlighted. When making sneakers, many brands will match many technologies to ensure the professional durability of sneakers, such as Nike's famous Zoom air cushion, lunar material Adidas bounce, boost, and even Li Ning's Yundi, B+C cushioning and so on. But the configuration that Andema used on Curry's signature shoes can be described as pitiful. Take the fourth generation of Curry as an example. Some media took the shoes apart and found that the midsole had no technology, but was simply filled with EVA material. In other words, apart from the appearance and brand, this pair of shoes is no different from Hongxing Hongxing Erke 36 1 degree. You know, this is a pair of shoes with a gross price 1000 yuan. ...
All in all, if you are an absolute fan of Curry, it is no problem to spend money on this pair of shoes for your beloved star. After all, these shoes are Curry's signature shoes, which are the same as Curry's feet. But if you are looking for cost performance and performance, I suggest that it is better to switch to Nike or Adidas with the same price.
Hehe, why is this brand so popular? I feel that someone is very famous, where the hero Mo Wen came from! At that time, Li Ning thought that Anta was not worth mentioning, and even his own advertising ideas were directly "copied". For example, Li Ning called "I exercise and I exist", Anta called "I choose what I like", and Peak called "I can, I am infinitely possible"! But inadvertently, Anta became the boss, and Peak's basketball shoes also had a good market. The same is true for Andema. It used to be a company that produces sports tights, but it has gradually grown stronger in recent years and has basketball shoes. They just signed Curry, a rising star of NBA Ran Ran. With Curry's bravery, more people know that Andema's shoes are also good.
Subsequently, Andema's global strategy began to be implemented, and it was out of control ... I thought Andema was the Anta of the United States, and now Nike also knows that little people also have inspirational legends. In fact, the relationship between Andema and Curry is complementary. I feel that with Curry, I have Andema. They are already in our minds and have an inevitable connection. This is like Jordan and Nike.
In addition, as far as sneakers are concerned, they all say that they are highly skilled, but overall, high-end sneakers feel similar. Sometimes we just look at a brand!
Speaking of UA's basketball shoes, I personally think that they are better than Anta in China and worse than Li Ning. As for Nike Abdul, hang! Nike is the first choice for basketball shoes, and Li Ning Adi is the second choice! UA is an American brand, and tights are made better, which seems a little black technology. Why are sneakers so popular these two years? The main reason is that Curry signed the regular season MVP for two consecutive years, including one of the hottest stars in the league in the past two years, mainly because of Curry's endorsement bonus. Basketball shoes are really not so good. . . Nike is the first choice regardless of outfield and infield. Kobe series and PG series, including Owen's shoes, are practical shoes. Nike is just a little premium. Again, Nike is the first choice at the same price! Li Ning's basketball shoes have also developed well in recent years, and Li Ning is the first choice for the middle and low end!
Andema specializes in making yoga supplies and is going out of business. Thanks to Curry's signing, it is said that a star saved a brand, and it took only two years from loss to huge profit! Andema's basketball shoes and outdoor started late, and also has its own technology research and development! Measure it yourself.
As a basketball shoe fan, I personally think ua's basketball shoes are really not so good. Simply put, ua does not have the core technology of basketball shoes, that is, midsole cushioning technology. Take the Curry series as an example. I don't know how the performance of Curry 5 is. The midsole of Curry 4 is no different, and the forefoot is harder than Owen series. In other words, ua's basketball shoes have no midsole technology at all, and the price is still very expensive. Generally, offline counters have no discount all the year round. Tmall is sometimes sold at a 50% discount. Previously, 6 18 tmall 4 was sold at a 50% discount in the low distribution library, but personally, despite the discount, the price/performance ratio was still too low. If you like Curry, it is understandable to buy ua basketball shoes. This is the star effect. If you don't like curry, don't buy it. Anta is better than him. Anta's new Royal Air Series has a cottage flavor, but its feet feel good. If you want to buy basketball shoes, go and see Nike and Adidas. They both have sole technology, otherwise they will not be the two largest sports brands. Moreover, Nike and Adidas have rich product lines and can choose from a wide range of low-end shoes ranging from 300 to 400 to high-end signature shoes of 1000. Nike's Durant signature shoes cost 1299, which is the same as Curry's signature shoes. But when you put on Durant 10 and Curry 4 released in the same year, you will find that Andema's basketball shoes are rubbish, which is why Andema loses money every year, but she has no princess disease.
As a famous American sports brand, Andema is famous all over the world. But Nike, which is also an American brand, is better known.
The quality of Andema sports shoes is generally good. The crystal sole of the sole is not wear-resistant, which is very suitable for cement floor. But the shortcomings are also obvious, that is, fewer styles, more left-back shoes and relatively average air permeability. Nike has more styles and types for players to choose from.
In terms of technology, Andema has a brand-new HOVR technology, which makes the cushioning of sports shoes more comfortable. Nike, on the other hand, has powerful cushioning technologies such as zoom and air max. In this respect, Nike is still better.
Nike is not as good as Andema in the professionalism and functionality of sports equipment. As a sports brand, Andema is very professional and won't use too many tricks to cater to the market, so it will be liked by many professional athletes.
Finally, different people have different views on shoes. Which pair can you buy that you feel comfortable wearing?
The shoes are good, but they don't match his price.