Under Armour, A Shoe Maker, Has A Smile On His Face.

Only 19 years of development, andmar, like Kuri on the basketball court, has gone through a gorgeous spanformation and become a new generation of people's attention. What is the secret behind it?

In the NBA arena, there are good performances every day. On the top of the arena, the two sides fight against each other, and each of them is stunning. When you arrive at my block, I attack you and kill your eyes, killing them so that they can feast their eyes on the audience.

Stephen Currie, who sent a beautiful name to sprout God, has only gone through six years. However, the practice of martial arts has been perfected. The thin figure has drawn a new and unconventional landscape. A three point sharp blade is comparable to Xiao Li's flying knife, steady, accurate and ruthless, breaking through the line of defense and hitting his opponent.

It is said that in the early autumn of 2015, Currie came back strong with his team warriors. The champion has become the history of yesterday, and the glories of joy remain in memory. In the face of new challenges and confrontation, Currie thought that he had to work hard and practice crazily. Reality is always valued by more diligent practice.

In the new season, Currie has led the Jinzhou warriors to win the gold medal in thirteen wars, especially today's Losangeles clippers.

Compared to the basketball court, Andemar, the basketball shoe brand endorsed by Curie, is also Under Armour, also known as UA. In 2014, Andrea successfully surpassed Adidas and became the second largest in the United States. Sports brand 。

By the end of June 30, 2015, Andemar's second quarter revenue grew by 28.5%. It has 20%+ growth for 21 consecutive quarters, from 609 million 600 thousand US dollars in the same period last year to US $783 million 600 thousand, which is better than the 761 million 500 thousand US dollars in the market forecast. Its full year expected revenue has also been raised to US $3 billion 840 million from the previous 3 billion 780 million US dollar, and the corresponding operating profit is also expected to rise to 4.05-4.08 billion from the previous 4.00-4.08 billion US dollars, which means that it will grow by 14%-15% over the 2014 fiscal year.

Can you believe that these dazzling data were made by a sports brand with only 19 years of development history? Just like the Kuri on the basketball court, Andrea completed a gorgeous spanformation, becoming a new generation of idols that attracts millions of people's attention. So what kind of marketing secret did Andemar use to accomplish these proud achievements?

First, precise positioning is made by time.

Andemar, founder and CEO Kevin Plank, was a rugby player. He was very tired of wearing sweat clothes when she was playing. In order to solve this sport's universal pain spot, the development of tight sweating sportswear became the initial intention of Plank to establish Andrea.

In order to develop the first product, Plank and his team spare no time and effort for nearly ten years, because they have very clear and precise positioning. In Kevin Plank, it is a product that is really suitable for athletes.

Two, stick to one pattern and find a breakthrough.

Plank, a rugby player, has been promoting andream in the rugby market, and of course the effect is quite successful. But if you want to take a seat in sports shoes, obviously you need to make more choices. As we all know, NBA is the largest basketball shoe market in the United States and even in the world. However, this big cake has been swallowed up by Nike and Adidas. However, Andemar did not give up or act rashly, but rather waited for the best opportunity until the end of 2013.

Stephen Currie, a new star injured by injury, was slightly depressed on the NBA stadium. Just now, when Andemar and Nike's brand endorsement contracts expired, Andemar quickly pursued CHRIE as the most shining signboard player.

"Thank you for my endorsement. brand They trust me like I trust them. This is just the beginning of @underarmour blessing, "Currie wrote on Instagram.

As a result, Andrew kept the first pair of signature sneakers for The Curry One. A very successful brand marketing campaign began. The sales volume of Andrew shoes has climbed steadily, and its sales volume has increased four times compared with the same period last year. NBA2015 season MVP, and the championship, let the whole world know a lot, and a large number of supporters rush to come. Andrea helped himself with the influence of cooli, and enriched his marketing power and played a beautiful investment battle.

Beijing time September 17, 2015, Andrea and Currie completed the renewal of the contract, the new contract will be extended to 2024, when curry will be 36 years old, it can be said that this is a life contract. This is not only an affirmation of the personal charm of curi, but also a display of Andemar's ambitions for the basketball market.

Three, to do high-end products, we must first master the high-end technology.

Compared with other traditional sports brands, Andemar regards technology as the basis of product research and development. According to the relevant personage, Curie's signature boots reflect two aspects of technological innovation, and the new shock absorption system absorbs the impact of landing and spanforms it into the sports energy at the foot. After understanding the pressure distribution of the foot drop location, EVA foam and mesh molding were used together to anatomically cooperate with the necessary pressure points. In addition, the heel fixation system can prevent slipping more effectively.

In other sports fields, Andemar also has technology everywhere. If the ColdGearInfrared technology is developed independently, it can not only keep the body heat, but also reduce the weight, so that athletes will not be tied up even in winter sports. Also, such as the purchase of sports training tracking application MapMyFitness, calorie counting application MyFitnessPal and European fitness application Endomondo, and providing tools for the US military and NASA to provide data such as respiration, heart rate, skin temperature and acceleration, E39, these high-tech applications further enhance the user's awareness of brand professionalism.

Although Andrea has made remarkable achievements, if we want to really catch up with the status of Nike's first giant, we need to constantly improve every aspect, especially in terms of social marketing. Internet Thinking and understanding the hot spots of the international market, such as the deep development of the international market represented by China. Of course Andemar understands this. After all, Nike has been working on these areas for many years. The key is that Andrew wants to play a set of routines that suit her.