19 Chinese companies plotting the new season, the Chinese element is still shiny

Last Friday, freshman Marcus Jordan participated in the training of the school team, the new season, he will represent the University of Central Florida in the NCAA League. And other teammates, like Marcus Jordan wore Adidas-sponsored jersey, but his foot is wearing a pair of Nike shoes ball. Such mashups are commonplace in the basketball park on the streets of China, but it's different for Marcus Jordan because his father was Michael Jordan, a man who has been with Nike for more than 25 years Super idol.

Adidas tone tough statement, to reconsider the University of Florida and Adidas will expire next year's contract. "There is no room for compromise," spokesman Cordos said. "This is a hidden obligation that must be done for the family." "Marcus Jordan's interpretation is equally plausible and there is no dispute between the two sides.

In fact, the story that happened to Marcus Jordan was just a small spray of Nike and Adidas fighting against his enemies for decades. In the global sports market, the battle between them has never stopped from the moment Nike turned its marketing strategy from product-oriented to market-oriented in the 1980s. Especially in the NBA, this battle intensified. The new season, an invisible battle has long been smoke filled. What is even more noteworthy is that a large number of Chinese businesses have been added to this battle.

Currently, Pick signed a total of seven NBA players, in addition to Li Ning and Anta signed an NBA player, respectively, Erke also billboard NBA games. In fact, Chinese enterprises in recent years through the NBA's "massive invasion" is making the NBA into a domestic brand carnival. According to statistics, the new season will be a total of 19 companies signed for the NBA China official partner. Among them, local enterprises include Lenovo, Haier, Mengniu, Li Ning, Western camels, Pick, China Mobile, Wang resistant wood, Tsinghua Tongfang and so on. These companies do not have to sell products to the NBA to be considered settled, is generally responsible for the operation of China's domestic market. The real Chinese brands that are actually used in the NBA are: Lenovo (whistle-and-timer synchronization equipment used for the 2007 Finals); Li Ning (currently active NBA player O'Neal and Damon Jones as shoe spokesperson); Peak (Rockets sponsor at home with billboards, NBA active players Shane Battier and other seven players as spokespersons shoes) and a few others.

Someone once said such a joke, if the endorsement of the NBA star of Chinese domestic brands formed a lineup: Center O'Neal (Li Ning), power forward Scola (Anta), small forward Shane Battier (Peak), point guard Kidd (Peak), shooting guard Francis (Anta), such a team may be able to make the playoffs.

"The NBA's influence in China can be compared with that of the Olympics." The NBA has achieved great success in China. Even more commendable is that this success is not one-way. Chinese players and Chinese companies have raised their value through the NBA platform. " The Associated Press made the same assessment of the relationship between Chinese companies and the NBA, the most concentrated business element and the most successful sports event ever played.

Chinese sports brand is "massive invasion" NBA. But the traditional two-strong fight between Nike and Adidas is still one of the main theme. It is understood that as early as 2004, Adidas to 11 years 400 million US dollars as the high price to become the official sponsor of the NBA League and spend 3.1 billion euros acquisition of Reebok basketball experts. Herbert Heiner, Adidas Group President and CEO, said: "This 11-year contract will allow Adidas to be similar to the NBA in basketball." Although Adidas has still not shaken Nike's leadership in basketball Position, but a great blow to Nike's forces in the homeland.

At the same time, Nike is in the excavation of athletes make great efforts to become one of its flagship star James, before joining the NBA and Nike have signed a seven-year, total 97 million US dollars endorsement contract. Bryant, another hot-hit popular star, signed a five-year $ 45 million contract with Nike in June 2003, up from his previous six-year contract with Adidas. According to internal sources, in 2008 Bryant Bryant and Nike continued a multi-year contract, the contract details were not announced.

Today, Nike's players include Bryant Bryant and LeBron James two league's hottest star, Adidas has Dwight Howard, Creek Rose and others. Last season, Tracy McGanon, Kevin Garnett, Arenas, Duncan and others have quit early due to injury, once let Adidas in the battle with Nike into a disadvantage. In the season division finals, Nike on the major television stations in the United States broadcast James and Kobe partner shooting "doll" commercial, the commercial is divided into three parts. Unfortunately, James failed to reach the NBA finals such as the team led by Nike, the latter two of the commercials can not be broadcast.

If the finals is "Bryant VS James" showdown, it will be the Nike victory. Dwight Howard some unexpected start to the Finals, so that "Bryant VS James" showdown into a "Kobe Bryant VS Howard" collision. Nike is no longer a dominance, Adidas has also become a beneficiary, 2007-2008 season, they have Garnett; 2008-2009 season, they have Howard. As the NBA official sponsor designated, Adidas finally be able to compete in this level of the finals, and Nike company on an equal footing.