Sports Shoes And Clothing Brand Alternative Olympic Marketing Or Marketing

Sports apparel manufacturing industry In the "cold winter", the domestic sports brand still does not give up the London Olympics "straw". Different from the past, apart from the two giants of Lining and Anta, other sports brands coincide with each other in the battle for the Olympic Games. They did not focus their eyes on the star athletes and champion sports teams that attracted much attention. Instead, they were some "story" players and "cold shoulder" Sports teams.

Anta took the lead and replaced the two strong players of Lining and Adidas, and won the only partner of the Olympic Committee in one fell swoop. Lining insisted on "gold medal team strategy" unchanged, as always, supported five gold medal "dream team" - table tennis team, gymnastics team, badminton team, diving team and shooting team, to provide them with match equipment and services. In addition, the world's top athletes and sports teams - Powell, Isinbayeva, Thohir Andersson, and the American diving team and the Argentina / Spain men's basketball team are also wearing Olympic equipment tailored to them by Lining.

On the surface, there seems to be little left for brands such as 361 degrees, PEAK and XTEP. However, it is ingenious that the charm of competitive sports lies in the fact that no one can guess the wrong answer at the moment when the result is not available.

With Sun Yang in the men's 400 meter medley and the 1500 meter freestyle event on the successive closure of the king, before the signing of Sun Yang's 31st degree began to enter the media view. What is even more surprising is that in the men's 56 kilogram weightlifting B group, the DPRK "black horse" Yan Runzhe was cold, with a total score of 293 kilograms, while on the North Korean team's sportswear, it was the 360 degree logo.

Turn over 361 degree sponsorship list: North Korea, Belarus Croatia and so on. The 360 degree sword went on the side and made an essay on his opponent. Not only did he avoid direct competition with Lining (signing the Chinese team), especially with the appearance of the "black horse" of the DPRK, its popularity followed Lining and Anta. Madilov, the legendary veteran of Belarus, broke the world record in one fell swoop. 31st degree is also "bright!"

Similarly, there is XTEP Jinjiang brand. In this Olympic Games, XTEP only sponsored the Chinese synchronized swimming team and the American sprinter Justin Gatlin.

Gatlin, who is 30 years old, has been in an advanced age of athletes and has been banned for four years. After eight years of waiting, the public is not optimistic about the veteran. However, in the London bowl, Gatlin won the precious bronze medal in 9.79 seconds with the Olympic Games 100 meters final.

PEAK is also striving for its exposure in its own way. In 2008, PEAK, which only sponsored a team of Iraqi delegates, sponsored the Olympic delegation of 7 countries in Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus this year. In overseas marketing, PEAK has always been in the forefront of local brands. Although these recipients are not strong enough to win gold, their sponsorship fees are relatively low compared with the hot countries.

Hongxing Erke reached a cooperation agreement with the Iran Olympic Committee; Jordan designed Olympic award dress for 3 delegations of Kazakhstan, Turkmenistan and Mongolia.

"The influence of gold medals has been weakening." Liu Xiang, director of public relations of PEAK, said that gold medal is like a gust of wind. The key is to combine gold medals, sportsmanship, Olympic spirit and brand connotation, rather than to say that a brand signing athlete wins the championship. Brand should be closely related to the spirit of "upsurge" and "positive energy", which is the essence of sports marketing.

A long-term tracking Shoes and clothing brand According to the researchers, the proportion of advertising cost of sports shares in sales this year will be 1 to 2 percentage points higher than in previous years. Olympic sponsorship has almost no help in performance. A huge sum of money smashed into the market is just like doing an advertisement, which has little effect on sales, and heavy sponsorship may be wasted.