A Pair Of Shoes, A Story, Nike Launched 16 Pairs Of Sneakers To Salute The Classic NBA Playoffs.

A pair of basketball shoes needs a good story, and Nike has a lot of material used in product creativity, design and marketing with its origin from NBA, especially its numerous NBA stars resources.

The NBA regular season is officially closed today (April 12th). With the eight top teams in the East and West, each of the 16 teams will attack the champion cup, regardless of the probability.

On the way to the championship, a team needs to win 16 victories, and these 16 games consist of numerous or rapture or heartbreaking moments.

Sports brand Nike recently launched a Champion Think 16 series containing 16 pairs of classic basketball shoes before winning the NBA regular season.

According to Nike's official website, the 16 pairs of sneakers, including 14 pairs of commemorative money, represent the classic moments of winning the 14 players including Kobe, James, Durant, J Ph. D. and Ray Allen. Two pairs of special commemorative shoes represent the glory of Air Force 270 "Gold Standard" of the championship, as well as the mysterious footwear that has not yet been released and represents the championship this year.

It is undeniable that the fans economy plays an important role in the sales of basketball products. The audience's consumption of basketball shoes is largely related to the story behind them.

Nike has a deep connection with NBA, especially its signing or signing of NBA stars. It also gives Nike enough material to use in product creativity, design and marketing.

Functionality and storytelling are two pairs.

Two factors that attract consumers to buy.

But in recent years

Information feedback shows that the development of functional basketball shoes is not as good as before.

From the 2015 fiscal year to the 2017 fiscal year, Nike basketball's sales revenue increased by 19%, 2% and -5% respectively.

In 2017, Susquehanna Financial Group, a rating agency, even downgraded Nike's rating to neutral. The weak performance of Nike's basketball business was the main reason for the downgrade of Nike.

Adidas, Andemar and other sports brands are developing basketball products, which pose a threat to Nike's business in North America and even in the world.

The share of Adidas basketball shoes in the North American market has even surpassed Nike group's Jordan brand.

But when these sports brands compete with each other, they may need a common problem -- the change of consumer mentality.

Consumers who are gradually younger are already considering various factors such as functionality, aesthetics, fashion and even values when choosing a pair of sports shoes.

Foot Locker, the biggest sports retailer in the United States, has been experiencing a decline in performance in recent quarters. CEO Richard Johnson has always said that the weakness of basketball shoes sales is the primary reason.

As the number one brand in basketball, Nike can not take this business lightly.

Whether it is sponsoring NBA, launching all kinds of App for fans and consumers, or applying the newly developed Nike React foam to basketball shoes, Nike has been striving to achieve their vision of "Basketball is back".

The good news is that in the third quarter earnings report released in March 22nd, Nike basketball category achieved two digit growth.

If technological innovation is a more cost effective way of progress, a better story may be a more practical way to boost performance.

The following is Nike's launch of the "Champion Think 16" all shoes (introduced from Nike official):

Kobe 1 "Final Seconds" will be on sale in April 14th.

In April 30, 2006, in the fourth round of the first round of the playoffs against the sun, Kobe was dressed in Kobe1 and scored two points in the usual time.

At the last minute of overtime, the team was 1 points behind. Kobe saved the ball after jumping off the ball and broke through to the right. Then he threw a kill ball before the two guards in front of the whistle.

Converse Fastbreak Hi "No Easy Buckets" was launched in May 17th.

In June 6, 1984, in the fourth finals of the NBA finals, although Kevin Mikhail was wearing Converse Fastbreak shoes, Boston's Kate lamb, who was preparing for the fast attack slam dunk of the Lakers, gave up the clothesline strong defense and put the opponent down directly. This defense lit the Celtic bench, and he sent a clear message to his teammates and opponents: there is no easy chance to score in the battle for the championship.

Air Maestro II "Trifecta" will be on sale in May 10th.

In June 11, 1993, in the match against the sun, Scotti Pippin wore Air Maestro II "Trifecta" in the second match. He walked out of the shadow of legendary teammate Michael Jordan and became the twelfth player to cut three pairs in the finals.

In addition to 15 points, 12 rebounds and 12 assists, Pippin has a more crucial performance. He took off the ball in Danny Angie's hands and took the ball back, so that the latter could be tied to three of the score.

Everyone respects Jordan, but without Pippin, the bulls can't win three consecutive championships.

AF 1 "Rude Awakening" will be on sale in April 20th.

In June 13, 2004, in the fourth match of the finals, Rashid Wallace's chest suffered a deliberate elbow attack, and his performance later locked the fate of the more promising Lakers.

In response, Rachid wore his trademark AF 1 High sneakers, playing a dominant performance in the second half and the last quarter in a violent and graceful manner.

The opponent finally realized how harsh punishment would be to greet Rachid if he enraged them.

Converse Chuck70 Ox "30 and 40" will be on sale in May 3rd.

In May 2, 1962, even in overtime, Bill Russell's 30 and 40 rebounds in the seventh match of the finals were unquestionably dominant.

It looks like a printing mistake.

The Celtics Super Center's performance helped Boston win fourth consecutive championships and pushed the battle of Lake Kai to the white hot.

In the face of such a great performance, the two words of "legend" can not fully display Russell's greatness.

Air JordanXI Low "Rook to Queen" will be on sale in May 24th.

In October 7, 2011, when Maya Moore studied at University of Connecticut, she showed a ruling level. After joining the professional women's basketball match, she immediately became a ruler.

In the 2011 WNBA draft, the Bobcats picked her up for the first time in 6 months. The rookie forward helped Minnesota win the first championship in the third matches of the finals, which is first of her 4 Championships.

At that time, after passing a ball passing a defensive team of a Atlanta dream team, Moore took a step slowly along the three point line, and this step also represented her moving from the rising star to legend.

She threw in the three point Kill of the whole series, but it seemed so mild.

Air Jordan I "Pass the Torch" will be on sale in April 28th.

In June 10, 2014, the Spurs' lineup seemed to consist of a group of older veterans.

They are just old men in the finals, facing the younger, shining stars of the three giants.

But Leonard, who has been a low-key three grade player, scored 29 points in third games with energy and athletic performance to help the team win.

His performance not only made Sanantonio win the final 4 - 1 points, but also allowed itself to win the finals MVP, announces that the Spurs will move from a proud past to a bright future.

Converse Star Player Ox "Intangibles" will be on sale in May 17th.

In June 7, 1978, at the last seventh games of the finals, Weiss Unseld, wearing Converse Star Player Ox, went to the free throw line. He had too many reasons to be overwhelmed by this moment.

Previously, two times in the finals were swept away by Nelder Sanger, in the series with the supersonic team in the restricted area fought fiercely.

Although many times his injured knees failed to maintain stability and affected his shooting performance, the veteran general did not win the first championship in city sports history for Washington D.C., but he himself won the finals MVP.

This is the right way to dust your shoulders.

AF 1 Low "Fo 'Fi' Fo.", which is on sale in May 19th.

In May 31, 1983, Mose Malone was not a psychic, but in 1983 he almost predicted the playoffs.

Malone predicts that his 76 will win the championship in the way of "Fo, Fo, Fo".

Malone scored 24 points and 23 rebounds in the fourth match against the Lakers in the finals, helping the team win the third NBA championship.

In view of the fact that the 76 men lost only 1 Games to the bucks in the eastern finals, Malone made a slight adjustment to her prediction after the match, as "AF, 1" endorsement: "Fo, Fi, Fo".

KD IV "BattleTested" will be on sale in June 7th.

In June 6, 2012, Kevin Durant first entered the NBA finals with the performance of the western finals and previous series of matches. He showed his fluent and pcendent offensive ability, declaring that he was born in the world.

In the Western Conference finals, Durant, wearing KD IV, faced the formidable spurs, who had a long tradition of champions.

In the sixth match, Durant faced 18 points in the half court, and finally defeated her opponent by 34 points and 14 rebounds.

Before defeating the powerful spurs, Durant's thunder swept away the defending champion Dallas Lone Ranger led by Dirk Novitsky, and sent the Lakers led by Kobe to go fishing. In the past 13 years, only three of the teams that had been knocked out by the thunder have been on the western end of the finals, and the thunder has become fourth.

Despite losing the finals in the face of Lebron, Durant scored 30.6 points in an astonishing 54.8% hit, which is the highest score of all players in the finals.

Durant showed his dominance to the whole world in this finals. After 5 years, he finally got his wish to lift the championship trophy.

LeBron Soldier 1 "25 Straight" will be on sale in May 31st.

In May 31, 2007, Lebron James was one of the most powerful players in history with his unique style, skill and ambition.

This was known all over the world, but when he faced the pistons in the fifth Eastern finals in 2007, Lebron's performance was an eye opener.

In this game, he wore a rough LeBron Soldier 1 debut. He led the leaders to break through the tight encirclement. In the final 30 points of the Cavaliers, Lebron scored 29 points by himself, and he scored 25 points and took all 18 points in overtime.

Lebron first entered the NBA finals with his super performance in the double overtime. From this game, Lebron's incredible dominance began to emerge. So far he still relied on this rule to win the game.

Converse Pro Leather Mid "The Scoop" will be on sale in April 19th.

In May 11, 1980, the laws of physics did not seem to apply to all people.

At least in the finals of the Lakers' fourth quarter final, 76 people's Julius Owen flew to mid air.

After wearing the Converse All-Stars and breaking the bottom line into the basket, Dr J lifted the ball with his right hand, pretended to be from the right-hand layup, and then hung around the air like the air in the air, then she turned the ball into the basket.

Even though the final finals were lost, the brilliance of this movement became eternal. It allowed more people to accept Dr. J's creative and showy style on Harlem Yu street.

Last Shot XIV, June 14th

In June 14, 1998, in the sixth matches of the Utah Jazz finals, Michael Jordan found that his team was still 1 points behind in the 10 seconds left.

As the most competitive athlete in history, there is no doubt that he will execute the last throw, but he will wonder where and how he will end the competition.

Breaking through to the top of the penalty line, Michael Jordan quickly took the ball and defended Byron Russell.

After a slight adjustment, Michael Jordan, Air Jordan XIV, who now wears her own trademark shoes, jumps and shoots, and gets his sixth championship and sixth finals MVP.

Is there a better ending for the best in history?

Air Jordan XX8 "Locked and Loaded" will be on sale in May 12th.

In June 18, 2013, Ray Alan was considered to be one of the best pure shooters in basketball history.

But even though he has shot a lot of shots, this is the only moment that really belongs to him.

Spurs in the finals of the heat, spurs 3 - 2 - led, in sixth games only 19.4 seconds, still leading 3 points.

It was Ray Alan who saved the heat from the heat. Bosh grabbed the backboard and passed it to him. Ray Alan, dressed in Air Jordan XX8, pulled back to the bottom of the three point line and hit a three minute ball with a flying knife.

At that time, Tony Parker defended his eyes, but this shot was still in the game, and hit the Spurs' morale vigorously, turning the series to Miami.

The latter used this momentum to lock seventh games and win two consecutive championships.

Air Force 270 "Gold Standard"

Nike Air Force 270 "Gold Standard" has a brand new outline design, with the same light as the NBA champion Obrien cup, which aims to pay tribute to those who have become champions.

The last two pairs of the series.

The sale will start in June.