Canadian Brand Mimics UA'S European Strategy

With the coming of the National Day holiday, football fans can enjoy the great tournaments of all major European tournaments this weekend.

In the seventh round of the Premier League this week, there was an unremarkable rise in last season's horse fight - Waterford's home game against Bournemouth.

What's interesting about this game is that both teams' jersey equipment is a niche brand for Chinese fans.

Bournemouth's equipment is provided by JD Sports, a sporting goods retailer in Britain, and also produces proprietary brand equipment.

Since 2015, JD Sports has sponsored Bournemouth.

What we want to focus on today is Waterford's equipment sponsor Dryworld.

Compared with JD Sports, which has more than 800 branches, Dryworld from Canada is really unknown.

However, in 2016, Dryworld demonstrated the ambitions of layout football.

However, in the future, to become a ferocious "cross river dragon" in the European football product market, Dryworld needs to do more than just exposure in the Premier League.

The first Premiership wins two tough battles

Waterford's opening match for the new season is Southampton.

Both sides played 1:1 at St. Mary's stadium.

In addition to two fans, there should be few people in this event.

However, Waterford's next four rounds will be Chelsea, Arsenal and Manchester United, three of them, and the West Ham United who have moved to London bowl.

At home, facing the blue lion and gunners, Waterford lost six points. When they challenged the hammers, they lost two to four and completed the super reversal. They returned home to face the Red Devils, and sent Mourinho three consecutive defeats for ten years in 3:1 score.

In addition to showing the tough temperament of Waterford, these two competitions also let everyone notice the strange "D" logo on their Jersey.

Dryworld has officially become a sponsor of Waterford's Jersey this summer. The two sides have signed a three year cooperation agreement, and Dryworld has won the title of the official technical partner of the club.

Spencer Field, the commercial director of the club, said: "we are very happy to cooperate with Dryworld.

We have a common ambition to constantly improve our strength and compete with the most powerful brands in the industry. "

The two sides did not announce the specific sponsorship amount, but Field said it was a sponsorship contract for Hornets in the history of the club.

What is certain now is that the annual cost of Dreworld sponsorship is at the "multi million pound" level.

They are not competitors.

After joining Waterford, Dryworld finally got a stage of self display.

Small business begins with many difficulties.

Dryworld put forward the slogan of challenging the two giants of Adidas and Nike a few years ago.

The fact is that in 2013, Dryworld was still a need to raise public production to expand the production of the vortex, ryworld was founded in 2010, the two partners Matt Vingat and Brian Mackenzi were originally rugby players, but did not create many dazzling moments in their careers.

After retiring, the two men discussed the need to make a sports shoes. They could keep Kangnai in every foot under any circumstances. K was always afraid of the injury. He had no choice but to make a mistake.

Two people pulled investors, and the first two or three years of their establishment were mainly technological development.

They have changed many special high-end names for Dryworld's technology, such as HauteD, Aggression, BioSkyn Apparel and Barefuta.

The first product is called Dryfeet, which means "dry feet".

Dryworld began to try some professional athletes from rugby, football, baseball and other events.

"If your feet are wet, cold and uncomfortable, you can't concentrate on achieving your goals," said Chad Kekot, a Canadian Football League player and a Toronto astronaut.

You want to reduce interference so that you can cope with your tasks.

This is very important.

Dryfeet not only eliminates such interference, but also improves the comfort of feet. "

There are also some soccer players who say that Dryfeet helps improve ball control.

In 2013, Dryworld could not afford to spend any money. The two founders were worried. It is worth mentioning that the shape of Dryfeet boots was very similar to the popular football shoes nowadays.

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However, the athlete's word of mouth did not bring them instant income.

When the product is about to enter the market, the British Columbia area is just in the hot and dry season. The average consumer may not yet realize the value of a pair of sports shoes that are warm and wet.

In 2013, they tried to help enterprises through crowd financing.

The fundraising target is 100 thousand Canadian dollars, which ends up only 3194 yuan.

However, the development of football technology proved the foresight of Dryworld.

Like Nike's new soccer shoe product "ghost card" launched in 2014, the main control ball also emphasizes waterproof performance, which is almost the same as that of Dryfeet.

This year, Dryworld also intends to link up with ADI Nike in its propaganda.

McKinsey said: "two big brands are coming into our field, and we welcome their challenges."

At that time, Dryworld also passed the crisis in the initial stage of development, mainly financing, and at the very least, began to March overseas.

They conducted a six month social media marketing plan, which is said to touch 40 million audiences.

There is not much convincing data at present.

High profile football

No matter how difficult it was at the beginning of the business, or whether the promotion effect was not clear, it did not affect Dryworld's entering the football world this year.

At the beginning of the year, Dryworld announced a series of cooperation with three Brazil clubs, including the games of the Republic of Mineiro, the games of the Republic of Georgia and France.

Among them, he won the first "Super League" (the 12 teams from the south, Minas Gilas and Rio De Janeiro).

While sponsoring the team, Dryworld also signed some athletes.

Mineiro's Robinho and Lu an are the new spokesmen of Dryworld.

In the middle of the year, Dryworld began to advance to Great Britain on the other side of the Atlantic.

First is sponsoring the queen park rangers of the British crown team, and then announces cooperation with Waterford.

So far, Dryworld has completed the signing of one year's signing of five well-known clubs, which also sponsored a India team, Deri Dina Mo, which started this year.

Dryworld also has some sponsorship activities in Canada, but its influence is certainly less than that of football sponsorship.

Lori Lumbala and Lonnie Iyer, boxing player Samuel Vegas, who play the role of the Canadian rugby league team British Columbia lions, these three people are regarded as the more powerful figures of the Dryworld spokesperson, and are expected to drive the local market.

From North America to Europe, from rugby to soccer, the development trajectory is reminiscent of Andrew's development strategy.

Andemar was the first to make Rugby equipment, and European football fans were less aware of it.

Later, Andrew introduced soccer shoes and signed the spokesman for Argentina international Heinze and former striker Zamora such as West Ham and Fulham.

And then start behind.

Higher level stars and players.

However, when Andemar entered the European football world, he had some popularity in the US and Canada. Dryworld's strategy seemed unintentional to invest too much resources in the mainland, but directly used overseas football as a breakthrough area.

For Dryworld, whether or not we can occupy a certain share in Brazil and the UK market as soon as possible is the key to its future development and survival.

For the industry's big brands, teams like Waterford are not really good resources, but for Dryworld, a young brand with no financial resources, it is definitely a global breakthrough.

Waterford won the thirteenth place in the Premier League last season. If it can hold the Premiership seat in the three year sponsorship period of Dryworld, the latter can achieve a cost-effective publicity deal.

But does Dryworld have the strength to stand firmly in the market of bloody sports equipment? The number of fans of the brand's main account on the two social platforms of Twitter and Instagram is even higher than the number of subscribers in the big sports business.

However, the number of Twitter fans of the old sports equipment Errea, which sparked concern in the European Cup sponsorship of Iceland, was even less than ten thousand. So, Dryworld is really a little bit inferior to the old and new rivals.

In today's sports industry in China, "burning money" is a very important key word.

Dryworld did not disclose its financing situation. According to the existing information, I guess the brand is also in the stage of paying attention to burning money.

Investors who are suffering from no good projects in China may be able to consider "Haichang", a small brand based in Vitoria.

It's a little selfish for the author to say so. As a fan, the author is very interested in trying to be brand himself without using complex sea Tao (which can't find his sneakers on Amazon and Ebay).

Amazing Dryfeet boots.