Nike Will Further Emphasize Matters Related To Consumer Experience In The Future.

The competition between Under Armour and Nike has spread from contention players to university sports sponsorship.

Recently, Under Armour took the place of Nike and signed a 10 year contract with University of California at Berkeley to pay $3 million 500 thousand a year.

Starting from this summer July 1st, this student athlete of the US sports strong school

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Sports equipment will be provided by Under Armour, and the company will also provide internship opportunities and product discounts for school graduates.

Under Armour's CEO Kevin Plank says UA hopes to become a partner in all fields of fitness, health, charity and professional sports in universities.

In the strong sports atmosphere of the United States, University sponsorship has always been

For a regular expenditure, Under Armour entered Auburn University for the first time in 2006 years, and this contract will be the thirty-fourth sponsorship agreement signed by them.

Previously, we have reported that IMG, a Sports Institute sponsored by Under Armour, has become the best place for brands to do market research.

In the 2014-2015 season, the total sponsorship of sports in American universities reached US $1 billion 100 million, up 6% over the same period last year.

According to ESPN's report, Nike sold 200 dollars worth of products and $150 thousand cash to University of California at Berkeley in the 2016-2017 season.

While the value of the new contract sponsorship has increased tremendously, UA will pay nearly $86 million in cash and products, including $3 million 500 thousand a year in cash and 476 million dollars in products, and $3 million in total contracts.

At the same time, Nike has recently announced a massive high-level personnel change.

Michael Spillane, vice president and general manager of the footwear company, will now serve as a strategic consultant, reporting directly to CEO Mark Parker; and Christiana Shi, who has led the company's DTC (Direct to Consumer) business growth to retire, is the vice president of the company, which may mean a further strengthening of the women's product line in the store.

In addition, the company's chief marketing officer will soon be pferred to Nike group's CONVERSE as CEO, and the former vice president of Nike global brand creative experience will take over as chief marketing officer.

There are signs that Nike will emphasize more about consumer experience in the future.