The so-called red is not much, the brand is followed by his black spots. In fact, from the perspective of market performance, as a professional sports brand, consumers still like UA. But isn't UA wanting to hatch a fashion brand? Isn't it too strong? Nike and Adi's two big brothers have become self-contained in the fashion circle, not to mention the UA-sensitive words of AJ, clover, and grandfather.
The lack of design sense of UA itself will lose some young people who pay attention to clothing mix and shape. Now we have to take the trend. I want to say, you have to be professional and professional, and the word of mouth has already been played. I am at ease.
After UA signed Curry, the sales of sneakers increased by 754%. In 2014, it even surpassed Adidas to become the second-largest brand in the US sports market, and staged a lively rebellion.
Every time a new female colleague comes to the company, everyone will never be able to get together and take a look at her private life. Just like every time a brand of fire is inexplicable in the eyes of Chinese people, people are curious about the nature of the baby will be inspired. Recently I saw a lot of friends in the background asked: "Now Under Armour this brand, in Basketball courts, gyms and other places are not good enough. What the hell is it? Let’s take a look at it!â€
I don't know if basketball is the first sport in China, but the friends who play the ball know that the new "NBA first person" Curry is the image spokesperson of UA. He almost made this brand hot in China. .
After UA signed Curry, the sales of sneakers increased by 754%. In 2014, it even surpassed Adidas to become the second-largest brand in the US sports market, and staged a lively rebellion.
Kevin Plank, UA's CEO, was a football star. He felt that cotton sports T-shirts were soaked in sweat after sweating, so in 1996 he created the Under Armour with the slogan "Cotton is our enemy." The brand's first tights were designed in the grandmother's underground garage. It should be noted that Nike, which was located thousands of kilometers away, has dominated the US sports market with a 43% share.
Faced with such giant giants, Kevin Plank realized that to avoid Nike's monopoly, only the market segment can gain development opportunities, just as McDonald's never sells KFC-style fried chicken in North American stores.
When hip-hop culture is very popular in the United States, many sports brands incorporate hip-hop elements into sportswear, so the most common dresses on the streets of the United States are: fat t-shirts with hanging pants. And these sportswear, which makes your body look doubled, are more from Nike.
But to be honest, this type of sportswear is very tired to wear, and the goose is also soaked in sweat. As an athlete, Kevin Plank, who used to suffer too much, designed a more professional tights with breathable fabric and quick-drying features. It has to be said that this seems to make the UA brand look more professional than the sports giant Nike's idea of ​​catering to the trend.
UA's tights have undergone more than 60 upgrades during the 20 years since its birth, resulting in a series of products such as "hot equipment" and "cold equipment", which has won 75% of the US high performance tights market and will The hook and the three bars are far behind.
The "product professionalism" mentioned above is of course a factor in the successful counterattack of UA, but in my opinion, their counterattacks have also benefited from another powerful skill of their own - the sword's slanting vision.
It is necessary to know that the sports brand's pursuit of sports stars is horrible. Last year, Nike and LeBron James signed a lifetime contract worth more than $500 million. Goose and many athletes have also signed some of the largest sponsorship contracts with Nike in history, such as Jordan, Kobe, C Ronaldo, Federer, etc. The money has accumulated to 9.4 billion US dollars, adding up to a few laps around the earth.
Although UA is almost the same number of athlete-oriented roads, it has its own set of spokesperson choices: more focused on those relatively cheap and promising players/universities, youth players, on budget Within (only 1/3 of Nike) make the smartest choice.
Curry, which was just mentioned at the beginning of the article, is the most successful case of UA.
In Nike's view, compared to Kobe, Durant and other superstars, Curry is more like a heavy substitute, it is too ordinary and has hidden dangers, and there is no need to continue signing. In the face of Curry's $4 million asking price, Nike is only willing to give a $2.5 million contract, and no more than a dime.
As a result, everyone knows that UA took Curry at a price of 5.5 million knives per year, and Curry won the regular season MVP in 15 years and led the Warriors to win the NBA championship. What defeated in the finals was the big master of Nike, the Cavaliers led by James.
In addition, golfer Jordan Spieth, who is also a UA spokesperson, also won the PGA Player of the Year award. In addition, they also signed some of the unexpected characters such as Murray, Flying Fish Phelps, and the first supermodel Gisele Bundchen.
Coupled with the signing of Jushi Johnson, and the successful implantation of "Speed ​​7", "Beauty 2" and "Women's Union 2", the audience can also see the superhero wearing UA to save the world.
Just as UA's tights is a housekeeping skill, Nike's basketball shoes are also the way to Nike's family. After all, the technical accumulation of hooks for so many years is not fake, and the understanding of sneakers and the storage of technology are difficult to achieve. It is as strong as Adi has been suppressed by Nike for many years in the field of basketball shoes. Until recently, Boost technology has seen the hope of a trace of salted fish turning over.
UA's products in basketball shoes are lacking. Currently, relying on Curry's personal effect to sell shoes, and this momentum may have passed, so why not sell your points? So there is a "flagship-level pricing, ordinary The experience of the level. The emergence of this situation, for the consumer, who is not satisfied with you, right?
In fact, the domestic price is high, after all, it is a brand, but it always puts on a high profile of "I never give a discount." The last time I went to the store, I asked if there was a discount. The clerk said, "Sorry, we never discount." (Black question mark face???) I heard this sentence at the sports brand store last time. The words are still in Kappa, how is it mixed now?
It can be seen that UA is currently in a good hand, and it is not unreasonable to surpass Adidas to become the second largest sports consumer brand in North America.
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