Sports Market Or Big Brands Are Taking The Road Of Popularization.

In the era of sports and leisure, Nike, Adidas and other companies are increasingly focusing on daily fitness clothing, so that ordinary people can go to the gym and take PE classes.

However, this is not suitable for the needs of professional athletes.

At present, the sports apparel market is still fierce competition, but people's demand for sports shoes, yoga pants and training equipment is also high.

Over the past seven years,

Category sales surged 42% to $270 billion.

According to Morgan Stanley's research data, this figure will continue to grow, and it is expected to increase by 83 billion US dollars by 2020.

Matt Taylor, 38, likes running best.

When he trains for the competition, he always hopes to win a medal, or at least break through his previous achievements.

In the past few years, however, he has been trying to find a sports brand that matches the competitive temperament.

"Our culture is advocating everyone wins," Taylor said. "But when you race, things are different.

Because there is only one truly winner. "

Taylor knows the secret of sports brand's attraction to consumers: he has been in charge of running apparel marketing for several years in Puma.

But three years ago, he decided to launch a clothing brand called Tracksmith, using customized high-tech fabrics, specifically designed for runners.

There are many people who share the same ideas with Taylor.

Three years ago, a former Reebok Co executive founded Islide, focusing on the production of customized slippers for athletes after the games.

In 2014, another two executives left Reebok and launched the sports shoes brand NoBull, specifically targeting CrossFit training crowd.

Like Tracksmith, these brands are concerned about some areas neglected by mainstream brands.

It is not so easy for an entrepreneurial company to compete with the industry giants.

But as veterans of sports apparel companies, these entrepreneurs realize that the sports market is always cruel.

The emergence of the two brands of Adidas and Puma originated in 1949, when a pair of German brothers divided the family business into two.

Then, Reebok, Nike, New Balance, Suo Connie and Brooks poured into the market.

When the big brands are on the road of popularization, they can focus on meeting the needs of specific groups.

Therefore, the new generation of entrepreneurs believe that there is still room for building innovative brands and producing customized products.

There is a special sport called Run-Cannonball-Run, which is probably like this: in hot summer, a group of players run along the path, plunge into the river to cool down and swim, then go back and run.

For this reason, Tracksmith has developed a pair of comfortable short pants that are convenient for water and skin.

Tracksmith has launched many similar products specifically for runners.

For example, they have a sportswear specially designed for relay races.

A group of athletes can buy a set of different styles of jackets, which embody team spirit and highlight their differences.

"Big brands can't satisfy the needs of runners," Taylor said. "They want to capture the market as much as possible, ignoring the needs of minority communities."

Tracksmith was created to fill the vacancy.

Many investors believe that it will have a huge impact on the industry.

At present, Taylor has invested $5 million 700 thousand, including the British Pentland group.

Previously, the group has invested in many sports and fashion brands including Speedo, Lacoste, Hunter Boot and Connor Bailey.

One of Tracksmith's most successful marketing activities is a reward activity that provides a $250 gift card if participants can prove to be wearing Tracksmith clothes and break their previous records.

"This is to congratulate people who are devoted to sports, and also to let people know about our brand."

Taylor said.

NoBull: the key issue is not shoes.

Michael Schaef and Markus Wilson met at Reebok.

At that time, they were global creative director, director of brand strategy department.

But when they work in a large company, they also find it difficult to meet the needs of consumers.

After leaving Reebok, they redefined the real demand of consumers for sportswear.

They realized that many consumers would not buy a pair of shoes that could improve their physical performance and a brand promise to change their lifestyle.

So two years ago, they launched a new brand called NoBull.

"Our philosophy is that a pair of shoes can't make you healthier, jump higher and run faster," explains Wilson. "If you want to get healthy, you only have to exercise every day."

However, it is not just excellent marketing methods that make NoBull stand out.

Two people also noticed the user demand of CrossFit fitness system: around the CrossFit fitness system, people in weightlifting, interval training and jumping aerobics, are inseparable from the quality of fashionable sports shoes.

For example, Nike and Reebok have already started producing sports shoes for CrossFit users.

However, for the two founders of NoBull, the products on the market tend to be single in color and style, unable to meet the urgent needs of users.

"In the CrossFit community, style is very important," Wilson said.

NoBull has launched a neutral style sports shoes production line.

Its shoes are made of a very strong super fiber. They can not only withstand high intensity training in the CrossFit process, but also have fewer joints, light air permeability and less breakage.

In addition, NoBull has launched a variety of styles and launches a new design every two or three weeks.

Many CrossFit fitness users began to choose NoBull as their endorsement brand.

In 2016, sales of NoBull are expected to exceed 100 thousand pairs.

Because of the close ties between CrossFit communities, NoBull's brand awareness is also being played out in major fitness clubs.

Occasionally, people will send pictures on Instagram that NoBull sports shoes will help them get closer to their goals.

"We usually reply to a social media label key problem that is not in shoes (#ItsNotTheShoes)."

Schaefer said.