As a rising star, Andema must have many magic weapons if he wants to overtake in a corner. In China, this brand has made a series of attempts, which can be described as failure. Its professional high-end positioning is unacceptable, but with the coming of sports consumption tide, this brand has gradually become a label for athletes.
Andema, whose English name is Andema, is an American sports equipment brand headquartered in Baltimore. However, the American company recently rumored that Andema was close to signing Durant for $320 million, which pushed the brand Andema into people's focus.
You know, in the American market, Andema has surpassed Adidas and ranked second in sporting goods. From June to August this year, the sales revenue of this brand, which is only 18 years old, reached1200 million US dollars, exceeding Adidas'10 billion US dollars.
With the development of NBA, many brands have also risen. Just like Nike, it is because of its unique design that it is loved by fans and players. When we analyze deeply, we will find that the comfort and beauty of shoes are on the one hand, and success is on the other hand. The affair between Nike and Jordan has also become a legend. In the management mode of Andema Company, we can also vaguely see the shadow of that year.
When the Jordan generation was introduced, the NBA didn't accept this kind of shoes with strange color matching, because most basketball shoes were white at that time, because Jordan wore this kind of "strange" shoes to play, and the league also fined him, but Nike helped Jordan pay the fine and supported him to wear air Jordan 1. In this incident, we can clearly see the support of a successful sporting goods company for self-identified stars. Is it the same as Nike, Jordan, Andema and Durant?
Previously, Andema mainly produced sports tights, which was founded by former Maryland football star Kevin Planck. As an athlete, he was tired of the uncomfortable feeling of cotton clothes sticking to his body after he was covered with sweat, so he designed and made Andema tights. Early development made Andema a famous American brand. We are familiar with "speed and excitement? The police officer in love, namely dwayne douglas johnson, has been wearing Andema tights for many years.
The publicity effect of sports stars on sports brands is self-evident, and many well-known sports brands even sign a lot of middle-level stars to promote them. In the early years, the NBA seemed to be monopolized by Nike and Adidas. Slowly, Adidas gained the upper hand from Nike. Why? Let's carefully analyze the players owned by Adidas: Duncan, Garnett (later signed by Anta), McGrady, Billups and Arenas. These five people formed the early Adidas Five Tigers, Duncan's playing style was simple and practical, Garnett's early record in the Timberwolves was poor, McGrady Arenas was riddled with injuries for many years, and Billups was called the blue-collar leader. Compared with Kobe, James and Durant owned by Nike, there is a little less "star flavor". So it is reasonable for Nike to sell better.
In today's NBA league, those players with gorgeous style and high scores are more likely to get big contracts from sponsors. Countless basketball teenagers are more eager to be omnipotent on the court like those scoring champions than to pick and roll or rebound like blue-collar workers.
As early as four years ago, a guard named brandon jennings appeared in the league. His style of play is natural and unrestrained, and he is extremely fast. As time goes by, his appearance is easy to remind people of Iverson. At that time, Andema signed him without hesitation. He lived up to expectations and broke the record of the youngest gentleman with 50 points. The first step in selling basketball shoes, Andema succeeded. At that time, Andema was only a rising star in the field of basketball, and they only had one studio in Milwaukee.
On 20 12, Stephen Curry, the three-point king, made headlines when he left Nike to join Andema. People couldn't help looking at Andema and began to observe Andema's shoes. And Andema's shoes have won people's attention with their wonderful design. A netizen in China has a vivid metaphor: Nike took the hook, Adi took three poles, which looked like they were made in Putian or Jinjiang, but Andema seemed impossible to copy. For example, the toe cap of Andema rarely has some complicated designs, and it has always been a "plain head".
Looking at the current league, only Durant and James can really be called superstars (I really want to say Kobe). In the summer, everyone was attracted by the connection between Durant and Andema, and they all wanted to know if this would happen.
Nike certainly won't make such a mistake. It quickly renewed its contract with Durant and launched kd7. After learning this, I regret to say to my friends, "Alas, Andema really drew water with a sieve." My golfer Huo said, "Now the whole world knows about Andema." I think, don't you? Andema didn't fail in this line. Or, does this imply that Andema has the strength to challenge the first brand?