The World Cup Soccer Tournament Begins With The Brand Competition.

　　 World Cup It is not only a football event, but also an arena for all sportswear brands to compete. This year's World Cup in Brazil, Adidas (Adidas) and Nike (Nike) continued PK, and Puma (Puma) joined the competition, which made the competition more intense.

First from Jersey In the Brazil World Cup, Nike competed with Adidas for the first time in the world cup in Brazil, providing the 10 jerseys including the team. Nike's jerseys for the stars not only use high-tech performance innovation to help players keep dry, such as laser cutting air permeability and grid design and Nike Dri-FIT technology, especially in environmental protection. It is reported that a set of jersey fabrics are extracted from recycled plastic bottles. Not only that, Nike also prepared a series of products for players at different times during the tournament. The products are dubbed "player journeys", including players' warm-up, national anthem, competition training, media meeting, travel and clothing at different time when training camp is recuperation.

Adidas has sponsored 9 teams, including Spain and Argentina. The new uniforms have made use of adizero technology to produce lighter and more comfortable competition uniforms, so that players can perform more quickly and play more freely in the arena. This is the lightest football equipment made by Adidas in history. Adidas also launched the world's first adiPower pre cooling vest and sleeves to escort the players.

　　 Puma In this regard, this year sponsored 8 national teams including the Italy team. These jerseys are based on PUMA's latest innovative technology, PWR ACTV, which is said to be the first in the industry to use breathable adhesive tape and tight fitting technology. This technology will help players to show their strength and enhance their performance on the green battlefield.

In addition to jerseys, sneakers have become another battleground for competing brands. Adidas has launched a series of "Battle Pack", and Nike has launched a new war boots Magista to help the world cup. According to Repucom, the world's ten most valuable soccer stars, released by sports marketing research firm Repucom, 6 have signed contracts with Nike and 3 belong to the Adidas camp.

In contrast, the domestic sports brand quietly transformed the traditional sponsorship marketing method, but through the push ball fans, the sponsorship of campus football games, the development of new media marketing and other activities to compete for the world cup's "peripheral Games".

According to relevant public information, Anta has cut through the combination of casual T-shirts and casual shoes to cut into the majority of ordinary football fans. At the same time, it has also launched a professional training football suit to promote the technology experience of products. XTEP's World Cup marketing focuses its attention on young people, shrinking football to campus football, and creating a campus football Carnival PARTY to let Chinese fans, especially campus crowds, revel in the world cup. PEAK plans to increase its exposure by sponsoring CCTV reporters wearing PEAK clothing. It is reported that 31st degree is ready to set up a storage center in Brazil, and intends to sell the shoes and clothing made in China to Brazilians.

In addition, the reporter also learned that, as the "main battlefield" of the world cup consumption, the sports brand counters of major shopping malls have already won the world cup national team jerseys. Gym shoes Other sports equipment has been placed in the most prominent position. Some brands have also launched some promotional activities against some of the old products.