"Shanzhai Adidas" Openly March Into NBA?

Saliva and bricks are flying together.

Beijing time on January 4th, CCTV sports channel continues to broadcast live NBA regular season, Denver Nuggets meet Houston rockets at home, but it is not the game itself that attracts widespread attention after the game. It is a billboard standing on the sidelines, a LOGO like Adidas, and 5 huge Chinese characters, "China ADI King".

After the game, a video of "NBA surprised China's ADI king" quickly became popular in potatoes, cool 6, Sina videos and other video sites. On the mop network, two screenshots of "Adi Wang surprised NBA and sword picked ADI" were more than 63 thousand hits in one day.

Where is the "king of ADI" in China?

Spoof

The origin of Adi Wang does not attract much eyeballs. Like Anta, PEAK and other sports brands that have long been in the NBA market, Adi Wang also comes from Jinjiang, Fujian, but its history is even shorter, only 4 years.

But in such a short period of time, Adi Wang can also quickly red.

"Daily economic news" reporter learned that, as early as 2009, the cat pounced netizens entitled "I saw a brand today called" Adi Wang "post, it opened the brand red jump network prelude.

"I saw a brand of sports shoes called" Adi Wang ", and the slogan was" everything can be changed. "My God," my God, what kind of people are there in the world, what brands are there, what slogans are there, and all are learning other people's... "

Because its inverted triangle LOGO is very similar to Adidas, and the brand name also has a lot of imitation of Adidas's suspicion, Adi Wang has been rapidly carried out by netizens on the theme of "copycat version Adidas" for endless "spoof", not only for its advertising creativity and advertising language, but also for the "ADI king" deified into the "top brand of the universe", its advertising spokesperson is an American Junior League player, but has been praised by netizens as another "basketball superstar" after Jordan and Kobe.

In the Baidu encyclopedia, the interpretation of "Adi Wang" is simply a "spoof" content, and it is totally impossible to see what kind of brand it is.

With more and more netizens joining in the "KUSO" campaign, "Adi Wang" has gained fame and fame.

In the industry, Adi Wang even has the reputation of the most successful cottage brand.

In this regard, Adi Wang has not shown any dissatisfaction, nor has it evaluated the arguments of all parties.

Undoubtedly, "KUSO" helped King ADI.

Sales have already been over 100 million and have no names.

Although there are indeed obvious signs of imitation, the daily economic news reporter is browsing.

Hou Lidong, manager of PEAK sports and public relations, told the daily economic news reporter that brands like Adi Wang, whose main consumer groups are concentrated in two or three line cities, are not very high on consumer awareness of brands, and Adi Wang has a larger price advantage than other brands because of its low price.

Reporters also saw from the official flagship store established by Adi Wang on Taobao. The price of the brand's sports shoes is mostly 150~200 yuan, which is much cheaper than the well-known domestic brands sold on the market.

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Hou Lidong also expressed his understanding of ADI's "spoofing" marketing.

In his view, some smaller brands such as Adi Wang will not invest too much in marketing because of their limited capital and strength.

"I admire the Min businessmen very much."

Hou Lidong admits that although Jinjiang has gathered quite a lot of sports brands, there are basically its own brand positioning and marketing practices, and the major manufacturers are basically at peace, which is not common in other industries.

Adidas hasn't responded yet.

A very ordinary NBA broadcast, suddenly made Adi Wang another fire.

According to the reporter, before the January 4th broadcast of the competition, Adi Wang's flagship store on Taobao also advertised on the front page. "Adi Wang sponsored nuggets, the western strong teams. In January, CCTV had two live broadcaster, the first time was against 10 rockets in January 4th, and the second time was against 10 suns in January 12th.

Please pay attention to the exciting events.

According to the industry insiders, the sports brand agents in Guangzhou have already heard the news.

In this regard, the daily economic news reporter yesterday confirmed in the Adi Wang company, but the company said that the main leaders on a business trip, unable to get in touch.

However, according to Adi Wang's flagship store salesperson on Taobao's website, the cooperation between Adi Wang and NBA is indeed true, but the specific way of cooperation and the cost of cooperation are unknown.

Hou Lidong told the daily economic news reporter that unlike PEAK and other NBA brands, Adidas Wang's visit to NBA is likely to be a collaboration with the Denver Nuggets club in the NBA alliance, with an estimated investment of hundreds of thousands of dollars.

PEAK is a partnership with the NBA alliance and has become an official partner in the Asia Pacific region. It can use NBA's LOGO and participate in its activities in the Asia Pacific region.

In fact, there is a precedent for the cooperation between China's sporting goods brands and NBA. It is not new for Adi Wang to land on the NBA arena. The reason for the "onlookers" is the origin of Adi Wang and Adidas.

As we all know, Adidas, which was born in 1948, has long been a global partner of NBA. What is Adidas's impression on the king of Adidas who openly march into NBA with the hat of "Shanzhai Adidas"?

As of last night, press release, Adidas has not yet made a formal response.