UA Is A Step Closer To Nike.

When Andemar was just holding hands with golfer Jordan Spieth, he was only a young man under 20 years old.

In early 2015, Andemar also signed a ten year contract with Spieth.

The move seems to have given spears some kind of magic power to win in the first two grand slam masters and the US Open.

He also became the youngest two golf Grand Slam winner ever since 1922.

Although only fourth and runner up were won in the British Open and PGA Championships, it was still impossible to conceal the spark of the year.

The nature of the business of Andrew golf is not comparable to that of basketball, but the existence of spike is also very rewarding.

Andemar's limited edition golf shoes for Spieth were sold out before the US Masters Games started.

According to ESPN, Spieth created $15 million 200 thousand worth of advertising time in the masters game.

Andemar's gamble in Spieth won in 2015.

The female market has been the focus of Nike and Adidas's efforts in the past two years. As a latecomer, Andemar has gradually noticed the importance of this market.

In April 2015, Andemar officially announced the march into the women's clothing market and launched a frontal attack on two predecessors.

In the middle of the year, Andrew launched the new Armour Bra Collection series, which was extended as the theme of "I Will What I Want" launched in 2014.

The new series of endorsement teams are also bright stars, including the famous model Gisele Bundchen, skier Lindsay Vaughan, soccer player Kelly OHara, surfer Briana Cope and ballet dancer Misti Copeland.

As a sports brand, Andemar's pursuit of technological elements makes it somewhat different.

At the CES2015 electronics consumer goods exhibition held in Las Vegas at the beginning of the year, UA Record, a sports social networking platform built by Andrew and HTC, let people see their ambitions to challenge Nike+.

UA Record is a collection of all sports, and it also supports almost all mainstream sports smart wearable devices on the market.

As early as in 2013, Andemar paid a lot of money to acquire the application of sports fitness. MapMyFitness, UA Record can directly undertake MapMyFitness users and their personal data.

In 2015, Andrew spent $475 million and $85 million to acquire the famous MyFitnessPal and Endomondo sports App Co respectively, in order to expand their sports platform.

The three apps cost a total of 710 million dollars for Andrea, and bring more than 130 million users to them. These users will become potential consumers of the delta products.

In addition, Andemar and HTC jointly released the first wearable smart Bracelet HTC Grip.

Anderma, a woman with considerable experience in digital marketing, has launched the theme "

Online fitness competition.

Users can participate in and share their videos, photos and experiences in the fitness process by setting up fitness goals. Andrew will send professional fitness trainers to guide them.

The strategy of paying attention to female consumers has achieved good results in the short term, and its proportion of women's wear business has gradually increased.

But to really threaten Nike in the female market, it is far from enough.

At the end of 2015, rumor had it that Andrew wanted to buy Lululemon, a yoga clothing brand in Canada, but there was no substantial progress.

Anyway, in the future, Andemar will try more to expand the female audience.

At the CES exhibition in 2016, Andrew and HTC also offered big moves. The two jointly released the Internet fitness system, UA HealthBox, for monitoring and managing a series of factors that affect people's health.

At the same time, there are three models.

The market is smart Bracelet UA Band, heart rate with UA Heart Rate and intelligent weight scale UA Scale.

It can be said that from software to hardware, Andemar has gradually formed an inherent system, and this will also provide more platforms for further developing the female market.

What's interesting is that Andemar, a base camp in Baltimore, has set up second corporate headquarters in Portland.

The city in the northwest of the United States happens to be the headquarters of Nike headquarters and Adidas North America.

War Within Three Kingdoms, the three biggest sports brand in North America, has become a city killer.

In fact, we can still see a lot of Nike's shadow from the management idea of Andrea, although it is far away from Nike at a market capitalization of only 20 billion US dollars, but relying on the star strategy, deepening the female market and promoting the three magic weapons of science and technology, Andrea has enough courage to make more challenges.