What Is The Purpose Of The Footwear Industry To Enter The Basketball World?

According to the world clothing and shoe net, before the summer of last summer, every NBA top rookie in the past ten years was basically not a choice.

Signing is to hand in hand with Adidas.

But this year's top champion DeAndrea Aidan (DeAndre Ayton) has not followed his predecessors.

"We were with Nike, Andemar and others.

The company's docking personnel had a ditch pass, "Aton said." then he quickly added, "but we just feel it."

That's the best thing to do.

Marvin Baglisans, Marvin Bagley III, finally went to Puma this year.

He said in an email that he chose the company mainly because "they are willing to try different ways to do something, which is my favorite."

Puma fired the first shot against the traditional shoe giant in 2018, and last month New Balance joined the rebellion.

According to numerous news media reports, after Kowhai Leonard (Kawhi Leonard) rejected a $22 million multi-year contract for Jordan Brand, New Balance "entered the opportunity" and has signed a contract with Leonard.

In October of this year, New Balance announced that the company signed Darius Basili Darius Bazley with a ten million dollar contract.

Basili, who is only 18 years old, has not yet entered NBA, and is currently working at New Balance.

Compared to a year in college, he chose to practice privately in New Balance and actively prepare for the draft.

Not to be outdone, there was also Andrea, who beat Puma and New Balance in a robbing battle, and successfully signed the 76 man center before the start of the season, Joel Nebid and Joel Embiid, both strength and charm.

Nebid joined Stephen Currie (Stephen Curry) and Dennis Smith (Dennis Smith Jr.) and became a member of Andemar's endorsement group.

This group of sneakers quickly signed NBA players, and confirmed the popularity of the NBA alliance today. Even in this way, low correlation and alliance link can make their brand establish a reliable image in the minds of the younger generation of consumers.

Although professionals believe that these brands of sneakers may be cold in the market, they also feel that it can be a good thing to relate to NBA in this way.

20 years later, I came back to the basketball game again. To say the reason, the core of the current NBA culture is, "Adam Patrick Petrick, Puma's global brand and marketing director," admits, "NBA, and the entertainment industry around it, whether ESPN or Complex magazine, they have built a news circle around the basketball game 24 hours a day."

In today's society full of news media, in this era of universal consumption, we must choose to benefit from it. "

Mark Bartelstein (Mark Bartelstein) is a top NBA broker. This summer he helped Gordon Hayward (Gordon Hayward) and China's Anta sports finalize a endorsement contract. In his view, many companies were fighting for a piece of cake in basketball business, because "money always follows the hot industry, and NBA is in the ascendant."

Puma and New Balance executives have made a lot of investments, and now they are eager to prove their own judgment, so they particularly agree with Battle Stan's view. They also point out that NBA's footprint is global, and its growing influence even surpasses the sport itself.

These executives admit that it is great to be able to relate to NBA now.

As Bai Bai Li said, "Puma's culture is not limited to basketball. It is a life oriented brand, not only able to support me at basketball level, but also let me like an artist to spread himself in life."

But then, Puma's timing on the top of basketball is probably not right at all, because the basketball shoe market is no longer booming, and it is starting to go downhill.

According to Matt Powell Powell, a sports industry analyst at NPD group (a US Market Research Institute), basketball shoes currently share 4% of the footwear market, which is quite large compared to the highest 13% in previous years. (Matt)

Performance sports shoes (specifically for a certain sport wear) are also very bleak in general.

In Powell's view, compared to imitating the skills of athletes, consumers are more interested in daily dressing and dressing to athletes.

"Today is the world of sports and leisure," Powell said. "He just wants to see some of these athletes' fans. If you are pursuing that small part, then you don't have to buy a pair of high-end basketball shoes or running shoes of 150 dollars."

But Patrick executives say they are not worried.

"Most people wear performance shoes is not for sports," Patrick said. "So when we are trying to attract core consumers, we will not only focus on the characteristics and advantages of products, but also cultivate the brand awareness of consumers.

Being part of basketball culture means that we have become a part of pop culture, too.

Puma announced in March this year that it will return to the basketball market. This also marks the recovery of the company's product line. It is to be known that the last player associated with Puma is Vince Carter of 90s.

In contrast, the history of New Balance dates back to a long time ago. In 80s, the spokesmen were James Voci James and Michael Leon Karl (M.L.Carr:2 NBA champion), but with Nike moving toward dominance in NBA and the players earning millions of dollars in revenue, New Balance largely faded away from the sport.

{page_break}

In recent years, the most famous player in New Balance is the Sanantonio Spurs' Matt Bonner, Matt Bonner.

Although Bonner is not the signing spokesperson of New Balance, the image of his honest and handsome father is just like the brand. After all these years, New Balance has not tried to go on the trend line in the past, but they still operate very successfully in this lack of development style.

After joining the Toronto raptors, Leonard's strong performance made the team a hot spot in the NBA finals this year.

For New Balance, the company will not sign Leonard by itself. It should be New Balance, who is fortunate enough to have Leonard, using the New Balance global sports marketing vice president Chris Davis (Chris Davis).

Davies said frankly that New Balance has developed a "12 year plan" to become the third largest sports brand in the world.

The company expects to increase its revenue of 4 billion 500 million dollars this year to 7 billion in 2023, which means that even after the Nike and Adidas's third sports brands, their profits are quite substantial.

But no matter what kind of global revenue growth strategy, we need to invest money in basketball.

"Basketball is now the second biggest sport in the world," Davies said. He also pointed out that New Balance currently has the largest two markets in the world, the United States and China, and basketball's popularity in these two countries is huge.

In addition, like Puma, New Balance also joined the street style: at the end of 11, New Balance and the American street fashion brand Kith jointly launched a series of sneakers.

For sports shoe companies, it is not enough to let NBA players wear their own brand shoes.

Although most consumers will never play basketball with their sports shoes, if players do not wear them on the court, they will be regarded as fake by consumers.

New Balance is also convinced of a view in the industry today that athletes and consumers hold an unprecedented attitude towards the so-called "Challenger brand" (a brand that has been attacked by the brand of an industry for many years).

In the past, there had never been so many shoe companies that would go crazy to sign free agents. The trend began only 5 years ago, when Andrea fortunately signed Kure.

Unlike his rivals, Andemar is more satisfied with the brand concept of maintaining his first performance. Unless there are other demands from the following athletes, the idea will continue to follow.

When asked how to deal with the cold market of the sports shoes market, Ron Johnson, general manager of Andrew global basketball business, is still optimistic about Johnson.

"I think there will be draught and opportunities in all trades and professions. These draught and opportunities may be seasonal and may be nurtured in the tidal cycle."

Sales of performance shoes are likely to rebound.

But Powell, an analyst at NPD, is not optimistic about this.

He pointed out that the sales slump of performance shoes is not limited to the basketball shoe market, and sales of sports shoes have dropped to the bottom regardless of running, tennis, daily training or other sports.

Last year Nike's best-selling sneakers were the Tanjun series, which resembles Nike's Free series running shoes but only half the price.

Patrick, Puma's global brand and marketing director, acknowledged that the signature basketball shoes really had the challenge, but he still believed that it would not really solve the challenge of the industry to separate the performance shoes and the daily life shoes for the stars.

Patrick is not worried that Lebron's signature shoes, which cost up to 185 dollars, will be sold less and less.

"I can tell you that Lebron and I have become more of a cultural icon in the minds of the core consumer groups," Patrick said.

"Why do I not want to make a contribution in the space of brand culture?"

More interesting reports, please pay attention to the world clothing shoes and hats net.