How Do Sports Brands Make Themselves Cool?

In the aesthetic trend that emphasizes functionality is basically equivalent to "Ugliness", how to make oneself become more cool has become the most effective way for the current sports brand to solve its own survival problems.

If there are people who disagree with the appealing power of entertainment stars and social networks,

The SuperStar shell shoes, Stan Smith green tail white shoes, NMD shoes to Yeezy series with Kan ye Kanye West, the continuous explosion series and star effect let Adidas return to the second place in the US sports market.

Three years ago, the price was $10 million.

The identity rap singer Kanye West has become the most important part of Adidas's marketing strategy.

This cooperation mode, which is different from the previous celebrity endorsement, has made the black culture and retro pop culture represented by Mr Kan spread through the current sports market.

Under the same marketing logic, the black singer Rihanna and

She is not only spokesperson, designer, but also the initiator of brand trend.

For Puma, the 10.1% fixed exchange rate growth and 68% net profit growth recorded in the fourth quarter of 2016 were indeed a momentum to rekindle confidence. After all, the dilemma that was almost sold out by the old Kai Yun group two years ago, Puma has changed from "half dead" to "2016 shoes".

In the selection of "FootwearNews" of "footwear Oscar", PUMA's Creeper became "shoes of the year".

Today, Puma has been pformed into a sporty fashion trend card, which is a trend that can lead the trend. With the development of Rihanna's women's sports market, it occupies a place in the fashion industry.

Yes, the annual shoe Creeper of the big fire is coming from Rihanna.

But whether it's a sport or a trend brand, finding stars is no longer a novelty. Even if it's a routine, there seems to be no better example of a better newspaper than a Puma spokesperson.

Key words: stars, tide cards and joint names

How important is Rihanna to PUMA?

According to the world clothing and shoe net, in 2014, when she entered Puma with the creative director of women's series, Rihanna had established its own brand FENTY, and won the fashion character award of the American fashion design association.

What you need to know is that not only Puma, but also the major brands have extended the olive branch to the "walking Wardrobe", and Rihanna has never really let anyone down.

Cooperating with Armani in designing underwear and denim costumes, launching a joint design with high street fashion brand River Island, designing two make-up series for Mac, sunglasses with Dior, and Fenty brand Beauty by Rihanna makeup series launched by LVMH group, among which Rihanna is most dependent and successful, and it also belongs to Puma, which directly makes him the creative director.

Although Lei people often have modeling, but like Rihanna dare to try all kinds of modeling days, it is fashionable to spread everything out of her style.

The singer, Rihanna, who worked for Puma as the creative director of the women's series, handed out the first assignment, Puma Suede Creeper, for three hours in the online publication. It has created Puma's fashionable brand image that has repeatedly been bursting with money.

The Creeper new color matching sold out in 35 minutes

The Trainer sold out in 22 minutes

In fact, from the start of The Creeper in 2015, Rihanna has driven Puma's sales of shoes and hats 11%, which has suffered 7 consecutive quarters of losses, and has brought 360 million pounds to Puma.

After all, Rihanna not only has 49 million 670 thousand fans on ins and strong social appeal on 67 million 400 thousand fans of Twitter, but also the bold and sharp charm is also the reason why Rihanna is loved by fashion circles. Moreover, the controversial advertising exposure can also be a part of brand income.

With the Rihanna fashion designer, Puma, who is still not satisfied with the star effect, has come to R&B, the The Weeknd and the supermodel Cara Delevingne as spokesmen.

Under the same marketing logic, the bonsai brothers who bear many labels such as music awards, Grammy best R&B singers, genre genius, fashion icon and so on will also design men's shoes and clothing for Puma. As Puma's personal brand will be named after its third album "Starboy", released in 2017.

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After taking advantage of Rihanna's influence to capture the women's sports market, it appears that the emergence of potted brother is also an ambition for Puma to continue to expand the male sports market.

Bonsai brother The Weeknd

Fashion Icon/ supermodel Cara Delevingne

Cater for the market brand image, not too fashionable & fashion trend card

Despite the increasing number of people who love sports, sports equipment has become more fashionable than functional users in addition to sportsmanship and brand professional image.

From the perspective of young people's dressing concept, we may think that sports are no longer simple. Consumers do not want the sports products to appear in real sports scenes. Whether they are in social networks or social networking activities such as friends circle, they really need a set of leisure equipment that can control more scenes.

2017 spring and summer Paris fashion week, Rihanna in FENTY x PUMA by Rihanna "brand show"

Facing the competitive sports market, Puma, which has no great advantage in the field of professional running shoes, chooses the sport leisure wind / Retro Street breeze decision at the right time. It is smart to choose the fashion of dark fashion that has always been popular in fashion circles. So it is not difficult to understand that Rihanna, who is the representative of Bad girl, is the creative director and global ambassador of Puma women's series.

Rihanna full of Ri street style is most vividly reflected in Puma's women's clothing series.

Rihanna, who is a great designer, has frequently entered the fashion week in the past year as a cross border designer. On the basis of personal stylization, the movement street, court gorgeous and pink girl's rebellion have been integrated into his works. Puma, as a sports brand, is running on the fashion tide brand.

FENTY x PUMA series 2016 autumn winter New York Fashion Week

FENTY x PUMA series 2017 spring summer New York Fashion Week

Dark, street, retro, young girl, court, rebellion, Rihanna brings a new fashion to Puma, brings Puma into a new world of new experience with its changing philosophy of dress, but it will also affect the professionalism of sports brand as a result of the surge of fashion, but it is also a good thing for Puma, who once suffered from a crisis of survival.

Cross border and joint venture

In addition to inviting celebrities to join the group to take up important positions and cross border with other fashion brands, they become the marketing means of the tide brand.

After the fermentation of the social network, the demand of "in short supply" has brought the extremely high IP value for the product.

STAMPD x PUMA

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UEG x PUMA

TRAPSTAR x PUMA

DAILY PAPER x PUMA

"I like to buy Mr. eddy, like RiRi, and buy Puma."

Although both ADI and Puma have chosen Black faces to follow the mainstream Street image of retro street, if Rihanna is the icing on the cake, then Puma will bring Puma back to life.

Over the past two years, too many stars and Adidas have made brilliant performances. Leisure products and Star Limited products have been criticized by many people. As a sports brand, their professionalism is weakening.

Nevertheless, in the new category of didAs Athletics, American basketball player James Harden, Welsh football player Gareth Bell, Serbia tennis player Anna Ivanovich and Chinese tennis player Xu Shilin's professional athletes speak more or less to see Adidas's professional and dedicated sports spirit.

It is more and more like ADI's Puma, who is working hard to turn his efforts into a street trend card. The only thing that impressed the public is Usain Bolt.

Is it possible to say that the more and more tide sports brands are successful?

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