Sports Brand At High Light Year, This " Lion " Will This Be The Biggest Winner This Year?

In the past 2018, the selling platform of second-hand sports shoes, such as "poison" and "UFO flying saucer", began to rise, and many favorable trends such as the development of electronic sports new sports battlefields and the trend of fashion were becoming more and more popular. Sportswear has become a popular category of clothing industry in the past year, and has won the favor of young consumers.

By the time 2019, the major sports brands have been releasing the brand new year's plan and the latest news. There are many strategic initiatives that affect the development of the garment industry. Let's take stock of the highlights of sports brands since the beginning of the year.

New York fashion week, which just ended soon, made Lining the most popular sports brand recently.

This is the second time that Lining has gone to the show of New York fashion week. The three series released on the theme of "Xing" are more implicit and restrained than the past product design, but they have richer connotation.

In addition, Lining's autumn and winter show has lost many traditional elements of the brand, and the layout of the show has not been able to find Lining's classic logo, which means Lining has made a breakthrough in creative design.

As a result, Lining won more praise in this fashion week in New York.

Two the New York fashion week is the most important news of Lining's opening year. But before that, Lining's other action is more eye-catching.

In the 2019 opening ceremony of the 16 heroes of the Official League organized by the hero League LPL, the executive director of the Lining group and Li Qilin, the outstanding Chinese sports CEO, appeared in the identity of the Snake E-sports club.

Only then did people realize that as early as the end of last year, Lining group, a subsidiary of China sports, had acquired Snake club.

This is also Lining since early October last year, and EDG electronic sports club after the cooperation, the layout of E-sports this new sports arena.

Since the return of founder Lining in 2015, Lining has gradually become the focus of fashion trends among young consumers.

Therefore, Lining constantly layout e-sports, which illustrates the immeasurable commercial potential of the industry.

Under Armour Andrea is a foreign sports brand that has been distributing E-sports early in the domestic market.

In June last year, Andrea and KPL's "King glory" professional league authorized cooperation and found a new social bond outside basketball.

Last year, however, the most popular topic on Andrew was Andemar's deep inventory backlog, sluggish performance, layoffs, and even the intention to sell the company.

Fortunately, in 2019, Andrea made a good start, first announced that the Chinese women's volleyball team leader Zhu Ting was the spokesman of the brand image.

Then, in mid February, Andrea announced the fourth quarter results that exceeded the market expectations, and finally reversed the previous losses and led to a sharp rise in the share price of the brand.

Compared with Andrew's case, Puma Puma, which competes with Andrew for the third generation in the world, is completely different.

Last year, the joint venture between Puma and American pop queen Rihanna was once popular in the fashion circle. It became a street tool for all the stars and fashion bloggers, and laid the Puma sports fashion position in one fell swoop.

In 2019, in order to keep a close watch on the huge American market, Puma decided to set up second headquarters in North America as a German brand.

As we all know, Nike is an American brand. Puma's move is undoubtedly a challenge to Nike.

Then Puma replaced Adidas and became a new equipment sponsor for the Egyptian national football team again.

It can be seen that Puma intends to divide the market share of the two giants of Nike and Adidas.

Compared with other sports events, basketball has better social attributes. Therefore, basketball matches are always pursued by major sports brands.

Last summer, Puma released a new basketball shoe Puma Clyde Court Disrupt to announce the return to the basketball market.

Since then, Puma has signed more rookie players in NBA.

In mid February 2019, Puma and NBA reached a multi-year market cooperation agreement, thus becoming an official market partner of NBA, gaining the rights to produce NBA related footwear authorized products, and using NBA and team logo in their brand advertising scenes.

It can be seen that the continuous rise of performance has given Puma the confidence and strength of the two giants of the industry.

Puma's confidence is not only derived from its own strength. With the rise of sports brands such as Andrew, Anta, Lining and New Balance in recent years, the two giants of Nike and Adidas have changed a lot.

In the 2019NBA all star game, although 70% of all star players were wearing Nike shoes, the 2018 draft champion Aidan and the top ranked Bulgari were all accepted by Puma.

Aidan became the first NBA player to sign a contract with Nike Adidas in the last ten years, and Puma became the leader of this new rookie player.

In the 2019NBA all star game, Nike, Adidas, Puma, Andrew, Anta, New Balance six sports brands showed a hundred flowers bloom. At the same time, China Lining embarked on the international fashion week and Anta was about to acquire amafen, all of which implied that the market structure of the sports brand has changed quietly outside the basketball tournament.

And the momentum of Puma's vigorous progress in the past two years may make it a new lion in this year's sports brand.