From The French Open, Adidas Wants To "Play The Role".

In the past six months, ADI has tasted bitterness in helplessness. In the US market, it was taken away by the young Under Armour as the "second of the United States". Not only that, the German sports brand was also embarrassed by Under Armour in the tennis field. The latter robbed Andy Murray, a heavyweight spokesman of ADI, a British heavyweight spokesman. What is more difficult for ADI to accept is that Under Armour signed a contract with the British elder brother for 15 million pounds (about 145 million yuan) for 4 years, consistent with the contract amount of Adidas.

Adidas, which has always been cautious, has worried about Murray's ups and downs. But since wearing Under Armour equipment in January this year, Murray has changed himself. He quickly returned to the top and reached the finals in the first Grand Slam Australian Open. Although he was eventually defeated by Djokovic, a famous Serbia player, Murray's performance was enough to be stunning. His outlook was also well received by the outside world.

The performance of players is equivalent to that of sponsors. The loss of highly exposed players in the tennis field with high business profits must have made him very upset. Fortunately, ADI's reaction is very fast. It decided to cooperate with its sports fashion brand Y-3 to launch the series of French Open tennis products, so as to promote the brand on the second annual grand slam competition online.

Y-3 is a fashion leisure sports brand created by Japanese top designer Yamamoto Teruji. In 2001, Y-3 worked with ADI and was subsequently accepted by Adi, but the two were relatively independent in operation. The launch of this series of tennis products is also the first comprehensive cooperation of the two brands.

This brand new tennis product series is directly named Roland Garros, which includes tennis shoes, men's and women's jerseys and competition hats. In shape design, product He continued the rigorous style of ADI and the fashionable style of Y-3, combining the classic black and white background with the bright and vivid Hawaii printing.

In addition, the technical aspect of the product is the expertise of ADI. Considering that this series will be the flagship of ADI Chun Xia products, ADI uses Coolmax technology and double-layer mesh fabric to enhance the ventilation and comfort of the equipment to adapt to the hot weather. Due to the spring season of professional tennis, including the French Open, the series of tennis shoes incorporate the lightweight design of the ADI adizero concept to enhance the slippage effect of sports shoes in the red soil.

"Y-3 has always been committed to sports and fashion. It is working with ADI tennis. Roland Garros It not only embodies the essence of high-end fashion, but also extends professional skills and energy to tennis courts. This is the combination of Yamamoto style and modern sports language. Adidas global creative director Dirk Sch nberger said.

From this point of view, ADI and Y-3 are very careful in order to catch the eye of the French Open at the end of May. Of course, players wearing these equipment have more say. During the French Open period, the first male seed in France, the first woman in the world, Ivanovic will wear these equipment. The performance of the two famous brands and brand spokesmen is noteworthy. ADI must hope that they can stay in the arena for several rounds so that the new products can be exposed enough to prove the technical content of the products.

Besides, ADI There is also a clever way to sponsor all caddie costumes and shoes on the French court. At that time, all the active caddies running across the field will be wearing Adidas and Y-3's new products. I believe the results will be considerable. At least, ADI don't worry that they will be out of the game too early. From qualifying to finals, there is no shortage of new products on TV live.

It is worth mentioning that the world's first Djokovic is also a spokesman for ADI footwear products, but he did not participate in this new product endorsement. Obviously, a little heart who thinks about winning the game doesn't care about these short-term business contracts. Wearing the most suitable sneakers to win the competition is the number one idea. In addition, ADI in the field of tennis star endorsement is not much, most of them are not warm. The most popular brand is Nike, the world's first sports brand. It does not win in the number of endorsements. Federer, Nadal, Sharapova, Serena Williams and other popular players, even retired Li Na, are the spokesmen of Nike.

In addition, coming to the high profit professional tennis industry, Murray, who has just signed the contract, entered the field of Under Armour, joined the US net champion, Lining, the number of endorsements gradually expanded New Balance, and so on, and even some clothing brands such as UNIQLO and H&M. The reason is simple: tennis is highly ornamental and professional, and the International Tennis Association has excellent marketing skills. This sport, originally a sport for the wealthy, is attracting more and more capital to help it become one of the most commercialized projects.

Therefore, it is foreseeable that with the commercialization of the professional tennis industry, it will also attract more and more sports and clothing brands. ADI expects to launch a series of sponsorship activities on the French Open and launch related products. In addition to challenging Nike, it is more important to consolidate its position in tennis. ADI understands that good brand expertise also needs marketing support. Because this old sport has already personally realized that the "latecomers" are very fierce. They do not want to catch up with "Under Armour" and do not want to lose more "Andy Murray".