What Are The Brands That Are Against Nike?

In the 2018-2019 season, NBA officially opened the curtain. Celtic and warriors beat their rivals to win the first win of the season.

With the advent of the new season, the competition for players' resources by various brands has come to an end.

According to data company statista, 2018

The market will earn $16 billion 143 million, most of which comes from the US market.

This has always been a battleground for brands.

So, after a rest period, which NBA team do you support now?

Its main NBA players are DeMarcus Cousins, Danny Green, Rudy Guy, Terry Romain, DeAndrea Aidan, Kevin Knox and Marvin Bagley.

20 years ago, Puma signed a 5 year contract with Vince Carter, who was still a rookie at that time.

But two years later, Carter chose to break the contract.

Finally, Puma prosecuted successfully, Carter was fined 13 million 500 thousand dollars, and 3 years should not wear competitive brand shoes.

Puma goes beyond Andrew to become the third largest sport brand in the world.

After returning to basketball this summer, Puma is very active, not only signing up DeAndrea Aidan, Ma Wen, Kevin Knox and other high ranking rookies, but also signing Cousins and Danny Green.

In terms of market strategy, Puma has followed the sport fashion style, and the American rap star Jay-Z, who has worked with us for many years, has also become a creative president.

It is worth mentioning that Jay-Z is the boss of Roc Nation sports agency, and has many NBA and WNBA players. His reputation and player resources in basketball are also what Puma sees.

Adam Petrick, Puma global marketing and brand director, said in an interview with Complex that when the company entered the basketball category, it conveyed a signal that it became a professional sports brand and also attached great importance to culture. "Obviously, we looked at basketball from a cultural perspective, and also considered basketball's fashion, basketball's music, all aspects of basketball culture, which is the same as our attention to sports performance on the field."

The rookie of Puma's signing this year: Marvin Bagley, Michael Porter and DeAndrea Aidan are three different positions.

Ridicule is ridicule, if Puma has only one basketball shoe, it is obviously unable to compete with other rivals.

Therefore, Puma has to develop new footwear as soon as possible, not only to meet the needs of its signings, but also to expand the product line and cover as many consumers as possible.

Its main NBA players are Stephen Currie, Joel Nebid, little Daniel Smith, Kent Baez Moore, Josh Jackson.

Compared with Nike and Adidas, andmar, which started in 1996 only in tights, is just beginning in the shoe market.

But after signing up with Currie in 2013, Andemar performed very well and successfully won a place in the basketball shoe market.

After signing with Andemar, not only has he been elected MVP for two consecutive years, but he has also won four finals and won three championships.

In 2015, during the triumphant progress of Curie and winning the first championship of his career, sales of Andrew shoes were also rising.

According to SsiDat, a sports retail data tracking agency, in 2015, the signature shoe in curi was crowning alliances with sales of $160 million. Andrew's footwear products also achieved a 57% year growth rate.

But with Adidas's return to the ball Market, Andrew's growth began to slow down.

In 2017, sales of Andemar's footwear increased by only 3%, while the growth rate in the first quarter of 2018 was only 1%.

In addition, according to the statistics of NBA On Court, in 2017, Andemar's income was even ranked fourth by Puma.

This situation is, in the final analysis, because of Andrew's excessive reliance on Curie and the North American market. The functions of the basketball shoes series are too single and lack the addition of fashion elements.

If Andemar has only a top player spokesperson in the city, he will not be able to compete with Nike and Adidas.

Moreover, Andrew only launched the Curie series signature shoes, which are not rich enough and have little connection with the trend culture.

In contrast, Nike and Adidas, their outstanding players, are willing to make an issue on sports shoes.

For example, Downes and Booker, who keep up with the trend of customized shoes, dazzled fans, which has a good addition to the sales of sports shoes.

After realizing this problem, Andemar also adjusted this summer. Not only did he sign Daniel Smith, who had a strong physical strength and "suck up powder", but also grabbed a topic full of Daniel Smith from his hands.

In the market of sports shoes, there are two mountains before Nike and Adidas. After that, Puma needs to do as much as possible to sign players and increase brand exposure. At the same time, expand its product line as soon as possible and cover more consumers.

Adidas's rapid growth

Its main NBA players: James Harden, Derrick Rose, Damien Lillard, cristus Pohl Zingis, Nick Yang.

Adidas entered the basketball field as early as 1970s.

But from the "five tigers" era (Maddie, Duncan, Garnett, Arenas and Billups) to the youngest MVP Ross and best defensive player Howard, this combination of internal and external lines, Adidas has not been able to shake Nike's position in basketball.

On the contrary, because Ross suffered repeated injuries after taking the MVP, the small ball storm swept the league and Howard gradually became a role player. Adidas suffered a serious blow in the market of sports shoes.

Moreover, after signing the library, Andemar's development momentum is very rapid.

In 2014 and 2015, Andemar once exceeded Adidas and became the more than 2 largest basketball shoe market share in North America.

This makes Adidas sit still.

On the one hand, Adidas started off with casual sports shoes, took out Boost Technology shoes, and moved out of Kanye West's traffic star; on the other hand, the brand also signed stars such as harden, lad and Pohl Zingis, who are leaders of their respective teams.

Since then, Adidas's market share has steadily increased.

According to data from Campless and Highsnobiety, the top 20 pairs of shoes sold in the world in 2015, the top three are Adidas's Yeezy leisure sports shoes series.

In the American sports shoes market, according to the report released by NPD group in August 2017, Adidas replaced AJ with 13% market share, becoming the second largest brand after Nike.

NPD sports industry analyst Mike Powell (Mike Powell) pointed out in the report, "Adidas basketball shoes sales increased 40%, while Nike basketball shoes sales showed a decline in single figures, AJ basketball shoes sales decreased by 1/3, and sales of Ande shoes were reduced by about half."

In the second quarter of this year, Adidas's revenue in the US market increased by 16%.

Correspondingly, in the fourth quarter of 2018 fiscal year ending May 31, 2018, Nike's growth in sales in North America was the first increase in four quarters, but its growth rate was only 3%.

It is worth mentioning that the world cup, which will be held in North America in eight years, is regarded as a great opportunity for Adidas to occupy the US market and enhance its brand influence.

Nike still has the edge

Its main NBA players (including AJ): Lebron James, Kevin Durant, Carey Owen, Paul George, Yang Kniss Adtocumbo, Anthony Davis, Anthony Davis, J.

Despite the constant challenges, Nike is still the leader in the sports shoes market, especially in North America.

According to NPD group's data, as of August 2018, Nike (including Nike, AJ and CONVERSE) had about 50% market share in the American sports shoes market.

In October this year, the sports shoes website RunRepeat interviewed 1260 experts and 14791 users on the choice of basketball shoes, and finally concluded a list of 215 pairs of basketball shoes.

Among the ten most popular basketball shoes, Nike accounts for eight and Adidas accounts for two.

In last season's 15 NBA best players, eight players wore Nike shoes and three wore AJ shoes.

The other four players, three wearing Adidas shoes and one wearing Andrew's sneakers.

Thus, Nike occupies a dominant position in terms of market share, popularity and the number of contracted stars.

However, according to NBA On Court, in addition to Nike, the top three brands in 2017 were Adidas, Puma and ANN Dema.

As far as the current situation is concerned, Adidas's revenue growth is much faster than Nike's. Puma and Andrew are also working hard to expand the product line and sign more stars.

Nike needs to be vigilant.