International Competition: The Place Where Sports Brands Strive For

At 21:56 on August 12th, as president Hu Jintao solemnly declared "the opening of the twenty-sixth Summer Universiade in Shenzhen", the Universiade, which was presented to the youth event of the world, was put on in the city of Shenzhen, a city of youth and vitality in China.

The international competition sports brand's strategist strives for the land.

In every international sports event, apart from the competition in the field and the news competition between the media, the equipment used by the athletes is also staged a "brand war".

After all, thousands of spectators, countless TV users, and uninterrupted online newspapers and magazines have made these brands frequent and unimpressed.

In these special campaigns, the international sports brand has always been the leader, but in the new Olympic cycle, more and more national sports brands are active in the public view. From sponsoring popular sports events to inviting famous athletes from abroad and at home, the strong rise of domestic sporting goods is changing the market structure of foreign brands' "dominating the whole world", which is most vividly reflected in the Guangzhou Asian Games and Shenzhen Universiade in recent two years.

In recent years, we have seen more and more Chinese brands join in international competitions, and are already familiar with sports marketing.

From naming sponsorship, providing equipment to invite endorsements and other forms of cooperation can be found everywhere, through various marketing means to promote the brand, and get the corresponding market response, has played a role in promoting the brand influence, has become the only way for the growth of Chinese sports brand.

But again, 10 years ago, or 5 years ago, there were few Chinese brands in all major international sporting events. Those international sports brands that you had sung to me, have been firmly controlling the audience's eyeballs, and with this "congenital advantage", deeply imprinted the mark of high-end sports brand image in the hearts of consumers.

Until the 2010 Asian Games in Guangzhou, the national sports brand 361 degrees became the only high-level partner of the sports clothing of the Asian Games, provided about 100000 sets of Asian Games clothing for the Asian Games, and became the national cycling team, the national handball team, the national hockey team and the national Triathlon team.

Volunteers, referees, and 9 Malaysia players and even the technical personnel are wearing 361 degrees of clothing and shoes. The Asian Games can be said to be 361 degrees on the whole track, and even Guangzhou people jokingly called "the city wears 361".

In addition to representing the strong rise of the national sports brand Guangzhou Asian Games, in this Shenzhen Universiade, the international brand is still in existence, but the Chinese national brand is overwhelming.

The Chinese brand represented by 361 degrees has almost sponsored the clothing of most countries, and the Universiade has sounded the assembly number of China's sports brand.

In the sports marketing of many domestic brands, 361 degree is unique. It has become the biggest highlight. The ultimate goal of Guangzhou Asian Games does not fully represent its ambition and brand to expand to the international market.

At this Universiade, the 361 degree international expansion took a new step, and became the global partner of the Universiade.

The torch bearers, volunteers, pacesettes, etiquette, cheerleaders and other important events are all staffed by costumes of 361 degrees. They are sweaty, with warm smiles and generous gesture, welcome and serve the athletes and spectators of all countries. They have won the unanimous praise from the media and audiences at home and abroad, showing the youthful spirit of college students, and also showing their love for sports and their love for friendship.

At this time, it corresponds to the slogan "more than one love", which may make people understand the brand connotation and enterprise vision that 361 degrees have always advocated.

Moreover, 361 degrees also provided professional clothing for 7 Chinese university student teams and 16 national college delegations such as Germany and Italy, reflecting their vision and strength in the forefront of international professional sporting goods.

When the audience in front of the TV and the live webcast saw constantly wearing costumes with 361 degrees marks, they had to exclaim. When did China's sports brands spread all over the world? Such a situation also caused heated debate on the Internet. In the hottest micro-blog platform, many netizens expressed various views and expressed surprise and joy at the frequent appearance of 361 degrees.

361 degree high level said that the investment in the Universiade is not a simple sponsorship and cooperation. In the core idea of 361 degree sports marketing, it is hoped that the competition and sports as the emotional hub of its brand proposition to communicate with consumers. We hope that through the spirit of the games and the spirit of sports, the brand proposition of "one more love" will be more drenched and clear, and consumers will be able to choose and identify.

To this end, the slogan of "one more love, starting from here" meets the theme of the Universiade. It also seeks to seek opportunities and scenes of dialogue with consumers around this center.

We can see that through this series of "carrot and stick", the 361 degree has become one of the most popular topics in the Universiade. It has become the pronoun of the spirit of youth, hard work, perseverance, love and so on, and this brand infection will also extend from China to the whole Asia and the whole world.