After The Lakers Win The Championship, The Sports Brand "Butterfly Effect" Begins.

If Kevin Durant and Clay Thompson have announced that they will miss the next year and at least 8 months of competition, many of them will be considered as the most popular people in the new season.

It is less than a week since the Raptors took up the Obrien cup in Oracle arena. This season, the remaining temperature of the tragic finals is still on the scene, and a series of butterfly effects have just begun.

With Kevin Durant's injuries and a series of chain reactions that followed, New Balance spokesperson Kowhai Leonard was elected to the finals MVP for the second time in his career. This is the first time that the award has been sidelined by the Nike Department (including Nike, Air Jodan and CONVERSE) since the 2005-06 season. brand 。 If Durant did not make a comeback in the fifth episode of the tragedy, it would also be the first time that the Nike signatures shoes players were absent from the finals after 2006. The Lakers and Nike, who had successfully traded with Anthony Davis, who won the championship at the highest risk without losing the current strength, could breathe a sigh of relief for the new season which has not yet started.

Along with the layout of New Balance, Puma and Anta in the basketball field, this year's finals have up to six brands of contract players competing with each other. The players' injuries, the championship's ownership and the consequent spanfer market, all the time, affect the brand, image and brand of the major sports brands in the basketball market, and promote the emergence of the new pattern.

New Balance is undoubtedly the biggest winner of the finals this year. With the dominance of the playoffs, and the first honor in the history of FMVP between the East and West, Leonard has promoted her historical position. It has also announced that New Balance, which has only returned to basketball for 9 months, has brought unprecedented exposure, exciting brand stories and the leading spokesperson in basketball.

During the all star weekend 2019, New Balance released its first ad featuring Leonard. In the series of raptors and bucks this season, they launched a billboard with "Fun Guy" (interesting guy) in Toronto for Leonard, who is known for his seriousness and silence. More limited releases of T-shirts with the theme of "Fun Guy" were sold out in a few minutes.

During the finals, they entered the "enemy backyard" and put a large advertisement on the highway side of Oakland. Leonard wore a New Balance logo sweater. The left side was "The King Of The North is Coming" (the upcoming king of the North). On the right side, the dragon was the four opponent in the playoffs, and the three had been knocked out, leaving only the Jinzhou warriors. After winning the championship, New Balance in the front page photos of the official website, warriors have also been forked, as the continuation and echoes of previous advertising. They even set a whole page on the official website for basketball, and on twitter launched the video of "Rings Speak Louder Than Words" (the championship ring is more convincing than words). A series of advertisements can be seen from copywriting to video. However, it is embarrassing that New Balance has no basketball and finals related products for fans to spend. On the day after the finals, they launched two T-shirts, each printed with "Fun Guy" (previously sold), and the famous "Board Man Gets Paid." of Leonard University.

In May 2019, New Balance sold 232 sets of New Balance Kawhi 2-Way Playoff packages worldwide, and was sold out within a minute. According to StockX's data, after the finals, New Balance had launched Leonard's two class market for shoes, which was about four times the retail price. Leonard's former sponsors, Air Jordan, had previously launched the signature shoe, which is a high price of 40 thousand -9 yuan in second-hand shoes trading in China. Some netizens are quarrelling products directly under the twitter account of New Balance.

New Balance revealed that the limited edition champion package is under preparation, and there will be a champion shoe section to launch, but the launch date is uncertain. According to ESPN shoe expert Nick DePaula, New Balance is currently launched. Basketball shoes The total sale volume is only a few hundred pairs, and the mass production will have to wait until October.

With the signing of Currie in 2013, andmar was able to become a new force in the basketball market. footwear The development of the business has been greatly promoted. According to the statistics of sports retail data tracking agency SsiDat, in 2015, the signature shoes in curi were crowning alliances with sales of $160 million, and the products of Andrew shoes also achieved a 57% year growth rate. It shows that the performance of a super star is good for brand image and sales.

The development, design, supply chain and production of sneakers are a complex process that takes time. No matter whether it is unprepared for the relatively unfamiliar basketball shoes production ability, or because there is no advance preparation for the finals or even to win the championship, missed the best time to win the finals is a pity and counter thinking for New Balance.

The big winners belong to New Balance, so the most frustrated in the finals is Nike.

As the leader of the global sports brand, Nike's superiority in basketball is beyond doubt. In the past 13 seasons, relying on James, Durant, Kobe and Erwin superstars, Nike can launch some technology, products or marketing activities in high profile in June through heat and topic. Although they are sponsors of NBA's official Jersey, as James did not enter the playoffs, Durant was injured in the west end and the scenery of Leonard was opposite to the finals. Nike seemed to be somewhat stretched this year.

After the finals, Nike put on the front page of the official website is a picture of West Kam, the official twitter video also needs the help of Carter, the old dragon player. Although the overall performance of Western Kam is outstanding, it will be much worse in topics and attention.

Because of the injuries of Durant and Thompson, in the current lineup, the warriors who rule the West for five years will face a sharp decline in the strength of the lineup next season. The competition environment in the western region will be more open than in the past few years. The arrival of Davies will significantly enhance the Lakers' strength, which will also increase their attraction to the role players. Once the summer runs properly, they will have the chance to win the championship. To a certain extent, the odds also indicate that the market is optimistic at present. With this talk for nearly half a year, the deal has finally been realized, and the Lakers' odds have risen from the first 1 to 4 and then to 2 7. This is good for James and Nike in the playoffs and even in June.

With Durant's next season's reimbursement and James's age as a three year old man, Nike needs to reserve new leaders in order to cope with the increasingly fierce marketing campaign. Under the combined attack of two threats of Curie and Leonard, perhaps this will strengthen their determination to win the Zion of the first scholar?

On the other side of the ocean, Anta is the most tragic victim of this year's finals. Thompson, the head card of Anta, has been famous for his "conscience spokesman" in recent years. Anta has made many plans for his winning the championship, but the cruel reality of losing the crown and serious injury is enough to disrupt Anta's overall plan for Thompson this summer. Besides signing shoes specially made for three consecutive titles, they are forced to face renamed or postponed. According to lazy bear sports, the tear rate of cruciate ligament will make it impossible for Thompson to complete the planned Chinese line at the end of June, and this year the whole "Crazy" project will probably be affected by the absence of the protagonist.

Hayward's performance is lower than expected this year, Thompson may be up to eight months of rehabilitation period not only affect Anta's summer plan, but also more likely to Anta in the next half a year in the basketball center of gravity become delicate. The fast - rising Anta basketball may face an adjustment in the whole communication strategy.

On the other hand, even though Andrew signed a small Daniel Smith in the past year, he wanted to get rid of the monotony of a star, but from the playoffs, Andrea still relies on Curie. Relying on curry, they have been playing their NBA finals for five years. However, they missed the championship and FMVP, which made Andrea miss an excellent opportunity to boost the market. Surprisingly, no matter whether Andemar or Andemar basketball twitter account, there was no mention of Kiri and NBA matches after the sixth finals of the finals.

After James Harden and Damien Lillard were eliminated, the Adidas camp also had Lori and IBA, while basketball recruits Puma signed Cousins and Danny Green. Compared to Puma's launch of the final edition customized shoes for Danny Green, although it has a more perfect star, lorry, Adidas has released a 20 second video on the social platform after winning the championship. The two have no manifestation of finals elements in the official website.

For Puma, who is also not yet producing basketball shoes, DeAndrea Aidan, Marvin Bagley and Kevin Knox will be the key players in the future.

This year's basketball shoes market is particularly lively. The six brands appearing in the finals are the epitome of the market bustle. For Nike, which still has a dominant position, it may need unprecedented vigilance and even a sense of crisis. Its position may not be shaken for a short time, but some market share may be robbed. Starting from the summer, Puma, New Balance, and CONVERSE, who return to basketball, will have more sneakers launched in the future. The layout of multiple brands will bring more possibilities to the basketball shoe market. With the competition on the NBA stadium next year will be more intense, competition among brands in marketing and business will get stuck.