Can The 6 Big Sneakers Brand All-Star Young Stars Change Nike'S Dominance?

70% of all star players are wearing Nike shoes, but the All-Star players are facing unprecedented challenges.

More brands are joining the professional basketball shoes market. Apart from old rivals Adidas and the rising andmar in recent years, Anta, Lining, NewBalance and Puma are all trying to make a difference.

At the same time, some young people entering the league are also influencing their market structure in their respective ways. In 2018, the draft, Eton became the first champion in the last 10 years to sign a contract with Nike Adidas. He and the top ranked bulglie were robbed by Puma who returned to the basketball market. Nike only signed East Qi Qi and Jaron Jackson, and the fifth ranking Teri Yang came from the Adidas camp.

But Renxo Bauer's "BBB" brand was considered a joke at the beginning, but today it is undoubtedly a successful attempt with sufficient heuristic.

The strongest King

Despite the 6 sports brands appearing in this year's all star game, Nike is still the most powerful king to challenge.

All star teams two captain James and "letter elder brother" Ante Tor Quinn Bo Du from Nike, a total of 18 Nike signed players into the all star lineup (including AirJordan), accounting for 70%.

For this game, Nike specially created the All-Star match color shoes for James, Durant, Erwin and Paul George.

Air Jordan also made a special color matching for Westbrook's signature sneakers.

Nike has proved their dominance in the basketball market in terms of the number and quality of their players. Even Andemar and Adidas's current stars, Curie and Harden, have endorsed Nike for their initial League.

Nike's ruling power has been accumulated over years and invested heavily, although the market for basketball shoes has declined significantly in the past one or two years, according to NPD data, compared with 2015, sales of basketball shoes in the United States dropped by 13% in 2017.

In 2014, the last contract between Durant and Nike expired, and Andemar provided Durant with a high price, far exceeding the estimate of $two hundred million for the ten years. After repeated weighing, Nike chose to match the offer, leaving Durant at the price of nearly three hundred million dollars.

In 2017, the contract was expired. According to ESPN, Chinese brand Lining offered an offer of more than ten million dollars a year, and may also include a stake in the scheme.

In the contract four years ago, the endorsement fee of the alphabet was only $25 thousand a year.

Nike finally left the alphabet, although the two sides did not announce the renewal price, but according to Forbes forecast endorsement contract between seven hundred and ten million.

In addition, Nike promised to create personal signature shoes for the alphabet.

In the process of signing players, Nike's commitment to signature shoes is particularly cautious.

Nike must ensure its brand signature shoes are rare to highlight the status of its top players.

In NBA, the stars have their own signature shoes, which are the most important embodiment of commercial value. First, they can get the sales division. Two, they can put their names and other elements and even design concepts on the sneakers.

In recent years, Nike has been removed from the stars, from curi to Leonard or even Hayward, the number of endorsements has not risen substantially, but the sincerity shown by the brand and the terms of the signature shoe in the contract have led them to run away from Nike.

Of the 18 Nike signing players in this year's all star game, 5 of them have their own signature sneakers. In the long run, the signature sneakers will become a soft spot for Nike, the strongest king.

Let a hundred flowers bloom

This season has not yet started, the major brands began to attack the players who are going to expire, and the game of interests between sponsors and players. With the expiration of many star players' contracts, such as Ante Tor Quinn Bo, Nebid, Leonard, Hayward and Cousins, they signed a big contract with different brands in succession.

Wearing new shoes does not take the same old road.

After leaving for Toronto raptors, Leonard also left the Jordan Brand, which had been working together, signed a long contract with NewBalance.

According to ESPN reporter Nick Deborah, the annual price of the contract is slightly higher than that of Nike's previous contract extension offered by Leonard.

The move is considered a major signal for NewBalance to return to the basketball market. NewBalance announced officially that the new sneakers of Leonard, the brand spokesperson, will make their debut during the all star game. This is also the first time since 2013 when spurs player Bonner took part in the three point competition, NewBalance appeared again in the all star game after six years.

Anmar ushered in the second All-Star starters outside the library, the great emperor Nebid.

In September 2018, after the expiration of the contract between Adidas and Adidas, many brands threw an olive branch to the center of the big center who loved to spray the trash talk field. Despite the fact that the center had no shoes to sell, the NBA had not been such a centre of attention for a long time after the big shark retired.

In October 2018, Andrea and ebide reached a 5 year sponsorship contract for shoes.

The combination of Andemar and curry also made Andemar occupy the two place in the all star starters, behind Nike.

The roses are blooming again. They are delighted not only by Ross fans but also by his sponsor Adidas.

At the end of 2018, Adidas released the tenth generation of Ross's war boots. The design of the sneakers can see the shadow of Ross's 1.5 generation. It was Ross's war boots when he got the MVP.

Although many Chinese fans voted for Ross, Ross was not selected for this year's all star game.

In the New Orleans all star game, all of Adidas's players were made up of defenders. Hardenli, lorry and Arad wore three series of shoes.

Anta's signing player, Claire Thompson, once became the only fruit of the domestic brand in this all star game. But the alliance added Wade and Noveski as special players to the squad. It also made Wade, who was good at making shoes on the color matching, also launched All-Star color matching sneakers in the last quarter of her career.

In the position of the defender, the all star competition is too intense in the West. The pioneer guard McCollum is hard to stand out. After Wade retires, Lining brand can hardly appear in the all star game in a short time.

The battle has just begun.

What about young players without signature shoes? Try to get home and sit down with your father and have a good chat.

This is not a joke.

When Nike, Andrew and Adidas expressed a strong interest in Bauer, the condition of the game was $1 billion, packing their three sons.

All companies were frightened by such a sky high price offer. Everyone thought that the ball dad was a madman.

After that, he built his own brand and signed shoes for his son. The first generation sold for $495 - James, harden, Curie, and the top three spokesmen of the top three shoes cost up to $475.

In just two years, Bauer got into the all star rookie game without any trouble. BBB brand went on the NBA Spring Festival Gala.

His signature shoes have arrived in the second generation. "Kan Ye" West, "shark" O'neal and Michael Bennet of NFL are all consumers of signage shoes. Now BigBaller Brand has reached the market value of US $30 million.

The tiger father has no dog. Although Bauer has not yet caught his father's torch in business, he has printed his own brand Logo on his elbow, so that every game he has to put on a tape to play.

From the perspective of tattoos, Bauer won the J.R. Smith game. After all, the tattoo was his own stuff.

It's a pity that Bauer missed the all star game because of injury, and missed the best moment that the brand showed.

NBA announced at the beginning of this season, completely liberalized the color restrictions of shoes, the era of non black and white has passed, players do not necessarily have to wear Nike, and their own brands are more than one.

Net guard Ding Wei Di created personal brand K8IROS, his sneakers are also sold on the ProjectDream website, each pair of 150-160 dollars.

According to Ding Wei Di, personal brand shoes bring him more income than the sports shoes signed after the draft.

At the age of three, a generation gap, which is reflected in these young people, is no longer just a tool to protect feet, but also an important medium for young people to show themselves.

The top five players in the 2018 draft show, Nike only had two players from east Qi and Jaron Jackson, and the fifth runner up Torey Jan was signed by Adidas. Aton became the first NBA player to sign a contract with Nike Adidas in the last ten years. After contacting with Nike and Ande Ma, Eton chose to return to the basketball market, and the same as him and the top of the list, New York's new favorite Knox and potential rookie Potter became the leader of this new rookie.

In the off-season, the old German brand also signed all star level players Cousins, veteran Rudy Guy and other strength players, but whether the company strategy or carrying capacity, changing the market structure or those young people.

Aidan and bargley both entered the all star rookie team. They all told BleacherReport that the reason why they were attracted to Puma was that they had the opportunity to participate in the brand building rather than the more mature giants such as Nike, Adidas or Andrew.

For those young people who are still in the new stage, the battle has just begun.