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ADI And Nike: Different Cultures &Nbsp; Different Thinking.

2012/2/13 11:08:00 42

An unprecedented shoe endorsement contract!

According to a number of American media reports such as ESPN, at the beginning of the year, Adidas will renew Derek's Ross endorsement contract with a total price of 250 million dollars for 10 years.

This number is horror: it is far more than the salary contract signed by Ross and the Chicago bulls (5 years 94 million US dollars), which is called a "lifetime contract" in the professional sports community.

It is worth mentioning that Lebron James and Kobe Bryant speak for themselves.

Nike

The contracts for basketball shoes are 7 years 93 million dollars and 5 years 45 million dollars respectively.

What makes Adidas gamble "Roses" (Ross's English Name: Derrick Rose, hence the "Rose" nickname)? Insiders say, "Ross is the only Chinese NBA star who can compete with Kobe and James."

But this is probably Adidas's self talk.

In China, according to official data released by NBA, Kobe's jersey sales have been ranked number one for many years. The only hope to challenge its popularity is Lebron James.

Adidas is willing to gamble on Ross's career for ten years.

Reason

There is no other choice.

Because in the field of basketball, the number of its stars, from quantity to quality, is totally backward than that of Nike.

In addition to James and Kobe, NBA's hottest stars are currently included by Nike.

Adidas has had the time to compete with Nike's gorgeous star lineup: If time goes by and friends go to Wangfujing pedestrian street in Beijing, you will notice Adidas's huge billboards: Mcgrady, Arenas, Garnett, Duncan and Billups, who have been in NBA for a while, but the injuries, age and some unexpected trouble have dismembered the all star lineup.

Nowadays, only the Ross and Dwight Howard are able to compete with Nike's all stars in Adidas. The latter is the No. 1 center in the field of NBA.

Adidas may be able to attribute this situation to "luck" or the inevitable cost of professional sports, but it can not be evaded: when its stars are old, they fail to net a large number of basketball stars with commercial value as early as Nike.

However, this is not the topic that Adidas most needs to reflect on. After all, to some extent, the purchase of "Star" can be solved by "money". What needs to be reconsidered most is the cultural gene of German enterprises and the thinking mode of American company Nike in basketball culture.

For ordinary fans, Nike and Adidas are in actual combat.

function

The performance is not necessarily high, but Nike's technology is very "dominant", for example, "flying line" is directly reflected on the upper surface, not only a new technology, but also a new design element; max air itself is a beautiful external air cushion, but the core of Adidas A3 technology is "hidden" in the sole, is "hidden", for non professional fans, it is not so easy to perceive.

This is the peculiarity of basketball shoes.

There is a saying: football ADI, basketball Nike.

Football shoes have stronger functional properties, but basketball has been inseparable from American street culture since its birth. Basketball shoes also carry more consumers' demand for design elements and personality.

Nike's current basketball star brand has formed three priorities.

Stable

Series: Lebron James series, Kobe series and enduring Jordan series.

Unlike Nike, Adidas started building the concept of "team basketball and brotherhood basketball" in 2008. This is not a wrong way to walk Nike Road, but the problem is that there is no need to design the five superstars' exclusive sneakers as "brothers".

Therefore, Adidas's "gamble" Ross's move is worth looking forward to. Is it going to turn into a sense of design and a personalized Nike play in the future?