Can PUMA Return To The Basketball Shoe Market?

The market is so lively.

I can't sit still.

According to the world clothing and shoe net, in March 21st, considering the good market situation of the United States and China basketball shoes, Germany

PUMA plans to re-enter the field of professional basketball shoes, hoping to enhance its profitability and catch up with the two competitors such as Adidas and Nike.

PUMA said that in the past few years, although the focus of Nike and Under Armour has shifted from professional sports shoes to street retro style in basketball market, basketball shoes still dominate footwear sales in the US market.

Therefore, the German brand, which has been away from the market for 17 years, intends to return to the field.

Reuters said the PUMA plan is the first to cooperate with basketball players or celebrities, and for the product planning level, there are no more details.

Born in the European market with strong football genes, PUMA has long been outstanding in the field of football shoes, and has sponsored many European clubs, which occupy a large proportion of its sales.

In contrast, the German brand has been stumbling in the field of basketball shoes.

In 1999, PUMA received the sponsorship contract of NBA's official Jersey from Starter, but the cooperation lasted only two years.

The PUMA ended its sponsorship in 2001 because of its poor revenue.

Vince Carter is wearing PUMA basketball shoes.

What is more familiar to the fans is that PUMA has signed Vince Carter, who has been praised for the gorgeous dunk action, and was once the league's real dunk king Vince Carter.

The cooperation between PUMA and Carter began in the rookie year. It was reported that the contract amount between the two sides was 5 years and 25 million dollars.

But in 2000, Carter announced the unilateral termination of the contract with PUMA.

The reason is that Carter thought that PUMA wore uncomfortable basketball shoes for him.

At the same time, the brand did not launch a personal signature series for Carter, only two pairs of other styles of basketball shoes, fans were not satisfied, Carter was also not satisfied.

PUMA early basketball shoes.

Subsequently, the two sides failed to negotiate, and PUMA was successful. Carter was awarded 13 million 500 thousand dollars by the arbitration agency.

With Carter winning the dunk contest in the all star game of the year, the rich Nike saw the All Star King's appeal.

The US brand signed a $25 million endorsement contract and reached an agreement with PUMA to help Carter repay part of the penalty.

Whether in the NBA official shirt contract or Carter's star marketing, PUMA has suffered a lot, and the outside world has even said that it is not good at basketball shoe products.

Then, in 2001, PUMA officially withdrew from the professional basketball shoes market, concentrating its energy and resources on football and other fields, and only occasionally introduced some basketball themed casual sports shoes.

In the past two years, with the promotion of the product line of football and fashion sports, the performance of the German brand has improved.

In fiscal year 2017, the brand sold more than 4 billion euros (about 31 billion 300 million yuan), setting the company's annual sales record, with a year-on-year growth rate of 16%.

Footwear products have become the main driving force, with annual sales growth of more than 21%, and have maintained growth for 14 consecutive quarters.

In the case of excellent performance, PUMA naturally has more ideas.

In March 20th, the German brand announced some future development plans on investor activities.

PUMA said it expects sales to grow at an average annual rate of 10% before 2022.

At the same time, the brand believes that there is still much room for growth in the US market, and greater China is also expected to become its largest market in 2022.

After the plan was released, PUMA's share price rose 5.5%.

In PUMA's view, if we want to promote the growth of the two regions of China and the United States, the huge basketball shoe market can hardly be ignored.

However, after 17 years' return to the market, the German brand, which is not good at basketball, obviously needs more thought.

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