Reebok Doesn'T Make Jordan Successor And Turn To Iverson.

In the first half of the 90s, people were searching for the next Jordan, a super idol who could achieve Jordan's achievements in athletics, business and culture.

Every year, there appears to be a new "Jordan successor". For example, Grant Hill, who graduated from Duke University and came from the upper middle class, is an Grant Hill's "penny" Hardaway with Jordan as well as Harold Minor, who is known as "doll Jordan" because of his superior jumping ability. His only problem is that the ball is too bad.

Iverson's 76 new teammates, Jerry Stackhouse, had also been labeled as "Jordan" when he entered the League because he liked to fly high buckles, with the lineage of University of North Carolina-Chapel Hill, and the star of Nike's rival, Fiero.

As the Gatorade beverage advertisement publicized at that time, these so-called "Jordan successors" and countless people wanted to be "like Mike". Only the upstart Iverson was an exception. He seemed unwilling to repackage himself to get the white support in the suburbs.

Soon after Iverson entered the league, he was found to be an epoch-making symbol, and a new era of black athletes is coming.

This is an era of advocating individuality. The image of black athletes is more real than that of Jordan, just like the difference between hip hop music and Motown music.

Despite the fact that Iverson has not yet played a NBA game, the breakthrough he has brought to the surface has come to the surface.

Falck, the visionary, has brought Nike and Jordan together to completely change the professional sports world. Before he joined Iverson's first vocational training camp, he helped the rookie and Nike rival Reebok Co sign a sponsorship contract of ten years and 50 million dollars.

One of the reasons for Iverson's choice of Reebok Co is the company's clever planning of its signature sneakers. They thought of the name of the shoes from the nickname of Iverson, which will be listed on the market in January of the next year, priced at $100.

In the second year when Iverson entered NBA, Reebok Co changed the name of his signature shoes to "answer".

Falck wisely suggested that Reebok Co should not promote Iverson by promoting Jordan. Iverson himself insisted on his market image without exaggerating the elevation, so long as it could reflect his true feelings.

When the New York Times magazine decided to write a close-up for Iverson, Falck did not deliberately arrange a meeting for Lynn Lynn and Falck.

"We are talking about who Alan is."

Falck said to himself, "the only important task for us is to maintain his image. This is a heavy task.

Every company, like the great director Fellini, tries to control the image of the spokesperson, which neglects both the will of the parties and the audience.

Everyone agrees with Falck, and Iverson sits and listens quietly.

"How do you feel?"

Falck asked Iverson, who thought for a minute, then replied slowly, "if I could keep my nature, I would be more interested in marketing."

Falck then asked, "do you like the idea of marketing promotion from the perspective of speed and innovation?"

After a long silence, Iverson said, "I prefer to start from the perspective of creativity."

Everyone nodded their approval.

In Reebok Co's view, cooperation with Iverson gives them the opportunity to win a large number of consumers, those who advocate hip-hop culture.

The sports shoe industry has a market value of 7 billion dollars, of which 40% are occupied by powerful Nike companies.

Although Reebok Co is the second largest shoe company in the United States, the days are not so good. In the year before signing the contract with Iverson, their share of the market dropped by one percentage point to 20%.

In the months following Iverson's signing, investors' outlook for Reebok Co was growing. Their stock rose from $26 to $38 per share, and Iverson was also seen as a key figure in pforming Reebok into a trendy fashion brand.

Iverson, the 31 year old Washington man Henry, "Kui" kaskis, is a Reebok Co executive who is in charge of the product line of. After studying for a master's degree in business administration at the Kellogg School of business in Northwestern University, he was a buyer at Sax's boutique department store and later switched to Reebok Co.

Gaski is a black man who likes to wear fashionable baggy clothes, and later has a "corn head". In order to strengthen his ties with Iverson, he moved from Washington to Philadelphia.

Some people regard Gaski's role as an adult babysitter, and he admits sometimes that's true.

Editor in charge: Yang Jing