Selena Gomez Has Become The Latest Image Ambassador Of Puma.

Inviting stars to replace athletes as brand ambassadors seems to have become a new norm in sports industry.

The best driver to attract young consumers and improve their performance.

Recently,

The star brand ambassador team also greet a senior general.

Selena Gomez, the US's 90 year old singer who had fooled everyone's kidney pplant operation, released his first commercial film for Puma on social media Instagram yesterday, and said she had signed a cooperation agreement with Puma to become the brand's newest ambassador.

Selena Gomez has 120 million fans on Instagram, far more than 56 million 370 thousand of Rihanna.

At present, Selena Gomez has announced more than 4 million 90 thousand posts in collaboration with Puma, which has received 38 thousand comments.

It is reported that Selena Gomez will cooperate with the brand in addition to shooting product advertisements for Puma.

New products.

Her singer boyfriend The Weeknd is also one of Puma's brand ambassadors.

The first sneakers designed by Puma and The Weeknd have been officially launched in August and will also be launched in the future.

Last year, Selena Gomez was diagnosed with lupus erythematosus and accompanied by anxiety and depression.

After more than three months away from the public eye, she officially returned to American Music Awards and won the most popular pop / Rock Female awards.

Its strong and optimistic spirit has made it more popular among young fans.

Before becoming the Puma spokesperson, Selena Gomez signed the US luxury brand Coach at the end of last year for $10 million to become the brand's global image spokesperson. Its first Coach advertising blockbuster has been released.

She will also launch a joint series with Coach creative director Stuart Vevers to design a series of accessories for the brand.

In addition, Selena Gomez will cooperate with the Coach foundation to support girls in backward and poor areas.

Some people in the industry say that Puma's signing of Selena Gomez is not only a positive and healthy image for her, but also a high popularity of Selena Gomez among young people. After all, the three year contract between the brand and Rihanna is less than 3 months. Selena Gomez is probably the best candidate for Rihanna successor.

It is undeniable that the profits created by Rihanna for Puma over the past two years can not be quantified.

With the promotion of Rihanna, Fenty by Puma has become the focus of attention in fashion week. She has successfully defeated Kanye West as the most talked about designer in fashion week. So far, it is still unknown whether the two sides will renew their contracts.

Rihanna's latest Fenty by Puma series was released in New York fashion week last week and has become a hot topic in social media again.

According to the report of data analysis institution ListenFirst, during the 2018 spring and summer fashion week in New York, Rihanna's Fenty by Puma was mentioned 1 million 806 thousand times in social media platform, and even exceeded the topic of Tom Ford, Alexander Wang and Marc Jacobs.

The picture shows Rihanna on the motorcycle at Fenty by Puma show.

According to the world clothing and shoe net, thanks to Rihanna's accession, Puma's performance has recovered rapidly and has attracted the attention of millennial consumers. Net profit rose 68% to 62 million 400 thousand euros last year, and annual sales increased 7.1% to 3 billion 627 million euros.

In the second quarter, Puma sales surged 16% to 968 million euros, and EBIT reached 43 million 400 thousand euros.

In view of the strong growth in the second quarter, the group decided to raise its annual forecast. It is expected that sales in 2017 will grow by 12% to 14%, higher than the previous low digit growth target, with EBIT reaching 205 million to 215 million euros.

Puma CEO Bjorn Gulden said in a meeting after the second quarter earnings report that there is still much room for improvement in Puma's future. In the future, the marketing expenditure of sports products will be increased, and the proportion of marketing expenditure will be maintained between 10% and 12%.

In addition to the contracted Usain Bolt, Puma is currently a sponsor of Andre de Grasse.

In the face of Puma's success in winning the star strategy with its successful star strategy, adidas Group's American sports fitness brand Reebok is also actively testing water Star Marketing to stimulate growth.

Last week, Reebok announced that it had signed a cooperation agreement with Ariana Grande and appointed Ariana Grande as the latest brand spokesperson.

Reebok spokesperson said that the high popularity of Ariana Grande, which has 110 million fans on Instagram, will bring a long-term positive impact on the Reebok brand and products, and will help attract more young consumers to become the loyal consumers of Reebok.

The picture is Reebok's latest brand spokesperson, Ariana Grande.

The singer Kendrick Lamar who signed the contract with Reebok recently ended her cooperation with Reebok, formally joined the Reebok rival Nike, became the publicity ambassador of Nike Cortez, and wore the Nike shoe in the MV of the latest single ELEMENT..

Up to now, the reasons for the cancellation of Kendrick Lamar and Puma have not been disclosed yet, but the number of pairs of sneakers co operated by the two sides has been very modest.

Reebok will also be under the command of the supermodel Gigi Hadid.

It can be seen that in order to save its slowing down performance, Reebok seems to be like Adidas, the core brand of its parent company, hoping to revive through the star network red strategy.

According to the world clothing and shoe net, adidas Group CEO Kasper Rosted issued an ultimatum to flag Reebok earlier in an interview with the German media, demanding that the brand must return to profitability in 4 years.

In order to compete with Nike for the US market share better, adidas Group acquired Reebok in 2004 at a price of 3 billion 800 million US dollars, but the profit of the brand has not been ideal for more than ten years, or even regarded by shareholders as "bad assets" that should be sold.

In the three months ended June 30th, adidas Group sales increased by 19% to 5 billion 38 million euros, while core brand Adidas sales increased by 21%, while Reebok sales increased 5%.

Group net profit rose 16% to 347 million euros, and gross margin was 50.1%.

However, there is an analysis that the cooperation between Adidas and Reebok is very close. It is not easy to sell, and the price is not high, which is estimated at $2 billion.

Therefore, restructuring and adjusting product strategy is the most likely way to improve Reebok sales performance.

In fact, Adidas was the first brand to rely on marketing and street lighting.

For the rapid development of Adidas in recent years, most people think that it is mainly related to their partners and super star Kanye West.

About 3 years ago, when Adidas was at its lowest point, in addition to its inability to resist its rival Nike, it had to face the constant provocation of Under Armour, which led investors to worry about its future.

Subsequently, Adidas signed a cargo star Kanye West from Nike in 2014 with a huge reward of $10 million and promised dividends, and soon launched the Yeezy series that has been sold so far.

Kanye West uses its Yeezy series of collaboration with Adidas to prove that she is not only a singer, but also a good designer.

In view of the success of the Yeezy series, Adidas and Kanye West reached an agreement in July last year to announce the establishment of a new brand Kanye West + adidas with a planned investment of up to US $1 billion. This is the first time adidas has made the brand design team cooperate with Kanye West to carry out creative design and brand operation. The series will be divided into basketball and baseball, including shoes, accessories, clothing, and a series of products.

Another industry believes that sports brand invitation to star endorsement is actually a win-win business.

With the success of YEEZY BOOST 350 and Fenty by Puma Creeper, Kanye West and Rihanna gained the title of "best basketball shoes of the year" in the year before last and last year.

{page_break}

Since last year, adidas has been far ahead of Nike in terms of sales and profit growth, brand exposure and share price performance.

The latest report from NPD, a market research firm, shows that Adidas's market share almost doubled in the US since last year. By the end of May this year, the market share of the brand in the United States was 11.3%, compared with 6.3% in the same period last year.

In the same 12 months, the market share of Nike in the United States decreased from 35.9% last year to 34.7%, and so did Jordan Brand.

The share of other major sports brands Skechers, New Balance, Converse and Under Armour in the American sports shoes market is 6.3%, 3.7%, 3.6% and 2.4% respectively.

In order to reverse the situation of Adidas being pushed forward step by step, Nike, who insisted on athlete professionalism, began to bow to celebrities and explosions.

At the end of July, NikeWomen official micro-blog released an advertising movie "heart is more wild", which was produced by Dongyu Zhou, a 90 star actress. It was shot by panoramic VR technology, with a trailer and a series of dynamic posters. At present, it has been forwarded more than 30 thousand times.

This is the first time that Nike has taken advertisements for female celebrities outside athletes.

The 4 and a half minutes of commercials are based on Dongyu Zhou's first person soliloquy. Taking her sports life as the theme, she describes her psychological experience from gymnastics ten years ago, 6000 audition audition, and all the way to golden horse.

It is reported that the Nike signing Dongyu Zhou aims to attract more attention from female consumers. At the same time, it is also a counterattack to rival Adidas's frequent invitation of female stars as spokesmen in recent years.

On March 26th this year, at the Air Max Day celebration party held at the 800 Show in Shanghai, the national youth idol star Li Yuchun was invited to perform live performances. He also planned to shoot a "Kiss My Airs" publicity video. Data showed that the video was broadcast 8 million times within two days after the release of Nike official micro-blog.

Becoming Ruby Rose of Air VaporMax advertising image

In addition, Quan Zhilong, Li Yuchun, Joey Yung, Hilary Tsui and model Ruby Rose also became the advertising image of the latest Nike Air shoe Air VaporMax, frequently appearing in the public communication space such as subway advertising.

Then, Instagram and other social media appeared a number of new KOL models, such as the new model Adrianne Ho. They spread the photos of Air VaporMax to the social media, and used their social influence to make the new shoes unsold.

Wang Junkai, one of China's hottest young people's TFBoys members, was invited to visit Nike global headquarters in March this year, and will work with the brand to design a Air Max.

Related micro-blog instantly detonated major social networking sites.

Wang Junkai, who is only 18 years old, has more than 22 million fans in micro-blog. In March 8th and 12th, two micro-blog on @Nike gained nearly two million forwarding.

Nike is not only because of the rapid forwarding of the two million, but also the highest ever in official micro-blog in Nike, Greater China, although it is shown that @TFBOYS-'s micro-blog performance in Wang Junkai @TFBOYS- is just daily.

Compared with the radical strategy of the above sports brands, Under Armour, which is not yet new in action, issued a statement in September 16th announcing that it had signed hip-hop singer A$AP Rocky as the brand new spokesperson.

It is reported that Under Armour is looking at the influence of Rocky on fashion, thereby arousing consumers' attention to brands.

A$AP Rocky will participate in the design of UA LifeStyle products launched by Under Armour, like Rihanna, as creative director.

According to the world clothing and shoe net, sales growth of Under Armour slowed to 8.7% in the second quarter ended June 30th, and recorded a net loss of $1 billion 90 million and net loss to 12 million 300 thousand US dollars.

As the retail industry in North America continues to slack, Under Armour will cut its annual sales growth forecast from 11% to 12% to 9% to 11%. Meanwhile, the group will launch a restructuring plan, including the closure of poor stores and layoffs.

Sam Poser, an analyst at SIG, once said in an analysis report that although Under Armour performs well in sports field, it is not cool enough for young people. Too static makes consumers lose enthusiasm for brands.

Obviously, it is not enough for sports brand to only think about the word "Sports". While continuing the product war, the clarion call of star endorsement and tug of war has been formally pulled up. Two.

More interesting reports, please pay attention to the world clothing shoes and hats net.