Nike Laced More Than Sneakers.

A pair of ripped shoes

Williamson was injured in Zion, which was a great event.

According to the world's clothing and shoe net, in February 21st, Lebron James, the most gifted and talented basketball player who had been booked for the 2019 NBA draft, was injured in less than 30 seconds in Duke and North Carolina's basketball competition.

How important is this competition? As a non-commercial university sports competition, the lowest ticket price has been fired to $2500, which not only exceeds the ticket price of the Super Bowl finals of the US Spring Festival Gala, but also is 1250 times the minimum ticket price of the NBA Cleveland Cavaliers this season.

In addition to the ridiculous price of tickets and the influx of celebrities from all walks of life, former US President Obama is one of them.

But in Duke's first round of attack, the spectators who cast lots of gold were doomed to despair: Zion suddenly fell down when he turned, and his expression was painful.

Obama, the first on the sidelines, found it was not simple. The finger field shouted, "His Shoe Broke!" (his shoes cracked!)

On the field, Zion

It was completely cracked, and his left foot overstretched due to loss of support, leading directly to Zion's knee sprain.

For NBA players whose physical talents are outstanding, the knee that supports running, jumping and turning is their lifeline, not to mention the supernova Zion, which is so popular.

And the boots at his feet are not the other ones. It's Nike's PG 2.5 generation customized for Duke University.

After the incident, not only Duke lost the game, but also the Zion's remaining season.

The crusade is also over the wave. Most of the spearheads refer to Nike's frequent product quality events in recent years: Nike shoes, including Aaron, Gordon, Ginobili, and NBA players, have been "disintegrated" on the spot.

And last season, Nike, as NBA's New Jersey sponsors, launched the environmental protection material Jersey, which has been torn many times in the game, and even its own ace Lebron James is "unable to escape".

Nike official responded for the first time that Zion's shoes laceration was only an isolated incident.

But in conjunction with Nike's rich history of "tearing up", such an event once again happened in such a high-profile competition, with such a high expectation of athletes, with the explanation of "isolated incident", it is obviously somewhat difficult to convince the public.

Two, tearing spokesperson.

How important are shoes to Nike?

Nike's 2017 financial year report shows that business revenue from North America reaches 47% of the company.

Business revenue reached 65% of the company.

Taking the most important area and the intersection of the most important businesses, the footwear business in North America is naturally the top priority.

From the date of birth, basketball shoes are the most dazzling pearl on Nike shoes.

Looking back at the glorious history of Nike shoes and even the Nike brand, two groups of names are doomed to be unable to circumvent. One is the "God of basketball" Jordan, and the two is Kobe + James: the former helped Nike to turn Nike into a basketball synonymous with Nike in 80s. Now it still plays the most profitable "cash cow" business in the form of an independent sub brand. The dispute between the latter has not only consolidated the "Kingdom of basketball" in twenty-first Century, but also further expanded the star's exclusive shoe business, exerting the commercial value of many stars to the extreme and becoming a textbook case of the global fans economy.

How strong is Nike's dominance of basketball shoes? In the 2019 Sherlock all star competition, which has just ended, 22 of the 30 top players representing the top NBA level in the world are dressed in Nike or Nike's Jordan brand. Combined with the introduction of live broadcast and All-Star special shoes, they can imagine the "cargo effect".

However, the rolling of numbers does not mean the long-term stability of the Nike shoe court. In the remaining 8 "dissimilarities", there is a recent "four years and three Champions" Jinzhou warrior's home star crow (endorsement of Andrea, endorsed by Nike before 2013) and last season's regular season MVP Harden (Endorsement Adidas, played with a large number of Chinese fans Houston Rockets), these two people's strength and field appeal, with "one to ten" description is not too much.

In contrast, Nike has retired from service three years ago. Now, except for James, who has reached the age of 34 and has entered the late career period, no one in Nike can match friends and friends on the flow of Nike.

In the commercial era where traffic is king, Nike is facing an awkward situation of "the intergenerational tear of spokesmen".

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The decline of the spokesperson to a certain extent has been pmitted to the capital market: in 2015, Andemar, who had been abandoned by the Nike and moved to the Kuri team of the United States, had won the basketball championship because of her ankle sprain, which led to the rapid rise of the second year old sports market in North America. The Adidas after the sense of shame was also catching up with the strategic pformation of fashion and fashion, trying to achieve the "corner overtaking" in the non sports field.

The sudden efforts of the friends of the company made Nike, who had long been ahead of the rest, started to "disappear".

Nike's share price, which was flat, or even down, fell to the average of the S & P 500 in the 5 year end of 2017. But it still leads the Dow Jones footwear index and the S & P 500 apparel and luxury index.

Seeing that Kobe and James are going to have no successor, the significance of Zion's birth to Nike is self-evident.

Just as everyone thinks that Zion will become a successor to James in a logical way, when Nike signed the most expensive rookie shoes endorsement contract in history, the "shoes shoes" incident made the cooperation between the two sides regenerate suspense.

Some gambling sites even have Adidas's "take advantage of it" to sign Zion's odds before Nike.

If he is old, he will not be able to seal. If he loses Zion again, he will lose the straw in his shoes business.

And the Nike brand that lost the ball shoes and basketball aura seemed to have no Jordan bulls.

Three, the value of tear.

Outside the stadium, Nike is also facing the following:

In April 2018, the Wall Street journal revealed a series of problems brought about by the prevalence of patriarchal culture such as gender discrimination and improper personnel management in the Nike daily, which led to the company's human resources director publicly acknowledging the shortcomings of personnel management, especially in the field of gender balance and ethnic minorities. "There is no progress" in the field of gender balance and ethnic minorities. Not only did men and women have a gap in the overall salary, Nike accounted for less than 30% of women's vice presidents at that time, and the possibility of joining the core departments such as basketball was difficult to ascend.

In the next two months, as many as a dozen Nike executives left.

In the 2018 quarter of March, the three quarter of the financial report was released on the eve of the 25 year Nike, which is considered to be the successor of Nike CEO, and Edwards, the world's general manager, has both left Jamie Martin.

The extent of internal purging reflects Nike's shortcomings in value orientation and corporate governance to some extent.

More controversial events took place in the second half of the year.

In September 2018, to commemorate the launch of the "Just do it" slogan 30th anniversary, Nike selected many famous athletes including Lebron James and Serena Williams (women's Tennis Hall) to make the theme poster, and the poster of NFL (National Football League) San Francisco 49 people four points guard Capet Nick is also impressive.

The player, who was signed by Nike in 2011 but has been kept in the snow for two years after the national anthem, has returned to the public view under Nike's recruitment, triggering an uproar in the United States.

In 2016, when Capet Nick played the national anthem, he knelt down to protest against the atrocities committed by the police against the colored race. He admits, "a country that oppresses black people and colored people is not worth my standing."

Since then, the events have been upgraded and fermented. NFL and the major sports alliances have hundreds of players (mostly black players) following Capet Nick's kneeling national anthem, which is known as the "National Anthem gate".

The move was also strongly criticized by Trump, who said that those who hold millions of dollars but do not want to respect the national flag should be dismissed immediately.

What's interesting is that on the day of the poster, the capital market was shy of huge political uncertainty, selling Nike to its stock price by more than 3%.

However, data from San Francisco Edison Trends show that sales of Nike online store did not drop to 31% in the next few days after the release of the poster, much higher than the 17% in the same period in 2017, and Nike's share price hit a new high after that.

But the fear of the capital market is not unreasonable. Sales promotion driven by short-term events may be temporary, but the political uncertainty brought easily by sensitive topics may damage the long-term value of the company's brand. The mentality of "Just do it" has not only made Nike today, but also made Nike uncomfortable in terms of corporate governance and values, which will become a major drag on Nike's downside in market risk preference.

Four, torn environment

As the leading consumer in the S & P 500, with a revenue share of nearly 5 of the North American base camp, Nike has fully enjoyed the bonus power of American consumer confidence rising since the financial crisis.

But compared with the US consumer confidence index, which is still at a ten year high, the latest social retail data released in December showed the largest monthly decline since 2009.

The US economy, which is at the end of the tax cuts, needs to question whether it can continue to support the continued growth of consumer confidence and the vigorous expansion of the consumer market in the future.

Once the US consumption deceleration is further confirmed, Nike's share price will be the first to be suppressed as an alternative consumer leader.

In the Greater China market, which has the highest growth rate in Nike, apart from facing the competition from the old rival Adidas directly, the continuous downward trend of Chinese retail data has made consumers select the sports products with a higher "compulsory consumption" connotation, that is, paying more attention to cost performance rather than brand names. This means that the Chinese local sports brands represented by Anta have obvious advantages at this stage. Besides, under the background of Sino US trade disputes, the rapid germination of domestic consumers' consciousness of domestic goods will also help the domestic sports brands to become the headwind of Nike's business expansion.

A pair of sneakers in Zion seems insignificant, but they are enough to lead Nike to the whole body.

In the long run, in the absence of spokesmen and the expansion of the Greater China region, the conflict between corporate governance and values is highlighted. At present, the crisis of Nike is more serious than what is seen. In the short term, any variables in the Zion contract issue and the details of any quarterly advance in March are all going to catalyze the further downward trend of Nike shares, which are now at a historically high level.

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