In the past two years, under the impetus of the resurgence of domestic products and domestic and foreign stars and fashionistas, many domestic brands that once had unlimited scenery have become synonymous with the current fashion trends, and even have fan fans who can compete with international big names.
But how many people know that more than a decade ago, when everyone broke their heads to buy international brands, there was a Chinese brand called "Leap" that had been "stolen" by the French...
Leap was born in Shanghai in 1959, its predecessor is a Shanghai rubber shoe factory, it follows the pull-back shoe is a period. In the period from the 60s to the 80s of that year, China's footwear industry was simply a world of "leap", "pullback" and "double star", and it was equivalent to the aristocracy at that time to wear flying shoes. However, with the admiration of Nike and adidas, people have gradually forgotten the existence of the brand of Leap, making Leap shoes a typical "poor man's shoes" and "migrant workers' shoes" in China.
Why is it said that the leap was "stolen" by the French? The story has to start with the warrior monk.
Due to the excellent comfort of the leaping shoes, they are especially suitable for wearing when practicing martial arts, so the martial monks also love to wear the leap.
In 2005, the French boy Bastian crossed the ocean to Shanghai, and the purpose of his trip was to learn Chinese kung fu and become a martial arts master. After visiting the master, the master gave him a pair of standard martial arts training - "flying shoes". When he took the pair of shoes with a white canvas upper, rubber sole, and red and blue lines, he was instantly fascinated, and the idea of learning kung fu was already left behind, and his intuition told him that if he got the overseas trademark rights of the flying shoes, there would be unlimited business opportunities.
So Bastian went to the manufacturer of the leap shoe to negotiate. In his cognition, the production and sales of this shoe should be very hot, but after contact, he learned that the situation of the flying shoes can almost be described as unbearable.
So Bastian came up with his own set of leaps and bounds, including redesigning the feiyue logo, reducing the original rigidity, and adjusting the brand positioning: targeting the trendy youth and the people who love retro dress. Bastian received an oral authorization for the feiyue trademark given by the big blog, and the two sides began to cooperate. Big Bowen also provided a dedicated production line for Patrice.
There was no problem with the story until a twist in the gods: in 2006, Bastian preemptively registered Feiyue's international trademark.
Bastian paid a lot of money to ask the stars to do endorsements, Orlando Bruce, the elf prince in "The Lord of the Rings", and Bobby Divai, Chanel's ambassador, all wore leaping shoes to stand for him. The appeal of the stars has made the leaping kung fu shoes quickly become popular throughout the Western world, as if there is no pair of flying kung fu shoes under the feet.
The operation of Bastian's series of shoes has a deep cultural connotation, and the leap kung fu shoes really fly like kung fu. Flying shoes are admired by the world together with nike, Converse, Adidas, Puma and other big-name sneakers, and the price is between 390 and 935 yuan according to the style.