What Do Nike Do To Steal The NBA Shirt From ADI?

Basketball, maybe

and

The most competitive market segments.

In mid 2015, Nike and NBA officials announced that Nike will become the NBA official jerseys sponsor from the 2017-18 season.

Perhaps it is precisely because of such a clear victory and defeat, the final announcement of the news in the care of NBA and sports brand people, it seems logical, or even a bit of a final meaning.

After two years of calm, the two sports tycoons showed the demeanor of international companies.

A firm completed the last two years' contract without being absent minded. The family waited quietly for the contract to take effect.

In September 15, 2017, it turned out to be a time of change. Nike held a news conference in Losangeles and launched a new theme version of the 30 teams in the new season of NBA.

And NikeConnect, a new technology to interact with fans, has officially announced that it will take over NBA's jersey business.

According to the world clothing and shoe net, when the contract was signed in mid 2015, the US media broke the news that the contract of the global sales and marketing partner lasted for 8 years, worth about 1 billion dollars, which means that every year Nike will pay $125 million to the NBA alliance.

It is almost impossible to earn $125 million a year from Nike's marketing ability in the global basketball market, but we also understand from the mouth of Nike CEO Mark Parker (Mark Parker). Nike wants to do much more than earn 1 billion dollars. This is a big business to get through the whole basketball market, and it hopes to play a role in other market segments and overall competitiveness of Nike as a template.

"Black technology" NikeConnect, targeting young consumers

Official cooperation with NBA has officially started, and Nike has offered a big hand in its interaction with fans, NikeConnect technology.

For this new technology is Nike and NBA hand in hand to give fans the gift of judgement, Mark Parker agreed.

Although for the fans, the use of this new "black technology" can come up with real gold and silver.

The use of this new technology is not complicated. Using mobile phones to scan the jersey of the built-in chip, and then through the NikeConnect APP, we can observe the real-time trend of the match between the players and the players in the match.

On the whole, this APP is roughly the same as the official APP functions and contents of the current NBA teams.

But for Nike, with the subsequent development and upgrading, NikeConnect will become an important channel for them to interact with consumers.

At the end of September, three versions of the jersey will be listed, the $200 player Edition (Authentic) and the $110 fan Edition (Swingman) are equipped with the built-in chip, while the 70 priced offset printing (Fanatics) is unable to use this function.

Perhaps the amount of football in the world is not as good as that of football, but basketball's appeal in the two most important market segments of the United States and China and the young people in these two most important market segments is beyond doubt.

Nowadays, almost all sports brands are close to young people, so they try every means at cost, and the introduction of all kinds of high-tech products and communication methods is probably the most effective.

In an exclusive interview, Nike group CEO Mark Parker introduced: "young consumers are one of the main consumer groups, they are well versed in electronic technology, so we hope to show the brand characteristics, product contents and stories behind our products.

Technology can provide them with connections with brands, players and communities. This connection is very important.

At the same time, technology can help us establish deeper ties with them, not only for providing services to consumers, but also for consumers to give feedback to us. This is two-way. "

Each of the 30 teams wore a new season Jersey.

Multidimensional hand in hand, resource allocation as a test

In this cooperation, Nike clearly combed out the multi-layer cooperation relationship, including the new way of dialogue with fans and consumers, and naturally also included cooperation with NBA, teams and players.

NBA is a very standardized alliance, with many lawyers at the top, so to some extent, the implementation of cooperation is very harsh, and the league has a high degree of control over the team.

Take NBA and Alibaba's cooperation as an example, NBA has opened an official flagship store on Tmall, and if each team wants to set up its own Tmall flagship store, it will face extremely complicated formalities. Even a little contact, the team needs to report to NBA alliance.

Thus, for Nike, the same has been achieved with the alliance official cooperation, but the whole cooperation involves multi-face-to-face communication and cooperation with the league, the team and the players.

Nike believes that their ideas coincide with those of NBA: to improve the competitiveness and appreciation of games and attract more fans so as to enhance the value of the whole NBA.

The relationship with athletes is considered by Nike to be the basis of all cooperation.

Mark Parker said: "the relationship with athletes is the foundation of all cooperation and the core of our work.

Establishing links with athletes can get a lot of information from them, and then innovating in our products is feedback on their feedback.

This is the foundation of Nike and a very easy relationship. "

The absolute advantage of Nike in basketball is that the most famous players in NBA are ten to nine signed Nike or its Jordan brand.

Therefore, for Nike, the signing of this official Jersey sponsorship cooperation means that its largest NBA star camp can be maximized.

Lebron James, the first Nike signed by NBA, can finally put on her own brand of sportswear suit, warm-up suit and jerseys, and match with a pair of Nike's personal customized sneakers.

The launch of the ball show in Losangeles, Nike's "array" is also enviable, in addition to the two superstars Durant and Paul George, new clippers, Griffin, raptors, one brother, rozan, grizzlies captain Conley and forest wolves, "Yuan Yuan Lang" Downes and other famous stars and rookie all appeared.

Durant and Paul George are the stars of the tournament.

Even the media are very curious. With such a luxurious All-Star lineup, how can Nike allocate its resources to make sure that this great superstar, famous star and future star will be formed.

At present, the league's top six Super giants are James and Durant, while Nike and Leonard are signing Jordan brands. Among the top ten stars, there are "thick eyebrows" Anthony Davis, Paul George and others also sign Nike.

The official activities who represent Nike, Nike or Jordan brand to whom to give shoes, who sells the best sneakers and jerseys, has always been the secret players.

With the cooperation with NBA alliance, this level of explicit resources will become the focus of competition among superstars.

In Nike's view, cooperation with stars is mainly on two levels, on the one hand, obtaining important feedback on product development and development, and marketing on the other hand.

Mark Parker said: "the players are very distinctive and have their own style. Some are serious and some are very smart.

When we launch the corresponding products, we will also portray the athletes' personalities through storytelling and other propaganda methods, and we can also feedback the athletes' character through products.

Sometimes, we will also launch integrated products that will focus the strength of many stars, or add celebrities in other fields to increase sales. "

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In addition to the resource allocation of the stars, Nike's official cooperation with NBA has also taken care of the resource allocation within the group: the Sherlock Hornets, Michael Jordan's boss, is the only team to put the Jordan brand logo on the Jersey and related basketball products.

Nike's move can not only express its respect for the "flying men" but also show the group's support for Jordan brand.

NBA team version of the ball coat jacket

Consolidate the advantages of the US and China, and strive to break through the global market.

For Nike, the supply of 30 teams' jerseys, each team has as many as four or five versions of the season's jerseys, each of the teams, fans version of the market, sales to fans, is the foundation of this big business.

A previous data showed that Nike and its Jordan brand almost monopolized the whole North American basketball market, mainly due to their absolute advantage in sports shoes. Now the NBA Jersey is added, which means that the basketball market in North America will be completely monopolized.

At the same time, NBA is the most influential event in the four major North American alliances, which will also help Nike further expand its advantages in China. Looking at the current domestic stadium, Nike's sports shoes have always been the mainstream, and the whole set of equipment for basketball fans in the future will be made by Nike.

From the product level, Nike can test many innovative technologies on the shirt, including the improvement of jersey fabric and sweat absorption effect, such as Nike's research on the 3D positioning of the sportsmen through the distribution of heat and sweating. It has significantly improved the weight of the shirt, the fitting and structural details, and agility. For example, the shirt is made of Alfa yarn and recycled polyester, which can help athletes sweat quickly and keep dry and comfortable.

At the same time, there are also many creative spaces in the design. For example, the theme version of the Jersey is set up a clear tone for some key matches or matches with the old rivals. For each team, its design must introduce the cultural elements of many teams and teams in the city, showing the mental strength of the players.

The competitiveness of products is also regarded as an important basis for Nike to develop the European market through this cooperation.

"Through this cooperation, we can show our characteristics in product innovation, and we can also change the style of competition clothes through design.

We hope to seize this opportunity to make Nike play a bigger role before and after the match.

At the same time, we should innovate according to the feedback from players, which will become our driving force.

And I think all this will help us dig into the European basketball market, "Mark Parker said.

Nike has an obvious advantage in the two big basketball markets of North America and China. NBA is expected to help them further expand their domestic and international market advantages.

In the case of the two largest markets in the US and China tend to be saturated, mining the European market will be an important growth point for this cooperation.

At this point, in fact, Nike's American brand and NBA's American sports league are facing the same problems, challenges, and even the benefits of the challenge.

Nike &NBA launched its Jersey in Losangeles.

In depth tap potential, NBA Jersey commercial value space.

Early NBA was not completely commercialized, so jerseys were not really part of the alliance business. Before 2004, the teams could choose their own sponsors. From the earliest Champion, later, Nike and Puma were the jerseys suppliers of some teams.

At the beginning of the 2004-05 season, Reebok took the lead in becoming a unified player and became the supplier of all the teams in the league. In 2006, Adidas acquired the alliance's official Jersey supplier contract through the acquisition of Reebok, until the 2016-17 season, a total of ten years.

Unlike the "sky high price contract" all over the world, the contract reached between Nike and NBA is only $125 million a year, and it can be called parity. It is spread to 30 teams, and each team is less than 4 million 200 thousand dollars. You know, not long ago, Nike and Barcelona reached a price tag of 125 million dollars (105 million euros), and the latest news shows that Adidas finally won the battle of Real Madrid, including Nike and UA, and the contract price could reach nearly 180 million US dollars (150 million euros) per year.

In the summer of 2017, the latest Forbes sports team value list, Barcelona and Real Madrid in the third and fourth, the highest ranked NBA team Nicks is seventh, NBA 7 teams entered the top 50.

It is not hard to see that for both NBA and Nike, the price of this official cooperation is not important, and the most important thing is the overall commercial development around the Jersey.

In the 2017-18 season, NBA will allow the team to sell the Jersey ads, which is also the first attempt to open the Jersey ads in the four major North American alliances.

Up to now, the champions of the 14 finalized contracts have won the highest price of 20 million dollars for the champion Jinzhou warriors. However, this figure is not far from the highest price of the British Premier League's 63 million place (47 million pounds) chest advertising.

In other words, when Nike takes over, the NBA jerseys have huge space for this big business. Nike and NBA are looking forward to doing this business well.

Nike CEO Mark Parker defined the cooperation: "this cooperation has great impact on Nike.

Basketball is not only the most popular sport in the world, but also played a very important role in the history of Nike.

The cooperation with NBA will enable us to go deeper into the competition, get inspiration from players and games, innovate our products, and promote our products and brands.

On the whole, NBA's hand in hand is a template for Nike.

Whether it is the future communication with consumers and the "digital" communication way represented by the NikeConnent communication channel after the joint launch, or the cooperation mode involving NBA and the most commercialized sports alliance, the cost performance of these explorations and attempts will be very high at the price of 125 million US dollars each year, and it will also play a role in Nike's other market segments.

As Mark Parker said, "cooperation with NBA will lay the foundation for future cooperation between Nike and other sports alliances.

We are willing to make such innovations through the attempt in a sport that can be applied to other sports. "

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