The Business Logic Behind Lining And Wade'S Lifelong Engagement

How to balance business and feelings behind Wade's lifelong contract?

Recently, Wade has finally signed a lifelong contract, but not with any NBA team, but with his sponsor Lining.

Dwayne and Wade also uploaded a photo of their own handshake with Lining at INS. It seems that he is very excited about the cooperation.

Since signing 12 years ago, Wade and Lining have gone hand in hand for six years. The two sides have cooperated and jointly launched the "Wade's way" series of sneakers. From Lining's family Logo to Wade's personal identification, "Wade road" has become one of the most recognized brands of Chinese basketball shoes in the world.

However, there are also some complaints about the signing. After all, Wade is retired. If he is far away from the competition, his commercial value will be greatly reduced.

Why did Lining sign such a lifelong contract with Wade?

The supremacy of feelings and courtesy to meritorious officials

Six years ago, the domestic sports brands encountered a "cold wave". Among them, Lining suffered the most serious damage, sales fell sharply, a large number of stores closed, inventory backlog, and all kinds of adverse shocks came one after another.

At this point, Lining made a very risky decision - Wade, who spent heavily on signing 30.

Putting all the money on the super star who had been seriously injured and began to go downhill, Lining's gambling contract naturally caused much controversy.

But they proved to be right.

Wade's series has not only become the most symbolic sub brand of Lining, but also won a good reputation in foreign markets, triggering a panic buying rush, which is unimaginable for domestic brands.

Taking this as an opportunity, Lining began to build up a star sponsorship market which was comparable to Nike and Adi, and also fought for the domestic brand's foothold in the basketball shoes market, and led and revitalize the whole Lining brand.

Six years later,

The influence of this brand is no longer the same, and is heading for a more high-end and internationalized direction.

Lining's investment in Wade undoubtedly played an important role in today's development. (Wade should be just a part of it. The pformation is omni-directional, here is to be changed again). Wade now gives him a lifelong contract, and it is also out of courtesy to the hero.

autograph

The contract is different from the simple endorsement contract. The player with this honor will get the top designer's sneakers designed according to his personal story and exclusive demand, and the players will deeply participate in the various links such as product design, marketing, brand image building and so on.

After six years of hard work, Wade's way of development has matured. Apart from the stars, there are many sales of good side line shoes.

In the whole sales system of Lining, the series of Wade has a decisive influence.

Superstar effect on brand building and occupation

Share plays a significant role. From this perspective, the renewal of Wade is undoubtedly a good choice.

This lifetime contract also reveals Lining's strategic foresight to ensure his position in the high-end shoe market. A lifetime contract can be said to be once and for all.

It is worth mentioning that the contract also mentioned that Wade will carry out basketball affairs in China later, and join and build training camps to help young players grow faster and better. This will undoubtedly lay a foundation for the long-term exposure of Wade in China, and at the same time, it will also lay a good road for its retirement development.

but

Also had to bear the hidden danger of this heavy contract, though years of hard work made Wade's popularity in China rise.

However, once he chooses to retire next season, it will be a big challenge for Lining to balance the exposure and the shrinkage of commercial value.