A Frustrated Trip To England, Nike Came Out Early.

The European Cup final 2016 is on tonight.

It is France's dream of reliving the local title, or whether the Portuguese can get the wish at last. It will take 90 minutes or even longer to decide.

But in

For competition, someone can open champagne in advance.

Two branches

The team came to the end. Since the 1996 England European Cup, the American sports giant spent twenty years and finally conquered Europe for the first time.

For Nike, it was a great victory, especially in the dead.

The European base camp wins the battle of topic.

On the contrary, the German brand is very frustrated.

This is the first time that the Adidas team has lost its chance to show up in the final of the European Cup since the famous "clover" logo was officially introduced in 1972.

A frustrated trip to England, Nike came out early.

In 1971, the first pair of football shoes with hooks came out.

But Nike will officially enter the football world after 23 years in the US World Cup.

At that time, Adidas's market share was facing the impact of Puma, UMBRO, Reebok, Hummel, Lotto and so on. The world cup came to the American home of Nike, and the Americans sniffed the commercial atmosphere on the football field.

In 1994, Nike launched its first football advertisement. The endorsement star includes the two super strikers of the final champion Brazil, Romario and Bebeto.

After that, Nike signed three important teams in three regions - Brazil, the United States and Italy.

Brazil is the kingdom of football, its status in football is aloof, and the United States is its own sphere of influence. There is no reason to be robbed by its competitors. Italy is the first shot to enter the traditional European football market.

Cantona is the spokesman of Nike's earliest football product, until after retiring, he still appears in Nike advertisement frequently.

In 1996, the Nike team debuted in the European Cup for the first time.

It is a little embarrassing that during the two competition (the 1996 England European Cup and the French World Cup 1996), the hooks did not appear on the surface of the Jersey.

This makes Nike's early European team strategy a bit "Jinyi night walk" feeling.

However, this does not prevent Americans from playing the leading role in the "best European Cup".

In its first European Cup advertisement, Nike first let soccer fans feel its story telling creativity.

Cantona raised his collar to shoot the hell devil, becoming the classic scene of Nike football advertising.

In addition, Nike bought all kinds of outdoor billboards around the European Cup Stadium, making UMBRO, the official partner of the tournament, become a supporting role.

At that time, David Jones, UMBRO's US marketing director, sarcastically said: "some people stretch the trenches to a mile long, but they only dig an inch deep."

From then on, Jones's remarks were just in one language. Although there were famous platforms such as Cantona and Gerald Nora, the Italy team competition was declared out.

Nike's first European Cup trip was so gloomy.

The world arena has been successful. European battleground is still frustrated.

In 1997, Nike signed another European team, Portugal.

Portugal has proved to be Nike's "top man" in Europe.

In 2000, the European Cup of Holland, Belgium, and the outbreak of the Portuguese gold generation, have been fighting for the semi-finals.

In 2004, the European Cup was held in Portugal, and the host went on to the finals.

This is the most successful Nike team in the European Cup, but it may also be the most bitter.

Portugal was unveiled by the same unknown team for the two time in the opening and final rounds - Adidas sponsored Greece.

Greece created the "myth", while Adidas locked the champion team for three consecutive European cups (1996 Germany, 2000 France).

Nike's performance has been excellent, and it has never been able to shake the European base.

The two sports brands are different from each other in terms of teams and players. In 2004, Charlie Christian Yayse helped create the myth of Adidas team Greece, while the player himself was a Nike sponsor.

But in the East, the west is not bright. Nike has made a breakthrough in the world.

Brazil's World Cup in Japan in 2002, Adidas's mark Germany, the fifth time to become the world champion.

The United States women's soccer team scored a penalty kick in the 1999 women's World Cup in the United States, and the opponent was exactly the Chinese women's football team sponsored by Adidas in three years.

On the club side, Nike's success can be traced back earlier.

In 1997, Dortmund became the first European club champion to be sponsored by Nike.

Entering the twenty-first Century, Nike's leading club, Barcelona four, won the Champions League. It is also a proud achievement for Americans.

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Then the angle of observation is changed from the team to the sneakers. The Nike sneakers are also very eye-catching in the contest.

In 2014 and 2012, Gog and I Nesta, who scored two goals in 2012, helped Torres score the only goal in 2008, Materazzi who scored the score in 2006, Charlie Christian Yayse who made a cold spell in 2004, Ronaldo playing Kahn in the 2004, and all the heroes who set the world cup in the world cup and the European Cup in the new century, all of them broke the door with Nike shoes.

Adidas only won the two final goals in 2012 by David Silva's first pick and Zidane's penalty kick in 2006.

Sports brand competition can start from many dimensions, you say your market share, I talk about my marketing topic; you say you have a champion team, I said I signed the first superstar.

The brand always finds an angle to write a book about its performance.

For example, the 2014 World Cup in Brazil, despite the fact that all the stars in Nike's "all in all" advertisements were swept away from the finals, the two Adidas teams, Germany and Argentina, joined in the championship competition, but they finally slipped out a strategy to destroy the city for Nike.

Jiangshan has talents, and Nike rivals are getting stronger and stronger.

However, Nike will always aspire to win the championship team, including the embarrassment of breaking the championship in the European Cup.

This time, with the help of Cristiano Ronaldo and the Puma's glenzman next year, Nike finally realized her dream in advance.

The four strong European Cup is exactly the two teams' Adidas team fighting against other brand teams.

Portugal's two C team's soul, Welsh lo and Baer, belong to the two major sports brand camps.

In the end, C Luo made a pass and took Portugal back to the Delux cup competition 12 years later. Baer was unable to go further in the struggle of "becoming a father and becoming a mother" again.

In the battle of Germany and France, Schweinsteiger, the piggy in the Adidas X series, was sentenced to handball. Glenzman used the Puma evoSPEED to shoot the net.

Then the French 7 went on to the next city, and the French team, third degrees in the Nike robe, took part in the competition for the glory of the European kings again.

The two Nike team of the final of the competition, Portugal belongs to the "magnate" reappearance, does not hesitate Nike and its nearly twenty years of cooperation.

France is a more positive blow to Nike's old rivals. The 32 million euros (seven and a half years) that the team first dug from Adidas was worth the money.

Compared with twenty years ago, the percentage of Nike's final week ball team rose from 6% (1 teams) to 25% (6 teams).

After all these years, Nike deserves to be rewarded.

But the bottom line of Adidas remains profound.

This European Cup, Adidas team has nine teams, is still the first major force.

In addition, with the identity of the official equipment partners, Adidas continues to have the backbone role.

Adidas chief executive Haina has revealed that Adidas occupies 36% of the five largest markets in Europe and continues to press Nike.

Meanwhile, Adidas expects revenue of soccer products to reach 2 billion 500 million euros in 2016, while Nike still has a gap of more than 300000000 euros with its rivals.

Sports brand competition itself is a dynamic process. No one dares to think that he will always be the winner.

In 2014, Nike's first team in five major leagues exceeded Adidas for the first time.

However, a year later, Adidas took Nike to the two main facades of the club, Manchester United and Juventus.

In the past, there was a club alliance G-14 in Europe. If we regard its member teams as European giants, there are only three teams in Nike's club now (Barcelona, international Milan and Paris Saint Germain G-14 have a total of 18 members at most).

A little consolation is that in recent years, European upstart Atletico Madrid is also under Nike.

Today, there are more new players in sports equipment arena, such as new hundred.

Although Adidas and Nike are recognized as the top two in sports circles, other brands are also eyeing them.

Puma captured not only A Senna and Dortmund in the Nike camp, but also the blessing of Leicester City fairy tales.

New brun (and its sub brand warriors) currently sponsors Oporto, Liverpool, and two "predecessors" are Adidas and Nike respectively.

And UMBRO, who had been badly hurt by Nike's acquisition, also enjoyed the feeling of revenge through sponsoring PSV Eindhoven - Eindhoven worked with Nike for twenty years.

Besides, don't forget that Andrea, who is born in American football, although there are only Tottenham Hotspur as the representative team in Europe, who knows what bigger plan it is brewing? Two months ago, Chelsea, who announced the early cancellation of the contract with Adidas, might be the potential prey of andmar.

Whether it is Nike who has finally won the European Cup or Adidas, the competition after the European Cup is still long.

The Nike final is only a temporary victory. It is no more difficult for Americans to dominate Europe at the moment than it was twenty years ago.