Everyone is not brushed by our Winter Olympics every day, the Olympic Games, as the world's most important sports event, connecting countries all over the world. On this stage, in addition to athletes from various countries can shine and win glory for the countries behind them, there are also sports brands that attract attention on the Olympic stage.
Today, Xiaobian takes stock of the world's top ten dribble brands for everyone to see how many Chinese can enter the list.
NO.1 Nike
Country: United States
Popular product: Air 1
Nike is a world-renowned sports brand in the United States in 1972, its products cover the fields of clothing, footwear and sports equipment, its production of Forrest Gump shoes and AirMax series are popular classics in the market, and its pioneering air cushion technology has also brought a revolution to the sports world.
And Nike, as the first sports brand to lead the global sports trend, almost every Olympic Games, has participated in different ways, showing unusual charm, which can be said to have an indissoluble relationship with the Olympic Games. Xiaobian specially selected Nike's wonderful performance in several important Olympic Games to enjoy what kind of sparks will be rubbed after Nike and the world's largest sports event collide together.
At the 2004 Athens Olympics, Liu Xiang was chosen to promote the "Break the Law, You Can Be Faster Than You" advertisement. And in the Athens Olympic Games for him specially made the world's lightest SUPERFLY running shoes: red, white, gold three pairs of shoes, the final Liu Xiang chose white shoes.
At the 2008 Beijing Olympics, Nike released a "Just Do It, Welcome back to the starting line" theme advertisement. In the design and delivery of advertisements, Nike is closely integrated with the event to highlight humanization. With the deepening of the spokesperson competition, Nike left a deep impression on the public with the topic of "Just Do It, Welcome back to the starting line".
At the 2012 London Olympics, Nike's advertising theme: "Great". "All along, we only believe that greatness belongs to a few people, only to those superstars, but in fact, we can all be great..." Nike tried to find a fit with the London Olympic spirit and Olympic slogan in advertising creativity and execution, deepening the close connection with the London Olympic Games, and deepening the emotional resonance of audiences and consumers.
NO.2 Adidas
Country: Germany
Hot product: Shell shoes
The founder of adidas, Mr. Adi Dassler, was a German with athlete status and shoemaker skills. Because he was well aware of the needs of athletes, who had exquisite craftsmanship and inventive genius; so in his lifetime, he invented more than seven hundred patented products related to sports, thus creating the kingdom of sporting goods of adidas.
Adidas has three series: sports performance series performance (three stripes), sports traditional series originals (clover) and sports fashion series neo (spherical LOGO), of which clover is the classic series of products, and Adidas is also the official ball sponsor of FIFA, as well as the sponsor of NBA leagues, football teams and football teams.
Adidas currently ranks second after "Nike" in terms of market share of sporting goods. An advertising slogan on Adidas' trademark is: There is no impossibleisnothing.
NO.3 Puma
Hot products: White and black series
Puma, founded in Germany in 1948, is a world-renowned sports leather brand, the brand's products cover running, football, golf and racing and other fields, set sportswear and footwear design, development, sales and promotion in one, as of 2020, has been sold in more than 120 countries, sales are as high as 1 billion euros.
Puma, meaning cougar, has accompanied The Ball King Billy to the World Football Championship Final for decades, accompanied tennis player Baker to win the grass in Wimbledon, cooperated with the top athletes and constantly pursued the latest technology to produce the best sports equipment, while Puma's shoes and clothing have also become the representative works of American hip-hop graffiti culture, which is extremely popular among young people.
NO.4 Converse
Hot product: High-top canvas shoes
Speaking of sneakers have to mention Converse, it must have a name! Converse has a kind of magic, when he was a student, he wore t-shirts, shirts, jeans to match it to look good, and as he grew older, there were more mature suits and dresses in the wardrobe, and it still looked good with it.
Converse is really too classic, "Guess the Train", "Harry Potter and the Half-Blood Prince", "Angel Amelie", "Fallen Angel", "Fruit Hard Candy", "Truancy Veyron" and many other Chinese and foreign movies have the shadow of Converse shoes, and there are still many scenes.
In fact, Converse was established very early, in 1908 there was, the timeline resting here is the last emperor Puyi just succeeded to the throne, their product line is very wide, as long as it is rubber products they do, in addition to sneakers and tires or something.
So how did you get on the route of selling sneakers?
At that time, something happened to the factory, and the shoes fell into the furnace to vulcanize the rubber patent, which laid the technical foundation for the Converse All Star, which later sold 700 million pairs.
Converse is the world's number one in terms of sales and color. In the Chinese market, there are now listed ALL STAR CHUCK TAYLOR (All-Star Classic Canvas Shoes), JACK PURCELL (Laughter), PROSTAR (Star Arrow), ONE STAR (Kimura Series), STAR 70 (Parallel Bars Clip Star) five series, more than 50 kinds of colors, so that young people who are not willing to be dull, play with color in a high profile, and go out with vigor.
NO.5 Asics
Country: Japan
Hot product: Asics running shoes
With the aura of "the king of running shoes", the brand adheres to high-tech, high-quality standards, and has developed a number of patents that combine the prevention of injury for wearers with the fun of sports, laying the foundation for the status of the world's four major running shoe brands. From sock shoes to daddy shoes, the brand's design is not only expensive, but also influences today's sneaker trends NIKI, ADIDAS, PUMA, etc. are the followers of this trend.
If you look back at the development process in recent years, you will find that ASICS has ushered in a wider range of attention in fact, which is the case in the past two years, but in this relatively short period of time, the brand has gained a large degree of benefit growth and exposure, and even in the secondary market that focuses on speculation, it has a significant explosive force.
NO.6 Neo-Balance
Popular products: 988 series
Founded in 1906 in the United States, it is a world-renowned sports brand, known worldwide for running shoes that emphasize comfort, with the reputation of "President Jogging Shoes" and "King of Jogging Shoes", and is also a collection of sporting goods design, production and sales in one of the enterprises, with neutral vintage running shoes as the brand of classic series.
New Balance finally survived its third year after a sharp decline in sales, and in 2014, sales began to show a sharp growth trend, and more than 1,000 stores were added, and New Balance experienced an unprecedented successful counterattack after the downturn.
NO.7 KAPPA
Country: Italy
Hot product: KAPPA canvas shoes
Back-to-back kappa was not originally called kappa, but was formerly a small company called m.c.t. Founded in 1916 in Turin, northwestern Italy, the company was originally branded as "aquila", with the original trademark "aquila", and it was not until the late 1970s, with the success of investing in casual wear culture, that Kappa began to put its focus back on the sporting goods market and began to sponsor professional athletes and teams.
From the original Juventus, it gradually extended to the top European teams such as Ac Milan, Sampdoria, Roma and Ajax, and provided tight sprinting attire for the American track and field team at the 1988 Seoul Olympic Games, which caused a huge response.
The correct brand positioning of the Kappa brand in line with the laws of the market makes Kappa's business content in the world enjoy rapid growth. The unforgettable slogan "Hewholovesmefollowsme" has continuously enhanced Kappa's brand image.
Since the Kappa brand entered the Chinese market in 2002, there was a time when Kappa and its "back-to-back" brand identity can be described as a household name, once comparable to Adidas, Nike and other sports brands in the domestic market. However, in recent years, Kappa has gone all the way down and gradually faded out of the public eye. In addition, Chen Yihong bought out all of Kappa's rights in Chinese mainland and Macau, China in 2006, and Kappa became a local brand dressed up as an international ensemble.
NO.8 ANTA
Country: China
Hot product: ANTA basketball shoes
Anta's out of the circle is a bit sudden, think about it, in fact, inevitably.
The reason why it is sudden is because with the rapid popularization of mass fitness sports, as if overnight, the ANTA brand has become synonymous with "professional strength" in the mass sports scene, and the gym muscle big brother, the iron lifter, and the park table tennis player will bless one or two pieces of ANTA equipment, and there are nine out of ten professional backgrounds.
ANTA is a sporting goods group founded in 1991, engaged in the design and production of sports shoes, clothing, accessories and other sports equipment as the main business, the group owns ANTA, Feile, Kolon, Desant and other brands.
It is also inevitable that he will be out of the circle, because in the past ten years, ANTA has made solid investment in both brand and technology, and "professional" and "technology" have been integrated into the brand image.
At present, THERE are more than 12,000 ANTA stores, 5 R&D and design centers around the world, more than 200 international design and development experts, more than 1,400 product patents, and 8 consecutive cooperation with the Chinese Olympic Committee, etc., all of which are the embodiment of ANTA's scientific and technological strength.
Specifically in the product, ANTA has created a super international standard Olympic equipment for 28 Chinese national teams, in front of the Olympic Games, in front of countless professional sports venues, only the strength does not lie, ANTA's scientific and technological strength is to support its national brand to provide professional sports equipment for the Olympic Games.
NO.9 Li Ning
Hot Product: Block basketball shoes
The ignition ceremony of the Olympic Games five years ago made the world know about "Li Ning", a sports brand from China.
Li Ning is a well-known domestic sports brand founded by Li Ning, the prince of Chinese gymnastics, in 1990, integrating brand marketing, R&D design, manufacturing distribution and sales, brand products covering clothing, equipment, accessories and sports and leisure footwear, currently has more than 6,000 offline stores in China and is sold to many countries and regions around the world.
In December 2013, Li Ning ended his 23-year sponsorship of the Chinese national gymnastics captain. In an interview, Li Ning's own statement was quite helpless: "Gymnastics has cultivated me, and gymnastics is a part of my life." But, as the president of the company, this is the choice I had to make. ”
At that time, Li Ning, who was in crisis and turmoil, recorded a loss of 392 million yuan, the change of executives, and the chaos of business lines. What makes Li Ning even more in the throat is that half a year later, it is ANTA who enters the main exercise center as a new sponsor.
NO.10 Hongxing Erke
Hot product: Cushioning sneakers
Last year, a domestic brand that has gradually faded from the public's vision for many years- Hongxing Erke, because after the rainstorm in Henan, donated 50 million yuan of materials, which caused heated discussion among netizens. In addition to liking Hongxing Erke, a hearty comment in the comment area that "I feel like you are going to go out of business and donate so much" received the highest praise. "Hongxing Erke has been losing money for many years but generously donating money" has also rushed to the top of Weibo's hot search, setting off a frenzy of snapping up Hongxing Erke across the country. Even lei Jun, a famous digital circle celebrity, posted a photo of himself wearing Hongxing Erke sneakers on social platforms, expressing his support for Hongxing Erke, once again adding a fire to the heat of Hongxing Erke.
In the 2021 "China's 500 Most Valuable Brands" released by the World Brand Lab, Anta firmly sat in the top spot, with a brand value of 50.793 billion yuan, ranking 162nd in the country, up 43.8%. It is worth noting that the second place in brand value is not Li Ning, the "representative of the national tide" that everyone thinks, but Hongxing Erke, which has the well-known slogan of "TO BE No.1", whose brand value has reached 40.065 billion yuan.
From 2018 to 2021, in the "China's 500 Most Valuable Brands" released by the World Brand Lab, the brand value of Hongxing Erke has increased year by year, and the ranking is also a step forward every year, from 183 in 2018 to 180 in 2021.
In this current era of e-commerce, Hongxing Erke relies on the official live broadcast with goods and offline direct operation, and the market value of Hongxing Erke has soared all the way in a short period of time and become famous overnight. I look forward to this excellent national enterprise to bring more pride to the motherland in the future!