Adidas brand endurance and tension

After entering 2009, China's sports goods market has been utterly deserted. Sports products that were once active have no idea how to market after the Olympic Games. Perhaps the short-term mishap before the next hot spot may be a short-term misalignment under the gloom of a dark cloud, and it may be that there are no shortcomings under the brand essence.

Adidas unity is power

Not only did the wind not stop, but it was getting bigger and bigger, but this time it was upside-down. Companies accustomed to using the wind to make the ship become ineffective at this time. Instead, international brands like Adidas and Nike have shown extraordinary patience and endurance.

Good brother, a considerable iron <br> <br> As the old song: "Unity is strength ...... harder than iron, stronger than steel ......" Adidas continue to hold high the banner of the team, the team really has to be perfect The momentum.

In 2006, "It take five" was promoted in the global basketball market. Next, Adidas further sublimated team spirit and set off an upsurge of "No Brothers, No Basketball" team basketball in the world. At the time of the 2008 China Open, the basketball promotion concept of the 2008-2009 season was "NBA Tested. Brotherhood Ready". It was determined that Nike would attack the basketball advantage, and recently the gang of gangs is still strengthening. And extensions.

"Basketball is a Brotherhood" embodies the core connotation of basketball: Whenever someone takes the lead, others will follow closely, trust each other, and assist each other. Every game is for the teammates and brothers around them. In the war, no one will care about their own score. Everyone only cares about the name of the team in front of the shirt, not the name behind it. Brotherhood connects each player closely. Believe that the team believes brothers, there is no impossible!

If so, basketball is not alone! How can you win the game by yourself? Basketball is not five people! There is no championship team that only relies on the strength of the first five tigers, the strength of the bench and the team consciousness of everyone. It is the biggest capital of a super team.

Yes, basketball is a brother. “When the ball pops up, it depends on the cooperation between the brothers... Everyone here can find their good brother. The relationship is iron-clad. It's like the dialogue in adidas.TV “No brothers, no basketball.” In the short films “Not me, we are,” “go hand in hand,” “brothers' feelings,” and “big family”, we can also find more wonderful words: “we not me”, “every team need a hero, "every hero needs a team" ... ... sentence can be called advertising gold sentence.

On May 24th, 2008, Adidas launched the "Sisters of the True Brothers, the Basketball World" basketball league in six cities of Guangzhou, Beijing, Shanghai, Wuhan, Chengdu and Shenyang. It is an adidas with no brothers and no basketball. The continuation and reinterpretation of the core concept of basketball.

The Beijing Olympic Games has just come to an end. The Chinese men's basketball team's tenacious struggle on the playing field has enabled the majority of Chinese fans to see the outstanding performance of Chinese basketball freshmen. Sun Yue’s outstanding performance has attracted Adidas’ attention. Adidas decided to include Sun Yue. Mr. Bi Baoyuan, Vice President of Marketing Department of Adidas Greater China, said, “Sun Yue is a player with a very strong team style, and it fits well with the spirit of 'no brothers and no basketball' admired by Adidas Basketball.”

Not long ago, six of China’s top basketball teenagers went to the Adidas China Brothers Camp to experience the atmosphere of a truly top basketball under the leadership of Tracy McGrady. McGrady invited a top team. The Chinese teenagers competed with them under the leadership of coach Tracy McGrady. The teenagers who had been under attack were full of anxiety. However, under McGrady’s guidance, they gradually stabilized their position and began to counterattack effectively. In this game, McGrady taught the content is called: unity.

At the end of the game, the teenagers wrote the word "brother" on each other's shoes. McGrady wrote a "brotherhood" on a basketball. This is a brother. McGrady tells you as an NBA All-Star player: No brothers, no basketball.

In addition to physical activities, Adidas also used the Internet to push the “No Brothers, Not Basketball” campaign into areas that other brands had never covered. Consumers can visit the site and experience Adidas' elaborate online interactive programs starring NBA superstars signed by Adidas. Helping consumers to more intuitively feel the charm of the NBA, a deeper understanding of team basketball and the meaning of "no brothers, no basketball."

Subdivision products, materialized spirit

Adidas is not an empty talk about team spirit. With the team spirit already firmly rooted in people's minds, Adidas is now using a convincing product design to materialize what the concept of a team is.

In recent years, the market segmentation of sporting goods has become more apparent. Nowadays, the products, prices and style structure system of internationally renowned sportswear brands like Adidas are perfect. Whether we want to jog, fitness, or play tennis, football, or even yoga or aerobics, we can accept according to our own standards. At the price, find suitable products in the sports brand stores. It can be said that these sports brands can already 'arm' to the teeth.

As the top priority, Adidas insists on the development of its superior categories such as football and basketball, and uses its dual strategies of high technology and cultural concepts to compete.

All along, hi-tech is the magic weapon for the survival of domestic and foreign sportswear brands, and it has also become the biggest selling point of brand promotion. Adidas has always surpassed Nike in product innovation, and at the same time added products to consumers' cultural identity. For example, "'Signature Team' shoes are designed together with the world's top basketball players. They are specifically designed and produced according to their needs. They are also suitable for all basketball players," said Lawrence Norman, Vice President of Adidas Basketball Global.

Both the "team signature" basketball shoes Lightspeed, Lightswitch, Pro Model three series, Adidas has made new progress at the end of 08.

The concept of “C&C” was put forward for the first time. Every brother team needs a creative control of the soul. The basketball players can be divided into Creator and Commander. Types. In combination with unique patented technology, a special team signature series was developed for these two types of players, named Creator Series and Commander Series.

Commander (controller), a team's commander is generally the 4th, 5th post player, is the so-called "to get the inside is the world." Tim Duncan explained: "My role as the master is to control the rebound and be responsible for the defense on the inside. If the game is to be carried out according to my wishes, it must be implemented through energy, effort and technology."

The other aspect of brotherhood is the creator. The players in the team are usually outside players from the 1st to the 3rd position. They are smart on the court and often bring more creativity and imagination to the game. Force to play wonderful games. T-MAC's point of view is: "Creators are versatile players who can complete breakthroughs in the face of inside defense." Gilbert Arenas said, "The more creative you are on the court, you The more chances are for teammates to create points."

Before letting these players speak in their bodies, this time Adidas wins better than the secret work. These two new shoes did not give off any wind, and the surprise of the superstars in the playoffs is undoubtedly the best for new shoes. The ideal way of exposure, it seems that this time, Adidas's team strength has finally exploded.

In addition to the development of key product lines, Adidas can also be used as a precursor to preemptively occupying the vacuum zone of the elderly sports products, to pay more attention to the lives of the elderly with more humane care, and to use sports to arouse their desire and passion for life. Adidas also collaborated with Jet Li to design a brand new fitness curriculum based on the concept of "physical and mental integration" and promote it throughout the country to prepare for the martial arts supplies market...

"Never focus on a single assessment of a product on a single product." Perhaps this is Adidas' product development strategy.