Can Curry Explode Andrea Basketball Shoes?

Now that NBA is a well deserved little boy, when Andrew saw the opportunity, he grabbed Nike as the spokesman. Can he explode Andrew's basketball shoes?

In an investment note released by Morgan Stanley analyst in Jessore recently, he wrote: "although we are not optimistic enough about the growth of Jay's performance, there is a person who can rewrite the whole Sole". This is the NBA star who is now in the ascendant. Stephen Curry (Stephen Curry), according to Saul, because of the endorsement of Currie, UA's sales of basketball shoes and shoes increased by 350% in the past year.

"UA Currie signature shoes in the United States market performance has exceeded James, Kobe and any other player, second only to Jordan."

According to the interface report, last September, Under Armour announced the renewal of the contract with Currie. The new contract signed between the two sides will last until 2024. In addition to the endorsement fee, the contract also shows that Currie will get the shares of Under Armour company. Although the specific share is not clear, the endorsement fee has not been disclosed, but it is said that this is likely to be the most valuable sports shoe sponsorship for NBA active players.

　　 The disk from Nike

To say Under Armour's eye is the envy of all, Nike should be the first one. After all, before 2013, Currie was a signer of Nike. At the time when the contract expired, considering the ankle injury and season performance, Nike did not choose to renew the contract, but turned to another NBA star Erwin. At that time, it accounted for 4.9% of the market share of sportswear in the United States, and the market share of basketball shoes accounted for only 0.35% of the Under Armour. With about 5 million US dollars (no specific figures were known, and the amount of contract endorsed by 5 million 500 thousand dollars in the year of curry), the contract amount of one year was signed, and the contract was signed in 2017.

An article in the southeast Morning Post revealed more details before and after signing the contract.

It is said that UA can successfully sign Baez Moore, which is largely due to the Amway of teammate. Stone, who runs the UA sports marketing department, has said that as early as 2012, UA plans to spend a lot of money on Baez Moore to show what UA can do for the stars, with a view to attracting attention from Curie and other top players. So when Currie told Baez Moore that his shoes contract was due to expire, Baez Moore immediately said, "dude, come to us and have our own shoes."

"You have done so much for Baez Moore. What are you going to do for me?" To be sure, compared with the stars of Nike spokesmen's camp, Curie's position in Under Armour is almost signed by a contract, and the UA character on the UA has not been hurt for a long time. It also shows the protection of the UA.

　　 Currie Under Armour

Chief executive Kevin Plank has said that it will build a basketball brand worth 1 billion dollars at the core of Curie. And now it seems that Under Armour, an early brand of rugby style tights, is rapidly opening its own market in the basketball world: in January 2015, Under Armour released its war boots. With curry getting the MVP and the championship, sales of shoes increased rapidly and were swept away. In the fourth quarter, the sale of shoes and other new running shoes made Under Armour's footwear sales surged 94.5% to $166 million 900 thousand.

Obviously, UA will not just be satisfied with being a company selling sportswear and providing sports equipment for NCAA, but for a company that wants to do all-round sports equipment, basketball business naturally has to be valued. As Wang Yi knows, the significance lies in:

A. provides strong revenue growth point

B. drives growth of Footwear footwear products

C. expands product line to provide a complete shopping experience.

D. enriches brand image

Among them, footwear products have been an important growth point of the comprehensive sports brand. The Footwear of the industry giants accounts for 62% of the total, while the Adidas has 46%, and UA has not been enough in this respect in the past.

At present, Nike (including its Air Jordan brand) accounts for more than 95% of the total basketball shoes Market in the United States (the final correction data is 95.5%), which is obviously a unique situation. The performance of Adidas group has been shrinking year by year, and has completely lost its competitiveness. In such an environment, if UA can borrow power from the Treasury, it will have the opportunity to divide up the market share that Adidas has lost and to further encroach on the share of Nike.

In addition to the US market, Under Armour, who is intent on expanding overseas, is also very resourceful and often brings Currie to the "battleground" China, which has a positive effect on brand communication and market promotion. In 2016, they planned to open 2/3 of the 200 target stores in China.

　　 So... If Nike didn't let go of the Treasury?

First of all, it is almost certain that Curie's signature shoes will not go online in such a timely manner. Because he didn't have any outstanding performance before, and was always injured, Nike won't make up his mind to sign his shoes before he won the championship and MVP in 2015. According to the 13 months' production process, Nike's signature shoes can't catch up with the hottest time. On the other hand, how to locate the Curie line will also be a headache for Nike. After all, the Nike players' product line is numerous and complicated, and there are many factors to consider. In the end, it is likely to give an awkward position to the Treasury. It is also difficult for the resources to tilt like Under Armour. Cooley If the bonus of counter attack is to be put in Nike, it is only a rule.

But if it's really like Morgan and Stanley analyst Jessore, Under Armour's success or failure is on the shoulders of Currie, that's the importance of the overly exaggerated spokesperson, or Under Armour has to work harder in other areas.