Can Air Vapormax Continue The Legend Or Become An Important Growth Point For Nike's Performance?

Recently, Nike Ushered in the annual Air Max Day, held a celebration in Shanghai, one of the main battlefields. Li Yuchun, the famous singer, appeared in Nike's latest innovative product, Air VaporMax. This seven years of research has attracted the attention of the fans.

Over the past forty years, the series of brands has been able to lead the trend. The concern now is that will Air VaporMax become an important growth point for Nike's performance as scheduled?

Compared with similar sports brands, Nike was born late. The predecessor of Reebok came out in Britain in 1896. In 1948, the Adidas brand was officially registered in Germany. Puma was also founded in Milan in Germany in 1948. The predecessor of Nike was the blue ribbon company co founded by University of Oregon graduate Bill Bowerman and alumni Philip Nate in 1962, and was renamed Nike in 1972. In the early days, two people raised 1200 dollars, determined to defeat the most popular Adidas sneakers and become the most professional and best brand of sports shoes for athletes.

Nike first pair Gym shoes It was born in 1974, namely the Nike Waffle Trainer series. Inspired by Bowerman and his wife making waffles, he thought of making a groove shaped sole. Once the shoe was released, it broke the sales record. Finally, in 1980, Nike beat Adidas to become the leader of the American sports brand.

What really made Nike famous is the Air Jordan series named by NBA star Michael Jordan. In September 15, 1985, Nike launched the first shoe of the Air Jordan series and soon sold out in the market. The shoe has good traction and flexibility, and the groove design imitates the natural movement of human feet. Jordan wore Air Jordan in every match, but he was ordered to wear it for violating the uniform dress code of the league. However, he was still on the scene and fined $5000 by the union, while Nike paid the additional "publicity fee". As Jordan moved from obscurity to the top level of the league, which led to the global fans' enthusiasm for catching stars, the sales of Air Jordan rose from $60 million to $100 million a year from male consumers, and the heat continued unabated.

Since then, almost every year the new Air Jordan series will be launched, and the thirtieth generation of AIR JORDAN XXX has been launched. This shoe integrates bursting pattern and carbon fiber, and high performance shoe bread contains braiding, knitting and 3D printing technology.

In 1987, Air Max series running shoes became the most ingenuity series of Nike. The shoe adopts the visual air cushion, which improves the shock and stability performance. Nike, who wants to open up the market, has gradually shifted its goal to ordinary people. Air Max's lightweight design just cater for young people's love and gradually become a professional jogging shoe, which has led the jogging atmosphere in the United States.

In order to make shoes, Nike also used idol stars to shoot advertisements. In 1988, the Wieden and Kennedy advertising company invited Jordan to join the movie star Spike Lee to take the publicity advertisements, and to integrate sports and pop culture in advertisements to find out the sense of identity among young people. With the launch of Air Max women's running shoes, Nike has captured the teen age, male and female markets one by one.

However, by 1990s, Nike's position in the sports shoes market began to be hit. In 1989, Reebok took the lead to create Pump inflatable sneakers, which hit a $500 million sales boom in 18 months. In 1991, Di Brown, wearing Pump shoes, defeated Jordan in Nike's shoes in the all star weekend slam dunk contest, which greatly frustrated Nike's morale. With the development of street basketball, Reebok launched the Andl series and threatened to kick Nike's butt, but failed. In 1998, Nike launched the Hyperflight series, which also featured "street basketball" as its theme. Just as Nike and Reebok were competing, Adidas came up. Adidas signed Kobe Bryant, a rookie of 1996, and launched Adidas KB8 signature shoes two years later.

Although there were many changes in the shoe market in 90s, Nike's leading position seemed unmoved. In 1997, Nike's market share was as high as 47.5%.

After entering the twenty-first Century, the market competition for sports shoes is becoming more and more intense. After Kobe broke up with Adidas, he turned to Nike, which launched Nike Zoom Kobe VI shoes for Kobe. Nike cooperated with hip-hop rapper Kanye West in 2007 and helped Air Yeezy I issue with II; however, West then "ran away" Adidas, and promoted its Yeezy Boost 350 and 750 to become the explosive payment. Footwear brands, including Anta and PEAK, have frequently signed popular stars and signed shoes. With the help of Stephen Currie's Under Armour, he also got a share in the sports shoes market.

In the near future, the challenges Nike faces is not small. according to Nike The results showed that sales growth slowed in 2016 and continued to slide after the 2017 fiscal year. Is it necessary to continue to rely on the star products Air Jordan, or to launch a new series? Technology and design innovation is what Nike needs to sort out now. When can we find Jordan and Kobe spokesmen, according to past experience, Nike can still "treasure China".

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