PUMA Footwear Sales Growth Fell To A Single Digit By The Old Rival Adidas Suppression Is A Foregone Conclusion?

Not long ago,

The report shows that

。

It is worth noting that

The growth rate is only

,

。

According to this trend, will PUMA be the old opponent?

Completely suppressed?

Why do families turn their faces to "enemies"?

This summer, PUMA returned to professional basketball shoes after 17 years. In order to expand its popularity, PUMA signed a well-known artiste Jay-Z to promote its brand.

Prior to that, PUMA also launched a brand new series of products with the brand of "famous female toe cap" Rihanna.

It can be said that PUMA did not slow down on the way to catch up with old rival Adidas.

Adidas, as an old rival of PUMA, has always played the role of spokesperson.

PUMA once disdained to do this, but as the popularity of Adidas increased, PUMA realized the importance of "traffic".

I believe many people know that these two brands are old friends. What are the reasons for the two famous sports brands to start the war?

In fact,

The founder of PUMA was a brother, and at the very beginning, two people created a Dallas shoe factory together.

But in 1948, two people were divided in their operation, and second years of contradictions escalated, so two people were completely separated.

Brother Rudolf set up Puma, his brother, ADI greedy dishes, and the two family and brand's grievances were also officially kicked off from the didAs.

The contradictions between the two enterprises are far more than we think. In the early days of the business, two brands of camps were even banned from intermarriage.

It is said that the two brothers had made a will when they died, so that two offspring could continue to fight.

In 2014, Adidas filed a complaint with the court.

It infringes the intellectual property rights of Boost technology, and asks the court to prohibit PUMA from producing NRGY series products.

Although the final result is Adidas defeat, but the NRGY series that is expected to become a brand new star has to stagnate, and the resentment between the two enterprises is further deepened.

In recent years, the originals series of Adidas has launched a fever whirlwind in the fashion world through artists' endorsement.

In order not to lag behind, PUMA has also signed a group of stars with heat, such as Yang Yang and Liu Haoran in China.

However, the more popular brand in the Chinese market is Adidas.

According to the 2017 financial report, the Greater China region is Adidas's fastest growing market in the world, and its sales growth has reached 32%.

To this end, Adidas has set the Asia Pacific market headquarters in Shanghai this year, and the Asia Pacific market is the second most important area in North America outside Adidas.

By comparison,

The momentum in China is going to be weaker.

In particular, the sales growth of Puma SE has slowed to 6.1% from 26.3% in the first quarter of this year and 18.4% in the two quarter. If PUMA does not take any countermeasures, the situation of Adidas being suppressed is likely to last longer.