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Sports Brand Marketing: Faster Than Creativity Than Atmosphere

2008/8/30 10:11:00 7

Olympic athletes compete fiercely, and sports brands compete fiercely outside the field.

Yesterday, reporters in Shanghai's Adidas, Lining, Nike and other sports brand stores saw that Chinese and foreign sports brands were carrying out "Olympic marketing" in a variety of innovative ways, and the unique Olympic commemorative costumes constituted the unique scenery of this summer.

After watching TV, buying a couple of T-shirts related to games in the street becomes one of the ways to express the Olympic passion.

But the medal is increasing every day, moving every moment, how to move the latest Olympic story to the product, testing the quick reaction ability of the businessman.

In a Nike store in Shari sports, the marathon commemorative T-shirt is most conspicuous.

The bright red T-shirt printed with Zhou Chunxiu's Pinyin and 2 hours, 27 minutes and 07 seconds of competition results, attached to a row of words: "the last few steps on the peak", the entire dress design is very simple.

In August 17th, Zhou Chunxiu won the first medal of China in the marathon project, and received Nike's new product on the same day. The second day fresh T-shirt was put on the container.

This product was first designed and developed through the "clip" Olympic highlights. It became the most popular sportswear in the store.

From the results of the contest to the completion of clothing design, shipment and shelves, it will take another one to two days. Is it still faster?

A few days ago, Lining brand store opened a new personalized DIY "clothing embroidery" special area. Customers can bring their own clothes to ask shoppers to embroider patterns and words at random, and they can also inform consumers of their needs so that they can customize their own t-shirts for themselves.

Lining brand stores introduce advanced computer embroidery machines abroad, draw and input programs on computers, and in less than half an hour, complex patterns can appear on T-shirts.

According to reports, in August 18th, Liu Xiang returned from injury because of the injury. On the second day, customers came to ask for the words "Liu Xiang, don't cry" to support Liu Xiang.

Sports brand competition is no worse than the competition.

At the entrance of Lining brand store, four sets of Chinese team's award dress are displayed, and each item is marked "not for sale".

It is understood that, because Adidas is a global partner of the Beijing 2008 Olympic Games and a sports apparel partner of the Chinese Olympic Committee, the Chinese delegation's clothing can only be produced and sold by Adidas.

So the Li Ning Co used these clothes to promote the Olympic Games in the form of "no see no sell". At the same time, it used various Olympic commemorative products and Olympic figures to create a strong Olympic atmosphere.

In the face of "Olympic cake", the domestic sports brand also does not give in to each other.

Last year, Li Ning Co completed a share buyout for the red double happiness group. After that, Lining brand store provided sales channels for the red double happiness brand.

Yesterday, reporters in Nanjing East Road Lining brand store found that the original red double happiness shelf area suddenly reduced by 2/3, part of the Red Double Happiness Table Tennis feather equipment area was replaced by Lining shoes.

Li Ning Co staff said that this is because there are too many new products of Li Ning Co during the Olympic Games, and only temporarily adjust the shelves.