UA Is Probably Not Just A Collaboration.

The star wedding in entertainment circles is always remarkable from Huang Xiaoming's marriage to AB, and to Bao Beier's wedding bridesmaid.

And a sports circle's pnational love, running APP Yue sports circle and sports giant UA deep cooperation, also in the industry also made full eye.

Recently, the United States high-end functional sports brand Under Armour and the well-known running APP jointly announced the official launch of the theme of "UA Race" sports competitive activities, the time span of up to 1 years.

The activities include interaction between online and offline, training camp and UA events.

If we comb it carefully, it is easy to see that under the upsurge of nationwide running, Nike, ADI and other giants began to covet the huge cake of the domestic running market, but lacked any substantive cooperation with running APP.

The deep interaction between Yuet Wan and UA, let the industry see a more valuable space for the future expansion of the running industry.

Throughout the domestic running market, according to incomplete statistics, there are hundreds of APP running classes, but why did sports giant UA choose Yuet Wan?

In fact, cooperation between the two sides is not accidental.

A month ago, Yue Chai co founder Lu Jia was invited to participate in the global marketing activities of UA at headquarters in the United States. Although the two sides did not disclose the specific content, they may become an important opportunity to facilitate this cooperation.

According to the definition of UA Race between Yue Wan circle and UA, this activity is not only a running competition, but also combines the content of Internet gene and sports essence, bringing the true sense of participation to users.

In the future, UA Race will not even be excluded as an independent event IP.

According to the introduction, from April 10th, the runners can pass through

APP sign up for UA Race and run PK with other runners.

During the activity, the yuewan running circle will be set up in the following two parts: UA RACE mileage rankings and UA RACE 10KM.

According to the rules of activity, 8 winners will be selected every month to get the Under Armour runner's exclusive equipment and the marathon free exchange code on the happy running circle line.

It is worth noting that Yue run circle has also pplanted the successful experience of "running group ranking" with the Bank of China Merchants Bank to this cooperation.

Relying on the advantages of technology development and data analysis, Yue run circle has joined the new UA RACE rankings in UA Race.

In addition to the customization of activities, the other aspect of cooperation is the output of running content and the integration of online and offline communication.

It is reported that with the activities going on, the APP will launch a training camp module, running the posture correction and running knowledge learning for runners through short video or GIF.

At the same time, Under Armour designated stores will also be guided by professional coaches, regular running training, correct running posture, and some running skills, such as running out the best speed, reduce the knee pressure when running.

It is estimated that in the second half of the year,

All the best runners, runners and top runners will be invited to join the event.

According to US media reports, sales of U A footwear jumped 350% in 2015, driven by the brand spokesperson NBA superstar Cooley.

US media predict that UA is likely to become the second largest sport brand in the world.

With the accelerated pace of internationalization, China's running market, which is now in full swing, is naturally a battleground.

Although Nike and Adidas have been entrenched in the domestic mass sports market for many years, UA has obviously made sufficient preparations to cut into the running market by deep cooperation with Yue Wan circle.

In the industry view, the two sides' cooperation is built on the basis of mutual integration and symbiosis.

Yue Wan is good at marathon planning, operation and Internet sports marketing. It is precisely the deep understanding and concentration of the domestic running market.

Foreign brands are most valued in the Chinese market.

And UA's brand awareness and offline store resources can be combined with line and online.

The marriage effect will soon appear.

A person close to Yuet Wan said that the two sides had maintained close communication before the cooperation.

In many marathon events organized by Yue Wan circle, UA running shoes are always the main running shoes of Yuet Wan activities.

According to the person familiar with the matter, with the deepening of the cooperation between Yue Wan and UA, the two sides will make deep customization cooperation in running shoes, clothing and other equipment, and try to explore in the mobile e-commerce business.

It is precisely so thought that the marriage of Yue circle and UA is not based on the needs of short-term interests.

Especially with the accelerated expansion of the scale of the domestic running market and the premise that the industry pattern has not yet been formed, the layout of the whole industry chain around running is particularly important.

The cooperation between the two sides is expected to take the lead in a certain degree.