Sports Brand Nike Bet On China's Basketball Market Winning Geometry

Recently, sports brand Nike (Nike) held the 2019 basketball Innovation Summit in Beijing, and announced the Chinese men's basketball team's 2019 world cup basketball match. It is reported that Nike is the sponsor of China basketball team in 2019 FIBA World Cup. In the 2019 men's Basketball World Cup, the new basketball shoes of Nike's brand Jordan (Air Jordan) and CONVERSE (Converse) will also be unveiled. At this point, Nike has completed the layout of the basketball shoe market through its three major brands. However, according to the China Commercial Daily reporter, at present, other sports brands have begun to overweight the basketball shoes market, and the competition in the market will become increasingly fierce.

It is understood that the Chinese men's basketball team to participate in the 2019 World Cup Basketball Tournament with "rocket lift" as the source of inspiration, the use of recycled polyester, each Jersey uses about 20 recycled plastic bottles.

In fact, besides sponsoring the Chinese men's basketball team, Nike has also released a series of "Basketball Dream" products for the Chinese public basketball market, which incorporates the details of urban features and Chinese elements. According to Nike, "Basketball Dream" series products will be an important layout of Nike.

Public information shows that since the Atlanta Olympic Games in 1996, Nike has become a sponsor of the Chinese men's basketball team. Until September last year, the president of the Chinese Basketball Association Yao Ming and the vice president of Nike global sports market (Craig Masback) officially announced the renewal of the contract for ten years, and Nike will continue to provide daily training and competition equipment for the Chinese men's basketball team in 1996.

It is worth noting that Jordan's signing athlete Guo Ailun will wear Jordan Jumpman Diamond shoes. CONVERSE's signing athlete Abdul Sarah M will wear Converse All Star Pro BB for the first time.

It is understood that Nike will take the 2019 men's Basketball World Cup as an important opportunity for CONVERSE basketball shoes to debut. CONVERSE's current brand positioning is "sports fashion", its main products are canvas shoes, but it can not be overlooked that CONVERSE is built as basketball shoes. It is reported that in 1936, CONVERSE has become the first sponsor of the US basketball Olympic team. But CONVERSE's development was not smooth, and finally filed for bankruptcy in January 22, 2001. In July 2003, Nike bought CONVERSE with us $309 million. CONVERSE's basketball attribute was gradually replaced by the trend.

In view of the brand positioning of Nike, Jordan and CONVERSE in the basketball shoes market, Matthew Jung, vice president and general manager of CONVERSE Asia, said in an interview that Nike is a world-renowned sports brand leader, Jordan is a professional basketball player, and CONVERSE hopes that every athlete's personality can be released. "Jung" is a professional basketball player.

An expert who does not want to be named by the China Clothing Association believes that Nike and Jordan have a certain foundation in the professional basketball market. CONVERSE may open the mass basketball market with its trend.

In addition, the experts also said that Nike is not only the sponsor of China Men's basketball team in the 2019 men's Basketball World Cup, but also the three brands of its basketball shoes market.

However, according to the China Commercial Daily reporter, sports brand Adidas (Adidas) has also attached great importance to the basketball shoe market. Adidas's second quarter earnings report shows that its basketball product series has achieved two digit growth. Matt Powell Powell, vice president and senior industry consultant at NPD group, a market research firm, said Adidas's basketball shoe growth was largely due to Chinese consumers.

In addition, Nike's other rival Puma (Puma) also signed the Chinese men's basketball team and CBA Liaoning defender Zhao Jiwei in August 6th this year. In February of this year, Puma announced that it became the official market partner of the NBA alliance, and was authorized to produce NBA related footwear products. In addition, Puma could use the NBA logo in its brand advertising campaign.

It can be seen that while Nike is betting on the market of basketball shoes, other sports brands will not be outdone. The competition pressure of the market will be bigger and bigger in the future.