Kappa development history
In the early 1970s, profound social and cultural changes took place in Italy, which was an era of resistance and rebellion. In this change, clothing has also adapted to a new way of life, and Kappa is the product of this change.
With the support of strong sponsorship, Kappa signed a contract to sponsor Juventus Football Club in Italy on 198 1, and then successfully sponsored the American national track and field team participating in the 1984 Los Angeles Olympic Games. In the sponsorship activities, the products provided by Kappa brand, which use innovative fabrics, unforgettable designs and represent brand language and brand image, played a key role, which made the popularity of Kappa brand increase rapidly. BasicNet, the brand owner of Kappa, has developed a high-level franchise transaction mode, and has several exclusive franchise rights and technical sponsorship projects with world-renowned football teams. The advantages of this high-profile localized management are: direct and efficient. Thanks to these specific market behaviors that conform to the localization development, including the sponsorship of relevant clubs, these sponsorship activities make Kappa brand appear in the media continuously; There are also sponsorships for famous pop singers and rock bands. The external expression of affinity and the influence of advocating young people's culture are the magic weapons for Kappa brand to win.
Building sportswear suitable for people's daily wear is the product development strategy of BasicNet, and the goal pursued in product innovation is: the regeneration of sports and leisure products. At the same time, functional sportswear is a bridge to support and promote sports and leisure products. Answer to supplement Kappa brand international promotion resources
At the beginning of the brand, Kappa began to sponsor various sports teams. According to statistics, from 1998 to 2002, Kappa*** sponsored about 220 teams and individuals from 27 countries. The sports involved are football, skiing, cricket, beach volleyball, hockey and so on 16 sports. In addition, BasicNet has accumulated rich experience in long-term brand sponsorship activities, which is a very valuable promotion resource for Kappa dealers all over the world.
Now, Kappa's mythical symbol "OMINI" (two little people sitting back to back) has spread all over many sports. The main Kappa teams are: Italian national team, Roma team, French Monaco team, Portuguese Porto team, Spanish real betis team, Dutch Feyenoord team, Brazilian GAMA team, Aguirres team, and Belgian, Greek, Slovak, American and Mexican sports teams. These sponsorships to the world's top teams are an important part of Kappa's extensive global promotion strategy. The unforgettable slogan "People who love me come with me" was added to the answer, which made the brand image of Kappa continuously improved and will become the slogan of Kappa brand promotion in China.
Kappa was not called Kappa at first, but was formerly a small company called m.c.t The full name of this company is "Society Anonima Calzificio Torinese", which was established in Turin, northwest Italy, 19 16, mainly producing socks and underwear. The company's original trademark was aquila, and later it became the current kappa.
In this way, m.c.t has been working quietly, and its achievements are not outstanding. Until the end of 1960s, an important turning point made it achieve an unprecedented performance leap. At that time, the culture of young casual wear was like thunder, and the concept of the integration of men's and women's clothing began to sprout. M.c.t recognized the market and launched two new brands, "robe di kappa" and "jesus jeans". These two brands, mainly fashion casual clothes and jeans, have achieved unprecedented success with innovative and bold publicity. At the end of 1970s, m.c.t' s strategy of repositioning its brand proved to be a smart move, and "kappa sport" (soon referred to as kappa) also became a noticeable brand in the youth market. With the success of casual wear, kappa began to focus on the sporting goods market. The confident kappa began to sponsor professional athletes and teams in the late 1970s. First, he sponsored Zuyundas, the top Italian team, and soon extended his sponsorship to ac Milan, doria, Rome and agis, the Netherlands, all of which won important competitions. All the way to the 1980 s, kappa sponsored the outstanding American track and field team and provided the most advanced technical support for the players. Do you remember the classic tight-fitting sprint suit of American track and field team, which was written by Kappa at 1988 Seoul Olympic Games?
Attack football field
In the 1990s, the trademark of Kappa often appeared on the court, and many famous clubs were supporters of Kappa. Several of them are from Yunnan University and Barcelona, and the national teams are South Africa and Jamaica. 1997, Kappa signed a three-year contract with the host authorities of the European Champions Cup and became the designated sportswear sponsor of this football match. Now the kappa lineup is stronger. 1993, kappa was acquired by a consortium called basic properties, and received full financial support from Benetton, a fashion brand, which made kappa stronger and became the largest private sports product group in Europe. 1On February 9th, 999, Kappa won the favor of Italy's national football team, the top team in the world, and became his sponsor. The players are all superstars of the Emperor, which greatly increased Kappa's fame. What is more striking is that kappa has become the only brand that can put its own label on the Italian national team jersey.
In 2000, kappa introduced a tight elastic jersey for Qixia sponsoring teams to wear. First of all, the Italian national team put on this uniform to make the players more proud and powerful. At the last European Cup of Nations, this jersey was all the rage and everyone rushed to buy it. In the same year, the Italian-Roman football team also became the sponsor team of kappa. In the Italian first division which ended in June this year, the Roma team got an unprecedented happy result. Excellent players such as Todi, Buddy Studa, nakata hidetoshi, Mondina, etc. Under the full sponsorship of kappa, the performance was beyond first-class and impeccable.
Now, Kappa's teams are all over the world, and there are countless Kappa jerseys, such as Vasco in romario, Brazil, Bedis in Denison, Spain and Fiano in Zhong Er, the Netherlands.
Kappa Chinese official website: www.kappa.com.cn