Jordan Shoes On Spiderman'S Feet: The Most Popular Move Is To Implant In The Market.

"When Myers Morales launched the spider web in the first trailer of Spiderman: parallel universe, wearing the classic Jordan 1 generation boots, the best product implant case in 2018 was born," commented Geek.com.

In December 14th, following the footsteps of the Spiderman parallel universe premiere in North America, Nike launched the new Air Jordan 1 (AJ1) sports shoes "Origin Story" in the official website and the SNKRS application at a price of $160.

Although the specific sales volume has not been disclosed so far, according to ComicBook, entertainment and cultural media, "Origin Story" shows "sold out" in a short time on the day of sale, while other sneakers such as Foot Locker, Eastbay and Finish Line are snapped up.

SONY and Nike, behind spiders: parallel universe and Origin Story, have achieved a win-win situation under the good reputation of the whole world.

In January 7, 2019, the winners of the seventy-sixth Golden Globe Awards (76th Golden Globe Awards) were announced. Spiderman: the parallel universe has won the best animated award in the film category, and has created excellent reputation in half a month since its debut. As of now, rotten tomatoes are fresh 97%, popcorn index 94%, bean score 8.8 points, Cinemascore audience's reputation is "A+", Metacritic's finishing media average score is 87/100, and won the praise of audiences at home and abroad.

Box office performance, in the first weekend after the release, Spiderman: parallel universe gained $35 million in box office, and won 177 million in the first 3 days of the mainland, squeezing the title of "Sea King" to the top of the weekend. At the end of the day, the box office had exceeded 400 million yuan.

Outside the cinema, Nike has become the biggest winner on the sidelines, wearing the Air Jordan 1 shoes with high sense of existence.

As Michael Jordan's first pair of signature sneakers, Air Jordan 1 not only plays an important role in the culture of sneakers, but also resonates with a generation in popular culture.

Now more than 30 years ago, Air Jordan 1 is still entrenched in the top seller's sports shoes list: according to the trend Highsnobiety Highsnobiety joint shoe trading platform Stock X released in the second quarter of 2018, the number of shoes sales data, including Air Jordan 1 and its various joint names 5 pairs of shoes on the top ten.

As seen in the first trailer of Spiderman: parallel universe released earlier this year, the pair on the leading Meyers's foot is a comic version of the upgraded version of AJ1 Chicago, which is just like the classic red / White / black color matching. Only a little adjustment has been made: for the match with the spiderman suit, the traditional red sole has been replaced with plucent ice blue, the Nike label on the tongue is blue and red, and the inner sole is bright blue.

The release of the trailer triggered the nostalgia of basketball fans and the resonance of the younger generation's culture. The interweaving of the two emotions made "AJ1" quickly become one of the hottest topics on the film, and also attracted a large number of fans outside AJ1's fans.

Under the constant exposure of the topic, Nike will not let go of such an opportunity.

Like the AJ1 on the Spiderman feet in the movie, "Origin Story" also uses Chicago color matching and blue soles, and adds "spider man element" wave point texture design in the red part.

"This AJ1 is inspired by Myers Morales's (Miles Morales) in the movie, which has changed the traditional way of color matching."

In the official description of "Origin Story", Nike said, "like Morales's role, AJ1 is also known for breaking the rules."

Just like a spider's mask, it can be put on everyone and let that person become a hero.

Compared with the price of two retro prices in the 1 generation of Chicago and Jordan in 2013 and 2015, the official price of the "Origin Story" is only 160 dollars compared with the price at least 400 dollars in the resale market.

In the Chinese market, as the official channels are hard to find, the omnipotent Taobao and micro dealers are naturally unwilling to lag behind.

According to the lazy bear sports survey, search for "Air Jordan Spiderman" on Taobao has more than 520 related products, ranging in price from 209 to 8888 yuan.

In December 21st, the official WeChat public official of Jordan released the notice of "Origin Story" on sale. It received 100 thousand plus reading and more than 1500 points on the same day.

Among the reasons for wanting to buy, the baseball fans said, "too nice, Jordan perfectly matched Spiderman", "this color match is unique, left to the city hero complex" and "I am not the same Spiderman, I want to wear shoes to see the movie".

Under the powerful movie exposure, the huge popularity and the number of fans and fans and the continuous spread of KOL, Spiderman: parallel universe has successfully launched a new Air Jordan 1 "trend."

But for Nike, this is a "unexpected" harvest of cross-border marketing: initially wanted Morales to wear AJ1 shoes in the movie is not actually Nike company.

According to Jordan's brand global marketing vice president Sean Tysvit (Sean Tresvant) interviewed by QUARTZY, this is not a simple film implantation cooperation, because in the initial movie settings, Myers Morales was wearing a pair of shoes similar to AJ1. This is a cooperative request initiated by SONY, a film company.

At the end of 2016 or early 2017, when designing the image of Myers Morales, the Spiderman: parallel universe team hoped to add some "cultural details that contemporary Broolyn children can understand" to Morales, so that the role is more realistic and grounded.

After discussion, the team decided to write to Nike.

According to the description of Justin K. Thompson, a product designer of Spiderman: parallel universe, in the letter, the film team told Nike about the significance of Jordan brand to them, and introduced the role of the movie. "This role not only represents a black boy from Puerto Rican, but also represents all the children.

Everyone can put on a mask and play their full potential.

This is in line with the spirit of Jordan's brand and Jordan. "

In the end, the sincerity of the movie team touched Jordan brand. Not only did she agree to let Morales wear AJ1 in the movie, but became a trend label of the movie, and even created a "Origin Story" for the movie, which triggered a panic buying rush.

Content marketing has become more and more important for the brand side.

Since the appearance of iron man on screen in 2008, from the box office data, it has become one of the most profitable super IP in the past 10 years.

One of the follow-up effects of IP's explosion is that the major sports brand manufacturers have moved to join the film market and join the market.

As early as in 2012, Reebok launched the Reebok classic shoes, which were inspired by the United States captain, red skull, Spiderman, venom, Jin Ganglang, saber toothed tiger, white queen, black widow, dead servant and 10 manga characters.

In 2014, "Spider Man 2" and "Revenge of the Alliance 2: Austrian era" released, Adidas was inspired by spiders, electro optic people and Avengers, and sold two joint shoes of running and basketball two categories.

In 2017, in order to preheat Spiderman: the return of heroes, New Balance launched the 530 running shoes Spiderman special section, which was built across the border with Man Wai.

In the past two years, domestic brands have also been forced to cooperate with Man Wai, such as Anta's KT3 and the "black leopard" joint sneakers, Lining's "Iron Man", "green giant" retro sports shoes, and PEAK have also rubbed a little hot spot of "venom: fatal Guardian", combining the newly released shoes materials with "venom".

But whether they are foreign or domestic sports brands, these joint names have problems of low attractiveness and unsatisfactory market reaction.

Why is AJ1 in Spiderman fire? As an animated movie, spiders: parallel universe, and the popularity of Jordan shoes itself is one of the reasons why it attracts eyeballs.

But we can see that creative implantation and joint name will not only cause the audience's antipathy, but will bring more attention and recognition to the brand.

I believe you will still remember the "frenzied" Chinese elements implanted in the Transformers series: for example, the Yili Shu milk that was forced to appear in the "change 2", "the 4" on the streets of Hongkong, the advertising cars that appeared on the streets of Hongkong as super TV, the ATM of China Construction Bank, the "Hello, cool dog" of "change 5", the Meizu mobile phone, the Bank of China Building and the excellent and used car web page opened by hornets.

AJ1's sneakers are very natural in the movie compared with the Transformers's series of bad film implants. Myers Morales, a black boy living in Broolyn's Puerto Rican, runs in the blocks wearing these shoes. He needs to bravely encourage himself to become the next generation of Spiderman, and AJ1 plays a "icing on the cake" role in shaping the hero's character.

For Nike, this is a marketing victory.

But in the perfect combination of products and movies, Nike has made an excellent demonstration for other brands.

In 1989, Spielberg's production of the film "back to the future 2", the protagonist wearing the cool LED lights, and can automatically strap shoes Nike Mag sneakers impressive.

Although it was only a concept product at that time, in 2015, the year when the actor went through, the Nike team launched the physical products and launched the public listing for these shoes. In the story of Agam, Agam, who has mental deficiency, has an amazing athletic talent, and has accomplished many things that people can never do for a lifetime. And the Nike Cortez, which he wears in the heroine, has become an integral part of the plot.

It is easier to put in and collage in the movies than to spend in the movies, and to add the "hard and wide" to the inappropriate ones. Nike's performance in Spiderman: parallel universe is also a valuable observation sample.

How to make the product combine with the plot of the movie, find the right entry point, how to make good use of the movie IP to make the consumers feel surprised, and be willing to pay the bill at the same time, then need the brand to do it by itself.