Nike started with a superstar as a spokesman, and gradually become a strong industry leader, the current momentum plummeted, was Adidas and Reebok strong confrontation. McGrady, 24, NBA Orlando Magic star, is signing a price contract with Adidas. A few months ago, 18-year-old Le Pen James and Nike set a $ 90 million contract, this figure inspired the star and sports brand manufacturers imagination. Adidas has always wanted to expand in the NBA, the Nike traditional territory, the $ 2.5 billion basketball shoes market for Adidas is indisputable, so the NBA a new generation of players has become the target of Adidas and Nike contend. Although there are predictions that Nike can resume some vitality in 2003, Nike has lasted for five years. Adi and Reebok have been looking at Nike "nap" of the time, want to grab some of it from the hands of the market. Nike currently accounts for about 2/3 of basketball shoes market, consumers can easily addicted to a celebrity spokesperson. Nike and Jordan for 18 years of cooperation, at least for the company earned 500 million US dollars from basketball shoes, Nike and Jordan become the industry's model partner. Nike, itself does not produce a pair of shoes business, the biggest ability is to sell brand culture, a very "cool" culture. The brand and sports, entertainment, personal style and fashion closely linked to unusual advertising techniques and brand communication impressed people under 30 years of age. Nike Le Pen James as the second Jordan, one day he will basketball fanatical into shoes, jerseys and other products of fanaticism. Jordan retired, Bryant Bryant for 40 million US dollars to Nike's. "Fu Xi Xi Xi Xi," Who knows Bryant fell into a rape case, hit him star image of Nike endorsement. Yao Ming, China's growing small giants are not received by the men under the door, he became Reebok shoes spokesman. Currently, Adidas and Reebok hold more stars. And Adidas signed: McGrady, Tim Duncan, Kevin Garnett. Adidt is going for McGrady's T-Mac 3 sneakers engaged in a grand promotional activities. According to retailers in New York City, T-Mac 3 shoes are winning fans who are "cool" and they can not play "cool" on the court like McGrady, but they can play "cool" off the court, This is the subtle relationship between consumer groups and celebrity endorsers. In the United States, Adi consecutive years of advertising can not get the essentials, and now seems to understand the American mentality, began to work hard to go deep into the urban basketball culture. McGrady's latest ad was named "Classroom", the direct appeal of the city's amateur players. This is in stark contrast to ADI's ads for Bryant, who used to speak Italian in the US version of the ad. Adi plans to increase its share of the North American market from the current 20% to 30% in 2006. Reebok also plans to double its market share by 30% over the next few years. Reebok's star is NBA star Allen Iverson, in order to stimulate sales, Reebok at the launch with Iverson's signature shoes. For Reebok, it was undoubtedly a major victory at the close of two years between Yao Ming and Nike. Faced with pressing Aid, Reebok, Nike is not indifferent. Nike said it still holds the initiative of competition. In mid-December, the company will launch the first generation of sneakers for Le Pen James - the era of high altitude. At the same time, borrow the image of NBA newcomer Cameron Antony to maintain sales of Jordan shoes and brand freshness. According to industry veterans, Nike has no advantage in competing for stars, delivering new messages to the public and designing high-tech shoes. It plans for Le Pen James to sell 40 million pairs of shoes over a seven-year contract period, and by the time James retired, he could sell 80 million pairs of shoes for Nike. If James retired due to injury or did not become a superstar, Nike's loss is irreparable. James must be like Nike's plan without injuries, always outstanding performance, and gradually become a star like Jordan, the company can make money from 90 million US dollars contract. To achieve these is too difficult. In short, when Nike desperate on James, Adi and Reebok opportunities come.
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