The Basketball Shoe Teacher Will Go Back To NBA. Will It Be Killed By A Fist?

My grandfather is coming back.

Beijing time November 17th, according to ESPN,

A multi year endorsement agreement on footwear and clothing has been signed with wizards forward Kelly - Wu Lei.

The mode of cooperation between the two sides will create a historical precedent - Nike shoes will still be worn in the Brune competition, but Nike's CONVERSE brand will be publiced from time to time.

The originator of basketball shoes, once the overlord of sports shoes, embarked on a new way to return to NBA.

The first ancestor of basketball shoes

CONVERSE was founded in 1908, the initial market direction is the people's shoes, the canvas and rubber as the basic material, low cost, strong durability, which is in line with the market demand at that time.

In 1917, Converse All Star, one of the most famous shoes in sports shoes, came out.

Soon after, chuck Taylor, one of the most important figures in the history of CONVERSE, opened her career as a professional basketball player. Taylor was a loyal supporter of Converse All Star. She not only loved it, but also actively recommended it to the basketball teams of major universities.

Chuck Taylor and Converse All Star

Taylor's marketing move gave CONVERSE a chance to see business opportunities. The two sides began to cooperate in the 1921 year of the year. Taylor served as CONVERSE's salesperson and offered advice on the design of shoes.

It was under Taylor's suggestion that CONVERSE upgraded the Converse All Star from an athlete's point of view, improved the sole texture, added support for heel and arch, strengthened the instep, and focused on ankle protection.

As a salesman of CONVERSE, Taylor aimed at the basketball market. He spent almost all year round driving in the US, especially the basketball team and basketball training camp.

CONVERSE has gradually become the pronoun of basketball shoes, becoming the shoes of basketball fans, which is the result of Taylor's efforts.

In order to thank Taylor for his contribution, CONVERSE decided to merge his name with her sneakers, and Chuck Taylor All Star was born.

Taylor died in 1969, but the legend of his basketball shoes did not come to an end. All Star sold 700 million pairs around the world.

"Choose your weapon".

In the 80s of last century, CONVERSE was the overlord in the field of sports shoes. In NBA, there was a saying about "designated shoes". In fact, NBA did not establish CONVERSE's status as an official shoe in the way of official propaganda. But at that time, most of NBA's stars liked to wear CONVERSE, so they showed a unique market effect.

In 1985, CONVERSE launched an advertising campaign to select your weapon, which is the leading actor of NBA, Johnson and Bird, who are the most popular two stars.

These two legendary stars were CONVERSE's shoe fans since their boyhood. They became CONVERSE spokesmen after entering NBA, but never co worked before the 1985 years ago, because the times paid more attention to the atmosphere of competition.

When CONVERSE's propaganda department gave the program to "magician" and Byrd, the two stars refused.

"Don't even think about it!" admitted the magician.

Bird is more determined: "I will not cooperate with the enemy on the field."

CONVERSE "choose your weapon" advertisement

At the critical moment, Jack, Green, the senior vice president of CONVERSE, came out to solve the problem. He explained to the two stars, "choosing your weapon" is not to let them fight side by side, but rather highlights the fierce competition between the two. CONVERSE has launched the special shoes for the Lakers and Kell, and the focus of the publicity is the smoke between the two giants and two teams.

CONVERSE's advertising creative finally touched the "magician" and Bird, the two epoch-making giants jointly shot, the full version of advertising is only 28 seconds, but that is 28 seconds of CONVERSE's market share to a new height, once in the field of sports shoes, 80% of the market share reached the peak of history.

The most regretful miss

CONVERSE did "seize the present" in 80s, but they unfortunately missed a player who completely changed the market structure of the shoe market.

Back in 1982, Nike's shoes represented Sonny Vaccaro to watch the NCAA Quartet, and witnessed a North Carolina defender in the finals who killed Georgetown, which left Vaccaro with a deep impression.

"I felt great at that time, and I saw a future superstar."

Vaccaro said.

The player is Michael Jordan.

At that time, North Carolina's shoes sponsorship was CONVERSE, Jordan was playing CONVERSE in the field, and Dean Smith coach, Jordan's University mentor, had a good relationship with CONVERSE. CONVERSE had the advantage of signing Jordan first, but they didn't do so.

At the University of North Carolina, Jordan wore CONVERSE shoes.

In 1984, Jordan observed Vaccaro for two years.

The high level put forward a proposal to sign Jordan and build a production line for him.

Nike had 2 million 500 thousand dollars in advertising expenses at that time. Their original plan was to give the 250 million dollars to Jordan, Bowie and Barkley in 1984, but Vaccaro insisted that 2 million 500 thousand dollars would be given to Jordan.

You know, at that time, NBA only had Jabbar's contract of 10 dollars and ten thousand dollars for a year's basketball shoes. The senior Nike was puzzled. He didn't understand why he was throwing money on a rookie. Vaccaro explained: "Jordan is the best player I've ever seen, and he can really fly."

Vaccaro did not hesitate to guarantee his job. He said that if Jordan did not reach his level, he would quit.

"I tell you, I have seen this kid play, he will go straight to NBA and reach any realm that no player has ever achieved. Nike must tie his fate to him," Vaccaro said.

Nike finally accepted Vaccaro's proposal. They gave Jordan a contract of 250 million dollars for 5 years, and built a production line for Jordan.

However, Jordan is hesitant because he is used to wearing CONVERSE, and Adi is his favorite brand, but neither company has offered him a contract.

Nike learned about Jordan's entanglement, so he raised the offer not only to provide 250 million dollars in sponsorship, but also to sign the bonus and annuity insurance. Every time he sold a pair of Air Jordan, Jordan could get the 25% of profits, and Jordan also got the corresponding equity.

"We put all our eggs in one basket, I pressed my work, and Nike's bet is the future of the company."

Vaccaro said.

Jordan, who entered NBA, finally signed a contract with Nike.

Facts have proved that Nike is right. Jordan, as predicted by Vaccaro, has reached the height of unprecedented heights in NBA.

With Jordan's dominance of NBA in 90s, Air Jordan was in the shoes world, and Nike's market share continued to rise. CONVERSE, who missed Nike, declined in the field of sports shoes, and was eventually bought by Nike in 2003.

After that, although CONVERSE Converse Wade had a short period of upsurge in shoe sales, it failed to continue to boom, fading away from the basketball shoe market and turning to the main leisure market.

Blow the regressive horn

Since the end of cooperation with Wade in 2009, CONVERSE has not signed any NBA player in nine years, but has focused its marketing on the trend market.

CONVERSE joined hands with the trend group as early as the 70s of last century.

It was the age of rock and hippies, and CONVERSE's design was so cool that it had a unique sense of rebellion and was deeply loved by fashion people.

The fashion trend led by CONVERSE has swept the world and has great influence in Asia. Its trend attributes have excellent compatibility. It can be a rock shoe, it can be a doodle shoe, it can also be a street dance shoes, skateboard shoes. In a word, no matter which group you belong to, you can put on a pair of CONVERSE and create your own trend story.

The signing of the contract with CONVERSE is the first time that CONVERSE has NBA player spokesperson in nine years. This is a sign that CONVERSE is interested in trying to return to the market for shoes.

Before signing a contract with CONVERSE, CONVERSE has acted. After the parent company Nike became the official sponsor of NBA, CONVERSE launched a special cooperation with Chuck'70, including Chuck'70 NBA GameDay, Chuck'70 NBA Legend, Chuck SE NBA NBA three series.

CONVERSE signed with Wu Lei

Chuck'70 NBA GameDay is the main body of the original NBA NBA, and Chuck'70 NBA Legend is the main brand of the NBA history legend team, which meets the needs of senior footwear fans. Chuck SE NBA is the main basketball city culture.

Of course, CONVERSE did not fully return to NBA, they are still in the stage of trial and error, compared with Puma, which also tried to kill NBA market in 2018, CONVERSE's action is much smaller.

Puma has signed a number of NBA players, including the 2018 draft champion Eton and the top spot, and the contract for Puma is the biggest rookie contract awarded by Nike after the signing of the rookie Durant, which shows Puma's determination to return to the NBA market.

The reason why CONVERSE is cautious is that although the market for shoes is very large, it is very difficult to part away from it.

According to the data, 10 of the 11 most popular NBA sneakers are Nike and Adidas, and the remaining one is from Andemar.

Specific to the ratio, Nike's popularity in NBA reached 63%, ADI is 18%, other brands split the remaining share, including And1 old brands such as Big, and Andrew's new sneakers. It also lacks the self created new products such as Big Baller, and the strong entry of Chinese brands. It is not easy for CONVERSE to recreate its past glory.

Although it is difficult, but CONVERSE has begun to take a step forward, is embarking on the road of reunification, just as Taylor drove a truck to sell the first pair of Converse All Star, everything from scratch, hope is ahead.